Fivetran + dbt Labs growth playbook

Remove the /ja and /ja/ lines from robots.txt (keep /jp, which only redirects), resubmit the sitemap in Search Console, and watch Japanese impressions. At the same time point the English homepage alternate at "/" instead of "/?r=0" (also blocked), translate the English H1 left on /ja, and add a Japanese demo form that routes to the Japan sales team.

The pages, translations and hreflang already exist, so the cost is one file edit. Japanese buyers research in Japanese, and the new sellers and partners get inbound demand and local proof to send instead of starting cold.

[ ] Remove "Disallow: /ja" and "Disallow: /ja/" from robots.txt
[ ] Keep /jp (redirect only)
[ ] English hreflang on the homepage points to /
[ ] Resubmit sitemap.xml in Search Console
[ ] Translate the English H1 on /ja
[ ] Japanese demo form routed to the Japan team
[ ] Weekly report: /ja impressions, clicks, demos

• Some Japanese pages are thin or partly English

  Unblock first, then noindex the weakest pages instead of the whole folder.

• A sudden jump in indexed pages

  Watch crawl stats; the sitemap and canonicals are already in place.

• Your websiterobots.txt (checked October 21, 2026) contains "Disallow: /ja" and "Disallow: /ja/" (and /jp), yet the sitemap lists 1,681 Japanese URLs (784 connector pages, 290 /people pages, 195 activation pages, 34 case studies), each with a self-referencing canonical and hreflang, and every page's language switcher offers Japanese. /jp redirects to the Japanese resource library.Source
• HiringJapan: a Sales Director (remote, Japan) "responsible for building out our enterprise customer base within various regions in Japan" who will "Organize POC implementations of dbt Cloud Enterprise", and a Partner Sales Manager "based in and around Tokyo" for "Technology, SI, and GSI partners in the region". Both posted August 7, 2026 and still open in October.Source
• Your websiteThe homepage's English hreflang alternate is "/?r=0", a URL that robots.txt's "Disallow: /?" also blocks, while the canonical is "/". The Japanese homepage /ja still shows an English first H1, "Connect your AI to your data", above the Japanese one.Source
• HiringWeb Strategy & Optimization Lead (posted October 6, 2026 in New York, Austin and Philadelphia; also Oakland and Denver): "Define the long-term web growth strategy across Fivetran.com, getdbt.com, and other high-impact web experiences"; "experimentation roadmaps across critical user journeys, including the Homepage, Navigation, Pricing, Signup"; tools named are Webflow, Sanity, Optimizely, GA4, Amplitude, Looker and Microsoft Clarity; and "Identify emerging opportunities in AI, personalization".Source

Replace the disclaimer with a short line about Fivetran + dbt Labs and a link to the merger page, update the copyright year automatically, and check the same footer on the German, French, Spanish and Japanese pages.

Consistency is trust for enterprise buyers, and the fix takes one Webflow component.

• Trademark rules still apply

  Keep a trademark notice, without the "not a product of" claim.

• Your websiteThe footer on every fivetran.com page, including the merger page, still reads "Fivetran Transformations is not a product or service of or endorsed by dbt Labs, Inc." and "© 2025 Fivetran Inc.". The homepage mentions dbt nowhere else; its H1s are "Connect your AI to your data" and "Automated data for autonomous agents".Source
• Press releaseFivetran + dbt Labs completed their merger on June 1, 2026 (announced October 13, 2025); the combined company supports "more than 100,000 data teams" and initially operates as "Fivetran + dbt Labs".Source
• Your websitegetdbt.com's homepage says "Fivetran and dbt are one company. Here's what that means." Its pricing is per seat: Developer free, Starter "$100 per user/month", Enterprise custom; fivetran.com pricing is usage-based (monthly active rows and model runs).Source
• HiringWeb Strategy & Optimization Lead (posted October 6, 2026 in New York, Austin and Philadelphia; also Oakland and Denver): "Define the long-term web growth strategy across Fivetran.com, getdbt.com, and other high-impact web experiences"; "experimentation roadmaps across critical user journeys, including the Homepage, Navigation, Pricing, Signup"; tools named are Webflow, Sanity, Optimizely, GA4, Amplitude, Looker and Microsoft Clarity; and "Identify emerging opportunities in AI, personalization".Source

