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
   

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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
   

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3. 3
   QUICK POLL
   

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

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6. 6
   Attributes
   of an effective
   message
   ●
   ●
   ●
   

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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
   

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

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

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

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

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

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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
    

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

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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 ...?
    

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

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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.
    

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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
    

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

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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)
    

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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
    

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25. 25
    Linkedin: https://www.linkedin.com/in/sarahdin
    Email: sdin@surveymonkey.com
    

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