Twilio

Twilio Overview
Website: twilio.com
Employees: 1280
Headquarters: San Francisco, CA
Founded: 2008
About
Twilio is a cloud communications platform as a service company based in San Francisco, California.
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Top Team Awards 2022
Insights from the Twilio Product Marketing Team
Lindsey Weinig
Lindsey Weinig
Director of Product Marketing, TwilioAugust 16
If you can only have one I would defer to the priorities of the business. Are you investing more in enterprise initiatives or SMB? If that prioritization is unclear, I'd use market indicators, opportunity expectations, and recent successes to break the tie.  You can also take a lower-lift approach to addressing the nuance of both. It is likely that your business operates similarly for both targets, provides similiar benefits for your top level business messaging. Then it could be as simple as an additional row of adjusted messaging to target each audience's key pain points and supporting...
Lindsey Weinig
Lindsey Weinig
Director of Product Marketing, TwilioAugust 16
I find the jobs to be done framework very useful in order to keep a customer-first mindset. Truly understanding your target audience's needs serves a product marketer targeting any segment or industry. Ultimately all buyers are people whether they're purchasing as a consumer or as a representative of their employer. 
Lindsey Weinig
Lindsey Weinig
Director of Product Marketing, TwilioAugust 16
I don't know about you, but I'm drained from an all-digital environment and love when people add some creativity to their internal enablement. Come up with a tagline, a theme, or some other creative thread you can tie all of the internal activities around. Since it's for internal audiences you can usually have a bit more of a leash without having to stay as aligned with voice and tone for the company brand. For example, years ago SendGrid launched support for handlebars syntax in our email template editor and the PMM team wore fake mustaches when enabling internal teams of the new feature a...
Lindsey Weinig
Lindsey Weinig
Director of Product Marketing, TwilioAugust 16
Getting messaging into the market is the best true test. Depending on the key channel you wish you utilize the messaging this may come in the form of marketing or sales initiatives and varies based on the investment. You could start with a landing page to test conversions or with a little budget a webinar covering the new messaging, promoted by digital ads, with open Q&A and a feedback survey. Alternately you get gut reactions from a few sales executives, and request they use it in an upcoming conversation with target audience, then review Gong recordings of the response/success in the wild...
Lindsey Weinig
Lindsey Weinig
Director of Product Marketing, TwilioAugust 16
Building strong messaging, aligned across executives and stakeholders can be done using 3 key tactics. First, include and cite trusted datapoints, both qualitative and quantiative, from third party sources as well as directly from your target audience/customers. Second, enlist input from trusted experts in your field. Analyst briefings have been enlightening in my experience and documenting their feedback as a source helps reinforce the market perspective. And finally, face the feedback from key exectutives and stakeholders head-on. I approach this step formally, by sharing a document citin...
Lindsey Weinig
Lindsey Weinig
Director of Product Marketing, TwilioAugust 16
I love the power of a new perspective. I recommend an inspect, reflect, then suggest approach. Taking time to gather information from and form relationships with teams you support including product, sales, sales enablament/programs, marketing, as well as peers at your level will help you gauge your role's expectations and the business needs. Learning priorities, measures, recent learnings, challenges, and opportunities from these teams will help inform a perspective that will drive your approach and priorities as you ramp up. 
Lindsey Weinig
Lindsey Weinig
Director of Product Marketing, TwilioMarch 15
We tend to take a pretty standardized approach for leading launches with my team. First we do a kickoff meeting with key stakeholders/deliverable owners across sales and marketing where we cover the target persona, problem and positioning of the new launch (shared early as a pre-read too) including a proposal of launch deliverables like emails, blog posts and their proposed owners. We then open for discussion on the proposal, requesting suggestions for additional opportunities and feedback.  Stakeholder feedback can get more complex with high-stakes messaging like for price increases or ...
Lindsey Weinig
Lindsey Weinig
Director of Product Marketing, TwilioMarch 15
I recommend making the effort and taking time to connect with the people behind the roles. Working so closely with people, but in an all-remote environment can be really challenging. I do this by asking about their weekends/vacations, remembering their family/pets/hobbies and asking about them. I also share snippets from my personal life to build the relationship. I've also found that any opportunity to meet in person (assuming everyone is comfortable with in-person) while in a more casual environment like for coffee, meal, shared volunteer opportunity, or team building can make great strid...
Lindsey Weinig
Lindsey Weinig
Director of Product Marketing, TwilioMarch 14
Whenever possible I try to have a customer-first, data-driven approach. We've used A/B testing, customer research, or referencing market standards to hash out disagreements in the past. If those aren't an option, but the decision is crucial to the success of the project, I recommend forming a RAPID team/framework to ensure the best option is selected. 
Lindsey Weinig
Lindsey Weinig
Director of Product Marketing, TwilioMarch 14
In my experience, preferences need to be considered here. I personally have found success by adopting a variety of strategies across communication channels and with varied cadence in order to cater to others' varied preferences.  First, we do a lot of writing; sharing plans, strategies, and agendas in advance of meetings allows for deeper engagment vs. a real-time discussion in the moment. Second, we schedule regular check-ins with key stakeholders, both 1:1 and cross-functionally to keep people informed and accountable for their participation (with key considerations for timezones). Dep...
Twilio Product Marketing Leaders
Diana Smith
Diana Smith
Director of Brand and Product Marketing, Twilio.org
Vanessa Thompson
Vanessa Thompson
Senior Director, Product Marketing
Pallavi Vanacharla
Pallavi Vanacharla
Head of Marketing, IoT
Ajit Ghuman
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex
Lindsey Weinig
Lindsey Weinig
Director of Product Marketing