How Typeform Stands Out in a Crowded Market

The Marketing Podcast with Carrie Sanderson

In this episode of the Duct Tape Marketing Podcast, I interview Carrie Sanderson. Carrie Typeform’s Chief Marketing Officer, overseeing brand strategy, advertising, public relations, internal communications and DEI efforts as well as the internal creative studio.

Questions I ask Carrie Sanderson:

  • [1:12] How did diversity, equity and inclusion come into the CMO job?
  • [2:06] Another aspect in your bio is the in-house creative studio – is it a product or part of your own marketing?
  • [2:48] Has design been a key differentiator for the typeform?
  • [3:23] How do you view the customer journey as a CMO?
  • [5:26] Typeform really feels more like a conversation than a regular form – how often do you struggle with the idea that people perceive it as ‘just a form where they only need data’?
  • [7:55] Would you go so far as to experience a form that could be a part of your culture?
  • [8:26] What do you think is your key differentiator?
  • [10:50] I remember the first, probably 10 years ago when I first came across Typeform and most people probably had this reaction – “Wow, that’s different.” Do you ever fight the urge to say that we need to be apart again?
  • [12:29] Where do you stand in your messaging for client acquisition?
  • [15:49] If you suggest a form builder, what should the experience be like when I submit?
  • [20:08] Have you found things that make typeform surveys more enjoyable or more relatable?
  • [21:49] Is there anything on the horizon for Typeform that you’d like to tell my audience that you’re working on?
  • [22:55] Where can people connect with you and learn more about your work?

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This episode of the Duct Tape Marketing Podcast is brought to you by HubSpot Podcast Network and SemRash.

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