Mike Greenberg
Director of Product Marketing, Momentive (SurveyMonkey)
About
Mike is Director of Product Marketing at Momentive, maker of SurveyMonkey and GetFeedback, where he leads a team driving GTM strategy and competitive intelligence for the globally-recognized SurveyMonkey brand. An experienced product marketing pro......more
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Mike Greenberg
Momentive (SurveyMonkey) Director of Product Marketing • January 4
This is probably one of the toughest problems we face as marketers. A lot of times, teams will look at a combination of leading quantitative indicators (clicks, conversions, time spent, etc.) and qualitative signals (from buyer interviews, listening to sales calls, etc.), to take a best guess at ......Read More
835 Views
Mike Greenberg
Momentive (SurveyMonkey) Director of Product Marketing • January 4
I'd describe positioning as how we want to be perceived in the market, and messaging as the customer-facing language that proves it. But in practice, I've rarely (if ever) had this specific conversation at Momentive outside of PMM: it tends to be pretty marketing-centric. What I've learned from i......Read More
789 Views
Mike Greenberg
Momentive (SurveyMonkey) Director of Product Marketing • January 4
Short answer: we use our own (Momentive) message testing solution since this is the market we're in and we have a market-leading product. Not to toot our own horn too much, but here's what I like about our offering that I would look for in any solution you're considering: * The respondent panel......Read More
768 Views
Mike Greenberg
Momentive (SurveyMonkey) Director of Product Marketing • January 4
I won’t sugar coat it: localization is hard. While I’d love to give you some magic advice that will ensure your messaging resonates globally, the reality is that geographic segmentation and market insights are as important as any other work you may be doing to personalize your messaging and GTM s......Read More
718 Views
Mike Greenberg
Momentive (SurveyMonkey) Director of Product Marketing • January 4
Great question (and there are a few others around messaging development process that I’ll use this response to cover). We have a few processes and frameworks in place that really help with XF alignment. First of all, if you don’t have one, I recommend developing a messaging framework or templa......Read More
705 Views
Mike Greenberg
Momentive (SurveyMonkey) Director of Product Marketing • January 4
I'm a big fan of A/B testing, but it can take a lot of time, and you need to be careful not to change things up-funnel if you want a clean result, which can be paralyzing. The best approach is to get an initial signal on your messaging through other means (like a Message Testing solution), then m......Read More
353 Views
Mike Greenberg
Momentive (SurveyMonkey) Director of Product Marketing • January 4
There's always a cost! * You can interview existing customers to validate whether proposed messaging resonates, but it's difficult to get validation at scale this way (certainly nothing quantifiable), and super time-consuming. * You can A/B test proposed messaging in-market — on your ho......Read More
319 Views
Mike Greenberg
Momentive (SurveyMonkey) Director of Product Marketing • January 4
My best advice here is not to skimp on establishing credibility: lead with something compelling that tells your pitch audience why they should listen to what you’re about to say, and why they should believe you above other companies they may be hearing from. All other things being equal, brand re......Read More
305 Views
Mike Greenberg
Momentive (SurveyMonkey) Director of Product Marketing • January 4
The short answer is that you'll need to develop messaging with both audiences in mind, and apply the correct messaging (or combination of messages) based on the target audience and funnel stage for each part of your GTM strategy. At Momentive, our SurveyMonkey product spans self-serve and ente......Read More
254 Views
Mike Greenberg
Momentive (SurveyMonkey) Director of Product Marketing • January 4
As far as your approach to messaging, there’s probably more in common than there are differences in engaging B2C and B2B buyers (there are more differences in GTM strategy than messaging). I’ve spent a lot of my career in the gray area in-between these buyers, as PMM for consumer productivity app......Read More
237 Views