Run an Optimizely test: the current hero against one that shows "move + transform" with Fivetran and dbt side by side, links to dbt v2 and dbt State, and offers one free start for both. Measure signups and demo requests, split by visitors who already use dbt.

Most data teams already know dbt; showing it turns a familiar name into a reason to try the rest.

• Dilutes the AI message

  Keep AI in the headline and dbt in the proof.

• HiringWeb Strategy & Optimization Lead (posted October 6, 2026 in New York, Austin and Philadelphia; also Oakland and Denver): "Define the long-term web growth strategy across Fivetran.com, getdbt.com, and other high-impact web experiences"; "experimentation roadmaps across critical user journeys, including the Homepage, Navigation, Pricing, Signup"; tools named are Webflow, Sanity, Optimizely, GA4, Amplitude, Looker and Microsoft Clarity; and "Identify emerging opportunities in AI, personalization".Source
• Your websiteThe footer on every fivetran.com page, including the merger page, still reads "Fivetran Transformations is not a product or service of or endorsed by dbt Labs, Inc." and "© 2025 Fivetran Inc.". The homepage mentions dbt nowhere else; its H1s are "Connect your AI to your data" and "Automated data for autonomous agents".Source
• Press releaseFivetran + dbt Labs completed their merger on June 1, 2026 (announced October 13, 2025); the combined company supports "more than 100,000 data teams" and initially operates as "Fivetran + dbt Labs".Source
• Press releasedbt Summit, September 16, 2026: dbt v2 (a Rust rewrite that "parses a 10,000-model project up to 10x faster than v1") and dbt State became generally available, with Fivetran Context Layer, dbt Charts and new dbt Wizard experiences; "the two engine era of Core and Fusion ends".Source

Update the file with current numbers, the merger date, the dbt products and links to pricing and comparison pages; add a getdbt.com version; review it every release.

Buyers ask assistants to compare data tools; the file is the one source the company fully controls.

• Numbers drift again

  Pull counts from the connector catalogue automatically.

• Your websitefivetran.com/llms.txt (17,820 characters, the file AI assistants read) says "In 2025, Fivetran merged with dbt Labs" and "Extract data from 500+ sources", while the homepage says "900+ sources and destinations" and pricing "700+ fully managed connectors"; it does not describe dbt v2, dbt State or dbt Wizard.Source
• Press releaseFivetran + dbt Labs completed their merger on June 1, 2026 (announced October 13, 2025); the combined company supports "more than 100,000 data teams" and initially operates as "Fivetran + dbt Labs".Source
• Press releasedbt Summit, September 16, 2026: dbt v2 (a Rust rewrite that "parses a 10,000-model project up to 10x faster than v1") and dbt State became generally available, with Fivetran Context Layer, dbt Charts and new dbt Wizard experiences; "the two engine era of Core and Fusion ends".Source

Write fair, dated pages for each: architecture, connectors, CDC, pricing model, transformation with dbt, and migration help. Add a page on "Fivetran + dbt vs building on Lakeflow" for Databricks customers.

Comparison searches are late-stage, and native-platform connectors are the rival most deals now meet.

• Partners are also rivals

  Stay factual about Databricks and Snowflake.

