Case Study: MYOB achieves 54% increase in trial conversion rates with Segment

How MYOB increased conversion rates by 54%

MYOB, a B2B tech provider serving 1.2 million small and medium businesses across Australia and New Zealand, struggled to scale its digital strategy because customer data lived in disparate systems and teams. That fragmentation left them unable to consistently track users or personalize the crucial first 30-day trial experience, and simple changes could take six months or more to deploy.

To fix this, MYOB centralized customer data with Segment and reorganized around clear “Data Producers” and “Data Consumers,” forming cross-functional teams (marketing, developers, product, analysts) to own specific KPIs. The unified data flow and faster delivery enabled personalized trial experiences by product and segment, standardized data across the company, and drove a 54% increase in trial conversion rates while making the organization more agile and efficient.

MYOB

Jay Nawaz

Head of Product & Platforms