Elizabeth Grossenbacher, Principal Product Marketing Manager, IoT, Twilio Inc

Elizabeth is the Principal Product Marketing Manager for IoT at Twilio with over a decade of experience in IoT and emerging technology. In her role, Elizabeth drives the success of Twilio with customers by developing effective marketing strategies and plans to build and communicate global awareness of Twilio’s IoT products. Prior to joining Twilio in December 2019, Elizabeth was the Senior Product & Partner Marketing Manager at TrustArc. During her career, Elizabeth has been recognised for driving on-point messaging and creating exceptional customer-focused marketing strategies in several positions in Cisco, Gartner, and Mimosa Networks. Elizabeth has a demonstrated history of identifying the needs of customers, growing a marketing-generated pipeline by over 300%, building revenue-generating partner programs, and consulting for Fortune 500 companies on problems ranging from go-to-market strategy to customer journey mapping. Additionally, her deep understanding of market trends helps her create compelling strategies to help businesses win. 


In the early days of the pandemic, the world shut down—and the economy with it. In weeks, we saw uncertainty across industries as workers were furloughed or laid off, companies went out of business, and our lives changed overnight. But in the midst of that uncertainty, something inspiring happened: leaders, workers, and developers in tech and communications adapted their thinking to this new paradigm, hoping to find solutions that would ease the burden the pandemic had brought on.

Before the pandemic, IoT was already poised to change how we work. The pandemic has only sped up its adoption and shown us how powerful of a tool it can really be. While some of the most well-known IoT solutions are made for consumers, many of the biggest applications for IoT are actually found in industries like healthcare, manufacturing, and transportation. This is because IoT data collection can have an incredible impact on things like observing a patient’s vital signs, managing a supply chain, tracking perishable goods, and much more.

During the pandemic, we’ve watched businesses take existing IoT solutions and brilliantly pivot them to help meet the challenges created by COVID-19. What’s inspiring is that these businesses are emerging even stronger through the process of innovation. IoT implementation can help every business prepare better for the evolving economy—so we’ve collected some of the IoT that have set a blueprint for post-pandemic innovation.

IoT is helping businesses face new challenges

Regardless of industry or occupation, one of the biggest changes we’re all facing is missing out on group activities, from small gatherings of close friends to the exhilarating energy of watching a game in a packed stadium. 

For instance, a wireless lighting technology company that controls wearable LED devices, had been creating IoT-enabled wearables for events prior to the pandemic’s start—like at the stadium, where they gave attendees a smart wristband that would react based on the halftime show with lights, sounds, and pulses to create a more engaging experience.

Large scale gatherings are no longer an option—so, the question became how to take IoT solutions and apply them to the problems facing us today.

Many workers at industrial facilities like factories were continuing to provide essential labor throughout the pandemic, but because of the close quarters in these environments, there were clear safety risks that needed to be addressed.

So, the wireless lighting technology company developed an IoT wearable that could be used by essential workers to provide an array of safety features, like ensuring workers are at a safe distance and collecting data to assist in contract tracing. Their ability to adapt helped keep business operating and workers safe—two invaluable accomplishments in our new paradigm.

IoT is a foundation for the evolution

The economic uncertainty brought on by the pandemic is unlikely to completely resolve overnight, and much of its impact won’t be clear until it’s behind us. That means it’s crucial to make forward-thinking decisions that can boost efficiency and help prepare for what’s next.

Before the pandemic hit, many companies were already tapping into cellular communication platforms that use APIs to create seamless, contactless experiences— for instance, a Smart Device Management (SDM) platform developed IoT systems for tenants and property managers that cut down on unnecessary time and communication.

The pandemic increased the need for these kinds of effective alternatives to traditional systems, especially considering real estate is an industry where face-to-face interaction has traditionally been crucial. Adapting existing IoT tech presented the perfect way to meet the challenge. An enterprise smart home automation company and a self-guided touring brand have used IoT to enable contactless access to units for self-guided tours that are helping to keep the market alive while putting health and safety first during the pandemic. 

Fascinatingly, the benefits of these tools are likely to outlast the pandemic itself. IoT solutions aren’t just short-term fixes, they’re practical tools that create a strong foundation for your business’s economic future and help you evolve to meet changing demands.

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