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AMA: Twilio Senior Director, Product Marketing, Vanessa Thompson
on Product Launches
April 22 @ 10:00am PST

View AMA Answers

Product Launches With Vanessa Thompson, Senior Director, Product Marketing at Twilio
Top Questions
What product launch metrics should B2B SaaS product marketers be accountable for?
Senior Director, Product Marketing at Twilio
This is a tough one because every PMM at every company operates differently. If there are things that you are personally responsible for delivering, then measure those things first. Blog post views and/or Sign-ups are two key ones. Some other ancillary ones you can measure are PR coverage, and pi...more
Can you elaborate on the Product Marketing org structure at Twilio and elaborate on how your team works together to bring new features to market?
Senior Director, Product Marketing at Twilio
Our org structure is pretty straightforward: * We have PMM teams aligned to our major product areas, Messaging, Voice, Video, Email, Account Security, Flex (Contact Center), and IoT.  * We also have a Platform PMM team. Because we are a developer platform, there are a number of horizonta...more
What's a common mistake you see companies make with regard to product launches?
Senior Director, Product Marketing at Twilio
Using a formula. Lets face it, product launches are a formula. You have a new thing, you position it, and take it to market. You can do all the research and testing in the world and you may not be successful. On the other hand, you might launch something in stealth mode, but Elon Musk tweets abou...more
What are some of the best practices you use to enable sales before a huge launch?
Senior Director, Product Marketing at Twilio
Because Twilio is an API-First product, getting the technical folks up to speed is a huge part of what makes us successful because they are the ones interacting with our main buyer, developers! This is a little different than a B2B launch. Generally though, there are three pillars to how I think ...more
What's the best, most turnkey framework to use for building GTM presentations for multiple stakeholder groups?
Senior Director, Product Marketing at Twilio
The one thing I have learned in the pandemic is that a presentation isnt just slides, its so much more than this now. Its everything about how you show up on the camera, and engage with the audience, as well as your presentation. Thinking about how to build the presentation specifically, I'd say...more
Do you approach crafting overall product messaging differently than feature launch messaging?
Senior Director, Product Marketing at Twilio
You don’t want a new feature to distract from the main hero product so you should think about the specific benefit customers that already use your main hero product are going to get. Of course you need to communicate the value of the feature, will your users or customers be able to do something t...more
What are the key areas that are important but often overlooked in a product launch/go to market? Why do you think these areas don't get the attention that it warrants?
Senior Director, Product Marketing at Twilio
Making it memorable. One of the most memorable launches that I remember wasn't even one that my team did. It was one of our other awesome PMMs. We were launching our new CLI (Command Line Interface). If you have ever seen a developer coding, to the uninitiated, it looks like a black screen with a...more
In our company, product marketing owns sales and company enablement. What can enablement do to ensure a successful product launch?
Senior Director, Product Marketing at Twilio
Our CMO always says, “Market your Marketing!” I love that because it's so true. The best thing we can do for our product launches is to bring the creativity and excitement to a launch. The more out of the box and memorable you can make the launch when you are sharing the launch news with your int...more
Work With Vanessa
Senior Product Marketing Manager, Messaging Channels
San Francisco, California, United States
Ask Vanessa About
  • Aligning sales with your product launch plan
  • How to time a launch for greatest impact
  • How to measure your product launch results