Brought to us by, Sarah Shelnut, ANNUITAS Pick the right technologies and you will have a successful Demand Generation programs, right? Wrong. As tempting as it may be for marketers to be enticed by the latest and greatest technologies, we need to always think about what will best enable our existing strategy before we double down on a technology, especially one of the critical platforms like marketing automation or CRM. Find out how to avoid the “technology-first syndrome” and make choices that drive results because they fit your organization, your needs and match your goals. It’s never technology first.

1. Sarah Shelnut-Rossborough
Director, Strategy
Twitter: @sarahshelnut
Email: Sarahshelnut@annuitas.com
Avoid the Technology-First
Syndrome for Effective Demand
Generation

2. Defining Demand Generation
@sarahshelnut

3. Defining Demand Generation
@sarahshelnut
“A perpetual process that is both operationalized and
optimized to Engage, Nurture and Convert both
prospects and customers along their buying process.
A process that is designed to educate and qualify through
the collaboration of marketing and sales activities with
the goal of driving revenue and maximizing customer
lifetime value.”

4. Today’s Demand Generation
Challenges
@sarahshelnut

5. The Technology Crisis
@sarahshelnut

6. @sarahshelnut
The Digital Marketing Transit Map
Source: The Corporate Executive Board Company
2013: Gartner “Digital Marketing Transit Map”

7. We Live in the Age of Systems
Overload
@sarahshelnut

8. @sarahshelnut
Demand Genera….SQUIRREL!

9. @sarahshelnut
Don’t Get Caught Up In Excitement
Source: ChiefMartec.com
2011
~100 vendors represented across 45 categories

10. @sarahshelnut
Don’t Get Caught Up In Excitement
Source: ChiefMartec.com
2012
Over 350 vendors represented across 45 categories

11. @sarahshelnut
Don’t Get Caught Up In Excitement
Source: ChiefMartec.com
2014
947 vendors represented across 43 categories

12. @sarahshelnut
Don’t Get Caught Up In Excitement
Source: ChiefMartec.com
January 2015
1,876 vendors represented across 43 categories

13. @sarahshelnut
How are We Keeping Up?
Source: Go-Globe.com

14. The Marketing Infrastructure
Breakdown
@sarahshelnut

15. @sarahshelnut
The Great Divide
57% of respondents admit their marketing infrastructure is separated by
channel, not well-integrated, or lacking entirely.
– Forrester Research & Oracle “Why You Need To Be A Modern Marketer” (2014)

16. @sarahshelnut
Awareness of the Breakdown
90% of marketers agreed that integrated marketing
technology could boost their key capabilities, yet only 4% of
marketers reported having a completely integrated
marketing stack.
-Signal “Cross Channel Marketing and Technology Survey. Overcoming Barriers to Cross-Channel
Success: Optimizing the Marketing Technology Stack” (2014)

17. @sarahshelnut
Perpetuating the Problem
Almost 1 in 3 marketing execs reports feeling stuck or
impeded by their technology infrastructures
-Signal “Cross Channel Marketing and Technology Survey. Overcoming Barriers to Cross-Channel
Success: Optimizing the Marketing Technology Stack” (2014)
65% of marketing executives plan to spend more money
on marketing technology in the coming year, including 28%
who plan to increase spending by more than 25%.
-Conductor “182 Marketing Executives Reveal Their 2015 Success Tactics” (2015)
HOWEVER,

18. Organizations Suffer with Data Silos
@sarahshelnut

19. @sarahshelnut
The Data Silo

20. @sarahshelnut
Fragmented Conversations
• Mixed Messages
• Haphazard Brand Story
• Multiple Organizations Engaging

21. @sarahshelnut
No Unified Data
• Campaigns and Engagement Disconnected
• Multiple Dashboards for Measurement
• Incomplete Customer Profiles

22. @sarahshelnut
The Bottom Line

23. @sarahshelnut
The Data Explosion
Source: The CMO Council “The CMO of 2015”– 2015

24. Resulting in Tactical Demand Generation
@sarahshelnut

25. @sarahshelnut
A Need for Strategic Demand Generation
Source: ANNUITAS Enterprise Demand Generation Study – 2014

26. How do we Cure Technology-First
Syndrome?
@sarahshelnut

27. It Starts With Alignment
@sarahshelnut

28. @sarahshelnut
It Starts with Alignment
• Interview Sales, Marketing, AND IT - this is more
than a workshop
• Connect the conversations

29. @sarahshelnut
It Starts with Alignment
• Interview your buyers
• How are they consuming data?
• What’s involved in their personal buying process?

