Design Headshot S2 Episode 1

CX Confessions | Episode 1


The Secret to Building Trust with Consumers

In our season two premiere we welcome, Kirsten Newbold-Knipp, CMO of Fullstory, to share how to make the most of customer data along with the power of privacy and transparency in data collection. She also explains the concept of an internal “love score” and how it helps marketing teams provide more value for customers overall.

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Here's what we talked about:

In this episode of CX Confessions: The Customer Experience Show, hosts Staci Satterwhite, Chief Customer Officer at Khoros, and Spike Jones, General Manager, Strategic Services at Khoros, sit down with Kirsten Newbold-Knipp, Chief Marketing Officer at FullStory. She shares her tips for fostering a solid foundation of trust with consumers, go-to strategies for bringing products to market, and the story behind the term “smarketing.”

Join us as we discuss:

  • Building a solid foundation of trust with customers

  • Making the most of customer data

  • Key CX lessons Kirsten has learned from previous roles at large-scale tech companies

  • How the concept of “smarketing” plays into a successful customer experience

  • Maximizing value for customers overall

Design Headshot S2 Episode 1

Meet Kirsten, 

Chief Marketing Officer at Fullstory

Kirsten Newbold-Knipp is an experienced technology marketing, sales and product executive who blends leadership, communication and analytical skills to deliver and execute powerful go-to-market strategies. With nearly 20 years of experience in tech and 10+ years in SaaS, Kirsten’s passion for bringing outstanding products to market spans companies from HubSpot to Intel to Bigcommerce. Her experience as an industry analyst gives her unique insight into how competitors and brands shape and grow categories. After successfully growing sales and marketing at Convey, Kirsten is currently CMO at FullStory, where she’s building up a world-class marketing team to reach prospects from SMB to Enterprise, all seeking to create a more perfect digital experience. A recovering hotelier, Kirsten is equally passionate about traveling the world with her husband and snuggling her two carb-fiend kitties.

I think that accountability is so important because it is the way that you build trust. It's not always going to go right, and identifying ways to fix it and be transparent about it when it doesn't, I think builds that trust.

— Kirsten Newbold-Knipp

I think one of the things that teams can often do, and certainly I've been fortunate to be in the kind of the high-growth startup zone for a while, but you might get someone who wants to build the Taj Mahal when a perfectly good, mid-level house will do…‘wow, your vision is amazing, but we might need that in four years. What do we need right now?

— Kirsten Newbold-Knipp

I firmly believe that actually marketers today, product leaders today, have the opportunity to create a moat around themselves, to choose to go beyond what is the baseline required.

— Kirsten Newbold-Knipp

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