Joann Guo

Associate Director, Growth Marketing, Spotify

Content

What internal and external stakeholders do you involve in your strategy development?

Joann Guo

Spotify Associate Director, Growth Marketing • October 27

Before going into strategy setting, it’s important to align and joint plan with your fellow counterparts in sales, business, product, analytics, operations, PR, and other marketing functions, etc. to establish the topline business target for the year (or quarter). If your team is not currently in......Read More

1872 Views

How do you determine which types of campaigns to include in a Demand Generation strategy?

Joann Guo

Spotify Associate Director, Growth Marketing • October 26

Typically, most campaigns can fall into one of the two buckets: awareness or performance. We need to create campaigns that have a balance of brand and performance as we can’t have brand work that doesn’t perform and performance work that doesn’t elevate your brand. Your campaign should have brand......Read More

1807 Views

What recommendations do you generally provide at the end of a campaign?

Joann Guo

Spotify Associate Director, Growth Marketing • October 27

For ad-hoc campaigns, we typically would either repeat and iterate if it’s performing well or kill it if it’s not. Even if it’s not performing well, we would take that learning to inform future campaign strategy or other workstreams. Typically, we monitor performance throughout the campaign fligh......Read More

1327 Views

How do you adapt one strategy to garner different types of wins from different campaigns and how do you best set expectations with internal stakeholders about what kinds of results they might see over the life cycle of the demand generation strategy?

Joann Guo

Spotify Associate Director, Growth Marketing • October 27

The key is having fluid strategy because things are constantly in flux (ie. business priority shift and budget reduction due to macroeconomic conditions). Hence, it’s always important to set clear OKRs (objective & key results) that the team can be accountable for. It’s important to use these as ......Read More

1209 Views

What role do customer and partner testimonials play in a demand generation campaign’s content strategy?

Joann Guo

Spotify Associate Director, Growth Marketing • October 27

For B2B marketing, customer testimonials play a critical role if you are looking to drive awareness and consideration of your product or services. Testimonials can be in the format of video, case study or simply quotes and reviews. Having testimonials across different markets and multiple industr......Read More

1208 Views

When designing a demand generation strategy, at what stage do you audit internal departments to determine if there is sufficient stakeholder buy-in and infrastructure needed to support success?

Joann Guo

Spotify Associate Director, Growth Marketing • October 27

This one is slightly tricky but a good rule of thumb is getting primary stakeholders’ inputs as early as possible, especially for things that need resourcing from other teams and anything that involves technical implementation. Throughout the planning process, this is where you can pinpoint the m......Read More

1149 Views

What are the key strategies and tactics used in growth marketing?

Joann Guo

Spotify Associate Director, Growth Marketing • May 25

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 c......Read More

956 Views

How do you measure and track the success of growth marketing efforts?

Joann Guo

Spotify Associate Director, Growth Marketing • May 25

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 estab......Read More

950 Views

How do you identify and prioritize growth opportunities for a business?

Joann Guo

Spotify Associate Director, Growth Marketing • May 25

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 fa......Read More

901 Views

Virtual vs Live Events, What is currently working well/not well for you and what are your plans going forward?

Joann Guo

Spotify Associate Director, Growth Marketing • May 25

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......Read More