Nicolette Konkol

Global Head of Demand Generation, Morningstar

Content

How do you define what should be de-centralized or centralized core processes that impact how teams launch and execute campaigns?

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

1226 Views

Are there certain tools that you’d recommend for best-in-class campaign execution?

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

1214 Views

Which metrics are Customer Marketing Leaders looking at regularly & why?

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

1032 Views

Does Campaign Operations typically fall into the responsibilities of Demand Generation or Marketing Operations?

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

959 Views

Which items shouldn’t be prioritized for better campaign execution?

Nicolette Konkol

Morningstar Global Head of Demand Generation • July 21

Perfection should never be the priority. "Don’t let 'perfect' be the enemy of 'good.” Formulate some hypotheses, strive for your best, and then always plan to iterate. The more data you collect from how your customer interacts with a campaign the better your campaign can become with optimization ......Read More

926 Views

I’m the first Demand Generation hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?

Nicolette Konkol

Morningstar Global Head of Demand Generation • October 5

* 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 y......Read More

902 Views

What are the most important processes to put in place to empower your marketing team with better campaign operations?

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

898 Views

What are the top 3-5 technologies that empower the Customer Marketing Organization?

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

881 Views

What do customer journey stages look like at an organization that is prioritizing renewals, expansion revenue & product adoption?

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

840 Views

For a lean startup with limited resources (1-2 marketers), but healthy budgets. How would you approach demand gen strategy and effectively develop campaigns that move the needle? What are the big questions to ask yourself?

Nicolette Konkol

Morningstar Global Head of Demand Generation • October 5

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......Read More