Product Marketing
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Twilio

Twilio

Top Team Awards
Winter 2020
Team Questions
What does the interview process look like for product marketing roles?
What does your org structure & size of the product marketing team look like?
What does success look like for product marketing at Twilio, and how do you measure it?
Market ResearchFollow Vanessa
Can you share your experience about segmentation and personas definition?
Senior Director, Product Marketing at Twilio
I have a 5-step approach that i've developed over time. It does change based on the situation, but the main flow typically stays in tact. I presented this at an event, so you can watch the full breakdown here. https://play.stuff.co.nz/details/_6208820879001 Vanessa’s 5-Step Approach for Successf...more
Market ResearchFollow Vanessa
How do you know you’re conducting thorough enough market research, in order to reduce the amount of unknown unknowns?
Senior Director, Product Marketing at Twilio
Everyone in your business knows something about your market, and your customers. So its not only important to do the research but to make sure you share it with enough people in your business to validate that you dont have any blindspots or other elements that you’ve missed. You dont need to hav...more
Market ResearchFollow Vanessa
When your sales team are already having daily 1on1 conversations with clients, what is the best approach in engaging with these clients for market research without being interruptive?
Senior Director, Product Marketing at Twilio
If your company uses a tool like Gong.io that is the most non-intrusive way to glean insights from sales conversations. It's a great tool that lets you search key topics in an easy way.  If Gong isn't an option to you, then work through your sales team. Be intentional about which customers you’d...more
Market ResearchFollow Vanessa
Question about developing personas. How have you historically sourced people to interview during development?
Senior Director, Product Marketing at Twilio
Based on your question detail, it sounds like you are targeting some specific persona details. If you have the time and capacity to take the approach you described, then it's a good way to do it. The other is to use a third party. I've used a few in the past, SurveyMonkey and Respondent.io. They...more
Market ResearchFollow Vanessa
What are your top 3 methods for conducting effective competitive research?
Senior Director, Product Marketing at Twilio
The outcome you are targeting with your competitive research plays a role in the efficacy of your research method. So have the outcome in mind before you start, that way you will already be on the path to success! Competitive positioning - There are plenty of tools around like Klue, that scrape ...more
Market ResearchFollow Vanessa
How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?
Senior Director, Product Marketing at Twilio
Competitive Battlecards are the best asset for sales but remember to KISS (keep it stupid simple). Sales are often pressed for time so how can you clearly pick apart your differentiators (vs the competitor), give the rep a compelling reason it matters, and even lay some trap setting questions. D...more
Market ResearchFollow Vanessa
How do you convince your company that it's worth the time to invest in researching and making buyer personas?
Senior Director, Product Marketing at Twilio
Personas are the way you bring segmentation and targeting to life by understanding what ‘motivates’ the buyer. If you don't have a good sense of the motivators, needs, and wants of your buyer, then i’d make a bet that your marketing spend isn't optimized and your deal cycle times are longer than ...more
Market ResearchProduct LaunchesProduct MarketingFollow Vanessa
How do you use market research to inform priority verticals to go after in your go to market efforts?
Senior Director, Product Marketing at Twilio
When looking to identify target verticals, I always prefer a data driven approach. I'd work up a detailed analysis exercise and build a vertical based TAM. I have a go-to bubble chart that I like to develop which is based on the growth rate of each (CAGR, y axis) vs the revenue opportunity (x axi...more
Market ResearchFollow Vanessa
How do you delineate the responsibilities of market research between PMM and User Research? How can these teams best work together?
Senior Director, Product Marketing at Twilio
Build a mutual goal and you will be on a great path to a collaborative partnership. The main difference between the two is that PMMs need to think about the broader market which includes the buyer or the person signing the check (to build a strategic GTM model) and the UX team needs to think abou...more
Market ResearchFollow Vanessa
How do you manage internal pushback against data from your market research efforts? Ie other groups that want data to prove a point (product manager or engineer), but then don't trust the data you bring back?
Senior Director, Product Marketing at Twilio
You may be looking at a broader trust issue and its likely that the research and the data you are bringing back is likely only a symptom of this. One of the key soft skills as a PMM is to influence without authority. So think about what motivates your product team, and use that to influence them ...more