AMA: Spotify Associate Director Product Marketing, Creator Promotion, Alex Lobert on Customer Research

First, it's important to know why you need a segmentation. Is it about go-to-market and creating more effective messaging? Is it about changing your channel / sales strat...

The two biggest mistakes I see are (1) not having a clear goal as to what you want to learn from customers and how this will inform product / go-to-market strategy, and (...

We use voice of customer insights to inform messaging and positioning as well as our product roadmap. At Spotify, we have monthly syncs with our partnerships and sales te...

When testing messaging, I like to start simple and practical by first talking to the people closest to the customer. That could be a sales team or a partnerships team. I ...

I'm big on updating information based on actions that need to be taken / decision that need to be made. When it comes to market research and personas, clarify what deci...

When gathering competitive intel, I find the most important thing is to have the goal for it clearly mapped out. Why does Sales (or product) want the competitive intel? W...