Experience type:
Company size (employee headcount): 5,000+
Industry: Software Development
Outcomes
- Profitable growth – Accelerated profitable revenue growth
- Market Share – Net new logo acquisition
- Account expansion – Accelerated business opportunities through existing account expansion
- Elevate conversations – Reached senior decision-makers
- Brand value – Increased brand awareness and stayed front of mind
- Trusted advisor – Positioned their organization as a ‘trusted advisor’
About the company
Twilio is a customer engagement platform used by hundreds of thousands of businesses and more than 10 million developers worldwide to build unique, personalized experiences for their customers. Twilio is most known for democratizing channels like voice, text, chat, video and email through APIs, making it easy for every organization to build meaningful interactions with their customers on the channels that they prefer.
Twilio has worked with GDS since 2017, first partnering on the CMO Summit. They have since expanded the suite of experiences that they take advantage of, exploring Digital Roundtables, Digital Showcases and In-person Experiences.
Situation
Twilio was looking for services that could grow with them and remain flexible, particularly once the pandemic hit.
In addition, Twilio was looking to increase their brand awareness, access c-suite decision makers and most importantly, drive lead and pipeline generation.
Challenge
Twilio already hosted their own events, the challenge lay in creating opportunities outside of these Twilio-hosted events for their sales team to take advantage of. Twilio sought a partner that could develop pipeline to address specific target audiences and enable access to C-suite decision-makers.
“Our main strategy and pipeline generation really centered around our ability to provide you with our individual target account lists for each of our specific campaigns, for each of our specific sales teams. So that was what made it possible for us to get really prescriptive and narrow in on the very specific accounts that our sales teams were either looking to expand into or net new logos.”
Elena Hanson, Field Marketing Manager
Solution
Result
- $11+ million in attributed pipeline so far
- $2.5 million from one Digital Summit alone
- $500,000 from one Digital Roundtable
- Strong trust built between the sales and marketing team, delivering quality hot leads to convert
- Engagement from Fortune 500 brands
“I think these events have truly helped us as field marketers build trust within our sales teams. And we truly do view sales as our biggest customer. So I think that that alone is a huge win.”
Elena Hanson, Field Marketing Manager
“We had tremendous pipeline from really at the inception of this partnership. So looking at the numbers, we’ve pulled over $11 million in pipeline, which is really fantastic. And looking at a third-party vendor for us and I think across multiple sales segments from major enterprise to SMB, we’ve seen fantastic logo engagement. Our sales team is hyper engaged and we cannot express our gratitude enough for this partnership.”
Sophia Wornick, Field Marketing Manager
Attendee feedback
“It was very engaging and the topics were all very relevant to my role and challenges: discussing 360 and building relevant communications between customers effectively. I was really intrigued to learn about Twilio offerings and I would love a follow-up ASAP to learn more about the platform and overall business model.”
Digital Roundtable Attendee
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