Twilio Scales Global ABM with Local Precision
Summary
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Challenge: Twilio needed to better identify and engage high-value accounts across global regions without losing local nuance or overburdening internal teams.
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Solution: LeadFabric delivered buyer insights, regional campaign localisation, and full-service ABM support through a scalable, embedded team model.
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Result: Highly targeted, regionally relevant campaigns that aligned global priorities with local execution, resulting in stronger engagement and a more agile marketing function.
“They really understand what it is to service a global company with a local focus.” – Twilio
As a cloud communications leader serving clients in virtually every market, Twilio is no stranger to complexity. With teams spread across continents and customers spanning industries, aligning sales and marketing efforts globally was a continuous challenge.
Twilio needed more than just campaign support. They needed to focus their efforts on the right customers, in the right markets, at the right time without losing efficiency or overwhelming internal resources. That meant tapping into meaningful buyer insights and scaling account-based marketing (ABM) in a way that respected both global strategy and local market realities.
That’s where LeadFabric came in.
A Scalable, Embedded Approach to Global Buyer Engagement
Twilio partnered with LeadFabric to help operationalise a buyer-centric ABM program that could flex across global teams and timelines. LeadFabric’s first step was to deliver strategic buyer intelligence, helping Twilio identify high-value accounts that aligned with sales goals and presented clear opportunities for personalised engagement.
From there, LeadFabric served not just as a service provider, but as a true extension of Twilio’s internal team. With fully embedded support, the LeadFabric team adapted to the company’s evolving needs, shifting resources, timelines, and campaign scopes to meet demand.
“They act as an extension of our team, and it’s gone really well... We couldn’t have asked for a better partner.”
The collaboration extended far beyond strategy. LeadFabric executed full campaigns on Twilio’s behalf from asset creation and localisation to performance tracking and optimisation. Their outsourced implementation team ensured that nothing stalled in the handoff between planning and execution, even across different markets and languages.
Local Relevance, Global Impact
One of the key challenges in executing ABM at scale is balancing global consistency with local nuance. Twilio needed to ensure that messaging was cohesive across regions—but also deeply resonant within each market.
To address this, LeadFabric delivered:
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Full content localisation, including translation and cultural adaptation
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Market-specific timing and rollout strategies
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Customisation of buyer journeys to reflect unique regional needs and business environments
This local-first mindset ensured that campaigns never felt generic or out of touch - an essential factor in connecting with senior decision-makers across industries.
Greater Agility, Better Focus, and Results That Scale
With LeadFabric embedded in its marketing operations, Twilio was able to move faster, focus deeper, and achieve more with fewer internal bottlenecks. The scalable model allowed internal teams to redirect attention toward long-term strategy and innovation, confident that execution was in expert hands.
By leveraging data-driven buyer insights and an agile ABM framework, Twilio transformed its marketing from a broad, reactive function into a precise, proactive growth engine. Key accounts received personalised, relevant outreach. Sales and marketing operated in greater alignment. And campaigns delivered the right message in the right way, every time.
Looking to scale ABM across regions without sacrificing local impact? Contact LeadFabric today to make it happen.
