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Hema Thanki

Hema Thanki

Product Marketing @ Twilio Segment at Twilio

London, ENG

Content

If you were building a PMM team from the ground up, e.g. in a startup, which responsibilities would you want to own vs what would you expect the PM team to manage?

Hema Thanki
Hema Thanki

Twilio Product Marketing @ Twilio Segment | Formerly Amazon • 3y

The approach will typically vary depending if the startup is pre or post PMF. Pre-PMF you need to be pretty open to a broad set of workstreams falling under PMM. It will also depend if you have a wider marketing team or not. PMM can often help define what other marketing roles are required. When hiring a PMM team pre-PMF it's first worth thinking about how you're going to structure the team; will it be around product features or workstreams e.g. Competive intel, lifecycle, messaging, etc. or geo ...Read More

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How do you segment your customers? What tools/data/insights do you use?

Hema Thanki
Hema Thanki

Twilio Product Marketing @ Twilio Segment | Formerly Amazon • 3y

Depending on which part of the funnel you want to segment and whether its for customers or prospects. An often great place to start for customer segmentation is looking at the customer lifecycle, and segmenting based on that -- all the way from onboarding to advocacy. This is of course great for funnel drop off analysis but is also key for tailoring content.

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