Twilio's Data-Driven ABM Success Story with LeadsINFRA

Customer Experience, Account Security, IoT

| Client Overview | Engagement Objectives | Solutions | Outcomes |

Client Overview

Twilio a leading cloud communications platform, recognized the need to optimize its marketing and sales strategies across key product lines, including:

  • Twilio Flex (Customer Experience Platform): Twilio Flex stands out from traditional contact center software by providing unparalleled flexibility and customization options. Flex allows businesses to tailor every layer of the platform to align with their unique customer engagement strategies. From the digital channels supported to seamless integrations with existing tech stacks, Flex puts businesses in complete control of their CX roadmap.
  • Twilio Verify: Twilio Verify enhances customer interactions by providing a robust authentication platform that safeguards communication. With increasing concerns around security and data privacy, Verify ensures that customer identities are protected during every interaction.
  • Twilio Super SIM (Now a Kore IoT product): Offers global cellular connectivity solution for IoT devices, enabling businesses to maintain reliable and secure communication channels. 

Engagement Objectives

The company partnered with LeadsINFRA to implement a comprehensive Account-Based Marketing (ABM) approach and leverage data-driven insights to drive growth. Twilio's primary goals were to:

  • Enhance Account Intelligence: Gain deeper insights into potential accounts and key personas to improve targeting and lead generation.
  • Sales Enablement: Empower the Business Development team to craft tailored messaging across various outreach channels.
  • Conversion On Content Syndication: Increase the number of Marketing Qualified Leads (MQL) converting to opportunities and closed deals.
  • Buying Intent: Gain better visibility into the buyer journey to understand customer needs and engagement levels.

"Working with LeadsINFRA has significantly improved our lead quality. The insights and data provided allowed us to pinpoint accounts actively considering our solutions, which boosted our conversion rates. Their expertise in ABM refined our targeting efforts and helped us craft personalized messaging that delivered a higher ROI on our marketing investments." - Head of Makreting, Twilio

Solutions

LeadsINFRA partnered with Twilio to implement a strategic ABM framework and leverage data-driven insights to achieve their objectives:

  • Market Share Strategy: We developed a realistic plan aimed at capturing market share within Twilio's targeted ABM list.
  • Intent Data Gathering: Conducted surveys to gather first-party intent data, enabling Twilio to prioritize in-market accounts and uncover new opportunities.
  • Multi-Channel Engagement: Engaged target accounts through a multi-channel approach, including high-quality content syndication, Survey intellgence and ABM appointment generation programs.
  • Data-Informed Decisions: Leveraged intent data to make more informed decisions and deliver personalized content based on the buyer's stage in the journey.

Outcomes

Twilio's partnership with LeadsINFRA yielded significant improvements across key metrics:

  • Increased Lead Quality: The insights and data provided by LeadsINFRA allowed Twilio to identify accounts actively considering their solutions, leading to higher conversion rates.
  • Refined Targeting: LeadsINFRA's expertise in ABM helped Twilio refine its targeting efforts and develop more personalized messaging, resulting in a higher ROI on marketing campaigns.
  • Winning New Logos: The collaboration with LeadsINFRA significantly boosted Twilio's pipeline, with a notable increase in engaged contacts coming through their programs and winning new Logos.

Twilio's partnership with us has transformed their approach to lead generation and account engagement. Jonathan, Director of Marketing at Twilio, noted:

"Working with LeadsINFRA has significantly improved our lead quality. The insights and data provided allowed us to pinpoint accounts actively considering our solutions, which boosted our conversion rates. Their expertise in ABM refined our targeting efforts and helped us craft personalized messaging that delivered a higher ROI on our marketing investments." - Head of Marketing, Twilio

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