Welcome to Informed, a newsletter from the Typeform team. Here, we share our opinions and expertise on topics like marketing, data collection, business tech, and whatever else is top of mind.
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What makes MKT1 founder Emily Kramer a marketing expert?
She’s okay with not always being the expert.
“It’s so important to be ‘business vulnerable.’ Admit you don’t know everything about the audience, admit you don’t know everything about the industry, and just ask.”
When teams prioritize appearing authoritative over genuine audience connection, they get stuck creating generic content based on guesswork, SEO keywords, and what competitors are doing.
Emily uses Typeform surveys to plan her multi-channel content calendar—and she believes all marketers need to get in a better habit of asking their audience what they think.
When it comes to understanding your audience, there are no wrong questions.
The problem is not asking any at all.
“Marketers can get so hung up on being seen as an authority that they get scared to ask questions,” Emily explains.
Her approach involves consistent, structured audience engagement through branded surveys. This strategy positions your brand as genuinely customer-focused, rather than self promotional. It also helps you create content that naturally addresses real customer pain points and interests, leading to higher engagement rate and conversions down the road.
You don’t need more competitor analysis.
You need a system for regularly checking in with your ICP.
But you can’t just send your readers anything, and Emily also encourages high-quality, branded survey experiences to get better participation. (In fact, branded presentation and superior user experience help her get better survey completion rates: 25% more responses for 50% less effort, she estimates.)
“You can have fun with a Typeform,” she adds. “Old school forms and agency surveys can be a crappy experience for people. A branded survey feels more first-class.”
When you put care into those forms, survey-based audience research can feel like a premium experience, rather than a burdensome ask.
We share how Emily runs her audience survey-driven content machine in our latest playbook.
Blue skies and AI: 81% of CMOs have an optimistic outline on generative AI. (BCG)
McKinsey finds C-Suite execs are confused about marketing. Here’s how to straighten things out. (The Drum)
How the National Park Service became a social media behemoth (Marketing Brew)
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