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Mike Greenberg
Director of Product Marketing, SurveyMonkey
About
Mike is Director of Product Marketing at SurveyMonkey, where he leads a team driving GTM strategy and competitive intelligence for the globally-recognized SurveyMonkey brand. An experienced product marketing professional, Mike has spent more than ......more
Content
Mike Greenberg
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
1887 Views
Mike Greenberg
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
913 Views
Mike Greenberg
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
825 Views
Mike Greenberg
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
799 Views
Mike Greenberg
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
788 Views
Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
Marketing fundamentals are the same whether your growth strategy is PLG or traditional outbound marketing (and the two are not exclusive!): you still need to understand your target market, develop effective messaging, and get in front of the right people at the right moment. At SurveyMonkey, we e......Read More
737 Views
Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
As a partial answer, it's helpful to think about some of the things that Sales and CS roles might typically contribute to the customer journey or your understanding of customers, and how you can obtain that value in a proactive or self-serve way that's scaled and repeatable. As a self-serve PMM w......Read More
737 Views
Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
Thanks for sharing that article! Though I can’t speak directly to Slack’s land-and-expand tactics, we follow a similar strategy at SurveyMonkey, and I'm happy to share some insights into what makes it work. In a bottom-up SaaS expansion strategy, the end goal is typically to get to the IT buyer ......Read More
726 Views
Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
This sounds like the classic "leaky bucket" problem: your bucket is leaking (users), and you're not sure why, so it's hard to figure out what to do about it. Solving this requires a combination of quantitative and qualitative insights. As a starting point, make sure you understand exactly wher......Read More
717 Views
Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
Great question — it's all too easy for self-serve marketers to get disconnected from customers, especially if you're used to gathering this feedback through customer-facing orgs. As a leader at SurveyMonkey, I'm going to be a bit biased here, but I'll provide some general guidance on choosing ......Read More
715 Views
Credentials & Highlights
Director of Product Marketing at SurveyMonkey
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Knows About Growth Product Marketing, Competitive Positioning, Product Marketing 30/60/90 Day Pla......more