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peter_mcrae | 5 years ago

Agreed really good fit. I bet a large % of Segment's customers were using Twilio endpoints. Really nice combination of a data hub / last mile across multiple channels...fully expect they will continue moving up the stack towards a CRM / Marketing automation solution.

discuss

order

soumyadeb|5 years ago

Segment published a report on tool usage. "SMS and Push" was @ 12% and was not in the top-10. Even in the "SMS and Push", there was Braze/Iterable etc but no Twillio.

https://segment.com/blog/customer-data-platform/

This is not surprising. The personalized SMS/push notification use cases (for which you need Segment data) are commonly implemented via marketing platforms (like Braze etc) as opposed to directly via Twillio.

I think this was the other way around. Twillio is powering a lot of these new age marketing automation tools. Instead of just being at the infrastructure layer, it wants to go up the stack and own the marketing applications. Sendgrid and now Segment acqusitions are part of the same strategy.

They did the same thing for the contact center (call center) software space. Lot of the cloud contact center companies were using Twillio and now they launched their own contact center product. That has been one of the key drivers in their 3x increase in valuation in the last 1 yr.

https://www.twilio.com/use-cases/contact-center

Segment's partners like Braze etc should be worried.

agustif|5 years ago

It's a bit like Amazon with it's branded meatspace products or AWS properties which can be directly sourced/inspired by by their own down-stream / customer data. They don't even need to look into traffic, just look at your best/top paying customers, and copy them

Sigh!

At least Twilio buys Segment, not just copies it I guess..

rubyfan|5 years ago

Who’s a likely candidate for CRM acquisition? Seems like the space is a bit crowded and Salesforce is the big dog and lots of second tier but who’s a good fit for Twilio?

danpalmer|5 years ago

Intercom already mentioned may be a bit big.

There’s also Vero and Iterable that I’ve used. Iterable was pretty terrible and we ended up replacing it with in house tooling, Vero has been really great and we’re investing more in our Vero setup.

shostack|5 years ago

Yeah, it's pretty interesting as somewhat of a "bottoms up" approach vs the Salesforce approach.

I swear there's some law for these sorts of things where they inevitably end up as a marketing automation platform.

m00x|5 years ago

Not really. It's not one of the top 10 most popular destination by either event volume or counts.