Rudder Lookout: Behind the Build with Humans of Martech and PrizePicks

Every lifecycle marketer knows the loop. You have a campaign goal and a hunch about who to target, and the answer is already in the warehouse. So you file a ticket, go a few rounds with an analyst, then export a spreadsheet and upload it to Meta, Google and Braze one tool at a time. Weeks later, the campaign goes live on a list that’s already stale, and the riskier ideas never get tested at all.

Rudder Lookout makes a different model possible: a marketer starts with a goal, surfaces segments worth targeting, and turns that analysis into an audience that syncs everywhere and stays current, all built on the definitions the data team already maintains. Phil Gamache and Darrell Alfonso, hosts of Humans of Martech, talk with Meghan Hilton, Lifecycle Marketing & RevOps at PrizePicks, and Dom Benton from RudderStack about what this shift looks like in practice.