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Twilio
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Twilio is an American company based in San Francisco, California, which provides programmable communication tools for making and receiving phone calls, sending and receiving text messages, and performing other communication functions using its web serv...
Insights from the Twilio undefined Team
Lindsey Weinig
Twilio Director of Product Marketing • November 9
Product Marketing can often bring in the voice of the customer to influence in the development process. I've been involved in product launches from ideation to general availability and the most powerful insights come directly from customers. Interviewing customers on their pain points, to validat......Read More
1230 Views
Lindsey Weinig
Twilio Director of Product Marketing • November 9
For a launch of any significant size, the most valuable action on my checklist is a post-launch retro. You will always want to measure KPIs and ensure positioning is accurate, but the retro is often overlooked. A well-run retrospective can uncover meaningful insights to both improve the recent l......Read More
1253 Views
Lindsey Weinig
Twilio Director of Product Marketing • November 9
My number 1 recommendation is documentation. First, identify your key stakeholders across product, marketing and sales and document what is working and what isn't in recent launches. Then gather any process or standardization used across the product team for their launches. Ask questions like: ......Read More
1248 Views
Lindsey Weinig
Twilio Director of Product Marketing • November 9
Unfortunately there are many reasons a product launch can fail or underperform: * Doesn't solve a felt problem by the target audience * Solves a problem for a different target audience * Is not differentiated enough in a competitive market * Is not priced correctly * Doesn't function as......Read More
1218 Views
Lindsey Weinig
Twilio Director of Product Marketing • November 9
As a Product Marketer, there are a couple considerations for internal launch and enablement that help guide the process, assets and activities including, product readiness stage (Pilot, Beta, GA), and launch size (T-shirt sized). First, we usually take ownership over launch activities when the p......Read More
1244 Views
Lindsey Weinig
Twilio Director of Product Marketing • November 9
Best case, I partner with the product team to define the core KPI(s) for a product launch. Often product adoption is the goal of the launch, but sometimes a product is launched with other intentions like decreasing churn or increasing revenue through other product/feature adoption. Depending on t......Read More
1521 Views
Vanessa Thompson
Twilio Vice President Marketing
Twilio Sr. Director Product Marketing, Vanessa Thompson on Market Research & Sales Enablement
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Questions covered in this episode: 1:28 Opening Question 4:51 What is PMM and your role like as a Sr. Director at Twilio? 7:08 How did you make the jump from IDC to Twilio? What has your transition from being an analyst to product marketer looked like? 9:27 Myth busters of PMM 12:39 What are so......more
Hema Thanki
Twilio Product Marketing @ Twilio Segment • March 15
The approach will typically vary depending if the startup is pre or post PMF. Pre-PMF you need to be pretty open to a broad set of workstreams falling under PMM. It will also depend if you have a wider marketing team or not. PMM can often help define what other marketing roles are required. When ......Read More
273 Views
Hema Thanki
Twilio Product Marketing @ Twilio Segment • February 8
Depending on which part of the funnel you want to segment and whether its for customers or prospects. An often great place to start for customer segmentation is looking at the customer lifecycle, and segmenting based on that -- all the way from onboarding to advocacy. This is of course great for ......Read More
304 Views
David Esber
Twilio Senior Director, Product Marketing • October 27
A deep understanding of the product, target audience, job to be done, and the technical solution is essential for our team to be good PMMs. For any product, even those that are less technical, knowing what the job to be done is and how the product offering does that job is a strong starting point......Read More
16722 Views