Morgan Molnar
Director of Product Marketing, Global Insights Solutions @ Momentive, SurveyMonkey
About
Morgan leads product marketing for the global insights business at Momentive (maker of SurveyMonkey). She began her career at Nielsen, consulting for Procter & Gamble on marketing insights. After various B2C and B2B research consulting roles, she ......more
Content
Morgan Molnar
SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • March 24
We just went through this exercise at Momentive, focusing specifically on building buyer persona "packs" – a collection of materials to help our broader organization understand our target personas. Depending on your project timeline, you'll likely want to conduct a blend of primary and secondary ......Read More
1434 Views
Morgan Molnar
SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • December 7
It's been a while since we've had an integrated marketing function at Momentive, but here's how I'd envision this working: Product marketing owns: - Buyer persona research, development, and enablement - Product messaging/positioning - Go-to-market strategy (e.g. by persona, industry) - Pro......Read More
921 Views
Morgan Molnar
SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • December 7
When business is humming along and you're planning out your roadmap for product enhancements or new features, the brand story won't play a huge role in the product roadmap. Of course, you'll want to make sure features continue to reinforce your key value props, but that can all be spun as part of......Read More
875 Views
Morgan Molnar
SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • December 7
Category creation (or making the decision to join an existing category) should be a joint effort between brand and product marketing leadership (and sometimes comms leadership), with an ultimate approver in the C-suite, either the CMO or CEO. Here are some of the things that brand and product......Read More
869 Views
Morgan Molnar
SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • December 7
At Momentive, Brand and Product Marketing are closely aligned, and collaborate on many initiatives. Here are some examples: * Brand<>Product messaging: For brand messaging, PMM will consult on things like the category, brand-level value propositions, and connecting the brand narrative to ......Read More
820 Views
Morgan Molnar
SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • July 12
As part of our GTM launch framework & process roll out, we created a GTM strategy & execution plan templates that correspond with different market launch & customer impact tiers. If you nail the GTM strategy, the plan will fall into place if you have the foundational framework. Here are some o......Read More
805 Views
Morgan Molnar
SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • July 13
For almost every feature launch, you have to evaluate the amount of market- and customer-facing activities it makes sense to do. For features that don't warrant a market launch (i.e. they aren't a differentiator, don't support a strategic partnership, or open up opportunities for new business) bu......Read More
805 Views
Morgan Molnar
SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • December 7
There are 3 main areas where I've seen product marketing get involved in brand strategy: 1) Brand category definition: (see my other answer on how PMM & Brand would collaborate on category creation/evaluation) 2) Brand/product architecture: When you have a portfolio of offerings and multipl......Read More
790 Views
Morgan Molnar
SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • July 13
We JUST revamped our GTM framework & process at Momentive and you're in luck - I drove this process at the company & am coming off the project pretty fresh. Ultimately, product marketing should own the go-to-market launch framework and process. So you or someone on your team should be a driver......Read More
767 Views
Morgan Molnar
SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • March 24
When you have no budget: If you already have a survey platform in place, conducting interviews and surveys of your own lists (customer & prospect databases) is free! You just need a way to recruit them. For interviews or smaller sample sizes, you may want to go directly through your customer suc......Read More
707 Views
Credentials & Highlights
Director of Product Marketing, Global Insights Solutions @ Momentive at SurveyMonkey
Formerly SurveyMonkey, Nielsen
Lives In Redwood City, CA
Knows About Building a Product Marketing Team, Customer Research, Enterprise Product Marketing, E......more