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AMA: Morningstar Global Head of Demand Generation, Nicolette Konkol on Customer Marketing Strategy
January 11 @ 10:00AM PST
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Morningstar Global Head of Demand Generation, Nicolette Konkol on Customer Marketing Strategy
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Nicolette Konkol
Morningstar Global Head of Demand Generation • January 11
I find the definition and scope of customer marketing vary widely from company to company. Still, the main work areas can be described as Onboarding/Adoption, Renewal & Expansion, and Customer Advocacy. Responsibilities can be boiled down to answering: how quickly can you validate that the custom......Read More
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Nicolette Konkol
Morningstar Global Head of Demand Generation • January 11
Depends on how you’ve defined the scope and priorities of the customer marketing organization but some to consider are: * Monthly active users or utilization rate * Engagement in onboarding/education programs * Percentage of customers that use “sticky features” * Number of customer advocates......Read More
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Nicolette Konkol
Morningstar Global Head of Demand Generation • January 11
There’s plenty of tech out there to enable any number of strategies and subsequent tactics but the place I’d start is with customer data. Do you have the data you need to inform your customer marketing strategy? This can be as simple as the CRM & Marketing automation data or as advanced as a cust......Read More
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Nicolette Konkol
Morningstar Global Head of Demand Generation • January 11
Most answers to this question focus on the buying journey and tend to sum up the post-sale experience in one bullet point but there's definitely more to it than that. Indeed the customer experience starts with the buying experience where you come to understand the problems your potential client i......Read More
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