Marketing Operations

2 Answers
Moon Kang 🚀
Moon Kang 🚀
Front Head of Digital Demand Generation & ABMJuly 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
901 Views
2 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
863 Views
2 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
653 Views
2 Answers
Moon Kang 🚀
Moon Kang 🚀
Front Head of Digital Demand Generation & ABMJuly 20
Some of the insights I've seen that led to direct action items are misalignment on lead follow-up and poor multi-threading practices.  If a lead comes in after seeing an ad about purple bananas, searches on Google for "purple bananas" and clicks on our ad that claims we have the best purple ba......Read More
632 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingJune 7
This is a tough question. At a minimum, I would request tracking pixels, which would be a lower level of effort but still require engineering support. The only tools I can recall offhand where I needed zero involvement from engineering would be Semrush, ChatGPT, Hootsuite, and a few additional s......Read More
479 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingJune 6
From my perspective, the 3 most important tools currently in my tech stack consist of the following: * Data warehouse: This enables you to house all of your customers’ data in a structured and accessible way (e.g., Snowflake). * Data visualization or BI tooling: This enables you to tell th......Read More
284 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingJune 4
The short answer is: I read a lot! From my perspective, this is critical for growth marketing and demand generation. Your knowledge can quickly become outdated as it is such a rapidly progressing career. Find a few trusted resources and gather knowledge from them. You won't be able to read every......Read More
314 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingJune 3
First and foremost, there needs to be alignment on goals. What will the tooling help you accomplish? Will it help you become more efficient or solve a specific problem? Here are some additional factors to consider: * What is the functionality of the tool? * How well will the tool integrate wi......Read More
320 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingJune 2
The KPIs that you should tie back to the tools in your tech stack should support your business goals, taking into consideration factors such as your overall business, go-to-market motion, and industry. Here are some general KPIs to consider: conversion rates, activation, engagement, and pipeline ......Read More
273 Views
2 Answers
Moon Kang 🚀
Moon Kang 🚀
Front Head of Digital Demand Generation & ABMJuly 20
The demand gen team is goaled on inbound stage 2 Salesforce opportunities. Not only do we need to create demand, but we also have to capture it, nurture it, and progress it down the sale funnel, all while increasing velocity by removing friction at every stage of the prospects' journey.  The i......Read More
632 Views