• Your websiteSitemap (10,950 URLs, checked October 21, 2026): four comparison pages, Fivetran vs Informatica, Qlik, Airbyte and Snowflake Openflow (plus a "Fivetran vs Airbyte" blog post); none against Matillion, Databricks Lakeflow Connect, Estuary or Hevo; 186 English case studies; 784 connector pages; a merger page at /fivetran-dbt-labs-merger.Source
• Competitor researchRivals' own homepages: Airbyte, "the open-source data movement platform" with "700+ connectors to any warehouse, lake, vector database, or AI agent"; Matillion, "Data Integration and ETL, Now Autonomous" with Maia, "the agentic data team"; Databricks Lakeflow Connect, "100+ built-in connectors" "feeding AI agents with enterprise context"; Estuary, "the right-time data platform" for CDC, streaming and batch; Hevo, "170+ sources".See the research Source
• HiringSenior Technical Product Marketing Manager (posted September 22, 2026, Oakland and Denver), "Fivetran+dbt Labs": creates "architecture diagrams, demos, white papers, blogs", "how-to guides, demo videos, case studies", and works with Partner Marketing on "webinars, workshops, and hands-on labs".Source
• HiringField hiring: Business Development Representatives in Denver, Oakland, Austin, Sydney and Dublin (one "French Speaking"), German-speaking Senior Sales Engineers, a Partner Solutions Architect (posted October 13, 2026) and a Global Alliance Lead for Capgemini. BDRs follow "specific plays created for the team (Snowflake Customer, SAP or HVR use cases)".Source

Pass the page locale into the demo form, route it in Salesforce to the matching BDR or sales engineer, and send the first reply in the same language.

Replying in the buyer's language raises meeting rates for little effort.

• Too few speakers

  Fall back to English with a translated note.

• HiringField hiring: Business Development Representatives in Denver, Oakland, Austin, Sydney and Dublin (one "French Speaking"), German-speaking Senior Sales Engineers, a Partner Solutions Architect (posted October 13, 2026) and a Global Alliance Lead for Capgemini. BDRs follow "specific plays created for the team (Snowflake Customer, SAP or HVR use cases)".Source
• Your websiteSitemap (10,950 URLs, checked October 21, 2026): four comparison pages, Fivetran vs Informatica, Qlik, Airbyte and Snowflake Openflow (plus a "Fivetran vs Airbyte" blog post); none against Matillion, Databricks Lakeflow Connect, Estuary or Hevo; 186 English case studies; 784 connector pages; a merger page at /fivetran-dbt-labs-merger.Source
• Your websiterobots.txt (checked October 21, 2026) contains "Disallow: /ja" and "Disallow: /ja/" (and /jp), yet the sitemap lists 1,681 Japanese URLs (784 connector pages, 290 /people pages, 195 activation pages, 34 case studies), each with a self-referencing canonical and hreflang, and every page's language switcher offers Japanese. /jp redirects to the Japanese resource library.Source

Build a combined estimator: connectors and volumes, model runs, dbt seats, plus annual discount, shown as one monthly figure. Put it on both sites and pass the estimate into the demo form.

A single number removes the first objection to buying the combined platform, and gives sales the starting quote.

• Estimates differ from quotes

  Show a range and the assumptions.

• Your websitePricing page: Free up to 500,000 monthly active rows and 5,000 model runs; Standard, Enterprise and Business Critical plans; "save up to 22% with an annual contract"; median examples such as Facebook Ads (34,479 MAR, $22.06 a month) and Marketo (847,574 MAR, $424.54); "Operate under one plan with consolidated usage-based pricing across all three products"; "Integration for dbt Core". Connector pages such as /connectors/salesforce show a 14-day trial but no price example.Source
• Your websitegetdbt.com's homepage says "Fivetran and dbt are one company. Here's what that means." Its pricing is per seat: Developer free, Starter "$100 per user/month", Enterprise custom; fivetran.com pricing is usage-based (monthly active rows and model runs).Source
• HiringProgram Manager, Growth, Monetization & Strategic Initiatives (posted September 22, 2026): "the operational backbone of our pricing and monetization strategy"; will "Report on pricing outcomes — such as closed-lost-due-to-pricing"; experience "with consumption based pricing" is wanted.Source
• HiringWeb Strategy & Optimization Lead (posted October 6, 2026 in New York, Austin and Philadelphia; also Oakland and Denver): "Define the long-term web growth strategy across Fivetran.com, getdbt.com, and other high-impact web experiences"; "experimentation roadmaps across critical user journeys, including the Homepage, Navigation, Pricing, Signup"; tools named are Webflow, Sanity, Optimizely, GA4, Amplitude, Looker and Microsoft Clarity; and "Identify emerging opportunities in AI, personalization".Source

