All posts by Katie Martell

What’s In Your SkillStack? Q&A with Top 40 Demand Marketer Nick Ezzo, Vice President of Demand Generation at Host Analytics
October 13, 2016 What's In Your SkillStack

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 Nick Ezzo, Vice President of Demand Generation at Host Analytics.

Nick is a marketing strategist with extensive technology experience (15+ years) leading enterprise and product marketing at large and small companies. His current organization, Host Analytics, is a leader in cloud financial applications for planning, consolidation, reporting, and analytics.

On the role of technology in demand gen today:

When used effectively, technology can uncover insights about what you should do: targeting, segmenting, identifying gaps, finding underserved markets.  It can also broaden your reach and make a small marketing team look like a large one.  Finally, technology helps you measure the success of your efforts.

Three tools that Nick couldn’t live without:

If Nick could invent a tool, it would:

Tell me what campaign to run next and to which audience (predictive).

Which tools need a commitment to training in order to fully leverage?

Reporting tools and data analytics.

Which of your tool vendors offer the best training and support?

Printing For Less PFL, hands down.

Read more about the Tactile Marketing Automation category at CabinetM.

Where in your stack do you invest the most amount of $$ in tools?  

Web content systems – Uberflip, Captora, Hubspot (blog), and PressPage (newsroom)

You can find Nick on LinkedIn and Twitter @NickAEzzo

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

 

 

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What’s In Your SkillStack? Q&A with Top 40 Demand Marketer Hana Abaza, Head of Strategy at Uberflip
October 7, 2016 What's In Your SkillStack

 

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 Hana Abaza, Head of Strategy at Uberflip

Check out her award-winning marketing technology stack:

itemeditorimage_578650036b6cc

 

This strategy won a coveted Stackie award earlier of this year, which recognizes visualizations of how marketing technology stacks are organized within a company.

 

On designing her company’s technology stack:

“The core of our content marketing strategy focuses on the 4 pillars of content marketing: creation, experience, distribution, and insights. We wanted to organize our stack with these pillars as the focal point and expand out from there to cover our technologies in demand gen, sales, and success – all branching out from a particular pillar.

While we talk a lot about how the 4 pillars support content marketing, in reality, everything we do in all departments come back to these four points.”

 

What role does tech play in demand gen today?

Technology has been instrumental in shifting marketing from a cost center to a growth engine. We have more insight than ever into our customers and their behaviour online. We can execute better, faster. And we can more easily prove the impact that marketing has on the bottom line.

 

Three tools that you couldn’t live without?

On the marketing side, we really have three core pieces. Marketing automation, content marketing software (content is the core of our marketing strategy) and a really solid analytics/reporting tool.

 

Which tools need a commitment to training in order to fully leverage?

The biggest piece of most marketing stacks is the marketing automation platform. It’s also typically the most underused.

 

What’s your favorite free tool?

Buzzsumo (although I have the Pro version!)

 

 

You can find Hana on LinkedIn and Twitter @HanaAbaza

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

 

 

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What’s In Your SkillStack? Q&A with Top 40 Demand Marketer Jason Seeba, Head of Marketing at BloomReach
September 29, 2016 What's In Your SkillStack

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 Jason Seeba, Head of Marketing at BloomReach

BloomReach is a leading cloud personalization platform company that helps businesses drive revenue by consuming web wide and site data to interpret consumer demand and deliver relevant user experiences across digital channels. The company’s head of marketing is Jason Seeba, who has also held the role of Chief Marketing Technologist at the organization.

Check out which tools Jason is using for Account-Based Marketing in his CabinetM SkillStack, “Core ABM Stack.

jason-seeba-stack

On the role of marketing technology in demand gen today:

Technology is at the absolute core of demand generation today. Building a cohesive Marketing Technology stack and creatively using it drive demand is an ever changing art and science.  Within that, experimenting with new technologies can get you an advantage, but people catch up fast.

Three tools Jason couldn’t live without:

If Jason could invent a tool, it would do:

Intelligent cross-channel routing of marketing content based on interest, demand, and fit.

His favorite free tool is:

Slack (before you start paying).

