AMA: Spotify Associate Director, Growth Marketing, Joann Guo on Demand Generation Strategy

Before going into strategy setting, it’s important to align and joint plan with your fellow counterparts in sales, business, product, analytics, operations, PR, and other...

Typically, most campaigns can fall into one of the two buckets: awareness or performance. We need to create campaigns that have a balance of brand and performance as we c...

The key is having fluid strategy because things are constantly in flux (ie. business priority shift and budget reduction due to macroeconomic conditions). Hence, it’s alw...

For ad-hoc campaigns, we typically would either repeat and iterate if it’s performing well or kill it if it’s not. Even if it’s not performing well, we would take that le...

This one is slightly tricky but a good rule of thumb is getting primary stakeholders’ inputs as early as possible, especially for things that need resourcing from other t...

For B2B marketing, customer testimonials play a critical role if you are looking to drive awareness and consideration of your product or services. Testimonials can be in ...