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Diana Smith

Director of Brand and Product Marketing, Twilio.org, Twilio
Diana Smith
Director of Brand and Product Marketing, Twilio.org, Twilio
Video: Adventures in Messaging: E06 with Diana Smith, Director of Product Marketing & Brand, Twilio.org
April 7, 2021
Diana Smith
Director of Brand and Product Marketing, Twilio.org at Twilio
February 9, 2021
Diana Smith
Director of Brand and Product Marketing, Twilio.org at Twilio
September 2, 2020
MessagingFollow Diana
How do you differentiate "value proposition", "messaging", "pitch", and "story"? Do you see these as separate, complementary, the same thing, or else?
Director of Brand and Product Marketing, Twilio.org at Twilio
These are all interrelated. Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines. Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput Pitch & Story: Th...more
MessagingProduct MarketingFollow Diana
How do you create brand messaging that appeals to three highly distinct segments?
Director of Brand and Product Marketing, Twilio.org at Twilio
Messaging that speaks to everyone rarely speaks to anyone well. I’d prioritize your top segment to focus on, make sure your brand messaging resonates with them, and ensure your other customer segments can find messaging for them via pathing on your site or other targeted campaigns. I've seen m...more
MessagingFollow Diana
How do you develop messaging that actually grabs attention in a crowded market?
Director of Brand and Product Marketing, Twilio.org at Twilio
The key thing is to do what you just mentioned -- grab attention. Do something different. Either tell a bolder story, take a different angle, focus on a differentiator, or show how other players in the market have it all wrong. This is a never-ending battle because your competitors will likely co...more
MessagingFollow Diana
Do you need to be good at writing to create good product messaging?
Director of Brand and Product Marketing, Twilio.org at Twilio
I think you can have two flavors of product marketers. The first are very analytical and business-minded. They identify the key top customer problems and benefits for the product. Then, they might need to collaborate with someone in brand, content, or copywriting to make those messaging points sp...more
MessagingMarket ResearchFollow Diana
How do you get to creative, consistent and differentiated messaging? Do you believe in brand positioning/purpose as a north star for messaging?
Director of Brand and Product Marketing, Twilio.org at Twilio
You asked exactly the right question as the best messaging is all three (consistent, creative, and differentiated). Getting there isn’t easy. I try to break it down step by step. I start with differentiated. What’s different about us that’s valuable to our customer? Then creative: how do we expr...more
Product MarketingFollow Diana
Would you recommend a SaaS startup's first marketing hire to be a PMM? What value does bringing on a product minded marketer early make?
Director of Brand and Product Marketing, Twilio.org at Twilio
I agree that a product marketing-minded person is very helpful in the early days of a startup. PMMs tend to be good generalists because we own messaging and go to market planning. We also need to deeply understand the market, product, and customer base. In the early days as the first marketer,...more
Product MarketingFollow Diana
How do you communicate product marketing updates and activities to the rest of the company?
Director of Brand and Product Marketing, Twilio.org at Twilio
We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major ...more