Leela Srinivasan (Momentive)
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On this episode of Marketing News Canada, Daryl Louie interviews Leela Srinivasan, the CMO at Momentive.
Leela considers herself a connector at heart. She is proud of the teams she has built and she turns to her customers for inspiration. It is important to her that she loves what she does and who she is doing it with because she believes that is when the best work happens. She states she is privileged to serve on the Board of Directors at Upwork and as Chair of the MBA Advisory Council at the Tuck School of Business.
Momentive, is from the makers of the brand behind SurveyMonkey and GetFeedback, is an agile experience management company built for what’s next. They deliver intuitive, people-centric solutions that help industry leaders quickly and confidently make decisions, take action and achieve tangible results.
The name SurveyMonkey, although popular, did not resonate with their our entire audience” says Leela. When they asked customers what the name made them think of, they often said words like fun and silly. The rebranding name is, officially Momentive.AI. The reason they added .AI is to attract a variety of consumers, including those searching for robust, enterprise-grade technology.
Something positive The Pandemic has brought to Leela’s attention is the ability to diversify the team. Before the team would only hire employees in cities where they have offices located such as Ottawa. Due to the new work from home style, the brand has realized how easily they could have employees in other parts of the world. Although people are beginning to head back into the office, the brand is developing more of a hybrid style method between in-person and from home.
“If your marketing proposition is not relevant, and you're not adding value to your customer, then they will take their business elsewhere,” says Leela. She explains that it does not matter what technology you are using, if your competitors have a better value proposition your business won’t last.
The advice she would give to agencies is, you need to be thinking of how you can add value to a consumer's life before they even realize your product or service. She believes that is the duty of agencies to draw this information and data, and that is where the need for surveys comes in. She believes that surveys are one of the best ways to draw insights from a large number of respondents. The area where agencies often struggle is knowing what to do with the data they collect, and that is where Momentive.AI is useful.
Leela is creative and understands the agency's needs. This combination of skills makes her a highly valuable resource to the team at Momentive.AI.
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Written by Zaniah Friesen