Code closed-lost reasons for six months of deals, turn the top five into a pricing FAQ with worked examples (e.g. a large Marketo sync at 847,574 MAR), and test whether visitors who read it convert better.

Answering objections in public shortens cycles and reduces pricing escalations.

• Reveals discounting

  Publish list-price examples only.

• HiringProgram Manager, Growth, Monetization & Strategic Initiatives (posted September 22, 2026): "the operational backbone of our pricing and monetization strategy"; will "Report on pricing outcomes — such as closed-lost-due-to-pricing"; experience "with consumption based pricing" is wanted.Source
• Your websitePricing page: Free up to 500,000 monthly active rows and 5,000 model runs; Standard, Enterprise and Business Critical plans; "save up to 22% with an annual contract"; median examples such as Facebook Ads (34,479 MAR, $22.06 a month) and Marketo (847,574 MAR, $424.54); "Operate under one plan with consolidated usage-based pricing across all three products"; "Integration for dbt Core". Connector pages such as /connectors/salesforce show a 14-day trial but no price example.Source
• HiringSenior Marketing Analyst (posted September 25, 2026, Oakland): "Define and own our core marketing metrics" across "demand generation, funnel conversion, pipeline, campaign performance, channel efficiency"; tools are SQL, "dbt / dbt State", Looker, Claude Code, Salesforce, Marketo and attribution data.Source

Score each new account on connectors added, destination, MAR in the first 14 days and dbt use, and route high scores to BDRs with a note on what they built. Keep everyone else in a guided self-serve path.

Product signals beat form fields for predicting deal size, and BDRs open with what the buyer actually tried.

• Self-serve buyers annoyed by calls

  Email first; call only above the threshold.

• HiringGrowth Marketing Strategy & Planning Manager (posted September 30 and October 6, 2026, four cities): the "right hand to the VP of Growth", owning "cost-per-lead, cost-per-opportunity, CAC by channel"; the team supports "both the sales-led business and our PLG motion" and makes "decisions around lead routing between the two businesses"; will "Partner with our Head of PLG Revenue to identify friction in the self serve funnel" and "Drive alignment on best-fit customer profile".Source
• HiringField hiring: Business Development Representatives in Denver, Oakland, Austin, Sydney and Dublin (one "French Speaking"), German-speaking Senior Sales Engineers, a Partner Solutions Architect (posted October 13, 2026) and a Global Alliance Lead for Capgemini. BDRs follow "specific plays created for the team (Snowflake Customer, SAP or HVR use cases)".Source
• Your websitePricing page: Free up to 500,000 monthly active rows and 5,000 model runs; Standard, Enterprise and Business Critical plans; "save up to 22% with an annual contract"; median examples such as Facebook Ads (34,479 MAR, $22.06 a month) and Marketo (847,574 MAR, $424.54); "Operate under one plan with consolidated usage-based pricing across all three products"; "Integration for dbt Core". Connector pages such as /connectors/salesforce show a 14-day trial but no price example.Source

Open-source a sanitized version of the marketing metrics project as a dbt package (connectors, models, tests, CAC by channel) with a write-up and a webinar.

Data teams trust working code more than slides, and the package pulls them into connectors and dbt at once.

• Exposes internal numbers

  Ship models and sample data only.

