AMA: Twilio Senior Director, Product Marketing, Vanessa Thompson on Market Research
December 2 @ 9:00AM PT
View AMA Answers
Twilio Vice President Marketing • 4y
If you think about what goal you want to achieve, that will help you decide what documents to produce and own. A good goal at this stage is to be a strategic partner to y...
925 Views
4 requests
Twilio Vice President Marketing • 4y
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 skil...
434 Views
1 request
Twilio Vice President Marketing • 4y
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 marke...
999 Views
2 requests
Twilio Vice President Marketing • 4y
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...
991 Views
1 request
Twilio Vice President Marketing • 4y
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, an...
595 Views
1 request
Twilio Vice President Marketing • 4y
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...
2429 Views
1 request
Twilio Vice President Marketing • 4y
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 ...
1856 Views
7 requests
Can you share your experience about segmentation and personas definition?
I'm so sure it is so important for good products being focus on an addecuate segmentation or undestand personas, but what do you consider are the steps or the best process for getting a good segmentation?
Twilio Vice President Marketing • 4y
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...
1195 Views
1 request
Twilio Vice President Marketing • 4y
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 pe...
762 Views
1 request
How have you historically sourced people to interview while developing personas?
Especially if you don't have any customers that fit the bill my current plan is to assemble a list of possible titles and have my virtual assistant company prospect for and find contact details for them then probably send out a survey to validate if they're the right people to talk to and reach out individually to the ones that fit the bill.
Twilio Vice President Marketing • 4y
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 ...
1602 Views
1 request
Twilio Vice President Marketing • 4y
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 ...
442 Views
1 request