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Joann Guo

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

October 27 @ 10:00AM PST
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Spotify Associate Director, Growth Marketing, Joann Guo on Demand Generation Strategy
Top Questions
What internal and external stakeholders do you involve in your strategy development?
Joann Guo
Joann Guo
Spotify Associate Director, Growth Marketing • October 27
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 marketing functions, etc. to establish the topline business target for the year (or quarter). If your team is not currently in......Read More
1851 Views
2 requests
How do you determine which types of campaigns to include in a Demand Generation strategy?
Joann Guo
Joann Guo
Spotify Associate Director, Growth Marketing • October 27
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 can’t have brand work that doesn’t perform and performance work that doesn’t elevate your brand. Your campaign should have brand......Read More
1788 Views
1 request
How do you adapt one strategy to garner different types of wins from different campaigns and how do you best set expectations with internal stakeholders about what kinds of results they might see over the life cycle of the demand generation strategy?
Joann Guo
Joann Guo
Spotify Associate Director, Growth Marketing • October 27
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 always important to set clear OKRs (objective & key results) that the team can be accountable for. It’s important to use these as ......Read More
1193 Views
2 requests
What recommendations do you generally provide at the end of a campaign?
Joann Guo
Joann Guo
Spotify Associate Director, Growth Marketing • October 27
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 learning to inform future campaign strategy or other workstreams. Typically, we monitor performance throughout the campaign fligh......Read More
1309 Views
1 request
When designing a demand generation strategy, at what stage do you audit internal departments to determine if there is sufficient stakeholder buy-in and infrastructure needed to support success?
Joann Guo
Joann Guo
Spotify Associate Director, Growth Marketing • October 27
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 teams and anything that involves technical implementation. Throughout the planning process, this is where you can pinpoint the m......Read More
1132 Views
2 requests
What role do customer and partner testimonials play in a demand generation campaign’s content strategy?
Joann Guo
Joann Guo
Spotify Associate Director, Growth Marketing • October 27
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 the format of video, case study or simply quotes and reviews. Having testimonials across different markets and multiple industr......Read More
1193 Views
1 request