Lindsey Weinig
Director of Product Marketing, Twilio
Content
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...more
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...more
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...more
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 ...more
Building strong messaging, aligned across executives and stakeholders can be
done using 3 key tactics. First, include and cite trusted datapoints, both
qualitative and quantiative, from third party sources as well as directly from
your target audience/customers. Second, enlist input from trusted ...more
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 enablament/programs,
marketing, as well as peers at your level will help you gauge yo...more
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...more
I recommend making the effort and taking time to connect with the people behind
the roles. Working so closely with people, but in an all-remote environment can
be really challenging. I do this by asking about their weekends/vacations,
remembering their family/pets/hobbies and asking about them. I...more
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...more
In my experience, preferences need to be considered here. I personally have
found success by adopting a variety of strategies across communication channels
and with varied cadence in order to cater to others' varied preferences.
First, we do a lot of writing; sharing plans, strategies, and ag...more
Credentials & Highlights
Director of Product Marketing at Twilio
Product Marketing AMA Contributor