AMA: Morningstar Global Head of Demand Generation, Nicolette Konkol on Demand Generation KPI's

The best questions you can ask yourself as a marketer are always:  who is my target audience? what do they care about? where do they spend time? Make sure you have a dedicated sales development representative to follow up on leads. You can have some excellent marketing but if the leads don’t get followed up with, what’s the point? Build programs that provide a steady drumbeat that can act as an always-on “net” to attract and convert traffic to your site and also serve as offers you can promote i ...Read More

The main OKR for demand gen will always be growing qualified pipeline and revenue so we know going into any given quarter what our targets are. To connect targets to campaigns or tactics we go through a lead forecasting process. We have historical benchmarks on how marketing channels or tactics perform and can estimate based on the marketing mix planned in a quarter if we are on track to hit our number or if we need to bulk up our campaigns. If any one of those tactics doesn’t perform as expecte ...Read More

Make sure reporting is set up to measure what’s important and is agreed upon across sales & marketing You can’t wait till the martech stack is built or the website is perfect or your strategy is complete to start generating demand. You’re going to have to build the race car while you are racing. You need to capture/generate demand while you are standing up new process, getting new martech in place, etc. Set up a regular cadence of communication with your stakeholders- actively setting and ma ...Read More