In a significant move aimed at revolutionizing customer engagement strategies, Twilio, a prominent customer engagement platform, has unveiled an expansion of its integration capabilities with Amazon Web Services (AWS). This development, announced during AWS re:Invent 2024, includes the public beta availability of Linked Audiences in Twilio Segment for Amazon Redshift. Twilio’s primary objective is to streamline the processes for customers utilizing both Segment and AWS in order to build audiences, enrich customer profiles, and enhance personalization at scale. This advancement represents a notable leap for marketers seeking to harness data to drive impactful and personalized marketing campaigns.
Linked Audiences: A Game Changer for Marketers
Dynamic and Context-Rich Audiences
Thomas Wyatt, President of Twilio Segment, emphasized that Linked Audiences enables Amazon Redshift users to create dynamic, context-enriched audiences that further elevate engagement through personalized marketing campaigns. Building on existing integrations between Twilio Segment and AWS products, this feature grants data teams the capability to connect unified profiles from Segment with essential business entity data housed within the Redshift warehouse. Twilio’s data graph provides technical marketers with a comprehensive view of their customers, empowering them to transmit dynamic audience payloads that drive efficient and impactful personalized campaigns.
The introduction of Linked Audiences is set to revolutionize how marketers approach audience-building. By linking unified profile data from Twilio’s Customer Data Platform (CDP) with the comprehensive data model within the warehouse, this tool eliminates the need for SQL coding or data team requests. Consequently, marketers can independently construct rich audience payloads while data teams maintain the integrity and completeness of customer interaction records. This leads to enhanced targeting accuracy, more personalized communications, and ultimately better returns on investment.
Intuitive Audience-Builder Tool
Linked Audiences has been designed as an intuitive audience-builder tool catering to both B2B and B2C marketers. It allows them to explore a vast repository of trusted customer data within Amazon Redshift and effortlessly assemble context-rich payloads. The process is devoid of complex SQL coding, eliminating the need to submit prior requests to data teams. For data teams, this self-service feature is facilitated by connecting unified profile data from Twilio’s Customer Data Platform (CDP) with the comprehensive data model from the warehouse into a data graph within Segment, powering the Linked Audiences builder tool.
This seamless integration grants marketers access to a complete and reliable view of customer interactions maintained by data teams. This comprehensive approach facilitates improved targeting accuracy and more personalized communications, significantly enhancing return on investment. The ability to independently harvest and utilize extensive customer data empowers marketers to implement highly effective and tailored marketing strategies, thereby driving greater engagement and success in their campaigns.
Established Product Integrations and New Support
Native Connections to AWS Services
Twilio Segment’s collaboration with AWS extends beyond isolated product offerings, with several established product integrations including native connections to AWS services such as Amazon Redshift, Amazon Kinesis, Amazon S3, Amazon Lambda, Amazon Personalize, and Amazon EventBridge. In October, Twilio Segment expanded its capabilities by introducing support for Amazon Ads DSP + AMC (Public Beta). This addition allows marketers to leverage rich, trusted first-party data within campaigns across the Amazon ecosystem, including Whole Foods, Twitch, and Prime Video, based on attributes and audiences defined in Segment.
These integrations enable a more streamlined data flow between Twilio Segment and AWS services, fostering a robust and efficient data ecosystem. Marketers can now create highly personalized and context-specific campaigns with a deeper understanding of their customer base. The synergy between Twilio Segment and AWS not only enhances the customer engagement platform’s value proposition but also underscores the significance of data-driven marketing. With such integrations, marketers are better equipped to optimize their strategies, ensuring more effective customer outreach and engagement.
Growth in AWS Marketplace
One of the most remarkable aspects of Twilio’s partnership with AWS has been the substantial growth observed within the AWS Marketplace, especially since Twilio became a partner in 2021. During this period, Twilio recorded an astounding 849% increase in new business sourced from the AWS Marketplace. In 2024, year-to-date through Q3, Segment’s AWS Marketplace-sourced new business increased by 35% year-over-year, underscoring the powerful partnership and the significant value it brings to customers. The inclusion of SendGrid in the AWS Marketplace achieved early success, with future plans to leverage AWS’s ISV Accelerate and Service Ready Programs in 2025.