30. @sarahshelnut
It Starts with Alignment
• Conduct research on your buyer and their market
• Industry regulations?
• Industry trends?

31. @sarahshelnut
It Starts with Alignment
• Designate an Expert
• 1 – 2 people should be vetting technologies

32. Key to Success
@sarahshelnut
Align Demand Process Elements with Buyer Journey

33. The Key Elements of Effective Demand
Generation
@sarahshelnut

34. The Key Elements of a Demand Process
@sarahshelnut

35. @sarahshelnut
Uncovering the Buying Process
Source: ANNUITAS Enterprise Demand Generation Study – 2014

36. Mapping Content to Buyer Persona + Their Buying
Journey
QUALIFIED ENGAGEDENGAGED QUALIFIED LEAD
E-CO 1
Top 5 Things CMOs Need to
Know About Demand
Generation
E-CO 1 N-CO 3
E-CO 1.1:
”10 Content Rules for
Effective Content
Management"
N-CO 4 N-CO 5
HOT LEADWARM LEAD
MarketingLeadership–Mid-Level
E-CO 2
E-CO 1.2:
“10 Things MA Users
Need to Know About
Deliverability"
E-CO 2.2 :
”Organizing Your
Marketing Dept
Improved Demand Gen
Results"
E-CO 2.3:
”Content Marketing
Playbook”
N-CO 3.1:
“Data Quality's Impact
on DG & Deliverability”
N-CO 3.0:
”Aligning P,P,C, T to
Improve Demand
N-CO 3.2:
”A CMOs Guide to the
DG Universe"
N-CO 4.0:
”Moving from Tactical to
Strategic Demand
Generation - Webinar "
N-CO 4.1 ABE:
“Demand Generation
Executive Breakfast with
ANNUITAS Customer"
N-CO 4.2:
”Real life stories of
Demand Generation
Transformation
Webinar” – Lenox Case
Study
C-CO 5.0:
”Demand Process
Assessment”
E-CO 2.4
”Enabling DG with
Marketing Automation"
E-CO 1.3:
“12-Things the C-Suite
Needs to Know About
Demand Gen?"
OPPORTUNITY
E-CO 2.0:
The Ins & Outs of Email
Deliverability
E-CO 2.1:
Deliverability
Assessment
E-CO 2.5
”5- Rules of Change
Management for Mktg &
Sales"
E-CO 2.6:
Case Study:
Deliverability's Impact
Improved Demand
E-CO 1.4:
DG Survey
C-CO 5.1:
”Deliverable Example of
Services – All-In
Overview"
E-CO 1.4:
DG Glossary
@sarahshelnut

37. Operationalize your
Demand Generation
@sarahshelnut

38. Operationalize Your Demand Generation
@sarahshelnut

39. The Benefits of
Demand Generation
@sarahshelnut

40. The Benefits of Demand Process
@sarahshelnut
Lead Stage Conversions – Current
Engaged to
Qualified Lead
9.36%
Cumulative Current Conversion
Prospect Impressions 189,746 #
Engaged 1,047 738 0.55%
Qualified Engaged 309 211 29.51%
Qualified Leads 98 84 31.72%
QL-Warm 49 49
QL-Hot 49 35
Pursue (Opportunity) 14 2 14.29%
Test 12 4 85.71%
Confirm (Closed Won) 8 8 66.67%
SiriusDecisions
Inquiry-to-MQL
mean = 5.9%
Proprietary Content of ANNUITAS, Inc. and/or
Newell Rubbermaid, Inc. Copyright 2013-2014.
Used with Permission of Copyright-holders.

41. Closing Points
• We live in an age of technology overload – proceed with
caution
• Your Marketing Infrastructure needs to be cohesive
• Getting in front of the Data Explosion with a proper strategy
is critical
• Operationalize your Demand Generation with an end-to-
end Demand Process
• Align people, process, and technology to the buyer
@sarahshelnut

42. THANK YOU
Sarah Shelnut-Rossborough
Email:
SarahShelnut@annuitas.com
Twitter:@sarahshelnut
Available on
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