• HiringSenior Marketing Analyst (posted September 25, 2026, Oakland): "Define and own our core marketing metrics" across "demand generation, funnel conversion, pipeline, campaign performance, channel efficiency"; tools are SQL, "dbt / dbt State", Looker, Claude Code, Salesforce, Marketo and attribution data.Source
• HiringGrowth Marketing Strategy & Planning Manager (posted September 30 and October 6, 2026, four cities): the "right hand to the VP of Growth", owning "cost-per-lead, cost-per-opportunity, CAC by channel"; the team supports "both the sales-led business and our PLG motion" and makes "decisions around lead routing between the two businesses"; will "Partner with our Head of PLG Revenue to identify friction in the self serve funnel" and "Drive alignment on best-fit customer profile".Source
• Public channelsYouTube @fivetran: 4,330 subscribers, 229 videos, about 1.96 million views. GitHub: 324 public repositories including Fivetran's dbt packages (dbt_ad_reporting, 225 stars). Blog: about 1,200 posts with an RSS feed, updated October 19, 2026.Source

Add "typical cost on Standard" (median MAR and price) to each connector page, with a link to the estimator, and test it on the top 50 connectors first.

Usage-based pricing scares buyers until they see a real number for their source.

• Large customers expect lower prices

  Label it as the 1-200 employee median.

• Your websitePricing page: Free up to 500,000 monthly active rows and 5,000 model runs; Standard, Enterprise and Business Critical plans; "save up to 22% with an annual contract"; median examples such as Facebook Ads (34,479 MAR, $22.06 a month) and Marketo (847,574 MAR, $424.54); "Operate under one plan with consolidated usage-based pricing across all three products"; "Integration for dbt Core". Connector pages such as /connectors/salesforce show a 14-day trial but no price example.Source
• Your websiteSitemap (10,950 URLs, checked October 21, 2026): four comparison pages, Fivetran vs Informatica, Qlik, Airbyte and Snowflake Openflow (plus a "Fivetran vs Airbyte" blog post); none against Matillion, Databricks Lakeflow Connect, Estuary or Hevo; 186 English case studies; 784 connector pages; a merger page at /fivetran-dbt-labs-merger.Source
• HiringProgram Manager, Growth, Monetization & Strategic Initiatives (posted September 22, 2026): "the operational backbone of our pricing and monetization strategy"; will "Report on pricing outcomes — such as closed-lost-due-to-pricing"; experience "with consumption based pricing" is wanted.Source

Add a "ready models" block to connector pages that have a Fivetran dbt package, with the GitHub link, a lineage picture and a one-click Quickstart.

Ready models shorten time to first dashboard, the moment trials convert.

• Packages lag connector changes

  Show the last release date.

• Public channelsYouTube @fivetran: 4,330 subscribers, 229 videos, about 1.96 million views. GitHub: 324 public repositories including Fivetran's dbt packages (dbt_ad_reporting, 225 stars). Blog: about 1,200 posts with an RSS feed, updated October 19, 2026.Source
• Your websitePricing page: Free up to 500,000 monthly active rows and 5,000 model runs; Standard, Enterprise and Business Critical plans; "save up to 22% with an annual contract"; median examples such as Facebook Ads (34,479 MAR, $22.06 a month) and Marketo (847,574 MAR, $424.54); "Operate under one plan with consolidated usage-based pricing across all three products"; "Integration for dbt Core". Connector pages such as /connectors/salesforce show a 14-day trial but no price example.Source
• Press releaseFivetran + dbt Labs completed their merger on June 1, 2026 (announced October 13, 2025); the combined company supports "more than 100,000 data teams" and initially operates as "Fivetran + dbt Labs".Source

Add a second track for startups from named accelerator and venture partners, with the same limits (50 or fewer employees, new customers), and promote it in the dbt community.

Startups that build on Fivetran early grow into enterprise contracts.

• Credit cost

  Cap the cohort size.

