To me there's just an argument for effective marketing. That new billboard can't be more effective at generating industry and brand awareness, can it? It's so forgettable. It's _mediocre_, and reads just like every other uninteresting stat point most B2B enterprise SaaS companies put out there. That's the part that I don't get, even if they are moving up market and away from a pure developer play, that kind of messaging still should raise Twilio's stature, no?
I think the “Ask your developer” resonates with only a small segment of the market (a fairly passionate segment).
The “Lower your aquisition costs by 66%” resonates with the CFO, who will drive past the board every day until he remembers to tell someone in passing to “investigate this twilio thing”. From there the cogs of the org start turning and 6 months later out rolls a several million dollar order for Twilio.
To everyone’s surprise the bill is 20% higher a year after release, but by that point everyone responsible for it has already been promoted.
The issue is that everyone is saying some version of that tagline. It's forgettable and the kind of thing you tune out over time. I guess we'll see how they perform moving forward though.
