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

Transcript

1. 1 Sarah Din Director of Product Marketing, SurveyMonkey PMM Summit, Chicago 2019 How feedback leads to more effective, data-driven marketing messages
2. 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
3. 3 QUICK POLL
5. 5 Messaging is not that hard… the challenge is your company’s existing narratives.
6. 6 Attributes of an effective message • • •
8. 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
9. 9 No cohesive narrative Focused on “features” vs benefits Concerns with market perception Inconsistent messages
11. 11 Process Develop Framework Research Draft Key Messages Test & Refine Gather Proof Points Rollout Measure Impact
12. 12 Corporate Messaging by persona by product by vertical by region by use case
13. 13 • Audit of existing content • Competitive research • Quantitative + qualitative feedback ◦ from internal stakeholders ◦ from analysts ◦ from existing customers
14. 14 • Unique value proposition • Competitive positioning • Buyer personas • Elevator Pitch • Proof Points
15. 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
16. 16 Focus Groups Market Research SEM Ads In-product Social Media and Display Sales Outreach Email Website
17. 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 ...?
18. 18 • Leverage company stats • Survey current customers • Get customer quotes & stories
19. 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.
20. 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
21. 21 • Sales confidence • Brand perception • Campaign performance • Analyst briefings & reviews
22. 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)
24. 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
25. 25 Linkedin: https://www.linkedin.com/in/sarahdin Email: sdin@surveymonkey.com