Business
Last month, SurveyMonkey — a company that has been synonymous with market research and survey software — rebranded to Momentive, now defining itself as an agile experience management company focused on helping customers shape what's next. A rebrand is more than just a fresh coat of paint, new logo and name, and during this week’s episode of the B2BMX Podcast, Host Klaudia Tirico sits down with Leela Srinivasan, CMO of Momentive, to get a behind-the-scenes look at the entire process and the role of the CMO during a rebrand. Specifically, Klaudia and Leela touch on: How SurveyMonkey transitioned to Momentive during a pandemic and why now; The impact customer and employee feedback have on a rebrand; Marketing's role during a rebrand and important things to consider before diving in; The new role of brand in B2B marketing; and How to blur the lines between brand and demand. RELATED LINKS Learn more about Momentive.ai Learn more about SurveyMonkey’s rebrand to Momentive Register for the B2B Sales & Marketing Exchange in Boston