Lindsey Weinig
Director of Product Marketing, Twilio
Content
Lindsey Weinig
Twilio Director of Product Marketing • August 16
I love the power of a new perspective. I recommend an inspect, reflect, then suggest approach. Taking time to gather information from and form relationships with teams you support including product, sales, sales enablement/programs, marketing, as well as peers at your level will help you gauge yo......Read More
5373 Views
Lindsey Weinig
Twilio Director of Product Marketing • August 16
I don't know about you, but I'm drained from an all-digital environment and love when people add some creativity to their internal enablement. Come up with a tagline, a theme, or some other creative thread you can tie all of the internal activities around. Since it's for internal audiences you ca......Read More
1574 Views
Lindsey Weinig
Twilio Director of Product Marketing • August 16
Building strong messaging, aligned across executives and stakeholders can be done using 3 key tactics. First, include and cite trusted datapoints, both qualitative and quantitative, from third party sources as well as directly from your target audience/customers. Second, enlist input from trusted......Read More
1119 Views
Lindsey Weinig
Twilio Director of Product Marketing • March 15
Each role, level, and business requires a some nuance for product marketing hiring, but I generally focus on a few key characteristics. First, successful PMMs need to be able to prioritize in complex environments. Through ambiguity, constant change, and conflicting stakeholder pressures, effectiv......Read More
887 Views
Lindsey Weinig
Twilio Director of Product Marketing • August 16
I find the jobs to be done framework very useful in order to keep a customer-first mindset. Truly understanding your target audience's needs serves a product marketer targeting any segment or industry. Ultimately all buyers are people whether they're purchasing as a consumer or as a representativ......Read More
873 Views
Lindsey Weinig
Twilio Director of Product Marketing • March 15
Marketing your accomplishments is critical! It is epecially important to align leadership expectations with reality since product marketing roles and responsiblities can vary greatly from business to business or even across products/BUs. My team and I address this in a few ways. First, we sha......Read More
599 Views
Lindsey Weinig
Twilio Director of Product Marketing • August 16
Getting messaging into the market is the best true test. Depending on the key channel you wish you utilize the messaging this may come in the form of marketing or sales initiatives and varies based on the investment. You could start with a landing page to test conversions or with a little budget ......Read More
534 Views
Lindsey Weinig
Twilio Director of Product Marketing • March 15
We tend to take a pretty standardized approach for leading launches with my team. First we do a kickoff meeting with key stakeholders/deliverable owners across sales and marketing where we cover the target persona, problem and positioning of the new launch (shared early as a pre-read too) includi......Read More
462 Views
Lindsey Weinig
Twilio Director of Product Marketing • August 16
If you can only have one I would defer to the priorities of the business. Are you investing more in enterprise initiatives or SMB? If that prioritization is unclear, I'd use market indicators, opportunity expectations, and recent successes to break the tie. You can also take a lower-lift appr......Read More
444 Views
Lindsey Weinig
Twilio Director of Product Marketing • March 15
Whenever possible I try to have a customer-first, data-driven approach. We've used A/B testing, customer research, or referencing market standards to hash out disagreements in the past. If those aren't an option, but the decision is crucial to the success of the project, I recommend forming a RAP......Read More
416 Views
Credentials & Highlights
Director of Product Marketing at Twilio
Top Product Marketing Mentor List
Knows About Consumer Product Marketing, Category Creation, Product Launches, Product Marketing Ca......more