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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

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

Profile Photo of Randy Frisch