Avoiding the echo chamber: how feedback leads to more effective, data-driven marketing messages

Slide 1

Slide 1 text

1 Sarah Din Director of Product Marketing, SurveyMonkey PMM Summit, Chicago 2019 How feedback leads to more eﬀective, data-driven marketing messages

Slide 2

Slide 2 text

2 About me ● Live in San Francisco, CA ● Product Marketing at SurveyMonkey ● Two truths and a lie ○ I had a pet jellyfish ○ I have travelled to every single continent ○ I was in a video with Serena Williams

Slide 3

Slide 3 text

3 QUICK POLL

Slide 4

Slide 4 text

Slide 5

Slide 5 text

5 Messaging is not that hard… the challenge is your company’s existing narratives.

Slide 6

Slide 6 text

6 Attributes of an eﬀective message ● ● ●

Slide 7

Slide 7 text

Slide 8

Slide 8 text

8 1999 Launched SurveyMonkey 2012 Launched Audience 2014 Acquired FluidWare (now Apply) 2016 Launched CX, Engage 2015 Acquired TechValidate 2017 Launched Enterprise 2018 IPO 2019 Acquired Usabilla, GetFeedback

Slide 9

Slide 9 text

9 No cohesive narrative Focused on “features” vs benefits Concerns with market perception Inconsistent messages

Slide 10

Slide 10 text

Slide 11

Slide 11 text

11 Process Develop Framework Research Draft Key Messages Test & Reﬁne Gather Proof Points Rollout Measure Impact

Slide 12

Slide 12 text

12 Corporate Messaging by persona by product by vertical by region by use case

Slide 13

Slide 13 text

13 ● Audit of existing content ● Competitive research ● Quantitative + qualitative feedback ○ from internal stakeholders ○ from analysts ○ from existing customers

Slide 14

Slide 14 text

14 ● Unique value proposition ● Competitive positioning ● Buyer personas ● Elevator Pitch ● Proof Points

Slide 15

Slide 15 text

15 Elements of the unique value proposition Who is our audience? Who are the buyers and users? -What is the need? -What is the cost to the customer of not meeting need? “Description of our offering -Solution/benefit statement “We help you, so you can…” Top 3 - 5 core differentiators

Slide 16

Slide 16 text

16 Focus Groups Market Research SEM Ads In-product Social Media and Display Sales Outreach Email Website

Slide 17

Slide 17 text

17 Concept testing ● Overall, how do you feel about this statement? ● How relevant is this statement to your wants and needs? ● How diﬀerent is this from other statements you have heard? ● Which of these statements about our online survey business is MOST appealing? Who is our audience? What is the customer challenge? What is our solution/benefit statement? How do we solve their problem? What makes us unique? Target criteria: working professionals in the US with purchasing power Which of these is the MOST important thing you would want from a survey software? Which of these would be MOST helpful from a survey software? When PURCHASING survey software, it's important that a survey platform ...?

Slide 18

Slide 18 text

18 ● Leverage company stats ● Survey current customers ● Get customer quotes & stories

Slide 19

Slide 19 text

19 ● 17.5M+ Active users ● 50B+ Questions answered on our platform ● 2.4M Survey respondents per day ● 20M Questions answered daily SurveyMonkey is a market-leading platform that is trusted and well-known. ● 84% of customers choose SurveyMonkey because it is easier to use. ● 99% of SurveyMonkey customers said that it took little or no training to create their first survey. [source] Our platform is intuitive, easy for anyone to use, and doesn’t require training. “Although this program is designed for surveys, I use it for so much more—Now we don’t waste time and money on expensive programs that don’t meet our needs.” Director, Customer Success, State & Local Government Our platform is flexible/versatile.

Slide 20

Slide 20 text

20 ● Single source of truth ● Roadshow across the org ● Executive videos ● Trainings (live or recorded) ● Make it an event + giveaways ● Repeat. Repeat. Repeat. ● Involve diﬀerent channel leaders ● Audit all marketing channels ● Prioritize changes over time INTERNAL ROLLOUT EXTERNAL ROLLOUT

Slide 21

Slide 21 text

21 ● Sales conﬁdence ● Brand perception ● Campaign performance ● Analyst brieﬁngs & reviews

Slide 22

Slide 22 text

22 Pro tips ● Deﬁne your core team & key stakeholders ● Establish timelines, milestones, & deliverables with XF partners ● Create an internal comms plan for consistent communication ● Get buy-in from key stakeholders at every major milestone ● Use data to drive consensus (if consensus is needed)

Slide 23

Slide 23 text

Slide 24

Slide 24 text

24 Key takeaways ● Eﬀective messaging is relevant, authentic, and credible ● Infuse the voice of your customer into every part of the process ● Use a data-driven approach to get consensus and internal buy in

Slide 25

Slide 25 text

25 Linkedin: https://www.linkedin.com/in/sarahdin Email: [email protected]