We asked, “where in your stack do you invest the most amount of $$ in tools?”

Tools that provide intelligence and/or access to unique data.

What does a marketing technologist do:

In a previous interview for Chief MarTech, Jason described the role of a marketing technologist as, “Bringing in the right technologies and people to drive [marketing and sales], while working with other teams to use those technologies to improve their jobs and scale their efforts.”

On selling technology internally:

In the same interview, Jason was asked, “How can someone in your position help his or her organization understand the value of marketing technology — and, for that matter, marketing technologists?”

I think the way to best help an organization understand the value of marketing technology is to create personal value for every stakeholder.

Start with finding an intellectually honest way to track the value of marketing and its contribution to the bottom line. Figure out what the ROI of each marketing channel and program is and use that data to optimize your marketing spend. With that in place, you can begin to tie the conversation about marketing to revenue and can gain real legitimacy.

Listening to people’s challenges and knowing enough about your own technologies and the ones in the market that you can help overcome them.

Next, you can help every group in the company make its job better and easier with technology. This means spending time with team leaders and helping them use the data to help them make better decisions. It means making sure your sales and marketing teams are continually trained and that any process that you put in place actually makes their live easier. It means listening to people’s challenges and knowing enough about your own technologies and the ones in the market that you can help overcome them.

You have to make sure that the analytics and impact are both visible — but in my opinion, the best way to show the value of the technology is to serve others with it.

Savvy marketing technologists are in a unique position to use technology as a catalyst for change.

 

You can find Jason on LinkedIn and Twitter @JSeeba

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

 

 

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What’s In Your SkillStack? Q&A with Top 40 Demand Marketer Emily Wingrove, Director of Marketing at Social123
September 20, 2016 What's In Your SkillStack

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 Emily Wingrove, Director of Marketing at Social123

Check out her CabinetM SkillStack, “Em Wingrove’s Stack.” She describes it as an “easy-to-digest representation of the amazing tools that make my marketing world go ‘round!”

emily-wingrove-skillstack

Emily, on the role of technology in demand gen today:

I can’t think of any activity I do in marketing that doesn’t involve technology. Tech is so interwoven into my life as a marketer that it’s hard to imagine what life might be like without it. Even in-person events cannot be tackled without the help of technology. From advertising, to social media, to analytics, automation and beyond – technology enables just about everything I do, every day.

Three tools she couldn’t live without:

If Marketing Automation weren’t a part of my life, would it even be considered real life? Marketing Automation is 100% at the heart of what we do as marketers. It’s the centralized place for all of our campaigns, assets, and most importantly, our audience.

My life changed when I was introduced to Targeted Advertising, and I’m not talking about re-targeting. This is one of the more powerful tools we have because it closes the loop on our concerted sales and marketing efforts for a successful ABM program.

I would absolutely die without the Social123 data as a service platform. I use it daily and rely on it heavily to keep my datasets refreshed and cleaned. Extreme, I know, but I can’t even imagine my life as a marketer without a solid marketing data management tool.

We asked, “which of your tool vendors offer the best training and support?”

Hands down Vidyard has been the best vendor to work with. They took the time to train each and every one of our team members, as the way my Demand Gen Manager uses it is totally different to the way my Content Manager uses it. They also take a team approach to customer success – of course we have a dedicated rep, but anytime we have burning questions or encounter some user error, anyone who is available from their team will drop everything they’re doing to help. The importance that they put on their customers is unmatched. I’m actually using my experience with them as a guide for how we approach customer marketing here at Social123.

Her favorite free tools:

Impossible to name just one:

Her path to Demand Gen Superstar:

I started my career in sales (yikes) and I was failing pretty miserably. I was running out of ideas for how to close deals and not get fired. So I reached out to our corporate offices and asked about a mass email tool (didn’t even know what I was talking about at the time) so that I could maybe get some deals by sending relevant content to certain segments of people in our CRM. They pushed back, but I also begged and told them I thought I was going to get fired. So they acquiesced.

