Lindsey Weinig

Director of Product Marketing, Twilio

Content

What is the typical 30-60-90 day plan for a PMM leader?

Lindsey Weinig

Twilio Director of Product Marketing • August 17

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

12675 Views

How do you promote new/updated messaging internally?

Lindsey Weinig

Twilio Director of Product Marketing • August 17

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

3290 Views

Marketing messages and activities can be very subjective and subject to debate. What have you done to align executives and stakeholders so you can execute well?

Lindsey Weinig

Twilio Director of Product Marketing • August 17

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

1671 Views

What do you think about the Jobs to be Done framework for enterprise B2B?

Lindsey Weinig

Twilio Director of Product Marketing • August 17

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

1663 Views

How do you measure the success of a product launch, and what key performance indicators (KPIs) do you track?

Lindsey Weinig

Twilio Director of Product Marketing • November 9

Best case, I partner with the product team to define the core KPI(s) for a product launch. Often product adoption is the goal of the launch, but sometimes a product is launched with other intentions like decreasing churn or increasing revenue through other product/feature adoption. Depending on t......Read More

1527 Views

What do you look for when you hire a Product Marketing Manager, Senior PMM and Director?

Lindsey Weinig

Twilio Director of Product Marketing • March 16

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, ......Read More

1307 Views

What are action items that you always include on your product launch checklist?

Lindsey Weinig

Twilio Director of Product Marketing • November 9

For a launch of any significant size, the most valuable action on my checklist is a post-launch retro. You will always want to measure KPIs and ensure positioning is accurate, but the retro is often overlooked. A well-run retrospective can uncover meaningful insights to both improve the recent l......Read More

1253 Views

How would you go about setting up a blueprint for product launches at a start-up when I’m the first PMM hire and product launches have been managed the product team so far (and were pretty chaotic due to a lack of framework and resources)?

Lindsey Weinig

Twilio Director of Product Marketing • November 9

My number 1 recommendation is documentation. First, identify your key stakeholders across product, marketing and sales and document what is working and what isn't in recent launches. Then gather any process or standardization used across the product team for their launches. Ask questions like: ......Read More

1248 Views

What is the end to end process you follow for an internal launch of the product? What documents / collateral would you advise for a) training internal stakeholders b) getting them excited about the launch?

Lindsey Weinig

Twilio Director of Product Marketing • November 9

As a Product Marketer, there are a couple considerations for internal launch and enablement that help guide the process, assets and activities including, product readiness stage (Pilot, Beta, GA), and launch size (T-shirt sized). First, we usually take ownership over launch activities when the p......Read More

1245 Views

Have you ever been part of a launch where the eng/product team brought in product marketers or customers after work has kicked off (but before launch) and influenced feature development? What was that like?

Lindsey Weinig

Twilio Director of Product Marketing • November 9

Product Marketing can often bring in the voice of the customer to influence in the development process. I've been involved in product launches from ideation to general availability and the most powerful insights come directly from customers. Interviewing customers on their pain points, to validat......Read More

1230 Views

Credentials & Highlights

Director of Product Marketing at Twilio