Scaling Audience Engagement for the Fortune 500 with Leela Srinivasan, CMO of SurveyMonkey

Check out this open Demand Gen Leadership role at SurveyMonkey!

This episode features an interview with Leela Srinivasan, CMO of SurveyMonkey. Leela joined SurveyMonkey in April 2018 to lead all marketing functions including brand strategy, growth marketing, product marketing, and communications. Previously, she served as Chief Marketing Officer at Lever, VP of Marketing at OpenTable, and Director of Marketing at LinkedIn. 

On this episode, Leela dives deep into the key components of her strategy, including how to truly understand and add value for your prospects, put your customers at the forefront of your marketing, optimize your channels and tactics, build community, and much more.

Key Takeaways

• Know your prospect as well as you possibly can, and focus on how you can add value for them
• Nothing can convince your future customers as well as the success stories of your current customers. Identify the customers you have who can best influence your prospects, and find ways to put them in the spotlight.
• Experiment, optimize, and measure. You have to be experimenting with different channels and approaches all the time. Double down on the things that are working, while still trying to find the next set of channels or tactics that are going to take you to the next level.

Key Quotes

• “We live in such a noisy world, and your prospects are being pinged left and right with messages and offers and opportunities from all of your competitors. So to have the right strategy, you have to understand what you can uniquely bring in terms of value to that prospect conversation.”
• “Something that has been a mainstay of my demand gen strategy across companies is identifying the customers that you have who will influence your next customers, and then finding ways to put them in the spotlight, because nothing will convince the next set of customers like your current customers and the success that they are seeing with your solutions.”
• “Experiment, optimize, and measure. I think about demand gen as a portfolio of approaches or tactics, and they're often at different stages of maturation. For the most mature ones, you are scaling and optimizing those, but in the interest of having value to add to your customer and reaching them in different ways, you have to be experimenting with different channels and different approaches at all times. You're constantly doubling down on things that are working while trying to find the next set of channels or tactics that are going to take you to the next level.”
• “How do you add value to your prospect? What can you share with them that will be of insight to them? have that be the central meat of your campaign, and then figure out how to leverage that across as many viable channels as possible.”
• “On NPS, I see a lot of companies that are measuring it, but the question is, what do you do with that? And do you understand the why? That's the big gap that I see sometimes is the failure to really understand the root causes of an NPS score and then put an action plan in place and charge after it, because it’s not a vanity metric. We shouldn't be navel gazing, we should be acting on what we learn.”

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