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Lindsey Weinig

Lindsey Weinig

Twilio Director of Product Marketing

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

November 8 @ 9:00AM PST
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Twilio Director of Product Marketing, Lindsey Weinig on Product Launches
Top Questions
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
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
1387 Views
1 request
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
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
1230 Views
1 request
What are uncommon reasons a product launch would fail or underperform?
There are common reasons like sub-optimal messaging or pricing, but what overlooked areas in the product launch process, if not addressed, can lead to failure, and how can product marketers de-risk those situations?
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
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
1197 Views
1 request
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
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
1226 Views
1 request
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
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
1233 Views
2 requests
Have you ever been part of a launch where the eng/product team brought in product marketers or customers after work has kicked off (but before launch) and influenced feature development? What was that like?
Sometimes when product kicks off work they have assumptions about how people think about certain features. Marketing, support, and even customers can come to the table with real stories that may invalidate the assumptions product had early on in the feature dev process.
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
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
1218 Views
1 request