Survey platform positioning strategy

Positioning analysis of SurveyMonkey versus Alchemer using SmokeLadder

Your positioning is only as good as your ability to communicate it.

In other words, you may have a crystal clear position with strong points of differentiation – but if your messaging and website don’t convey that your customers will never know.

Video Transcript:

In this episode we’re looking at Enterprise Survey Platforms to see how challenger brand Alchemer can improve their positioning to take on market leader, SurveyMonkey.


Website messaging and positioning reviews of Alchemer and SurveyMonkey

We’ll start by looking at Alchemer’s website with their headline, Give every customer voice, make every voice matter.

Alchemer home page

Kind of a general statement, I think, about the importance of survey data, market research.

What I do like though about their header here is they’ve got these two lines that their software is for any company that doesn’t want the expense and complexities of Qualtrics, another market leader, or has outgrown SurveyMonkey, the market leader we’re looking at.

That’s great. I think that’s a great way to position themselves at least in a general sense that they have advantages over both of these brands and Now they just need to do a good job of explaining what those are exactly.

If we come down here, we can see in the next section, they really focus mainly on some of the core use cases, customer engagement, market engagement, employee engagement.

But, yeah, let’s let’s jump over to SurveyMonkey and see what their saying on their site. So this is their enterprise landing page. And like a lot of market leaders do, they don’t say much. It’s a very broad statement here, headline of SurveyMonkey in your enterprise.

SurveyMonkey home page headline

So you know right where you are and discover why we’re a leading survey platform for companies around the globe. Super general, but they do have this advantage of saying trusted by ninety five percent of the Fortune five hundred. And that’s what market leaders do. They lean into their reputation.

They lean into the fact that they have millions of users, and that’s how they build trust.

We come down here. We can see get insights to drive impact. Bring insights, teams, tools together with integrations.

Again, very high level stuff. Nothing that’s very differentiated, but that’s not really what SurveyMonkey has to do.

Let’s come over to our app and see if there’s some opportunities for Alchemer to improve their position and move up a little bit. Alright. So their total positioning score is strong.

Very good value scores overall. If we come down here, we can see all the points of value. These are the points of value we grade every website on. Twenty four different points on a scale of one to ten. On the right hand side, the points where they scored the highest responsive, simplify, organize, connects, reach, reduce effort, all great things.

Now let’s jump over to the differentiation tab.

This first section is comparing Alchemer versus our category averages for other research tools. And we can see there’s lots of good points of separation here down in the highlight points, integrate, responsive, generate revenue, configurable.


Alchemer vs SurveyMonkey – SmokeLadder Positioning analysis

Let’s come down here and see how they compare specifically against the SurveyMonkey Landing page.

Alchemer vs SurveyMonkey analysis

So here we can see in blue is the SurveyMonkey page and orange is the Alchemer page. So there are some points where SurveyMonkey has advantages, expertise being one, reputation being one, as the market leader, those are things we would expect.


Where Alchemer has opportunities to win

Alchemer has some advantages to connects, organize, responsive, simplify. Those are all good things too. Let’s come down and we can see the descriptions for why they got the scores that they did.

And then down here, their specific points of strength where they have the most separation from SurveyMonkey responsive, connects, reach, generate revenue, But I wanna come back up here because I think there’s a couple points that I think they could do a better job of emphasizing around, and that’s simplify and reduce effort. These are both points where they scored well and have some separation from SurveyMonkey.

But I think they could lean into these even more to create a stronger overall identity.

If we come back to their site, let’s keep going down past the use cases, past the social proof.

We have this section here where they talk about feedback software with all the power, none of the pain. They’re hinting a little bit here at the idea of they have a powerful tool that’s easier to use which I think is great. That’s that’s kind of along the lines of what we wanna get at here. If we come down a little further, we can see their products. And in the middle, this this product, in particular, I think, is interesting, their Alchemer workflow. It’s a no code workflow product that allows teams to integrate surveys into other channels that they’re using. So whether you’re a marketer or you’re a customer engagement person, you can set these integrations up without having to bring in a developer.

This is a huge benefit. This is this means, like, reducing effort, reducing cost, reducing, time to get these these things set up within your organization.

I think these are the kinds of things that Alchemer should really be leaning into even more. This identity of we simplify things we’re reducing effort. And then as a result of that, we’re also reducing cost. But there’s one other thing I wanna look at This is their dedicated landing page that compares them versus SurveyMonkey.

And down in this third slot here. They talk about their support.

They’ve got great support or at least that’s what they’re known for. That’s what they’ve been rated well for, on g two specifically.

And this is yet another point where they can talk about the fact that they help reduce effort reduce costs by providing great support, meaning your team isn’t left on their own to figure stuff out or having to pull in internal resources to figure stuff out. They can reach out to outcome or support and get it get it right away.

I think these are all great, great things that they could really bring together and tell a compelling story around. Let’s come over to the Last thing, the AI insights tab, I just wanted to call out specifically in this decision maker insights section, the CFO, also calls out this same idea of the automation of surveys with no code workflows can result in cost savings. So when you think about the CFO as being the one who might ultimately be making the decision on whether or not to spend money on this, also focusing in on this same idea of there’s there’s cost savings here because of the simplification and the reducing of effort taking that it takes to implement their their software.

And also in the value proposition evaluation, memorable strengths integrates with existing systems, no code automation workflows.

So This is what I think Alchemer should be leaning into even more with their identity. So rather than just talking about the importance of survey data and how it can help your organization talking about how they implement it and how they make it easier for teams to to bring these kinds of systems to life. This is just high level analysis. Hopefully, it gives you some ideas about how you could use our tool to analyze your site, analyze competitors, and hopefully, take on your own market leader.

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