What is a Campaigns & Content Marketing Intern?

What is a Campaigns & Content Marketing Intern?

What does being a Campaigns & Content Marketer entail? During our twelve weeks interning at Twilio, we had the opportunity to gain hands-on experience in Campaigns & Content Marketing (CCM). In this post, we'll talk about what it's like to use data to storytell, personalize catered content, and create campaigns to maximize pipeline.

What does a Campaigns & Content Marketer do?

Within the larger CCM team, there are four sub-teams: Awareness, Industries & Center of Excellence, Product & Persona, Content & Editorial, and Account Based Programs. Together, CCM delivers integrated campaigns that attract and engage potential customers to inspire them to build with Twilio’s products and drive revenue. Of the four sub-teams, we had the privilege of interning on the Product & Persona (Emily) and Account Based Marketing (Kim) teams.

What is a persona? As a marketing strategy, personas are fictional archetypes of customers, standing in as outlets for marketers to wear the customer's shoes. The Product & Persona team focuses on three main personas: Marketing buyer, Product & Engineer buyer, and Customer Experience buyer. By pinpointing each persona’s business needs and desired outcomes, the team is able to create more personalized and effective content. Thus, creating more leads and, in the end, sales.

Account Based Marketing (ABM) is a focused strategy in which Sales and Marketing collaborate to create personalized buying experiences for mutually-identified sets of high-value accounts. There are three ABM models: 1:1, 1:Few, and 1:Many. 1:1 is a hyper personalized approach where tactics and outreach are specifically tailored to unique individual target accounts, 1:Few is the result of weeding out lesser value accounts to focus on high value accounts only, and 1:Many is leveraging information and knowledge from sales to market accounts at scale. At Twilio, we use these ABM frameworks to determine the level of personalization we convey to our target accounts in order to enable sales to sell, craft a unique buyer experience, and move buyers along in the buyer's journey.

Storytelling with Data

A large aspect of campaigning is using data analysis to inform future decisions. At Twilio, Tableau and Salesforce were the two main tools that we used this summer. With these tools, we can analyze each campaign’s performance by taking into account many factors, such as how many leads we received, how much pipeline was generated, and how the performance compared to previous campaigns. Some important things to identify are any possible correlations, trends, outliers, comparisons, as well as the customers’ demographics and current economic conditions.

With all this information and analysis, our team is then able to build a narrative. For example, total leads may be 100% lower this month than last, and upon closer analysis, we may find that there was a huge event last month that acquired a lot of sign-ups and therefore potential customers. However, it is possible that all those sign-ups do not lead to sales, and the campaigns from this month may actually lead to more revenue than last, even with a smaller number of leads. So, it is important to find the story behind the data to really see what brings meaningful results to continuously improve upon our campaigns.

Personalization, People, and Pipeline

In a market where there are many vendors and few consumers, it can be difficult to sway a customer to sign a contract or close a deal with your company. This is where personalization and account nurturing come into play. Customers are people, and each individual is unique. Therefore, personalization is a powerful tool to appeal to people and to keep your brand at the top of people's minds when decisions are being made, consequently driving pipeline. Both the Product & Persona and Account Based Marketing teams at Twilio aim to use personalization to provide customers with unique buyer experiences that are tailored to their individual needs.

Some key learnings & takeaways from our time at Twilio

Kim:

I learned the internal frameworks of a corporate organization and how teamwork and collaboration are essential to success — people skills, connection, and relationship building are all a must. The Twilio Magic Values 2.0 were also a quintessential part of my learning experience and guided me on my day-to-day work life. I am thankful that I had the privilege of working on and learning about the ABM team this summer as it is a very unique and human-first approach to marketing.

Emily:

In my internship working with the Product and Persona team, I learned about how to improve efficiency for campaigners by creating plug and play templates that can be quickly adapted by the team. I worked on several projects that helped me better understand the process and all the pieces that go into creating each campaign and how cross-functional teams work together to achieve a common goal. It was eye opening to be able to work on each step of the campaigning process and so rewarding to have made a small impact during my summer at Twilio.

During the summer of 2022, Kimberly Thai (she/her) worked as the Account Based Marketing Intern at Twilio. She’s passionate about improving experiences of people — one way being identifying opportunities to bring value to people’s lives through marketing. She can be reached through her LinkedIn.

Emily Feng (she/her) worked as a Product & Persona Intern at Twilio. Coming from a creative background, she is passionate about helping small local businesses with content creation, marketing, and more. She can be reached through her LinkedIn.