Repositioning SurveyMonkey for the business buyer

+35%

YoY enterprise pipeline under Momentive

Funnel stages, from brand awareness to cross-sell

4,460

Customers, panelists, and employees who named the market research relaunch

Master brand: SurveyMonkey

My role

Head of Brand Creative. Corporate brand, brand architecture, naming, and creative direction

Team

Brand Creative studio across design, motion, video, copy, and brand ops

Scope

Momentive launch, B2B paid program, brand architecture, product naming, website

Partners

PMG on paid media, plus Product Marketing, Research, and Product

01 — The problem

A freemium name in an enterprise room.

SurveyMonkey was the survey tool almost everyone had used once, for free. That’s great for sign-ups. It’s a tough opener when you’re selling a research platform to a CMO or a head of HR.

After the IPO, the company needed a brand that could walk into an enterprise deal without leading with the word “survey.”

02 — Chapter one: Momentive

A corporate brand built for the boardroom.

We launched Momentive as the corporate brand, with SurveyMonkey and the enterprise products underneath it, then built a full-funnel B2B program with PMG on LinkedIn, one message per stage.

The creative sold to decision-makers, not survey-takers: black-and-white portraits, one highlighted line, and claims about speed and confidence instead of question types.

Brand awareness

Product awareness

Interest

Education

Consideration

Intent

Cross-sell

Momentive ad: Insights to fuel your biggest bets

Momentive ad: Disruptors have ideas. But first, they have insights.

Momentive ad: Twenty years of shaping the future is quite a past

Momentive ad: Decision makers know change can't wait

Momentive ad: When change is constant, an agile AI platform changes everything

Momentive on LinkedIn: one message for each stage of the funnel

03 — Chapter two

Every new name came with a tax.

Momentive moved enterprise pipeline up 35% year over year. It also split the brand in two. Over time, the portfolio picked up its own logos, a handful of typefaces, sub-brands with separate microsites, and plan names nobody could compare side by side.

We started calling it the fragmentation tax. And customers were still searching for, buying, and recommending SurveyMonkey.

Typefaces in use

National 2MiloZillaHalyard…and more

Plan names

AdvantagePremierTeamsEnterprise

Brand expressions

MomentiveSurveyMonkeyGetFeedbackMRX sub-brandMicrosites

04 — The decision

The brand is SurveyMonkey.

Under private equity ownership, the company went back to one master brand, and I led the new brand architecture. SurveyMonkey became both the parent brand and the flagship product, and every offer got the same pattern: “SurveyMonkey ___.”

Mailchimp and Jotform outgrew the literal words in their names. So could we.

“We’re beyond worrying about the word ‘survey’ in our name.”

From the brand architecture brief

Parent brand & flagship

SurveyMonkey

Product brands

SurveyMonkey ApplySurveyMonkey AudienceSurveyMonkey ContributeSurveyMonkey Rewards

Plan tiers

BasicTeamsEnterprise

Solution categories

Market researchCustomer experienceEmployee experience

Signature technology

SurveyMonkey Genius

05 — Naming the relaunch

Let the customers pick the name.

The market research products needed a name that felt premium without leaving the family. We built a shortlist, threw out anything that sounded like a feature, and tested the finalists with 2,712 customers, 1,631 panelists, and 117 employees.

LaunchPad won on appeal, uniqueness, and the one that matters most for a curiosity brand: people wanted to learn more.

Name testing, post-concept

Overall appealLaunchPad

UniqueSignal

ExcitingLaunchPad

InnovativeLaunchPad

Curious to learn moreLaunchPad

06 — Results

→+35% YoY increase in enterprise pipeline after the Momentive launch

→One master brand and one naming system, from the corporate brand down to plan tiers

→The market research relaunch named with customer data, not a conference-room vote

→A brand architecture product, sales, and marketing can all use without asking brand first

Credits

SurveyMonkey Brand Creative studio · Product Marketing · Research · PMG