Highlights

  • Twilio Engage has been built on Segment, a next-generation customer data management platform.
  • The new omni-channel marketing tool will help marketers deliver campaigns across multiple channels.

Twilio, a cloud communication provider, has launched a growth automation platform, Twilio Engage, that will enable marketers to improve consumer experience at a large scale by delivering personalized experiences. The new omni-channel marketing tool will help marketers deliver campaigns across multiple channels.

Twilio Engage has been built on Segment, a next-generation customer data management platform. In November last year, Twilio had snapped up Segment for a sum of USD 3.2 billion. Ever since the acquisition, this will be its first major offering.

As per the firm, Twilio Engage has been specially designed for a larger goal to offer a complete customer engagement stack. Only recently, Twilio had acquired Segment. Now, it will have a Customer Engagement Platform (CEP) which includes Twilio Engage for marketing, Twilio Frontline for sales and Twilio Flex for customer service.

At the Signal 2021 conference, the company had revealed that Twilio Engage is developed on Segment’s customer data platform and Twilio’s communication Application Programming Interfaces (APIs). The platform is designed to allow marketers to mix and match tools, analytics, data integration, and messaging.

By tackling marketing automation, Twilio aims to focus on marketing suites from the likes of SAP, Adobe, Oracle, Salesforce, and others targeting Business-to-Consumer (B2C) organizations. Furthermore, ServiceNow has also made it clear that it will launch the ServiceNow Messaging Service using Twilio’s platform to improve hybrid employee experiences.

Twilio Engage enables marketers to –

  • Customize every interaction.
  • Understand consumers and boost campaign delivery.
  • Make use of any combination of tools, analytics, and data integrations.
  • Monitor campaign at one place, i.e., on the dashboard.
  • Reach each user every time.

For instance, there is a running app by a sneaker company. With the help of Twilio Engage, the company can set up a campaign that starts when a user logs 100 miles using the company’s app. Further, achievement messages can be shared via SMS text using Twilio’s Communications API. For existing users, the system will automatically share achievement emails with exciting perks.

Expert take

Jeff Lawson, CEO and Co-Founder at  Twilio, said, “Twilio Engage represents what the company can bring together. Our vision is to democra666tize personalization, so companies of every size can now deliver the tailored interactions customers today expect anywhere they interact.”

“We believe Twilio Engage is going to disrupt marketing and customer engagement,” said Peter Reinhardt, CEO and Co-Founder at Segment. “For years, marketers have been locked into one-size-fits-all marketing suites built for an entirely different era. Twilio Engage delivers true end-to-end customer engagement by giving businesses the best customer data, powerful messaging capabilities, and unlimited API extensibility. This is what it takes to deliver truly satisfying customer experiences and improve acquisition, conversion, and retention.”