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David Esber
Senior Director, Product Marketing, Twilio
About
I lead a team of customer-obsessed Product Marketers responsible for Twilio's messaging product line, including our SMS, MMS, WhatsApp, Facebook Messenger, and emerging channel integrations. Twilio's APIs and software are loved by more than 10M de......more
Content
David Esber
Twilio Senior Director, Product Marketing • October 26
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
20303 Views
David Esber
Twilio Senior Director, Product Marketing • October 26
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
16516 Views
David Esber
Twilio Senior Director, Product Marketing • October 26
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
1100 Views
David Esber
Twilio Senior Director, Product Marketing • October 26
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
1054 Views
David Esber
Twilio Senior Director, Product Marketing • October 26
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
745 Views
David Esber
Twilio Senior Director, Product Marketing • October 26
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
689 Views
David Esber
Twilio Senior Director, Product Marketing • October 26
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
466 Views