Overview

Twilio worked with Factor to sharpen its go-to-market execution across Southeast Asia. The objective: understand how enterprise buyers in financial services, logistics, and digital-native sectors view communications platforms — and what it takes to convert that interest into revenue.

The engagement was built around five executive workshops and first-party surveying across more than 100 target accounts. Led by Twilio’s ASEAN field and regional marketing teams, the program was focused on surfacing hard data from live buyers and structuring it into decisions: how to prioritise messaging, target roles, align with maturity, and accelerate pipeline.

This wasn’t research for the sake of it. This was insight structured for campaign teams, BDR managers, regional marketers, and demand teams trying to get traction across complex, multi-country accounts — fast.

Objectives

Twilio approached Factor with a precise brief: get us insight from the right accounts across Singapore, Malaysia, and Indonesia — not theoretical trends, but real patterns from buyers already in a transformation cycle.

There were four strategic questions Twilio needed answered:

What are the operational and digital priorities across enterprise ASEAN buyers — by vertical, maturity, and geography?
Where does Twilio’s messaging land — and where does it miss — across key personas like CIOs, Heads of CX, Marketing leads, and Platform Architects?
How do enterprise buyers in Southeast Asia actually evaluate communications platforms — and how do they describe their needs in their own words?
How can the outcomes of that work translate into a content engine, demand strategy, and outreach prioritisation?

Stakeholders and Scope

The program was led by the ASEAN marketing function, with cross-regional alignment into demand generation, partner strategy, and APJ GTM. Field sales in Singapore, KL, and Jakarta were aligned from the start to ensure relevance.

The program was scoped around five workshops and a regional surveying stream that would reach 100+ enterprise accounts across:

• Financial Services (Banking, Insurance, FinTech)
• Retail & Logistics (Omnichannel, supply chain optimisation, eCommerce)
• Government & Telco (Citizen experience, compliance automation, infrastructure improvement)

Persona targeting included:

• CIO / CTO / VP Technology
• Director Customer Experience / VP Marketing
• Platform Owners / Heads of Architecture
• Heads of Operations and Transformation

This mix reflected Twilio’s actual go-to-market model — not just personas invented on paper.

Factor’s Delivery Model

Twilio’s program was delivered over six weeks using Factor’s structured execution framework, led by its team of analysts and advisors. The delivery model was aligned to Twilio’s need for speed, clarity, and actionability — not another positioning deck.

Regional Buyer Survey Design
Factor worked with Twilio to develop a first-party survey instrument designed to surface key capability gaps, maturity signals, and pain points. Each question was aligned to either messaging validation, persona insight, or follow-up content.

The survey was then distributed across Factor’s verified enterprise network — capturing responses from director- and VP-level stakeholders across the three priority countries.

Workshop Planning and Briefing
Five workshops were planned in collaboration with Twilio’s ASEAN team. Each session focused on a specific sector or buyer type. The sessions were not generic roundtables — they were precision-designed advisory sessions structured around decision-making patterns.

Workshops were facilitated by Factor advisors, and briefed in advance with pre-session insight from survey responses and known account intel. This ensured every session moved beyond surface-level trends into live blockers and investment readiness.

Data Extraction and Insight Structuring
All insights — across survey response, workshop dialogue, and account-level friction — were structured into two deliverables:
(1) a campaign-ready white paper,
(2) a field enablement pack with messaging heatmaps, quote pulls, and vertical signal grids.

This was not a passive report. It was a practical GTM asset designed to hit content, demand, and field goals at once.

Alignment and Execution Support
Twilio’s ASEAN team used the workshop output and data pack to align marketing, BDR, and content production teams. Internal playback sessions were facilitated by Factor to ensure GTM and campaign leads could directly apply findings into execution.

Follow-up campaigns were launched across both regional events and digital demand plays, each mapped back to the surveyed priorities and pain points by vertical and persona.

What Made It Work

• Real account coverage: every response came from a validated buyer profile — not content-syndicated data
• Real language: insights used buyers’ own words to frame pain points, blockers, and project challenges — not just analyst terms
• Persona precision: every workshop and insight pack mapped directly to job function and buying influence
• Local-first delivery: the work wasn’t APAC-generic. It was ASEAN-specific, built on direct engagement from Twilio’s target cities
• Fast turnaround: full cycle from briefing to data capture to asset delivery completed in six weeks

Outcomes

• Clarity on how BeyondTrust is perceived in-market by role and region
• Competitive visibility map showing over- and under-indexing categories
• Sales language aligned to real buyer signals, not assumed pain points
• Reset of campaign priorities tied to urgency, risk framing, and maturity level
• Strategic clarity without overhauling core brand

GTM Output: What Twilio Took to Market

The final outputs fed directly into GTM execution across ASEAN. Deliverables included:

White Paper: “What ASEAN Enterprise Buyers Really Want From Communications Platforms” — Used in regional campaigns, partner distribution, and webinar seeding

• Messaging Grid — Friction, fit, and signal patterns across vertical + role
• Persona Profiles — Internal 1-pagers for use by BDRs, AEs, and partner managers
• Field Talking Points — Synthesised from both survey and session transcript
• Content Input Pack — Tagged insights mapped to Twilio’s existing APJ content architecture

Sample Survey Insight Themes

From Banking and Fintech Leaders:
“We’ve moved past voice — we need integrated orchestration.”
“Compliance isn’t the blocker — fragmentation is.”
“We’re struggling to surface meaningful real-time data across touchpoints.”

From Marketing and CX Directors:
“We don’t need more data — we need less friction between tools.”
“Twilio’s name is known, but I’m unclear on the current offer.”
“Platform integration and cross-journey visibility are still our biggest gaps.”

These quotes became the foundation for follow-up assets, nurture campaigns, and outreach messaging.

Impact

• Over 100 enterprise accounts reached
• 70+ survey completions with verified titles across ASEAN
• 5 workshops delivered across Singapore, Malaysia, and Indonesia
• 40+ director and VP-level execs engaged
• 2 market-ready GTM assets shipped within 7 days of final workshop
• Internal alignment across field, partner, and demand teams from one unified insight stream