SurveyMonkey’s CMO On Making Marketing More Human


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The consumerization of business software changed all the rules. It blurred the lines between B2C and B2B products as enterprise companies began demanding the same kind of intuitive, well-designed user experience featured in consumer products like mobile apps. We’re now on the cusp of another watershed moment: the consumerization of software distribution. This time, it’s less about blurring the lines between B2C and B2B than it is about getting rid of them all together. As the first CMO at SurveyMonkey, Leela Srinivasan has been up close and personal with this transition and how it affects marketing. Leela sat down with me for a recent episode of the BUILD podcast to talk about this, along with how SurveyMonkey moved upmarket to serve the enterprise, how they leverage traditional marketing channels with a viral product, and much more. SurveyMonkey grew up as a consumer-focused, self-serve oriented business, but today they’re stepping back
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10 Things We Learned From Season 8 of the BUILD Podcast


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Well, folks, that’s a wrap on season eight of BUILD, our podcast about building products, teams and companies. Executives from thought-leading companies joined us to share their candid points of view on GTM and product strategy, organizational design, optimizing productivity and so much more. Before we say goodbye, we wanted to leave you with a bonus episode that recaps 10 of our favorite moments from this season. Enjoy! And stay tuned for season nine.

Make sure you’re all set for the next season of BUILD

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Nir Eyal On Getting Stuff Done Without Distraction [Podcast]


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After Nir Eyal wrote the B2B product bible Hooked: How to Build Habit-Forming Products in 2013, he turned his attention toward how to break habits—bad ones. Listen in to hear Nir explain why our distraction isn’t just a tech problem, the myth of ego depletion and whole lot more.
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What You Should Know About Exponential User Growth [Podcast]


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Brian Balfour has seen, been responsible for, and taught exponential user growth since the early 2000s.
In this episode of BUILD, learn why he thinks growth shouldn’t be a function at a company, why product growth is like the game Battleship, and a whole lot more.
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SaaS Metrics: Making Tradeoffs to Maximize Enterprise Value [Podcast]


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Thinking about your valuation?
You should talk to Sean Fanning—our very own Director of Corporate Development.
In this episode of BUILD, Learn why Sean believes everything is valued on cash flow (eventually), 6 metrics every company should key in on and more.
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Zeit on Monetizing an Open Source Project Without Killing Your Community [Podcast]


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Guillermo Rauch, CEO of Zeit, is a big believer in 2 contradictory ideas:
  1. To create a successful business, you have to create a ton of customer value that’s both viral and distributed (open source is great for this).
  2. But successful open source projects need to have a strong backing and foundation—not just code submitted ad-hoc.
In this episode of BUILD, learn how Guillermo rectifies those ideas into Zeit’s strategy for building a successful open source business—and community.
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Notion’s Roadmap for Building a Winning Brand [Podcast]


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Camille Ricketts, Head of Marketing at Notion, is building a B2B brand that embodies honesty and humility.
In this episode of BUILD, learn why Camille is prioritizing cleverness over efficiency, her marketing strategy for the End User Era, and more.
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Superhuman’s Strategy for Designing a Product That People Love [Podcast]


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Superhuman might not have a free trial or freemium, but they are definitely designing for the End User Era.
In this episode of BUILD, Rahul Vohra, Founder and CEO of Superhuman, puts his stake in the ground that game design philosophy is integral for building B2B products.
Learn the differences between gamification and game design (the gap between them is huge), the scientifically-backed reason why Superhuman sometimes purposefully makes email harder, and more.
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Shopify’s Take on the Strategic Power of Platforms to Drive Growth and Innovation [Podcast]


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Brandon Chu, VP Product & GM of Platform at Shopify, came from an entrepreneurial background and built his ‘own flavor’ of product management.
Learn how he thinks about the strategic benefits of building a platform, what Shopify’s underlying product philosophy is, how they think about competing with applications built on their platform and more.
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How Slack Balances the Needs of the User and Buyer in the End User Era [Podcast]


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Fareed Mosavat, Director of Product at Slack, joins us for a second appearance on BUILD. Learn how Slack’s product teams handle product prioritization at scale, what Fareed thinks about giving product teams a revenue quota, and what he means when he talks about ‘zone-era defense’.
The post How Slack Balances the Needs of the User and Buyer in the End User Era [Podcast] appeared first on OpenView.