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AMA: Spotify Associate Director Product Marketing, Creator Promotion, Alex Lobert on Customer Research
March 16 @ 10:00AM PST
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Spotify Associate Director Product Marketing, Creator Promotion, Alex Lobert on Customer Research
Top Questions
Alex Lobert
Meta Product Marketing Lead, Facebook for Business & Commerce • March 16
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? What will they use it for? If you start from a clear understanding of how the intel will help, it is easier to provide useful in......Read More
1093 Views
2 requests
Alex Lobert
Meta Product Marketing Lead, Facebook for Business & Commerce • March 16
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 typically bring hypothesis messaging to these experts and evaluate if changes need to be made for a given customer segment. ......Read More
662 Views
7 requests
Alex Lobert
Meta Product Marketing Lead, Facebook for Business & Commerce • March 16
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 strategy? Is it about product development? Media Targeting? Once you have an objective or objectives, a method for segmentation ofte......Read More
843 Views
8 requests
Alex Lobert
Meta Product Marketing Lead, Facebook for Business & Commerce • March 16
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 decisions you need to make based on the information and the cadence to which you will make them. If you use market research to in......Read More
1893 Views
3 requests
Alex Lobert
Meta Product Marketing Lead, Facebook for Business & Commerce • March 16
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 team to just discuss feedback from customers. This helps us to understand if our product and / or go-to-market strategy is workin......Read More
796 Views
6 requests
Alex Lobert
Meta Product Marketing Lead, Facebook for Business & Commerce • March 16
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 (2) not truly prioritizing or resourcing the effort. With regard to (1), I find it's really important to be clear about what......Read More
1445 Views
8 requests
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