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Campaign Operations
2 Answers
Erika Barbosa
Counterpart Marketing Lead • February 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
958 Views
1 Answer
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • March 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
455 Views
3 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • July 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
1219 Views
4 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • July 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
955 Views
3 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • July 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
895 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • February 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
500 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • February 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
507 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • February 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
516 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • February 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
534 Views
2 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • July 21
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
1211 Views