I was granted access to their ESP and I started “segmenting” our CRM (didn’t realize at the time that there was a name for that). I picked a piece of content that I thought would be relevant to that segment and once I hit ‘send’ it was all over. I had so many leads coming into my inbox that I almost cried. I kept the communication streams coming too, I had them on an email track with content for the first 3 emails, then a solid ask on the last email.

I then became a “marketing associate” but knew that there had to be more out there for me, so after a couple of years I moved on to the agency world so that I could round out my marketing experience. I was a Marketing Coordinator and handled all of the email campaigning for all of our clients and our own internal brand. It was INTENSE. From list management to content building and nurturing, I was the email wizard there. I also specialized in events and came up with some pretty unique strategies for success. I stayed there for a few years, became a Marketing Manager, then felt a calling to leave Miami and landed in ATL at Social123 as the Director of Marketing.

It was the best move I could have ever made. As a one-man marketing team, I took everything I had learned and molded it into my own marketing strategy. Over the course of 2 years, I built my team (still growing), I built out our marketing stack (still growing), had some hiccups, had some serious success, and I’m still plugging along.

Demand Gen is just my thing; I’m not afraid or ashamed to brag about it. It’s an incredibly fun and exhilarating challenge to be a part of and I hope this ride doesn’t end anytime soon. Keep an eye on us, we’re doing big things at Social123.

Where does Emily invest the most amount of $$ in tools?

Luckily, I get to use the Social123 Data as a Service platform for FREE. However, if Social123 weren’t free, it would be the largest area of spending by far. Thankfully I save some money in the data department. I spend quite a bit in the predictive space as well with my targeted advertising tool. With ad tools you have to pay for not only the tool, but the actual media spend as well. It ads up quick. (see what I did there?). As long as I can show a solid ROI on them though, I’m in good graces with my CEO and VP of Finance …and the board! And luckily everything has had great return!

You can find Emily on Twitter @EmilyMariaaa

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

 

 

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What’s In Your SkillStack? Q&A with Top 40 Demand Marketer Adam New-Waterson, CMO of LeanData
September 8, 2016 What's In Your SkillStack

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!

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What’s In Your SkillStack? Q&A with Top 40 Demand Marketer Kenan Frager
September 1, 2016 What's In Your SkillStack

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 Kenan Frager, Director of Marketing, Demand Generation at ON24

Kenan Frager is an award-winning marketer currently at ON24, the industry-leading webinar provider. He is focused on using customer and prospect data to drive growth. Before working in tech and software he was a journalist where he honed his skills conveying complex tech ideas in a context that is relevant and engaging.

Check out his CabinetM SkillStack, “Software Demand Generation.”

Kenan-Frager-ON24-SkillStack

His path to Demand Gen superstar:

Currently at ON24 as the Director of Dem and Gen, I have learned how a truly high-growth company needs to operate to see incredibly year- over- year success, specifically in ARR. We enjoyed a 70% YOY increase in subscription growth which is truly an incredible feat that takes precision in the sales and marketing relationship coupled with an incredible, in-demand product.

At TIBCO as the Head of Online Advertising and Paid Programs, I was responsible for running online demand for multiple product lines across multiple geographies. This incredible experience taught me how important focus and prioritization of relevant content was to driving pipeline. With so many diverse value propositions and go-to-market strategies, the core company branding, specific reporting and  tying ROI to specific bets took on added importance.

As a journalist at the LA Times, Forbes, and Newsweek I learned the value of really, truly world-class content. The professional reporting process is so thorough and rigorous, with systems in place to have a minimum of six highly-qualified professionals editing every piece of fact-checked writing, that the end product is precise in language and purpose. Taking complex thoughts and reducing them down to their constituent parts, in easy-to-understand language, is just as important in conveying business value as it is in reporting on the news.

He describes the role technology plays in demand gen today:

Your marketing tech stack is essential to driving deman d at scale. In the old days, handshakes and hand-written letters worked, then emails sent out to a “database” of names in excel, now you need a real marketing automation tool to get your carefully crafted, relevant content to the right people at the right time.  You want to educate

prospects on your product, nurture them further to unerstandin understanding your value, and finally show them how it would affect their businessstrategy and day-to-day tactics.

