Alex Lobert

Alex Lobert

Associate Director Product Marketing, Creator Promotion, Spotify

Content

Alex Lobert
Alex Lobert
Spotify Associate Director Product Marketing, Creator PromotionSeptember 27
I’ll keep this one simple. To track and sequence activities, create a “Run of Show.” The Run of Show is a document that has every activity, who will do it, when, and if necessary the asset to accomplish the activity (i.e. email copy, social assets, pitch decks, etc.). I just use a table in ......Read More
1347 Views
Alex Lobert
Alex Lobert
Spotify Associate Director Product Marketing, Creator PromotionSeptember 27
Building a new product launch process can seem daunting. To do this, I recommend: 1. Start small. 2. Focus on delivering value. 3. Scale once you have “process market fit” Start small. Create 1-2 simple templates and process. This will help you get wins and keep maintenance / overhead lo......Read More
1284 Views
Alex Lobert
Alex Lobert
Spotify Associate Director Product Marketing, Creator PromotionMarch 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
1255 Views
Alex Lobert
Alex Lobert
Spotify Associate Director Product Marketing, Creator PromotionSeptember 27
To know if a launch is successful, we look at if people are using our product and if they are getting the value we anticipated. We informally review metrics weekly with more detailed analysis done each month. A bit more on each metric. * Usage is simple at the top line. We look at adoption a......Read More
1242 Views
Alex Lobert
Alex Lobert
Spotify Associate Director Product Marketing, Creator PromotionSeptember 27
This might sound too simple but I find the best predictor as to if your launch will work is feedback from the closest people you can find to the customer. I always recommend my team run messaging and go-to-market assets by internal experts on your customer like sales teams or friendly customer......Read More
1233 Views
Alex Lobert
Alex Lobert
Spotify Associate Director Product Marketing, Creator PromotionSeptember 27
Launching a feature to a new geography brings its own set of nuances. I find there are a number of pre-launch considerations as well as post-launch metrics to watch. Pre-launch, you want to evaluate if there are market specific regulations, competitive dynamics, or customer dynamics that neces......Read More
1222 Views
Alex Lobert
Alex Lobert
Spotify Associate Director Product Marketing, Creator PromotionSeptember 27
Good internal communication is a super power of great product teams but it doesn’t happen without concerted effort. The benefits are big though. * Gets everyone in the company aligned as to how they can support your launch * Surfaces potential product launch issues / conflicts. * Recognizes......Read More
1202 Views
Alex Lobert
Alex Lobert
Spotify Associate Director Product Marketing, Creator PromotionMarch 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
1039 Views
Alex Lobert
Alex Lobert
Spotify Associate Director Product Marketing, Creator PromotionAugust 26
Two mistakes I've seen are: (1) Not getting on the same page as to the goals for the product. If you don't have a shared undersatnding with your PM / your product team as to what you are building and who you are buidling for you are likely going to provide insights that miss the mark. More hurtf......Read More
952 Views
Alex Lobert
Alex Lobert
Spotify Associate Director Product Marketing, Creator PromotionAugust 26
I suggest that you start by taking a step back to really diagnose the problem. Why is it that the team wants to ship so many features?  I try to always assume good intent. With that in mind, the team's actions are probably logical, but there is either mis-alignment on the goal they are optimizin......Read More
908 Views
Credentials & Highlights
Associate Director Product Marketing, Creator Promotion at Spotify
Top Product Marketing Mentor List
Lives In Chicago, Illinois
Knows About Competitive Positioning, Analyst Relations, Vertical Product Marketing, Product Marke......more