For most SaaS companies, the self-serve signup process is the "front door"—but what happens when 88% of people walk away before finishing?

At Twilio, we faced a hard truth: our previous abandonment workflows had lag times of an hour or more, meaning we were often re-engaging users after they had already given up or, worse, completed the step manually, leading to a disjointed customer experience.

In this session, we will pull back the curtain on how we overhauled Twilio’s own signup abandonment strategy. By moving from legacy, batch-processed workflows to Segment’s Next Gen Journeys (V2), the team transitioned to an Event-Triggered architecture that responds to user behavior in real-time. To ensure high-quality data and cost efficiency, they implemented a "Twilio on Twilio" solution using Segment’s Next Gen Journeys (V2) and SendGrid Email Validation API—filtering out invalid leads at the first step before they ever hit the CRM.