Twilio put developers first and focused their marketing and outreach on attracting top developers to their product. Instead of going to popular news outlets like Tech Crunch, they went to where the developers were hanging out, places like Stack Overflow and Hacker News.

Twilio separated their sales teams into Hunters and Farmers. One group of sales people were tasked to find new leads, while the other were solely focused to upsell their existing base. That strategy, combined with marketing focused around specific enterprise pain points, was what enabled Twilio to transition from individual developers and move into enterprise.