
Alex Lobert
Associate Director Product Marketing, Creator Promotion, Spotify
Content

Alex Lobert
Spotify Associate Director Product Marketing, Creator Promotion • August 27
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
762 Views

Alex Lobert
Spotify Associate Director Product Marketing, Creator Promotion • August 27
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
738 Views

Alex Lobert
Spotify Associate Director Product Marketing, Creator Promotion • March 17
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
733 Views

Alex Lobert
Spotify Associate Director Product Marketing, Creator Promotion • March 17
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
693 Views

Alex Lobert
Spotify Associate Director Product Marketing, Creator Promotion • March 17
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
562 Views

Alex Lobert
Spotify Associate Director Product Marketing, Creator Promotion • March 17
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
539 Views

Alex Lobert
Spotify Associate Director Product Marketing, Creator Promotion • August 27
I find diverse experiences to be valuable to product marketing. When I think about research and influencing the roadmap, what is most important to me is: * Can this person create a data-driven argument for change? That could be getting a client to adopt a product or changing an internal proc......Read More
516 Views

Alex Lobert
Spotify Associate Director Product Marketing, Creator Promotion • March 17
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
507 Views

Alex Lobert
Spotify Associate Director Product Marketing, Creator Promotion • August 27
The first piece of research is typically WITH the product team - aligning on the key things that we don't know, but need to know to make better product or feature decisions. Upfront you should lay out that we will try to learn X in order for us to decide whether or not to do Y. If you do thi......Read More
504 Views

Alex Lobert
Spotify Associate Director Product Marketing, Creator Promotion • August 27
During roadmapping, each product team articulates the "understand needs" for their product area and what we will do with the information to improve the product. This process is often led by the PMM. From there, we work with the product team to document hypothesis to test based on information we......Read More
496 Views
Credentials & Highlights
Associate Director Product Marketing, Creator Promotion at Spotify
Lives In Chicago, Illinois
Knows About Competitive Positioning, Analyst Relations, Vertical Product Marketing, Messaging, Pr......more