#15 Why Video Should Be In Your Marketing Mix

February 13, 2017

It was only a few years ago that the need to become “a content marketer” showed up as a priority for demand generation teams. While that priority hasn’t gone away, marketers now face the additional challenge of “creating more engaging content” to rise above all the content noise. There is no better way to do that than by adding video to your marketing mix.  What was once a very expensive and time consuming media is now inexpensive and easy.  We’ve entered the “Vigital” age for interacting with prospects and buyers. In this episode of DemandGen Radio, David talks with Tyler Lessard, CMO of Vidyard about how to get started in video creation and the benefits of using a platform like Vidyard for creating, publishing, personalizing, and tracking the impact of your video content.

#14 The Life of a Marketing Automation Manager

January 31, 2017

Kyle Johnson, Marketing Automation Manager at Thomson Reuters Legal Division, joins David Lewis as they discuss a range of topics that highlight the breadth and depth needed in such a role as Kyle’s and how the marketing operations group functions similar to an IT department within marketing.

  • Centralizing versus Decentralizing their Demand Center
  • Kyle’s experience with various marketing automation
  • Using Marketing Automation as the hub of the customer journey
  • How other MarTech tools can be used to expand your marketing automation system’s capabilities
  • Why Kyle chose a career in marketing technology
  • Kyle’s lead scoring initiative for 2017
  • The pros and cons of gated versus un-gated communities

#13 How the Pros Do Lead Management

January 16, 2017
Will Waugh, Best Practices Consultant at DemandGen, joins David Lewis for a discussion that outlines how DemandGen’s top clients are putting successful lead management frameworks in place. Will and David discuss the 5 key steps for lead management and what each one takes to be successful. If you haven't read David’s book on Lead Management, Manufacturing Demand, this podcast is a great primer (or a refresher for those that have.)

#12 Marketing Priorities at GE Oil & Gas

January 4, 2017
Whether you’re an enterprise or small business, the need to align your sales and marketing systems and processes must be a top priority – as it was for Dana Nemec, Global Demand Generation Campaign Manager at GE Oil & Gas Digital Solutions. Dana shares her approach for planning and executing campaigns through a centralized demand center, while discussing the need to clean-up messy CRM data and duplicates to keep her Marketo and Salesforce CRM instance in sync. She also covers “the why” and ROI for having a lead development team sit within the marketing department and touches on GE’s focus on persona development for 2017.

#11 The State of Marketing Automation with SiriusDecisions

December 22, 2016
Listen in as Jen Horton, Sr. Research Director at SiriusDecisions, joins DemandGen Radio host David Lewis to reveal the 4 themes around marketing automation usage derived from the research SiriusDecisions conducted and presented at the 2016 SiriusDecisions TechExchange in Austin, TX in November. Jen discusses how marketers are less focused on scaling adoption and more on maximizing value from their investments in marketing automation.  A key finding from the research is that organizations that are very satisfied with the value they receive from marketing automation systems are outsourcing a greater number and variety of projects and tasks to vendors due to the lack of internal expertise, best practice knowledge, and resource constraints. Also discussed is the surprising number of firms (50%) that plan to migrate from their current system to another system in 2017. 

#10 Marketing Automation Adoption Trends & Insights

December 3, 2016
Thomas Terry, one of DemandGen’s Solutions Architects joins DemandGen Radio host David Lewis to discuss the trends taking place in the adoption of Marketing Automation across DemandGen’s client base. Thomas serves as the lead architect for many of DemandGen’s enterprise and mid-market clients using Marketo and he discusses the growing popularity in connecting Marketing Automation systems to backend databases as well as using systems like Marketo for transactional email programs. David asks Thomas to shed light on the key insights he’s gained working across DemandGen’s client base in the areas of reporting, database management, MarTech assessments, and how Thomas assists clients who want to migrate from one marketing automation system to another. They also discuss new roles and responsibilities that have emerged across the more sophisticated demand generation teams that DemandGen works with.

#9 Modern Marketing Insights from a Jedi Master

November 7, 2016
For over two decades Doug Sechrist, Vice President of Demand Marketing at Infusionsoft, has setup some of the best Demand Generation and Marketing Operations teams at firms including Zantaz, Taleo, Eloqua/Oracle , Five9, and now Infusionsoft.  He’s won awards for lead nurturing, sales and marketing alignment, and even a 2010 award for most creative marketing campaign. Even more impressive is his track record for driving growth and revenue from within marketing. In short, Doug has the recipes for what works, and what doesn’t, and shares them in this episode.
  • Doug’s 3 core priorities for setting up Demand Generation Teams
  • Should telemarketing be managed by Sales or Marketing?
  • Doug’s approach on investing in MarTech Tools and the importance of failing fast
  • Doug’s blueprint for setting up a modern marketing “Demand Factory”
  • What’s working in demand generation these days and his innovative “Subscriber Model” for content publishing

#8 Keeping it Weird in Austin @ Sirius Tech Exchange

October 24, 2016

I’ve been attending the Sirius Decisions conferences since they began, except last year when my father passed away. I mainly go to catch-up with other passionate marketers, MarTech firms, and to see our clients speak and win awards (so far 60% of them, amazing).  And yes, you can always count on DemandGen to have something fun planned (aka party, dinner, etc.) since we like to work hard and play just as hard.

In addition to the main Sirius Summit conference, SiriusDecisions now has an additional event called Tech Exchange focused on MarTech and the second 2nd annual event is around the corner Nov 15-17. This time the event is in Austin, the city that likes to “Keep it Weird”. Why should we go to yet another conference? To answer that, I decided to invite the keynote of Tech Exchange, Jay Famico, Sirius’ VP of Client Facing Technology, to tell us. Spoiler alert. I’m going and here’s why you should too.

#7 Now the ‘M’ in “ABM” stands for Marketo

October 10, 2016

When Marketing Automation systems originally came on the scene, they were architected to be essentially a database of individual records comprising of contact data and their associated online behavior (often called digital body language). But now, Marketo has reengineered their marketing database model to support the introduction of a full-fledged account based marketing solution that’s an optional upgrade to the Marketo platform. Join Mike Telem, Vice President of Product Marketing and DemandGen Radio host David Lewis as they discuss:


  • What’s different about Marketo ABM
  • What it takes for Marketer’s to be successful with ABM
  • How complimentary solutions can enhance Marketo ABM
  • The advantages of having your Marketing Automation system include native ABM capabilities

#6 The Role and Responsibility of a Marketing Operations Leader

September 27, 2016

Tom Svec, DemandGen’s Director of Marketing Technology Services joins DemandGen Radio host David Lewis to discuss how the roles within marketing operations have evolved over the recent years. Tom Svec leads DemandGen’s world-class team of solution architects who assist mid-size and enterprise-class marketing operations teams with their deployment and adoption of marketing technology. Prior to DemandGen, Tom was head of marketing operations at Taleo (acquired by Oracle) and shares his perspectives on the ever-changing landscape and roles within modern marketing and what it takes to be successful as head of this critical business function.