Leading a $3.2B Twilio Acquisition with Marketing MVP Katrina Wong, VP of Product Marketing & Demand Generation at Segment
This episode features an interview with Katrina Wong, VP of Product Marketing & Demand Generation at Segment, which was recently acquired by Twilio for $3.2B. Katrina has more than 15 years of experience scaling growth and leading world-class marketing teams at companies like Salesforce, SAP, Zuora, and Hired. On this episode, Katrina dives into the details of the Twilio acquisition, why she believes cold-calling is going away, personalization tactics that actually work, and the strategy behind the account-based marketing beast she’s helped create at Segment.
Pipeline Visionaries · Ian Faison, Katrina Wong
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Show Notes
“I think most outbound prospecting these days is being warmed up in some way, shape or form by marketing and all the content we put out there. And each marketing engagement becomes a signal. It's a clue and it gives us insight on the intent of the prospect. And so I don't know if true cold calling exists in the same way as it did years ago.” — Katrina Wong
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Episode Timestamps:
*(2:08) - Katrina’s first job in demand gen
*(3:00) - What marketing at Segment looks like
*(4:20) - The Trust Tree
*(6:50) - What Segment is and who their customers are
*(10:00) - Technical vs. functional leaders
*(13:08) - How Katrina views Segment’s website
*(14:10) - The Playbook & the Most Uncuttable Budget Items
*(15:30) - SEM/paid social tricks
*(18:00) - Product demos in person vs. over Zoom
*(19:15) - What legacy marketing tactic is fading away
*(22:50) - Katrina’s favorite campaign over her career
*(26:30) - Insights around personalization
*(29:30) - Katrina’s most memorable dust-up
*(30:44) - What it was like getting acquired by Twilio
*(33:08) - Quick Hits
Sponsor
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Links
Connect with Katrina on LinkedIn
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