At Twilio’s SIGNAL conference in 2022, they announced the GA launch of their new platform, Twilio Engage — an “omnichannel growth platform that empowers businesses to use any combination of tools, data integrations, analytics, and channels they need to build and optimize marketing campaigns, faster than ever before.” In other words, it’s a powerful marketing platform that represents the new age of customer engagement — where marketers can unlock the power of their data from across the organization to fuel more meaningful customer interactions.
Built on top of Segment, the world’s leading CDP — with the messaging infrastructure of its parent company, Twilio — it was a natural evolution for the company as they continue to revolutionize how companies engage with their customers.
While this introduction alone should pique the interest of all marketers, here are 4 top reasons marketers should be excited about Twilio Engage.
Currently, nearly 10,000 martech solutions are available, covering the gamut of analytics, content, social, advertising, customer relationship management, and more. We’ve become accustomed to robust tech stacks with powerful point solutions.
But, as we all try to achieve the pinnacle of personalization— or the ‘right message to the right customer at the right time on the right channel’ — there are two vital components to making that a reality: data and content.
Content, which can also be labeled as communications, covers the ‘right message’ part of it and is a factor in the ‘right channel’ — after all, you want to be able to talk to customers in their preferred channels.
But none of that is effective without data. You need a robust view of your customers to be able to communicate with them in a meaningful way. And the ‘right time’ is only possible with real-time data — which brings us to our next point.
Yes — we’re all tired of bad marketing: irrelevant ads, disjointed customer experiences, etc. But, when you’re armed with insufficient data — or worse, a lack of real-time data, it’s hard not to be an offender when it comes to bad marketing.
Twilio has branded their solution as a Customer Engagement Platform rather than a Marketing Automation Platform because they enable teams across the organization to engage their customers using real-time data AND leverage a more holistic view of their customers — meaning everyone’s operating from the same, real-time dataset.
This might sound like a pipe dream, but with Segment, it is possible.
Not only does Segment give marketers unprecedented access to their data, in real-time, without the help of developers, IT, or data teams — Engage offers marketers the ability to activate that data in real time, without external help. In Engage, you can build your audiences and create their omnichannel journeys all in one spot.
For example, you can build an audience of high-value customers or abandoned cart customers, or whatever other segment you want to reach, and activate messages to them across email, mobile, and paid social. These channels can be powered by Twilio, or your existing tech stack — but one of the significant benefits to Engage is that most of the key messaging infrastructure already lives within Twilio, like email, SMS, push, etc. You might not even know this, but many major marketing automation platforms power their messaging capabilities using Twilio. If you’re looking to consolidate your tech stack, it makes sense to go straight to the source.
With budget cuts abound and magnifying glasses being taken to marketing ROI, being smarter with your marketing budget and resources has never been more important.
Marketers are being asked to do more with less, which means leaning into tried-and-true marketing strategies, being more precise with targeting to improve return on ad spend (ROAS), and establishing efficient processes are critical.
Whether you’re looking to consolidate your tech stack, gain more insights into your customer lifecycle, optimize your messaging, be more targeted with advertising, or get more out of your data, Engage is a powerful solution that will help marketers make more data-driven decisions in real-time.
Regardless of your goals, it’s always a good idea to constantly evaluate how your current martech stack is serving you. All tools and solutions come with their benefits and nuances, but as marketing teams evolve their data strategies, it’s important to identify a solution that makes data collection, cleansing, and activation more seamless.
If you’re looking to get more out of your tech stack, let’s get in touch to discuss if Engage is right for you.