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SurveyMonkey Rebrands As Momentive To Fuel Its Growing Enterprise Business

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Today, the company is announcing plans to relaunch under the new name Momentive, which will become both the parent company and the brand for SurveyMonkey’s growing enterprise business.

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A separate enterprise survey of 3,000 people in the U.S. and UK found that 66% of people had tried SurveyMonkey at some point. And a name sentiment survey of 6,014 people revealed that the brand’s popularity was on-par with Google and Salesforce but not aligned with enterprise software. Because of that, SurveyMonkey decided to keep its name for the self-serve business even as it created a new identity for the B2B side.

SurveyMonkey is just one of several companies that have pivoted to become increasingly B2B in the past several years. To coincide with its recent IPO, Vimeo released a new campaign as it focuses more on enterprise video offerings. Also last month, the password management company 1Password announced itto build on the momentum it’s had on the enterprise side since 2016.

“As we deliver more value to our customers, we believe our deal sizes will increase,” Lurie said on the company’s Q4 call. “Remote work will not be an excuse. The environment we compete in is the environment we will win in. We've assessed our strengths and opportunities for improvement, and we've taken the following actions we think will further improve sales efficiency and productivity.”

 

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