Marketing Operations

2 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingFebruary 1
I highly recommend building rituals around campaign briefs, kickoff meetings, project check-ins, and retrospectives. Essentially, you'll want to consistently convey what is working and what isn't working on a regular cadence. This not only helps inform future strategies but also aids in developi......Read More
863 Views
1 Answer
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthMarch 28
I think A/B testing and evaluating statistical significance is obviously the highest fidelity type of testing you can do, but in the startup world I find that the speed with which you can test and learn is limited if you solely rely on A/B tests. I have found that thinking about things from an MV......Read More
424 Views
3 Answers
Nicolette Konkol
Nicolette Konkol
Morningstar Global Head of Demand GenerationJuly 21
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
1189 Views
4 Answers
Nicolette Konkol
Nicolette Konkol
Morningstar Global Head of Demand GenerationJuly 21
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
931 Views
3 Answers
Nicolette Konkol
Nicolette Konkol
Morningstar Global Head of Demand GenerationJuly 21
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
870 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingFebruary 1
I recommend starting by modeling out the forecasted results. Once you have these estimates, you can better determine the contribution by each channel, which will help you allocate the percentage of spend accordingly. I would also consider reallocating the budget once you have data and a better u......Read More
478 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingFebruary 1
First and foremost, I prefer to define how we are going to measure success. What does success look like? It's helpful to define the overarching goal, but I recommend getting everyone on the same page at the inception of the campaign regarding how that goal will be measured. You should also consi......Read More
485 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingFebruary 1
I would start with historical data, if available. Based on past trends, you can identify your safe bets, as they have proven to be effective over time. Suppose you are in more of an experimentation phase. In that case, I would focus on identifying where your customers and prospects trust and pre......Read More
492 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingFebruary 1
Utilize your personas, jobs to be done, ideal customer profile, etc., as the basis for your research. Begin by documenting the goals you aim to achieve with this campaign. Based on these documented goals, determine the target audience that will drive the desired business outcome. Typically, you ......Read More
511 Views
2 Answers
Moon Kang 🚀
Moon Kang 🚀
Front Director, Digital Demand GenerationJuly 20
OOH is admittedly something I am not too experienced in. In the past, I've run geofenced display and paid social ads but those were more or less attributable to that region, so it was a hybrid OOH and digital campaign (probably closer to a directly attributable digital campaign).  However, my ......Read More
1493 Views