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AMA: Morningstar Global Head of Demand Generation, Nicolette Konkol on Campaign Operations
July 21 @ 10:00AM PST
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Morningstar Global Head of Demand Generation, Nicolette Konkol on Campaign Operations
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Nicolette Konkol
Morningstar Global Head of Demand Generation • July 22
First one would be a sound campaign planning process that starts with the outcome you are trying to achieve, who your target audience is, and an understanding of where they "live" i.e. where they spend time with their peers learning about new solutions. Second would be an airtight Q/A process tha......Read More
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Nicolette Konkol
Morningstar Global Head of Demand Generation • July 22
Campaign operations and demand generation are part of the same value chain of campaign creation, so it depends on the size and scale of your teams as well as the specialization you chose to prioritize. Often in startups, you have demand gen and ops in one person, as the org scales, you begin to i......Read More
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Nicolette Konkol
Morningstar Global Head of Demand Generation • July 22
This question is specific to scaling a business. No one size fits all answer, what you choose to centralize or decentralize has a lot to do with what growth stage you are in and your priorities. In the case of Morningstar, we have central marketing functions (like brand, PR, demand, and customer ......Read More
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Nicolette Konkol
Morningstar Global Head of Demand Generation • July 22
Perfection should never be the priority. "Don’t let 'perfect' be the enemy of 'good.” Formulate some hypotheses, strive for your best, and then always plan to iterate. The more data you collect from how your customer interacts with a campaign the better your campaign can become with optimization ......Read More
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Nicolette Konkol
Morningstar Global Head of Demand Generation • July 22
The MarTech stack is only as good as the strategy, people, and process it supports. Invest in the strategy, people, and process to set the foundation, and then select MarTech that will amplify and accelerate that. The MarTech stack at Morningstar includes 6sense, Asana, Bizible, Contentstack, Elo......Read More
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