Typeform's Big, Bold Marketing and Market Domination Plans

Show notes

Typeform is one of the world's best-known and most popular tools for creating online forms and surveys.

Armed with $135 million in Series C financing, the Barcelona-based company is aggressively expanding its marketing activities to drive brand awareness and cement its industry leadership.

In this episode of Marketing Spark, Typeform CMO Carrie Sanderson talks about:

- How Typeform works to ensure that its positioning and messaging stay fresh, relevant, and current

- How to deal with the realities of the Dark Web and Dark Social given a lot of activities can't be quantified.

- How it conducts market research to identify new competitors and challengers.

- How Typeform plans to better leverage LinkedIn.

- Her biggest accomplishments over the past year and plans to make more people and businesses aware of Typeform.

Key takeaways

Trying to be everything to everyone is a road to mediocrity. Typeform is focusing its proactive marketing on marketers, while still serving people from other roles who find it on their own.

Positioning should speak to more than one stakeholder. Typeform had strong messaging for the respondent and is adding messaging for the creator who builds the form and for the business buyer who wants results.

Competitive research should start from how customers evaluate you. Carrie ran a brand health survey to learn awareness and NPS against key competitors, and avoids reacting to every competitor move.

When marketing can't be fully measured, look at cost of acquisition and long-term value in aggregate. Amplify signals like the traffic and sign-up lift after Series C press coverage.

Customer marketing should give before it asks. Typeform sends inspiring, educational and provocative content with no ask attached, and open and click rates on it have been very high.

Typeform's Big, Bold Marketing and Market Domination Plans

Show notes

Tell me what's going on with your marketing.