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

Depending on your objectives and target audience, you have the flexibility to deploy various strategies. When focusing on B2B efforts, we found virtual events like webinars are often effective in reaching a broader audience, particularly SMBs. Moreover, virtual events are much easier to track and measure, as we can collect more data compared to live events. However, if your objective is to foster client networking and create immersive experiences, live events may be more appropriate. Ultimately, ...Read More

This depends on your product stage and goals. If your product is relatively new and has yet to achieve product-market fit, it is crucial to invest heavily in building awareness and generating demand. Paid channels (if budget allows), such as paid search and social, are often faster to scale and can have more direct impact in generating lower funnel conversions. For B2B, it is essential to prioritize lead quality alongside quantity. Monitoring metrics like LTV:CAC (customer lifetime value to cust ...Read More

Let's start by setting clear and specific goals that align with the broader objectives of your business. Think about what you want to achieve, whether it's reaching a certain number of new customers or generating a specific amount of revenue. Once you have these goals in place, it's time to establish key performance indicators (KPIs) that will help you keep track of how each area is performing. For example, you can use the return on ad spend (ROAS) or LTV:CAC  metrics to see how well your paid i ...Read More

It's really important to understand what's behind your specific performance numbers and figure out if there's an opportunity to pinpoint and improve those factors directly. If your website is indeed one of the key drivers, it's worth investigating why it's not converting. Is there something off in your messaging or is there something on the page itself that's creating friction and stopping users from converting? We can tackle these issues by making it easier for users to find relevant content an ...Read More

Always maintain a sense of curiosity and diligently monitor key metrics throughout your business, including customer growth in different markets, segments, and verticals. Pay close attention to funnel conversion metrics to identify where customers may be dropping off. Understanding the various factors influencing each metric is crucial for uncovering potential opportunities for growth. For example, we have observed a significant influx of mobile traffic that is negatively impacting our activatio ...Read More