Momentive has better conversations with customers using Salesforce Marketing Cloud
- The brand formerly known as SurveyMonkey cleans up its data.
When SurveyMonkey rebranded as Momentive in June this year, one objective was to become known for more than its online survey tool. The business, which also offers Momentive Insights for market research and CX platform GetFeedback, wanted to better represent and promote its overall product suite.
As Denis Scott, VP of Growth Marketing at Momentive, explains:
We've got a number of folks that understand and know our surveys product really well. The opportunity was to share what we had to offer from a solution standpoint, all the products that we had on the enterprise side. That was really the catalyst of bringing Momentive to life.
We were in a little bit of a unique place. Sometimes organizations might be a pure enterprise-level product with fewer customers. Whereas we had millions of customers on the self-serve side as well, many of whom probably we should be having conversations about what our enterprise products offer and what solutions we have. We wanted to make sure we were bringing all of our data together.
Having launched 22 years ago as SurveyMonkey, the organization had built up a lot of legacy technology and data silos around the three pillars of its business: surveys, CX and market research. While it was becoming more important for the firm to understand its customers and their needs, with the data living in different places, this was proving a challenge. One issue was the risk of different teams targeting the same customer but with different messages. Scott says:
We also had some existing data sets and platforms we were using that were eight, nine or 10 years old, that you never go through and clean it up. There were silly things in the details where it's like - don't delete that column. We don't know what it does, but we do know that the file fails if we delete that column. That's not a best practice.
The firm realised it was time to update its marketing systems to get more from its data, and decided to migrate to Salesforce Marketing Cloud. Scott said the project was a critical part of the Momentive rebrand, as the business needed to ensure it was getting the right message to the right customer about its 40-plus solutions. Scott explains:
Salesforce Marketing Cloud was a big opportunity for us to step up as far as having a single source of truth and bringing all of our data together and enhancing programs like our lifecycle marketing. Prior to that, we had our data in a whole number of places, which made it quite challenging, both from a data engineering standpoint but also from a customer-first approach, given that it was very cumbersome to understand who was getting what message and almost even what team was sending one out.
Really what we were doing in many ways was merging our millions of customers on our self-serve database with our enterprise customers and bringing that data all together.
Marketing roll out
Momentive was previously using a number of products for its marketing and evaluated various options for the marketing data project. However, the functionality in Salesforce Marketing Cloud offers additional benefits – for example, Interaction Studio, which lets Momentive pull in its own first-party intent data, something it wasn’t able to do before.
The firm was already using various other Salesforce products, including Service Cloud, Tableau and Mulesoft, and as a primary platform for its sales teams from a customer management and outreach standpoint, and on the marketing side with Salesforce Data Management Platform. The fact Marketing Cloud seamlessly integrated with those was another factor in the purchasing decision.
The automation aspect was also important. As Momentive’s customer data previously lived in so many silos, automating that at scale was very challenging as different platforms have different ways: automation in this scenario might result in a customer getting 40 emails across four days about four different things, notes Scott:
We want to understand what is the value that we can help drive within organizations, what are they using today, what else might they be interested in. This is an opportunity for us to understand our customers better and also be more relevant and more timely. A lot of it has been the automation logic that we're able to create in Salesforce Marketing Cloud that allows us to really tell the Momentive story, but telling it in a really relevant way to the right customers.
As an example, for a marketing team using GetFeedback for their CX solution to understand their customers, Momentive should be talking to them about its brand-tracking tools or concept-testing tools, because those are relevant areas for marketing organizations. he adds:
Our level of sophistication in Marketing Cloud was where we wanted to be. We were having a lot deeper and richer conversations with our customers, that we could only do when our data lived in one place. That was really the driver for us.
Conversely, suppression logic needs to be applied, to ensure against bombarding customers with too much information, argues Scott:
It’s saying - we're talking to this marketer who's using GetFeedback about concept testing so don't start talking to them about our DEI solution right now, it's not the right time. Having that sort of understanding of who is getting what, and then tapping into some of our scoring so we understand those engagements with those customers better, which Salesforce Marketing Cloud allows us to do, just helps us be more relevant and quite honestly better marketers.
Momentive rolled out Marketing Cloud in the second quarter this year, following an implementation that took four to six months to be up and running, and seeing value. Although the firm has only been using the software for a few months, it is already proving a good investment.
Firstly, it is enabling the firm to present its 40-plus solutions to prospects and existing customers in a much cleaner way, helping move away from the standard ‘I know SurveyMonkey, I didn't realize you had a market research platform’ response.
Second, Momentive is able to automate messages to go out based on a number of behaviors or triggers – this includes supressing a particular customer from other messaging so they are not being inundated with product information and keeping the conversation focused on their needs.
Third, it has become easier internally to understand interactions and data: to know and segment audiences, which pillar is talking to which customers, and how that is working.
Looking ahead, Scott hopes to expand the use of this data into a multi-channel approach, including where the firm is targeting customers with particular messages. Some of that relies on the continued product development on the Salesforce side, but also Momentive’s own internal development and expansion, and the sophistication of its marketing team.