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Vanessa Thompson

Vanessa Thompson

Vice President Marketing, Twilio

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Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingApril 22
The one thing I have learned in the pandemic is that a presentation isnt just slides, its so much more than this now. Its everything about how you show up on the camera, and engage with the audience, as well as your presentation. Thinking about how to build the presentation specifically, I'd say...Read More
6105 Views
Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingApril 22
This is a tough one because every PMM at every company operates differently. If there are things that you are personally responsible for delivering, then measure those things first. Blog post views and/or Sign-ups are two key ones. Some other ancillary ones you can measure are PR coverage, and pi...Read More
5958 Views
Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingApril 22
Our org structure is pretty straightforward: * We have PMM teams aligned to our major product areas, Messaging, Voice, Video, Email, Account Security, Flex (Contact Center), and IoT.  * We also have a Platform PMM team. Because we are a developer platform, there are a number of horizonta...Read More
4096 Views
Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingApril 22
Because Twilio is an API-First product, getting the technical folks up to speed is a huge part of what makes us successful because they are the ones interacting with our main buyer, developers! This is a little different than a B2B launch. Generally though, there are three pillars to how I think ...Read More
3689 Views
Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingApril 22
Using a formula. Lets face it, product launches are a formula. You have a new thing, you position it, and take it to market. You can do all the research and testing in the world and you may not be successful. On the other hand, you might launch something in stealth mode, but Elon Musk tweets abou...Read More
3384 Views
Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingOctober 28
This is a great question too. Competitive is one part of the “swiss army knife” of skills a product marketer needs in their skill belt (others being, storytelling/narrative building, relationship building, public speaking, data analysis, etc). My approach is that every product marketer needs to ...Read More
2697 Views
Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingOctober 28
1) A (first call) pitch deck. This is a fantastic unifying asset that will help you hone your narrative and it can also serve as an educational tool for the sales team. You can use the pitch to walk through your logic and approach and then refine it based on specific feedback from your sales team...Read More
2648 Views
Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingApril 22
Our CMO always says, “Market your Marketing!” I love that because it's so true. The best thing we can do for our product launches is to bring the creativity and excitement to a launch. The more out of the box and memorable you can make the launch when you are sharing the launch news with your int...Read More
2599 Views
Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingOctober 28
I encourage my team to be the ‘mini CMO’ for the products they cover. That means the single biggest metric to measure is pipeline (with a focus on pipeline generation). Depending on the specific in-quarter activities we have going on around sales enablement, we can see a dedicated focus on sales...Read More
2392 Views
Vanessa Thompson
Vanessa Thompson
Twilio Vice President MarketingApril 22
Making it memorable. One of the most memorable launches that I remember wasn't even one that my team did. It was one of our other awesome PMMs. We were launching our new CLI (Command Line Interface). If you have ever seen a developer coding, to the uninitiated, it looks like a black screen with a...Read More
2378 Views
Credentials & Highlights
Vice President Marketing at Twilio
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco
Knows About Vertical Product Marketing, Release Marketing, Establishing Product Marketing, Develo...more