An interview with Sabina Fox, Senior Content Manager at Survicate

We sit down with Sabina Fox, Senior Content Manager at Survicate. Survicate is a user journey survey software that helps businesses collect valuable customer feedback across all digital touch points.

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How did you end up at Survicate and what problem does Survicate solve for its clients?

I had been working as a content manager for about three years before joining Survicate. At that time I was getting more and more interested in video marketing, but I decided to answer an offer at Survicate where my main responsibilities would be copywriting, because I found the company had great potential and energy. With time, my managers decided to let me shift into video creation completely. Survicate is a tool that helps businesses understand their customers better. It does this by collecting feedback and surveys from customers. This feedback helps businesses make smarter decisions and improve the experience for customers. With Survicate, businesses can easily create and send surveys using different channels like websites and emails. The tool has great features like skip logic and advanced customization. The feedback collected is shown in easy-to-read reports and graphs, so businesses can see what customers are saying in real-time. Overall, Survicate helps businesses meet customer needs, make customers happier, and grow their business.

As the Senior Content Manager, what are your main responsibilities at Survicate?

My main responsibilities involve creating and implementing video marketing strategies to promote the Survicate brand and its offerings. I (do my best to) develop engaging video content that highlights Survicate's value proposition, features, and benefits. This includes scripting, filming, editing, and optimizing videos for various platforms. I collaborate with the marketing team to plan and execute video marketing campaigns aligned with Survicate's goals. This involves identifying target audiences, defining campaign objectives, and determining the most effective channels and distribution strategies. I maintain consistency in Survicate's brand identity and messaging across all video content. This includes adhering to brand guidelines, incorporating key messages, and creating a cohesive brand experience through video storytelling. Lastly, I track and analyze the performance of video campaigns using relevant metrics such as views, engagement, conversions, and customer feedback.

What role does your Marketing team play when it comes to organising, operating and improving your growth funnel?

At Survicate, Marketing and Sales teams work closely together and are typically integrated rather than operating as completely separate business units. In terms of handing over leads from Marketing to Sales, this is an automated process. Marketing efforts result in direct channels Sales teams has access to. However, the exact criteria and handover process often varies depending on the specific strategies and workflows we are implementing. We maintain regular communication and collaboration.

At ColdFire, when we look at our clients' Growth strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGen strategy of Survicate, what would it be?

I would say that "thriving on a mix of top-of-funnel strategies" is a good description of our marketing efforts. We focus on creating and sharing valuable and relevant content, such as blog posts, articles, videos, and infographics, to attract and engage a target audience. We aim to ensure all content is optimized for organic search. This involves keyword research, on-page optimization, technical SEO, and link building to drive organic traffic and attract potential customers. We also leverage social media platforms like Facebook, Instagram, Twitter, and LinkedIn to reach and engage a broad audience. This includes sharing engaging posts, running paid advertising campaigns, and fostering interactions with followers by the entire Survicate team.

What is a Growth technique that you've used at Survicate or at previous companies which you believe is underutilized at most Marketing teams - and why?

We focus on SEO, and while I can't say that it's particularly underutilized, it's definitely a very effective approach. By optimizing website content, improving technical aspects, and strategically targeting keywords, businesses can attract a steady stream of highly relevant and engaged visitors. Some businesses may underutilize SEO, because it requires a long-term perspective and investment. Unlike paid advertising, which can provide immediate results, SEO is an ongoing process that requires patience, consistent effort, and a deep understanding of search engine algorithms. Which are, of course, constantly changing. The other technique I would say is more customer-success focused. We ensure each customer knows where to turn for problem resolution and we strive to create as much educational content around our tool as possible. This includes comprehensive support channels, a well-rounded Help Center, engaging content on the blog, and videos that explain how to best use our software. Huge credit must go to our Product Team, who make sure our tool is easy to use and intuitive, which makes it much easier to advertise.

Growth can happen using marketing and product development. Which has worked better for Survicate and why do you think that is?

I think each product has to find the right balance between free essentials and paid features. Free-to-paid conversion is an important part of the process to tackle. We have developed a multi-faceted approach. Firstly, we are focused on enhancing the value of our paid plans by continuously improving and introducing new features that address our customers' evolving needs. This ensures that the upgrade offers clear benefits and incentives for users to make the switch. Additionally, we are investing in comprehensive onboarding and education resources to guide free users towards the full potential of our platform. By showcasing the additional value they can unlock with our paid plans, for example in videos and blog content, we aim to increase their understanding of the benefits and build a strong case for upgrading.

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