Airbyte · San Francisco · airbyte.com
Airbyte moves data. It's the open-source platform engineers use to connect their sources and sync them anywhere (and, increasingly, the context layer that feeds AI agents the data they need).
As an AI-first company, it's crucial for Airbyte to ship, test, and learn quickly. So when a new marketing leader arrived with a mandate to scale pipeline fast, advertising needed to be an active testing ground for real-time data signals: a place to drive signups, generate data, and turn fast, iterative learnings into growth. Execution over envisioning. Doing over deliberating.
Airbyte wanted an AI-powered way to access performance data. That led to a custom Outshine MCP that allows Mario to query performance data on-demand and prepare for any meeting in minutes. Reaching that point, however, first required building a foundation the team could trust.
—Mario Moscatiello
VP Marketing, Airbyte
You can't scale what you can't measure. Mario's first two months were spent understanding what was running, and stitching data together, which uncovered two key problems:
Both stemmed from the same issue: the program chased bottom-of-funnel conversions from a finite, shrinking audience, with no mechanism to bring new buyers into the funnel, and no way to learn fast enough to change that. And beneath all of it, paid media wasn't properly measured.
"Conversion tracking wasn't set up properly. I kept asking, 'why are we doing this if we can't measure or even know what's working?' I needed to make a big change."
We knew where to start: to enable the kind of experimentation required, the first job was making the data trustworthy enough to support confident, fast decisions.
Outshine rebuilt reporting, tagging, and a full-funnel framework across both channels, holding each stage (top, middle, bottom) to its own metrics. Outshine's in-house data engineering practice owned the analytics and tracking, so every experiment could actually be measured.
With a reliable data layer in place, paid channels became the fastest place to test ideas and learn. Outshine shipped quickly, ran experiments, doubled down on what worked, and cut what didn't, at the pace an AI-native company needs.
Rather than chasing more conversions from the same shrinking audience, Outshine used paid social to build awareness and a highly precise paid search program to capture intent. Google Ads was restructured so the right keywords matched the right copy, making search more effective as demand increased.
Underpinning the work was a team Mario could rely on: specialists brought in as needed, with founder access still readily available.
Thanks to Outshine, Airbyte went from guessing to knowing, and from defending spend to planning growth. When you can show that paid influenced both, the budget conversation shifts from justifying to forecasting.
"Being able to show the program influenced both signups and pipeline makes the conversation with my CFO much easier when I'm fighting for budget."
Airbyte's results came from fixing measurement, treating paid as a testing lab for fast learning, and having a partner willing to make the right strategic calls.
—Mario Moscatiello
VP Marketing, Airbyte
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