Rodrigo Marinho

Twilio has transformed the way companies around the world communicate with their customers with more automation, personalization, and technology.

Why is technology an important tool for growth in Mexico, particularly startups or enterprises?

Technology can help start-ups gain more visibility and grow faster. An important first step, when companies are working toward digitally transform their operations, is to move communication channels to the cloud. Twilio can help these companies with this shift. We do not have a specific target segment or company profile because Twilio is adaptable for all segments. Both small and large companies use Twilio. For example, Mercado Libre is a public company using Twilio, though we also have tiny companies and start-ups that use Twilio to grow their business in terms of communications or improving their relationships with their customers.

What is the main differentiator of Twilio over other companies that offer similar services?

Our flexibility in terms of the technology is a differentiating factor compared to other companies. Marketing in Latam at this moment has transformed the mentality of the consumers by using technology. For example, we have many providers of contact centers but these providers use a specific code or black box that is extremely complex. Companies need greater flexibility to provide customers with a more personalized service and experience. There is a movement of traditional companies going digital, which is great because companies need more efficiency in their business, and this is possible with Twilio. We can help these companies provide more automation, personalization, and technology. We have had great results in other countries in the region, and it is possible to apply these results in Mexico. Our local team also has the added bonus of understanding local culture and this is a big part of the business and key to our success in the country. It is important for companies to understand the culture of its customers to provide greater personalization. Other countries such as Brazil have similar issues to Mexico. There are three or four different regions that we operate with different profiles, and Twilio was able to help clients and adapt solutions based on our technology. It is possible for us to reapply these adjustments to the culture of our customers in Mexico.

How is Twilio continuing to innovate its portfolio in 2023?

The idea is to continue to increase our presence in the Mexican market, specifically for enterprise companies, mid-market companies, and growing companies. Twilio wants to not only provide more technology, but also understand the problem of its customers in order to provide the best solutions. In 2023, Twilio will acquire a segment in a customer data platform (CDP) company. The idea is to provide the entire cycle of communication with customers. This includes gathering information and data and building up a relationship with customers, to be more than a communications company. Our goal for the region in 2023 is to enhance and strengthen our relationship with clients. There are two major areas in terms of customer relationships: CRM and our communications channel. The responsibility of CRM is to provide the history of the relationship with customers. The other area is the channel or strategy of the communications. We integrate these two areas and build up a relationship with customers.

What strategies does Twilio use to adapt to the needs of different generations?

After COVID-19, there was a community of baby boomers entering the digital community, but these users still prefer to make calls for customer issues. On the other side, there is Generation X, which prefers to do everything online. We use TikTok, WhatsApp, Facebook, and Instagram. The challenge of the company is to prepare the infrastructure to attend to these different cultures and customers. At the end of the day, the idea is to sell to the customers. Because of that, it is extremely important for companies to understand this moment in marketing because it is not possible to exclude any channels at this moment because then we would be losing sales.