It’s never been a more exciting time to be a demand generation professional, especially when it comes to tech. With thousands of marketing technology tools available, many demand gen practitioners are well versed in a variety of tools and techniques to drive revenue, deliver qualified leads to sales, and build demand for their products.

In such a critical function, the marketing technology acumen of a demand generation professional ranges from lead management to inbound marketing, account-based strategies to email marketing, and much more.

We sought the perspective of the top 40 demand marketers to chat about the world of marketing tech, learn their path to becoming demand gen superstars, and to uncover their personal SkillStacks (a snapshot of their marketing technology expertise.)


In this edition of “What’s In Your SkillStack?” we caught up with Adam New-Waterson, CMO of LeanData

Check out his CabinetM SkillStack, “Adam New-Waterson’s SkillStack

Adam New-Waterson SkillStack

Adam’s path to demand gen superstar:

I am currently the CMO at LeanData. Prior to that I was a Marketing Technologist at BloomReach, and before that I was an Online Marketing Manager at Planon.

My marketing career journey has included me leaving Atlanta, moving overseas to the Netherlands, and returning to the states to live in Silicon Valley. I’ve done two things to bolster my career thus far. First, I’ve immersed myself in a set of tools that when combined together form the core of a Marketing Machine. Secondly, I’ve never forgotten that the tool is just the assist, while marketing is really about knowing what to make the tool do to support your efforts. Without the core ‘why’ behind your ideas, no matter how well you use a tool, you won’t achieve the maximum benefit.

He describes the role technology plays in demand generation today:

Tech is a huge part of any demand gen play these days. But, what people should not forget, is that the technology represents the “how,” not the “why.” Demand gen is, as marketing has always been, about putting the right message out to the right people. Technology facilitates that conversation.

Adam couldn’t live without these three tools:

  • Marketo has been a rock for me for many years. It is the foundation for how I approach demand generation. The ease-of-use and ability to easily scale programs makes it a no brainer.
  • I couldn’t live without my own technology. It’s why I became the CMO at LeanData. Earlier in my career I facilitated lead routing manually. I converted leads to contacts when they matched into the proper accounts. I can’t imagine at the scale that we’re operating that we could possibly do those tasks manually. I use our reporting technology to base all of the decisions I make about our marketing spend.
  • Uberflip is quickly becoming a can’t-live-without tool. It provides the sales team with a very easy and convenient way to disseminate information, while acting as a repository for all of marketing’s content. It was a breeze to setup and works exactly as anticipated.

But, if he could invent a tool:

I’ve been helping invent tools for marketers for several years. Whether that’s through beta programs or helping my own colleagues think through how to tackle different challenges. At this point, because of the explosion of tech over the past 5 years, I’d invent a single UI to bring together best-of-breed technologies from each class. I wish that there was more synergy between systems to minimize workload on my team.

We asked about the training required for marketing tools:

To some respect, all tools require a commitment to training in order to be fully leveraged. Every technology has nuances and untapped strengths that you might not be fully taking advantage of if you don’t have a commitment to training.

Which tools offer the best training and support?

I’ve had really great onboarding experiences with Uberflip, Ion Interactive, and ON24. They each provide robust documentation for users to self-consume. Uberflip has the most beautifully choreographed implementation process I’ve ever seen.

His favorite free tool:

CrystalKnows. I could get the paid version, but the free tool gives me enough. I love seeing what it thinks are the ways I should communicate in emails to certain individuals. It just reminds me, this person is extra detailed, so I should provide more details than this other person who is pretty high-level.

Where in his technology stack does he invest the biggest $$?

We invest the most in tools within core infrastructure. We have best-in-class CRM, MAP, webinar, content, and web tools. These make up the bulk of spending we do on tools.


You can find Adam on LinkedIn and Twitter @RevTechMkt

Read more in our series “What’s In Your SkillStack?” and create your own SkillStack today!

Share on FacebookTweet about this on TwitterShare on LinkedIn