The Story Behind SurveyMonkey’s Rebrand To Momentive

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Another week; another episode of the B2BMX Podcast is here! This time, we sat down with Leela Srinivasan, CMO of Momentive, to get a behind-the-scenes look at the company’s rebrand from SurveyMonkey to Momentive and the role of the CMO during the process.  

SurveyMonkey — a company that has been synonymous with market research and survey software — rebranded to Momentive and now defines itself as an agile experience management company focused on helping customers shape what’s next.

"A rebrand has to be more than just a new coat of paint. It has to be more than just a new logo," Leela said. "It has to stand for something."

Tune in now to hear: 

  • 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. 

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