• Your websiteStartup program: "$50k of free Fivetran" over 12 months, open only to companies "Enrolled in any Y Combinator batch" with 50 or fewer employees that are not current or former customers.Source
• HiringGrowth Marketing Strategy & Planning Manager (posted September 30 and October 6, 2026, four cities): the "right hand to the VP of Growth", owning "cost-per-lead, cost-per-opportunity, CAC by channel"; the team supports "both the sales-led business and our PLG motion" and makes "decisions around lead routing between the two businesses"; will "Partner with our Head of PLG Revenue to identify friction in the self serve funnel" and "Drive alignment on best-fit customer profile".Source
• Press releaseFivetran + dbt Labs completed their merger on June 1, 2026 (announced October 13, 2025); the combined company supports "more than 100,000 data teams" and initially operates as "Fivetran + dbt Labs".Source

Run a quarterly hands-on lab in Tokyo with one SI partner: move SAP or Salesforce data with Fivetran and model it with dbt v2, in Japanese, with attendees leaving with a working project.

Japanese enterprises buy through SI partners; labs give partners a reason to bring their clients.

• Low attendance

  Partner co-invites.

• #1 Let search engines into the 1,681 Japanese pages before the new Japan team starts selling

• HiringJapan: a Sales Director (remote, Japan) "responsible for building out our enterprise customer base within various regions in Japan" who will "Organize POC implementations of dbt Cloud Enterprise", and a Partner Sales Manager "based in and around Tokyo" for "Technology, SI, and GSI partners in the region". Both posted August 7, 2026 and still open in October.Source
• HiringSenior Technical Product Marketing Manager (posted September 22, 2026, Oakland and Denver), "Fivetran+dbt Labs": creates "architecture diagrams, demos, white papers, blogs", "how-to guides, demo videos, case studies", and works with Partner Marketing on "webinars, workshops, and hands-on labs".Source
• Your websiterobots.txt (checked October 21, 2026) contains "Disallow: /ja" and "Disallow: /ja/" (and /jp), yet the sitemap lists 1,681 Japanese URLs (784 connector pages, 290 /people pages, 195 activation pages, 34 case studies), each with a self-referencing canonical and hreflang, and every page's language switcher offers Japanese. /jp redirects to the Japanese resource library.Source
• Press releasedbt Summit, September 16, 2026: dbt v2 (a Rust rewrite that "parses a 10,000-model project up to 10x faster than v1") and dbt State became generally available, with Fivetran Context Layer, dbt Charts and new dbt Wizard experiences; "the two engine era of Core and Fusion ends".Source

Publish a weekly 5-minute "connector to model" video: one source, one dbt model, one result. Cut each into clips for LinkedIn.

Short practical videos rank in YouTube and AI search and keep the brand in front of practitioners.

• Hard to keep weekly

  Batch-record a month at a time.

• Public channelsYouTube @fivetran: 4,330 subscribers, 229 videos, about 1.96 million views. GitHub: 324 public repositories including Fivetran's dbt packages (dbt_ad_reporting, 225 stars). Blog: about 1,200 posts with an RSS feed, updated October 19, 2026.Source
• HiringSenior Technical Product Marketing Manager (posted September 22, 2026, Oakland and Denver), "Fivetran+dbt Labs": creates "architecture diagrams, demos, white papers, blogs", "how-to guides, demo videos, case studies", and works with Partner Marketing on "webinars, workshops, and hands-on labs".Source
• Press releaseFivetran + dbt Labs completed their merger on June 1, 2026 (announced October 13, 2025); the combined company supports "more than 100,000 data teams" and initially operates as "Fivetran + dbt Labs".Source

Add shared navigation between the sites, one account and signup that offers both products, a shared customer story library and cross-site analytics, then decide whether to merge domains.

One journey lets each product sell the other.

• SEO risk

  Keep both domains until data says otherwise.

