One year after getting the client information platform Segment, cloud communications API platform Twilio is making its very first foray into mar tech.
On Wednesday, Twilio introduced Twilio Engage, a next-gen marketing cloud of sorts that intends to take on standard marketing clouds by taking the pipes Segment constructed to section, inquiry and procedure data and combining them with all of Twilios interaction channels.
Twilio Engage focuses on behavioral and clickstream information instead of group information.
” Legacy marketing clouds are not set as much as do anything with behavioral information, however if you desire to get to the level of personalization you see from Amazon, Facebook or Google, everything returns to behavioral information,” said Peter Reinhardt, CEO of Twilio Segment, the post-acquisition name for the Segment CDP, which he co-founded in 2011.
Although the Twilio Engage UI is the same sort of shtick marketers are used to with their cloud partners, what happens “under the covers” is a different story, Reinhardt stated.

” The net effect for marketers is that they can construct this stuff way quicker,” Reinhardt stated.

The UI isnt the difficult part– pretty much everyones got an easy-to-use e-mail editor. “The tough part,” Reinhardt said, “is knowing how to target, who need to receive an e-mail and how quickly and directly that requires to take place.”
Twilio Engage separates itself by integrating Twilios interactions APIs with Segments CDP facilities so that online marketers can evaluate their first-party web and app information, produce customized sections and take action– sending out e-mail and text, for example, or serving targeted advertisements– from one location.
The goal is to help marketers deliver omnichannel projects without needing to bug their engineering group to pull customized data segments that then need to be loaded into a separate platform for activation.
” The net impact for marketers is that they can construct this stuff way faster,” Reinhardt said.
Take a running app that wishes to send out SMS congratulations messages to any person thats struck a specific running range turning point. A marketer would usually have to get an engineer to query a separate database, pull that details into a CSV file and manually share it with a marketing cloud in order to develop a consumer journey and later on send out the message.
” But we get events from the application, so marketers can create a target themselves and they dont have to ask anyone for anything,” Reinhardt stated. “They can just develop the journey.”
Reinhardt does not expect brand names to rip and replace their marketing clouds in favor of Twilio Engage, but the hope is that online marketers begin to slowly move far from their tradition partners as they bring advanced campaigns into Twilios marketing platform.
Twilio Engage rounds out Twilios other cloud-like offerings, consisting of Twilio Flex, which works as a cloud-based contact center, and Twilio Frontline, which is a prebuilt app with workflows for sales groups and account management.
Next up after this new venture into marketing, Twilio plans to use its Segment acquisition to apply client information to channels beyond marketing, such as customer assistance and sales–” anywhere people connect with their customers,” Reinhardt stated.
” The more information you can bring to bear on a conversation,” he stated, “the more efficient you can be, and the more automation you can do, due to the fact that you much better understand what the consumer needs based upon their other interactions.”