If Kenan could invent a marketing tool, it would:

Simplify the tracking, scoring, and handoff of engaged prospects to sales so the right salespeople get the right prospects when they are ready for real sales conversations.  Too many great leads get lost along the way, either through failures in nurturing along the content funnel, bad hand-off, too slow of a response to a high priority lead, or a disjointed prospect experience from email to website to sales conversation.

His favorite free tool:

Bit.ly is an incredibly p owerful tracking tool. We use it for specifically nuanced content paths that are outside of our normal run rate, like one-off campaigns with multiple tracking sources. The advanced analytics bit.ly provides for free is fairly incredible and  powerful.

 

You can find Kenan on LinkedIn and Twitter @KenanFrager

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

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What’s In Your SkillStack? Q&A with Top 40 Demand Marketer Eddie Morales
August 11, 2016 SkillStack, What's In Your SkillStack

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 Eddie Morales, Director of Demand Generation at Revel Systems

Check out his SkillStack: “Demand Growth Stack”

Eddie-Morales-CabinetM-SkillStacks

 

About Revel Systems: Revel Systems is a San Francisco-based technology company providing businesses with iPad Point of Sale solutions. See their company stack here.

 

Eddie’s Path to Demand Gen Superstar at Revel Systems:

 

I was pretty lucky to get into digital marketing as a Digital Marketing Associate in my first marketing gig at Bills.com/Freedom Financial Network. This is where some critical lessons were instilled in me, including B2C digital marketing chops, the principle of return on investment, and the lesson that leads are gold. The CEO, a marketing guru himself, told me before I left the company to “add value” in my next endeavor. This has stuck with me throughout my marketing career.

 

From there I went on to work as a product marketing manager in a Virtualization/Cloud/Infrastructure business unit at Red Hat. Though I technically worked on the product marketing team, I was actually doing demand generation and digital marketing. In fact, at this point, the term “demand generation” didn’t seem to be a widely adopted term yet. “Digital marketing” or “e-marketing” was more common. This was my first B2B marketing gig and I was astonished by how big the gap was between B2C marketing and B2B “digital marketing.” It was an amazing experience to work for, and with, some really intelligent people.

 

I then joined a late stage startup, Tintri, as a Sr. Program Marketing Manager (on the Demand Generation team.) I picked up my Marketo chops there, met some great people, but decided to leave for a better fit elsewhere and the opportunity to build my own demand generation team, marketing tech stack, and more.

 

He describes the importance of paying it forward:

 

I think the discipline found in B2C marketing, with its focus on ROI, applied to a B2B marketing environment has been crucial for me to evolve to where I am today. And, I couldn’t have gotten here without the mentors, managers, colleagues, and friends in the industry that helped me reach this potential.

 

I’m now inspired by my own team, in which I see rockstars in the making, and can’t wait to see what their careers hold for them. It’s all about paying it forward and enabling team members, who have so much potential, to help them get to where they need to go in their careers. This is an entirely different and new challenge and opportunity for me, and I think it’s a critical one. I tend to be very cognizant of how I mentor and grow my team, which includes owning any flaws/bugs that I’m responsible for creating while building out the marketing tech stack. I’m now in the process of learning what it means to be great leader, and that’s becoming more important than being a great individual contributor.

 

The role of technology in demand generation:

 

Tech is mission critical for demand generation today. We’re fortunate to have so many tools at our disposal to help us align to goals and performance metrics that help drive businesses forward. I’ve never had a marketing position where reporting and analytics weren’t central to any demand generation or marketing related activity, and you can’t get this level of reporting without technology. Without technology, you can’t go-to-market effectively or drive demand, but this should be pretty obvious. If this is not obvious, then you may be behind the curve, but you can catch up quickly with all the information around marketing tech, ad tech, and more literally at your fingertips in today’s world of information.

 

What tools Eddie can’t live without:

 

I can’t live without Marketo and Salesforce. Given the nature of the business that I’m in (targeting SMBs with high velocity sales cycles) I also rely heavily on Google Adwords and Facebook Ads.

 

I like to think of Martech as inclusive of major advertising platforms, which are valuable for driving demand into the funnel, leveraging inbound marketing. We’re in the process of setting up both BrightFunnel and Invoca with hopes that these become ones we can’t live without either.