• HiringWeb Strategy & Optimization Lead (posted October 6, 2026 in New York, Austin and Philadelphia; also Oakland and Denver): "Define the long-term web growth strategy across Fivetran.com, getdbt.com, and other high-impact web experiences"; "experimentation roadmaps across critical user journeys, including the Homepage, Navigation, Pricing, Signup"; tools named are Webflow, Sanity, Optimizely, GA4, Amplitude, Looker and Microsoft Clarity; and "Identify emerging opportunities in AI, personalization".Source
• Your websitegetdbt.com's homepage says "Fivetran and dbt are one company. Here's what that means." Its pricing is per seat: Developer free, Starter "$100 per user/month", Enterprise custom; fivetran.com pricing is usage-based (monthly active rows and model runs).Source
• Your websiteThe footer on every fivetran.com page, including the merger page, still reads "Fivetran Transformations is not a product or service of or endorsed by dbt Labs, Inc." and "© 2025 Fivetran Inc.". The homepage mentions dbt nowhere else; its H1s are "Connect your AI to your data" and "Automated data for autonomous agents".Source
• Your websiteSitemap (10,950 URLs, checked October 21, 2026): four comparison pages, Fivetran vs Informatica, Qlik, Airbyte and Snowflake Openflow (plus a "Fivetran vs Airbyte" blog post); none against Matillion, Databricks Lakeflow Connect, Estuary or Hevo; 186 English case studies; 784 connector pages; a merger page at /fivetran-dbt-labs-merger.Source

Let visitors paste an API docs URL and see a preview of the connector schema before signing up, then finish it in a trial.

It turns "you do not support my source" into a signup.

• Compute cost

  Limit previews per visitor.

• Your websiteMerger page: dbt Wizard, the open-source Agents Schema ("Designate one schema ... (AGENTS) as the context layer for AI agents"), the AI Connector Builder that turns API documentation into managed connectors, "reducing new connector delivery from weeks or months to minutes", and dbt State.Source
• Your websiteSitemap (10,950 URLs, checked October 21, 2026): four comparison pages, Fivetran vs Informatica, Qlik, Airbyte and Snowflake Openflow (plus a "Fivetran vs Airbyte" blog post); none against Matillion, Databricks Lakeflow Connect, Estuary or Hevo; 186 English case studies; 784 connector pages; a merger page at /fivetran-dbt-labs-merger.Source
• HiringGrowth Marketing Strategy & Planning Manager (posted September 30 and October 6, 2026, four cities): the "right hand to the VP of Growth", owning "cost-per-lead, cost-per-opportunity, CAC by channel"; the team supports "both the sales-led business and our PLG motion" and makes "decisions around lead routing between the two businesses"; will "Partner with our Head of PLG Revenue to identify friction in the self serve funnel" and "Drive alignment on best-fit customer profile".Source

Launch an "Agents Schema compatible" programme: docs, a test suite, a badge and joint launches with BI and AI tools.

Each compatible tool becomes a channel for Fivetran + dbt.

• Rivals fork the standard

  Keep governance open.

• Your websiteMerger page: dbt Wizard, the open-source Agents Schema ("Designate one schema ... (AGENTS) as the context layer for AI agents"), the AI Connector Builder that turns API documentation into managed connectors, "reducing new connector delivery from weeks or months to minutes", and dbt State.Source
• Press releasedbt Summit, September 16, 2026: dbt v2 (a Rust rewrite that "parses a 10,000-model project up to 10x faster than v1") and dbt State became generally available, with Fivetran Context Layer, dbt Charts and new dbt Wizard experiences; "the two engine era of Core and Fusion ends".Source
• HiringField hiring: Business Development Representatives in Denver, Oakland, Austin, Sydney and Dublin (one "French Speaking"), German-speaking Senior Sales Engineers, a Partner Solutions Architect (posted October 13, 2026) and a Global Alliance Lead for Capgemini. BDRs follow "specific plays created for the team (Snowflake Customer, SAP or HVR use cases)".Source

Publish an anonymized yearly report: fastest-growing sources, destinations, sync frequency and dbt adoption. Launch with a press release and a webinar.

