The Demand Generation team at Twilio faced several challenges, including limited in-platform ad targeting capabilities, slow manual processes, poor quality conversions, lack of accurate conversion tracking, and inefficient budget spend. To overcome these issues, they turned to Twilio Segment for help. With Segment, the DG team can build more qualified audiences modeled off of sales accepted leads or opportunities, leveraging look-alike audiences to target better audiences on ad platforms. The platform also helps with audience retargeting by seamlessly enrolling users into lists who complete high-intent actions, and excluding unworkable marketing qualified leads from targeting campaigns. Additionally, Segment enables the DG team to track ad conversions and share data directly to Facebook, improving campaign performance and lead quality. By using Segment, Twilio was able to increase workable leads, reduce unworkable leads, improve sales engagement, and drive a significant increase in influenced pipeline, resulting in improved efficiency and reduced customer acquisition cost.