Why SurveyMonkey's Marketing Leader Says Your Foundation Is Broken
Briefly

Why SurveyMonkey's Marketing Leader Says Your Foundation Is Broken
"The way most marketing teams approach AI is probably the way I approach my inbox at 4:59 PM on a Friday. With reckless optimism and zero follow-through. But Katie Miserany, SurveyMonkey's Chief Communication Officer and SVP of Marketing, thinks the real problem isn't AI - it's that most marketers have forgotten a fundamental truth: Just because you can talk about something doesn't mean you should."
"SurveyMonkey's team was excited. Almost immediately, they knew they needed to hop on the trend by conducting a survey on how people were feeling about TikTok. (I can relate. I remember sitting in an airport lounge writing a panic-induced blog post on the TikTok ban because HubSpot felt we should cover it, too.) And just as Miserany's team prepared to launch their findings... TikTok released its own study. "Guess what the media covered?" Miserany says with a laugh. "It was TikTok's study.""
Most marketing teams adopt AI with optimism but often lack follow-through, resulting in superficial or reactive efforts. Trend-chasing and ad-hoc campaigns produce duplicated research and reduced media impact, as seen when a planned TikTok survey was eclipsed by TikTok's own study. Scaling B2B marketing requires a stronger foundation: clear strategy, deep customer understanding, and avoidance of random acts of marketing. Building teams and workplaces that enable growth, mentorship, and repeat engagement delivers sustainable results. Consistent, customer-focused planning outperforms impulsive, trend-driven tactics and strengthens long-term brand credibility and effectiveness.
Read at Hubspot
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