Original data earns press and links, and gives sales a reason to call.

• Customer concern

  Aggregate only, with no customer named.

• Your websiteHomepage proof: National Australia Bank "cutting data costs by 50%", Pfizer clinical-trial data "from hours to minutes", Coke One North America for "~35,000 users"; "by the numbers": 9.1+ petabytes and 2T+ rows synced per month, 102.9M transformation models run per month.Source
• Public channelsYouTube @fivetran: 4,330 subscribers, 229 videos, about 1.96 million views. GitHub: 324 public repositories including Fivetran's dbt packages (dbt_ad_reporting, 225 stars). Blog: about 1,200 posts with an RSS feed, updated October 19, 2026.Source
• Press releaseFivetran + dbt Labs completed their merger on June 1, 2026 (announced October 13, 2025); the combined company supports "more than 100,000 data teams" and initially operates as "Fivetran + dbt Labs".Source

Offer a free checker that scans a project and lists upgrade issues and expected speed-up, and offer a trial of Fivetran connectors for the sources it detects.

A useful free tool meets dbt users at a moment of change and introduces the rest of the platform.

• Community sees it as a sales funnel

  Keep the checker free and useful on its own.

• Press releasedbt Summit, September 16, 2026: dbt v2 (a Rust rewrite that "parses a 10,000-model project up to 10x faster than v1") and dbt State became generally available, with Fivetran Context Layer, dbt Charts and new dbt Wizard experiences; "the two engine era of Core and Fusion ends".Source
• Press releaseFivetran + dbt Labs completed their merger on June 1, 2026 (announced October 13, 2025); the combined company supports "more than 100,000 data teams" and initially operates as "Fivetran + dbt Labs".Source
• Your websitegetdbt.com's homepage says "Fivetran and dbt are one company. Here's what that means." Its pricing is per seat: Developer free, Starter "$100 per user/month", Enterprise custom; fivetran.com pricing is usage-based (monthly active rows and model runs).Source

Add a Content-Security-Policy (report-only first), tighten the other headers the scan lists, and recheck until the grade is A.

It removes an easy objection in security reviews.

• Breaks tags

  Report-only first.

• Security headers checkMozilla Observatory grades fivetran.com "C-" (45/100); no Content-Security-Policy header was seen on the homepage. Email is well protected: SPF "-all" and DMARC "p=reject".Source
• Google PageSpeed (Chrome UX Report)Real Chrome visitors to fivetran.com pass Core Web Vitals: LCP 1.6 s at p75 (34% faster than before), INP 98 ms, CLS 0.04. The site runs on Webflow with Optimizely and Google Tag Manager behind Cloudflare.Source

Build one landing page per play (Snowflake customers, SAP, HVR migration) with the matching case study, and use it in sequences.

A page that matches the email lifts reply-to-meeting rates.

• Too many pages

  Start with three.

• HiringField hiring: Business Development Representatives in Denver, Oakland, Austin, Sydney and Dublin (one "French Speaking"), German-speaking Senior Sales Engineers, a Partner Solutions Architect (posted October 13, 2026) and a Global Alliance Lead for Capgemini. BDRs follow "specific plays created for the team (Snowflake Customer, SAP or HVR use cases)".Source
• Your websiteSitemap (10,950 URLs, checked October 21, 2026): four comparison pages, Fivetran vs Informatica, Qlik, Airbyte and Snowflake Openflow (plus a "Fivetran vs Airbyte" blog post); none against Matillion, Databricks Lakeflow Connect, Estuary or Hevo; 186 English case studies; 784 connector pages; a merger page at /fivetran-dbt-labs-merger.Source
• Your websiteHomepage proof: National Australia Bank "cutting data costs by 50%", Pfizer clinical-trial data "from hours to minutes", Coke One North America for "~35,000 users"; "by the numbers": 9.1+ petabytes and 2T+ rows synced per month, 102.9M transformation models run per month.Source