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Insights from the Spotify undefined Team
Josephine Ruiz-Healy
Spotify Associate Director, Head of Product Marketing at Spotify for Artists • October 26
Before I explain the difference between messaging and copy, let me quickly recap positioning. Since positioning informs messaging and messaging informs copy, it’s important to start there. * Positioning is the foundation of all product marketing activities. I love the way that April Dunford......Read More
1576 Views
Josephine Ruiz-Healy
Spotify Associate Director, Head of Product Marketing at Spotify for Artists • October 26
I recommend creating a messaging document which can serve as a source of truth for internal teams. That document can include things like your positioning, key messages / value props, a glossary of key terms, and even a “do” and “don’t” section (e.g. do talk about X in this way, don’t talk about i......Read More
1393 Views
Josephine Ruiz-Healy
Spotify Associate Director, Head of Product Marketing at Spotify for Artists • October 26
While messaging informs content, content brings messaging to life for the right users, at the right time, and in the right channel. Practically, this means that a content expert will choose the messages which will most resonate with the audience and determines how to best deliver those message......Read More
1588 Views
Josephine Ruiz-Healy
Spotify Associate Director, Head of Product Marketing at Spotify for Artists • October 26
From the start of a project, outline a clear RACI on the key deliverables needed to get to market, including 1) Positioning, 2) Pricing, 3) Messaging. Share it with the working team early, so you can make sure everyone is on the same page. For example, positioning and pricing might require app......Read More
1631 Views
Josephine Ruiz-Healy
Spotify Associate Director, Head of Product Marketing at Spotify for Artists • October 26
Quantitatively test your messaging through experimentation: * A/B test different types of messages on your website * A/B test different types of messages through paid social & organic social * A/B test different types of messages through SEM — I find this to be the easiest channel to e......Read More
1672 Views
Sam Duboff
Spotify Director, Head of Creator Brand & Product Marketing
How I Positioned That: Spotify's Head of Creator Brand & Product Marketing, Sam Duboff
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Sam Duboff
Spotify Director, Head of Creator Brand & Product Marketing • January 27
Can really vary product to product — but I'd separately track product metrics you're able to drive and marketing channel performance. If you have the tech stack for it, ideally you can measure how much product adoption was driven your marketing efforts to keep yourself accountability and prove in......Read More
2024 Views
Sam Duboff
Spotify Director, Head of Creator Brand & Product Marketing • January 27
That sounds really challenging, but exciting to work on a product that iterates so quickly. First, I'd work with your product team and try to show the impact of bundling a few small updates at a time, rather than piecemeal. It's tough to break through if all the updates are small and are so fr......Read More
1449 Views
Sam Duboff
Spotify Director, Head of Creator Brand & Product Marketing • January 27
Answered a question about how I think about tiering framworkers. I think the core ingredients of a successful launch really depend on your business — size, B2B vs. B2C, business model, stage, etc. — so it's hard to say. I'd say in general, I've found the most important quality is planning a launc......Read More
2742 Views
Sam Duboff
Spotify Director, Head of Creator Brand & Product Marketing • January 27
Navigating a long beta period can be tough for a marketer. At worst, it can lead to you losing the opportunity to shape perception of the product and taking the wind out of your sails. When you launch the "beta," it can be hard to drive excitement given limited availability. Then by the time you ......Read More
2053 Views