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AMA: Twilio Sr. Group Manager, Product Marketing, David Esber on Messaging
October 26 @ 10:00AM PST
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Twilio Sr. Group Manager, Product Marketing, David Esber on Messaging
Top Questions
David Esber
Twilio Senior Director, Product Marketing • October 27
This question suggests PMF or an offering that can solve the (or some of the) challenges both segments face. If that's the case, read on. If that's not the case – stop – do not pass go, and do not collect $200. Every business wants to be seen as enterprise-grade/ready/insert-your-word-her......Read More
469 Views
2 requests
David Esber
Twilio Senior Director, Product Marketing • October 27
Get in front of customers any chance you have! I will rarely say no to an ask to present a roadmap, speak at an event, support a pitch, or join a voice of customer session. This gives me opportunities to hear their concerns/desires and subtly test messaging. I might swap out a standard pitch deck......Read More
703 Views
4 requests
David Esber
Twilio Senior Director, Product Marketing • October 27
The best feedback we can get as PMMs is critical feedback. I firmly believe that our messaging should constantly be refined based on changing market conditions, competitor releases, or customer needs. If we're getting feedback that our messaging isn't landing, then it's a great opportunity to dig......Read More
757 Views
2 requests
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
16800 Views
7 requests
David Esber
Twilio Senior Director, Product Marketing • October 27
My first question is: what's the reason for not relying on your revenue org? Is there a lack of trust, challenges with prioritization, or something else? The best, most differentiated positioning means nothing if it's not being used throughout the customer journey – and since the majority of mark......Read More
20882 Views
6 requests
How do you ensure messaging is used by other marketing & sales teams effectively?
Empowering other teams to be self-sufficient with product positioning & messaging is challenging, especially for complex products with multiple value drivers. How do you ensure everyone understands and deploys messaging effectively without taxing PMMs?
David Esber
Twilio Senior Director, Product Marketing • October 27
A former marketing leader I worked with always emphasized the need to "market your marketing". It takes time, is often the last thing I want to do after spending months working on a deliverable (or entire Bill of Materials), but it's arguably the most important thing we do. Since our messagin......Read More
1079 Views
3 requests
David Esber
Twilio Senior Director, Product Marketing • October 27
No one likes being marketed at, but, when done well, we typically don't mind being marketed to. Generally speaking, we've found there's far more nuance to this dichotomy than simply drawing a line between audiences. I've also noticed many companies shift away from the divided messaging approach (......Read More
1131 Views
3 requests
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