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, 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!