In the bustling world of marketing, where artificial intelligence (AI) and the latest tech trends often dominate discussions, it’s easy to get caught up in the excitement of new tools and possibilities. However, according to Katie Miserany, Chief Communication Officer and SVP of Marketing at SurveyMonkey, the true challenge for marketers isn’t mastering these new tools but remembering a crucial marketing principle: just because you can leverage something in your strategy, doesn’t mean you should.
The Core Lessons from a Marketing Veteran
Reassessing Marketing Impulses
Katie Miserany, with her extensive experience at companies like SurveyMonkey and her tenure at Sheryl Sandberg’s Foundation, brings a wealth of knowledge to the table. One of her primary pieces of advice for marketers is to avoid what she describes as “random acts of marketing.” This term, coined by Emily Kramer, a Masters in Marketing alum, refers to the tendency of marketers to jump on every trending topic without a strategic foundation. Miserany recalls a time when her team was gearing up to release a survey on public perceptions of TikTok, coinciding with widespread news of a TikTok ban. However, before they could publish their findings, TikTok released its own study, which naturally captured more media attention. This incident underscored the pitfalls of acting on impulse without a strategic backing.
Building a Solid Foundation
Miserany emphasizes the importance of establishing a strong foundation before trying to expand or innovate. This approach was crystal clear during her campaign at Sheryl Sandberg’s Foundation, which was aimed at promoting male allyship in workplaces. The campaign’s success was largely due to the painstaking planning phase, where every detail was scrutinized and aligned with the campaign’s core message. Miserany and her team created what they called “the well” — a detailed document that outlined exactly how every aspect of the campaign should be communicated. This meticulous attention to consistent messaging is what Miserany credits for the campaign’s effectiveness and resonance.
Utilizing Scaffolding in Campaigns
Miserany also introduces the concept of “scaffolding” in marketing strategies. This involves building a comprehensive and cohesive experience around a single marketing initiative. For instance, when considering a sponsorship at an F1 racing event, Miserany was initially unenthusiastic until the discussion expanded to include supplementary activities like a conference, a webinar, and a follow-up email campaign. By integrating these elements, the sponsorship transformed from a standalone event into a multifaceted campaign that provided continuous engagement and value to their audience.
Underutilized Tools in SurveyMonkey
Extending Your Research Reach
Before concluding our discussion, Miserany shared an intriguing feature of SurveyMonkey that is often overlooked by marketers — the ability to conduct surveys with people outside of one’s immediate network. This tool allows marketers to gather insights from a broader audience by targeting specific demographics, industries, or regions, all without the need to engage expensive market research firms. This capability is especially valuable for tasks like testing product preferences, validating business ideas, or exploring brand perceptions, providing marketers with a cost-effective method to make informed decisions based on a wider range of consumer feedback.
Through these insights from Katie Miserany, it becomes clear that effective marketing is not about how many tools or trends you can chase; it’s about how you build a strategy that is thoughtful, consistent, and genuinely engaging for your audience.
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Mason Brooks is a blockchain business strategist with six years of experience launching crypto startups in the United States. He breaks down innovative business models and best practices to turn your ideas into reliable revenue streams. His pragmatic approach provides you with actionable roadmaps and inspiring case studies.
