Q&A with Aaron Glazer, Co-Founder and CEO at Taplytics

Building digital products is only half the battle, to become a digital leader your team has to always be testing, proving, and optimizing everything your customer sees.

MEDIA 7: Could you please tell us a little bit about yourself? How did you come up with the idea of Taplytics?
AARON GLAZER: I’m the CEO and one of the co-founders of Taplytics. Taplytics lets you deploy controlled feature rollouts, execute server-side and client-side A/B tests, cut deployment risk, and improve development time.

All four co-founders of Taplytics went to the same high school and I lived with one of our co-founders Cobi in university. The first startup we started was while the 2 of us were in university and we tried to create a rental listing website that would help with finding a rental house in Kingston as we went to Queens University. We’ve been building apps since we were in high school and we wanted to find a faster way to push releases through the app store. It turns out that other people wanted to solve the same problem. Taplytics really just started off as four friends trying to do something interesting with apps and we parlayed that into a platform for AB testing and feature management. From there, we joined Y-Combinator which began our journey to where we are today.

Before Taplytics, I was a Strategy Consultant at ZS Associates. I graduated from the MBA program at the Rotman School of Management, where I majored in Corporate Strategy. Before completing my MBA, I worked as a management consultant at Accenture. Currently, I live in Toronto and continue to contribute to the growing tech scene in Canada as an advisor in the Y-Combinator community.

M7: What marketing channels do you use and which ones do you see as the most promising, given your target customers?
AG: We’re fortunate to have experienced a great amount of organic growth. Word of mouth from users who love our products has been absolutely priceless. I think that’s a channel that everyone is looking to grow so I think one of the most interesting channels is actually Clubhouse. It’s audio-only and literally word of mouth. It’s amazing to see how it’s grown and been able to bring people together.

Product growth tools should be accessible and easy to use to help everyone in the company contribute to improving the customer experience.

M7: How do you ensure that your sales team understands and presents the services in an engaging manner?
AG: Our sales team knows our product inside and out. We consider ourselves a product-first company so we make sure everyone understands customer pain points and how we solve them. Every customer has different needs. It's our sales team’s job to architect a solution that fits with the customer’s process and stack. We’re also fortunate to have some amazing clients that push us to keep innovating and developing new solutions.

M7: How do you target content to your audience, and what are the challenges that you face while producing effective content?
AG: One of the main challenges we face while producing content is determining how each of our user personas will view the content. We are a platform built specifically for product and engineering teams. The challenge is that there’s so much content out there and finding ways to stand out. The most important thing is creating content that is valuable and helpful to product managers and engineers. Some of the topics we focus on include strategies for agile development, how to run A/B tests across different platforms, and vertical-specific best practices. We have a webinar coming up on March 11 that focuses on best practices for QSRs and food delivery apps. Hopefully, we’ll see you there!

M7: How do you create a frictionless experience for tech buyers through automation and data analytics?
AG: One of the keys to creating a frictionless experience is through measuring the impact of experiments with flexible goal tracking and integrations. Taplytics offers an AI assistant to suggest opportunities for improvement or users can connect seamlessly to any data warehouse to better track how their features and experiments are impacting product usage and other key metrics. Having this insight on your users is what helps drive decisions to create a smooth user experience.

Product growth tools should be accessible and easy to use to help everyone in the company contribute to improving the customer experience. That’s exactly what we do at Taplytics. We’re the only no-code experimentation solution for both web and mobile which means that members of your team, outside of just your developers, can release and optimize website and app experiences without writing a single line of code.

That’s why solutions like Taplytics are so crucial to digital-first teams. Building digital products is only half the battle, to become a digital leader your team has to always be testing, proving, and optimizing everything your customer sees.

One of the keys to creating a frictionless experience is through measuring the impact of experiments with flexible goal tracking and integrations.

M7: What do you believe are the top three product marketing challenges in the post COVID-19 era?
AG: Honestly, I don’t think the challenges fundamentally change: creating a message that resonates, delivering that message at the moment that matters, and showcasing your brand essence. Rather, channels will always continue to saturate and it puts the onus on marketers to get creative and fish in the pond where nobody else is fishing.

M7: What is your marketing mantra to stand out in an overly saturated MarTech space?
AG: From day 1, it’s been to build something people want. As a product-lead company, that's the approach we’ll keep taking.