Lindsey Weinig

Lindsey Weinig

Director of Product Marketing, Twilio

Content

Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingAugust 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
10863 Views
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingAugust 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
2820 Views
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingAugust 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
1568 Views
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingAugust 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
1435 Views
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
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
1386 Views
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
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
1232 Views
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
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
1229 Views
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
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
1225 Views
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
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
1217 Views
Lindsey Weinig
Lindsey Weinig
Twilio Director of Product MarketingNovember 8
Unfortunately there are many reasons a product launch can fail or underperform: * Doesn't solve a felt problem by the target audience * Solves a problem for a different target audience * Is not differentiated enough in a competitive market * Is not priced correctly * Doesn't function as......Read More
1196 Views
Credentials & Highlights
Director of Product Marketing at Twilio
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Studied at University of Wisconsin - Madison
Lives In Denver, Colorado
Knows About Category Creation, Product Marketing Career Path, Messaging, Product Launches, Releas......more