Spotify Video Ads Launch

B2B Go-to-Market Case Study

Transcript

1. Spotify Video Ads Launch B2B Go-to-Market case study Susan “Spark” Park Head of Gaming Ads, Product Marketing at Facebook
2. Agenda Context Approach Results
5. Vision for Spotify Ads in 2016 - Be a top Global Ads Platform driving strong revenue growth and value for Spotify - Drive a consumer-first experience that would create incremental revenue for Spotify - Exponentially grow revenue for Spotify Ads via the free tier to take advantage of the high user growth - Tap into the exploding and lucrative market of of digital mobile advertising, to diversify our ads revenue - Future-proof our sales teams to be able to adequately service and sell our suite of solutions to our agency and heavy-brand marketing customer base - Annual revenue goal: $100M
6. What should we build?
8. Approach Write your press release
9. The Launch Challenges Innovative formats for an inventory reservable product - How do we price a brand new format with no backlog of inventory? - How do we sell these and not under-deliver on the format? - How do we forecast for revenue on a format that is initiated by a user choice?
10. The new approach - Limit the launch to high inventory markets - Package/bundle reserve launch and create a premium “sell-out” mentality - Build an additional ad unit on desktop and tablet to complement the mobile video experience
11. The Launch Go-To-Market challenges - How do get the ad industry to treat us like a destination for video ads as a music platform? - How do we get it done with one Ads Product Marketing Manager (me) and my boss and 100+ sales team across 12 offices?
12. Network effects are the key to success Internal resources; - A top Business Marketing Brand minds, including a strong content marketing team - Learning and development team - Ads Research and Effectiveness team Contracted resources - Content team to build the training modules across the industry - Sales collateral and narrative built by an expert in B2B keynotes - GTM project management External resources: - Client advisory boards - PM and PMMs Network
13. The Results
16. Q&A