This growth trajectory reflects the robustness of the Twilio-AWS collaboration and its immense benefits. The effective integration of Twilio’s customer engagement solutions within the AWS Marketplace has evidently resonated with users, driving considerable business growth and adoption. By leveraging AWS’s extensive programs and initiatives, Twilio aims to further enhance its offerings and reach, continuing to provide unparalleled value to its clients. The consistent recognition and expansion within the AWS Marketplace are testaments to the strategic and symbiotic relationship between Twilio and AWS.
Recognition and Activities at AWS re:Invent 2024
AWS Partner of the Year Nomination
Acknowledging the strength of their collaboration, Twilio Segment has been nominated for an AWS Partner of the Year award for the second year in a row. In 2023, Segment was recognized as a finalist in the Digital Experience (AdTech) Partner of the Year category. This nomination highlights Twilio Segment’s exemplary contributions and achievements in harnessing AWS’s technology to drive innovative and effective customer engagement solutions.
Twilio’s consistent recognition within the AWS Partner Network validates the company’s commitment to excellence and its ability to deliver high-impact customer engagement solutions. Such accolades not only enhance Twilio’s prestige within the industry but also reinforce its credibility and reliability as a trusted partner in the customer engagement domain. This continued acknowledgment serves as an affirmation of Twilio’s strategic direction and the positive outcomes of its initiatives within the AWS ecosystem.
Engaging Presence at AWS re:Invent
Twilio’s presence at AWS re:Invent 2024 is marked by a series of engaging activities, including product demos, interactions with Twilio experts, partner presentations, and interactive events such as the Twilio Scavenger Hunt at Booth #364. A notable highlight is a live demonstration showcasing how developers can seamlessly integrate J.P. Morgan Payments’ enterprise-grade APIs with Twilio’s ecosystem. This integration exemplifies the creation of innovative, secure, scalable, and seamless payment and customer experiences, highlighting the growing relevance of digital-first payment solutions in today’s marketplace.
These activities are designed to provide attendees with first-hand insights into Twilio’s cutting-edge solutions and their practical applications. By participating in these events, attendees have the opportunity to engage directly with Twilio experts, gaining deeper knowledge and understanding of the platform’s capabilities. The interactive nature of these events fosters a collaborative environment where participants can explore the potential of Twilio’s integrations, driving innovation and enhancing customer engagement strategies.
Breakout Session and Customer Testimonials
Achieving Personalization at Scale
Twilio executives, Robin Grochol, VP of Product Management for Twilio Segment, and Asha Chakrabarty, VP of Product, Builder Experiences, along with Matt Miritello, VP of Engineering at theSkimm, and Manasi Jagannatha, Head of Strategic Partnerships at AWS, will lead a breakout session dedicated to achieving personalization at scale using Amazon Redshift and Twilio. This session, scheduled for Wednesday, December 4th, at Caesars Forum, promises to provide valuable insights into leveraging data to create highly personalized customer experiences.
The session aims to equip attendees with the knowledge and strategies needed to utilize Twilio and AWS’s combined capabilities effectively. By focusing on achieving personalization at scale, the session underscores the importance of data-driven approaches in modern marketing. Participants will gain practical insights into how Twilio Segment and Amazon Redshift can be used to enhance personalization, improve engagement, and drive better business outcomes. The presence of industry experts and key stakeholders ensures a comprehensive and informative session, offering attendees the opportunity to learn from real-world experiences and applications.
Supporting Statements from AWS and Key Customers
In a pivotal move to transform customer engagement strategies, Twilio, a leading customer engagement platform, has announced an upgrade in its integration capabilities with Amazon Web Services (AWS). This significant development, revealed at AWS re:Invent 2024, introduces the public beta of Linked Audiences in Twilio Segment for Amazon Redshift. Twilio’s main goal is to simplify the process for customers who use both Segment and AWS, allowing them to efficiently build audiences, enrich customer profiles, and boost personalization on a large scale. This integration marks a considerable advancement for marketers aiming to leverage data in order to create impactful and personalized marketing campaigns. By enhancing this collaboration, Twilio not only streamlines operations but also empowers businesses to deliver more tailored and effective marketing strategies. This leap forward showcases Twilio’s commitment to innovation and the evolving demands of data-driven marketing, providing businesses with the tools they need to stay competitive.