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Why Your Marketing Foundation Is Broken: Lessons from SurveyMonkey's Leader

Update Why the Foundations of Marketing Must Shift The landscape of marketing is evolving rapidly, pushing businesses to reconsider their strategies in the wake of technological advances. Katie Miserany, SurveyMonkey's Chief Communication Officer and SVP of Marketing, argues that many marketers have lost sight of their core foundations amid the frenzy of adopting new tools like AI. In her insightful perspective, she points out that just because a tool exists doesn’t mean it should be utilized without a clear purpose. This notion resonates deeply with the small and medium enterprises (SMEs) struggling to balance trend-chasing with authentic customer engagement. Lesson One: Avoiding Random Acts of Marketing Miserany uses the viral TikTok ban as a case study, illustrating how quickly brands can rush to capitalize on trends without a grounded strategy. When her team sought to conduct a survey based on consumer sentiment about TikTok, they overlooked a crucial aspect: TikTok conducted its own study prior to the release, overshadowing their findings. This scenario captures Miserany’s key lesson: avoid 'random acts of marketing,' which are often impulsive responses to fleeting trends. Marketers must first establish a firm foundation rooted in understanding their customers. As Phil Galdes, a marketing expert, emphasizes, “Marketing success stems from knowing what your audience truly cares about and aligning your strategy with those insights.” For SMEs, prioritizing foundational knowledge over flashy trends is paramount to ensuring lasting impact. Lesson Two: Build and Reinforce Your Foundation The second lesson revolves around the long-term strategy of meticulous planning. At the Sheryl Sandberg Foundation, Miserany and her team spent extensive time refining their ideas before executing a campaign aimed at men as allies in a workplace supporting gender equality. This deliberate pacing enabled them to lay a solid groundwork, allowing for greater consistency during implementation. Miserany outlined a system called “the well,” where a clear communication style and messaging protocol was established. This approach created a uniform and recognizable brand voice. For SMEs, consistency is essential in enhancing brand recall and maintaining customer trust. Lesson Three: Scaffolding for Success Another principle that Miserany champions is 'scaffolding', suggesting that strong marketing ideas should be integrated across different campaigns, rather than executed in isolation. This means that if a sponsorship opportunity arises, like a potential partnership with Formula 1, it’s essential to evaluate how it aligns with and supports pre-existing strategies and customers' needs. Integrating these marketing tactics, as noted in a recent study, can lead to improved effectiveness. The report illustrated that 52% of marketers believe strong strategies harnessing multiple channels lead to better engagement and campaign success. For SMEs, creating interconnected marketing efforts amplifies the message without the dilutive risk of randomness. The Consumer Perspective on AI and Marketing Turning the lens to AI, findings from the State of Marketing 2025 suggest a significant gap between marketer enthusiasm and consumer skepticism regarding AI. Nearly 71% of consumers feel that AI-generated content lacks authenticity, causing marketers to tread carefully. While AI usage in marketing continues to grow, with a reported 73% of marketers embracing it, they must remember that human touchpoints are irreplaceable and necessary for genuine connection. As Priya Gill from SurveyMonkey states, “the best marketing still relies on human creativity and empathy.” The Growing Necessity of Skill Development For many marketers, understanding and utilizing AI tools effectively will be crucial as we approach 2025. This echoes the trend observed in the State of Marketing 2025 report, where 40% of marketers say they have increased resources and skills this year. This growing emphasis on adaptability and continuous learning will serve SMEs well as they navigate an increasingly complex digital landscape. Conclusion: Embracing Change with Purpose SMEs are encouraged to focus on their foundational strategies—prioritize understanding their audience, streamline communication, and integrate efforts across campaigns. In this age of rapid change, businesses can safeguard against noise and ineffective marketing by adhering to the principles that resonate with their clientele. As recognized by marketing professionals, achieving authenticity in a rapidly digitizing world is paramount to thriving. Take the insights gathered from this discussion as a call to action—evaluate your approach, adopt best practices, and prepare your marketing foundation for future success.