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Understanding Customer Data [podcast]

Episode Description

On this episode of The Marketer’s Journey, I interview Kirsten Newbold-Knipp, Chief Marketing Officer at FullStory, a digital experience intelligence (DXI) platform that helps companies drive digital growth based on user experience data. Kirsten is also an investor and advisor, and during the episode she reveals her secrets for juggling multiple roles and maintaining balance throughout it all. We also discuss the importance of striking a balance between making full use of customer data while maintaining trust in the relationship.

Key takeaways from this episode:

  • A flexible organization structure is crucial for marketing teams. In order for companies to retain valued employees, it’s important to recognize their personal career aspirations and provide them with opportunities to expand their skill set and learn new things. Losing a marketer to another company can create a gap in the structure, and filling this gap isn’t always easy.
  • In order to create a personalized customer journey, companies need to track each step along their path to making a purchase. However, trust and transparency is more important than ever. It’s essential to strike a balance between taking advantage of behavioral data and maintaining an open, honest relationship with the customer.
  • The marketing operations team is the primary champion in terms of customer data ownership. This team serves as the central holder of data points crossing from the buyer stages to the customer journey. As marketers invest in more technology, the role of the marketing operations team is becoming more crucial as a bridge to a greater understanding of the buyer overall.

About the Author

After 5 years as our CMO, I moved to focus on engaging with our community. This could be a customer or someone just dipping their toes into Content Experience. I am here to guide you, but more likely learn from you and share it back. As Chief Evangelist, I want to bridge your stories so we create a better content experience and in turn customer experience (CX). The term “evangelism” actually comes from Greek history and the three words of 'bringing good news'. This is my goal - to bring good news to you every day. It could be a customer story you could learn from or a simple upbeat thought to get you out of a rut.

Profile Photo of Randy Frisch