SurveyMonkey's CMO on AI-era marketing: Be 'relentlessly us'

Sep 24, 2026 · Exit Five
🎧 PodShort 46 min squeezed to 2 AI SprinklerAS Sales Tech New
Episode artwork
Katie Williams
Chief Communications Officer and Head of Marketing at SurveyMonkey
Exit Five
46 min squeezed to 2
Full episode from Exit Five
Quotable Moments

We need to be relentlessly helpful and relentlessly us.

Katie WilliamsChief Communications Officer and Head of Marketing at SurveyMonkey
09:31

Your website isn't just your homepage anymore. It's actually the first thing in AI agent is going to read about your company and from there decide whether or not to recommend you to a potential customer.

Dave GerhardtHost
01:33
Key Insights
  • Navigating significant company pivots, including going public, acquisitions, and rebranding, has provided Katie with a wealth of experience equivalent to many years in the industry, fostering continuous learning and adaptability.
  • The success of a company, even through turbulent times, hinges on the quality and kindness of its people, creating a supportive environment for growth and resilience.
  • Marketing strategies should focus on being 'relentlessly helpful' and 'relentlessly us,' differentiating from AI-driven sameness and emphasizing unique brand identity.
  • Curiosity is a universal human trait that is often undervalued or suppressed in workplaces, leading to inefficiencies and missed opportunities, despite its potential to drive innovation and better decision-making.
  • The company's 'State of Curiosity' report revealed a significant gap between the high prevalence of curiosity in the workforce and the low level of organizational reward for it, highlighting a need for cultural change.
  • Webflow's platform empowers marketing teams to build fully custom, AI-search-optimized websites without developers, enabling them to capture leads and drive growth through their online presence.
  • Optimisely's AI agent platform is designed for B2B marketers, allowing them to build or utilize pre-built agents for various marketing use cases, streamlining operations and improving efficiency.
  • Effective B2B marketing requires a shift from broad outreach to understanding specific personas and tailoring content and offerings to their unique needs and challenges.
Metrics Mentioned
  • 95% of people still describe themselves as curious (Finding from the 'State of Curiosity' report.)
  • Only 30% of workplaces strongly reward curiosity (Finding from the 'State of Curiosity' report.)
  • 73% click-through rate on ads targeting HR leaders/managers about employee experience (Result of a specific ad campaign targeting an HR persona.)

RevBots.ai View:

  • AI Sprinkler stage teams bolt on tools like Optimisely without workflow redesign.
  • ARM stage orgs would operationalize curiosity metrics into RevOps dashboards.
  • 'Relentlessly us' branding requires CDP integration most SaaS Hoarders lack.
🎧Full Episode:Exit Five →