 

We asked, “if you could invent a tool what would it do?”

 

I wouldn’t rule out that I can’t invent a tool given that I have people close to me with the technical development chops that could help me build something really useful. I’ve always had a desire to build my own tool for the AdTech/MarTech space, but I’d rather keep doing what I’m doing right now so I can learn more about real pain points that aren’t being solved.

 

As Scott Brinker said at the MarTech SF Conference this year, we’re still in the early days of MarTech. However the landscape is quite crowded so it will be interesting how things evolve over the coming years.

 

We asked, “which tools need a commitment to training in order to fully leverage?”

 

I think the “core” technology tools, as Scott Brinker talks about in “Hacking Marketing”, need the right skills to make sure the foundation of the MarTech stack is rock solid. Those core technologies are the Marketing Automation and CRM platforms, in my case Marketo and Salesforce.

 

If the core is not stable it will be really hard to get the most out of these tools, especially when it comes to reporting and analytics. In addition to this it will be easier to get the most out of “edge” technologies that you want to test if you are confident in your core.

 

Too many executives have the misunderstanding that you can buy expensive technology, or spend a lot of money on an advertising platform, and it will just magically start working and instantly provide value. Most pieces of technology are not “turn-key” and require the right people with the right skills to get the most out of the tool.

 

We asked, “which of your tool vendors offer the best training and support?”

I think Marketo does a good job with documentation and training. Plus there’s a community of thought leaders in the Marketo Nation which you can learn from, and are typically really helpful. In terms of support we’ve found one person who is a rockstar at Marketo, but it took us a several tries of talking to support before we found this person.

 

On the area of the stack that sees the most investment:

 

Top of funnel lead acquisition programs is where we are heavy with investments, since we play the lead volume game. A top area of investment in the stack will be in for funnel analytics, BrightFunnel, to help us get out of labor intensive “spreadsheet land” with countless pivot tables.

 

You can find Eddie on LinkedIn and Twitter @e_morales_

 

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

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What’s In Your SkillStack? Q&A with Top 40 Demand Marketer Jessica Weimer
August 3, 2016 Lead Generation & Nurturing, Marketing Automation, What's In Your SkillStack

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 Jessica Weimer, Director of Global Demand Generation at ServiceNow.

Check out her SkillStack “B2B Demand Generation Must Have Tools”

DemandGen SkillStack Jessica Wailia Weimer

About ServiceNow:

ServiceNow is a cloud computing company headquartered in Santa Clara, providing service management for every department in the enterprise including IT, human resources, facilities, field service and more.

Jessica’s path to Demand Gen Superstar?

It’s all about the data.

“In every role, I am relentless for getting to the real data behind every program and tactic I’ve put out there. Not everything is wildly successful, but I afford myself some room to accept failure – trial and error and learning what to do next from what has succeeded before.”

She describes building demand generation strategy and tactics from the very start of her role as Director of Acquisition Marketing for 8×8:

“I selected and implemented Marketo to implement the company’s first-ever lead nurturing and lead scoring methodologies to further increase conversion to opportunity. Then, as we expanded our target market, I built up program execution machines to align lead volume with the pipeline goals of the different sales groups. This allowed me to expand program variation depending on target customer, allowing us to also grow our overall market reach.”

She has owned a variety of Demand Generation areas at ServiceNow, where she is currently the Director of Global Demand generation.

“At ServiceNow, I first built up the global inbound demand generation strategy, and single-handedly owned execution and analytics for my programs. That included content syndication, paid search, and retargeting in super tight interlock with the company’s global lead goals. Over time, I expanded my sphere of influence to deliver broader Demand Generation effectiveness, including our outbound and content strategy.”

Quickfire questions:

  1. Which marketing technology tools you couldn’t live without:
  1. Which tools need a commitment to training in order to fully leverage?
  1. Which of your tool vendors offer the best training and support?

You can find Jessica on LinkedIn, and do stay tuned for more in our series “What’s In Your SkillStack?”

Want to show off your marketing technology acumen? Create your own SkillStack today!

 

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