AMA: Twilio Director of Product Marketing, Lindsey Weinig on Messaging

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 enablement/programs, marketing, as well as peers at your level will help you gauge your role's expectations and the business needs. Learning priorities, measures/OKRs/KPIs, recent learnings, challenges, and opportunities from these teams will help inform a perspective that will drive you ...Read More

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 templ ...Read More

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 ...Read More

Building strong messaging, aligned across executives and stakeholders can be done using 3 key tactics. First, include and cite trusted datapoints, both qualitative and quantitative, 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 ke ...Read More

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 A/B 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 up ...Read More