Marketers should always think about how to optimize their strategies to ensure a strong performance every single quarter. Watch Gurdeep Dhillon, Head of Global Demand Generation at Marketo, an Adobe Company for his webinar, Top Demand Generation Trends to Unleash Your Marketing in 2019, where he shared his thoughts on three trends that anyone in Demand Generation should focus on in 2019 in order to deliver business impact and a stronger partnership between sales and marketing.

1. Top Demand Generation Trends to Unleash
Your Marketing in 2019
FEBRUARY 2019

2. Housekeeping
• This webinar is being recorded! The slides and recording will be send to
you once the webinar concludes
• Have a question? Use the chat box and we’ll get to your questions after
the webinar
• Posting to social? Use our hashtag - #mktgnation

3. Gurdeep Dhillon
Head of Global Demand Generation

4. 1 – Account Based Marketing
2 – Demand Capture
3 – DG Centers of Excellence

5. # 1
ACCOUNT BASED
MARKETING

6. AWA R E N E S S
I N T E R E S T
C O N S I D E R AT I O N
P U R C H A S E
I D E N T I F Y
E X PA N D
E N G A G E
A D V O C AT E
TR A D ITION A L FU N N EL A B M FU N N EL
Source: FlipMyFunnel
TREND: ABM Gets Smarter & Goes Beyond Marketing

7. Digital (Search, Social, Retargeting, more)
Account Based Everything
Marketing, Business Development,
Sales, Customer Success
Events
INBOUND
OUTBOUND
Web Personalization
Direct MailEmail
OPPORTUNITIESTARGET ACCOUNTS

8. ABM Execution Matrix
Account Score (3rd Party)
A B C
Behavior
Score
(Marketo)
A
High Bid Digital Demo Ads
1st Priority Direct Mail
Call First
VIP Events
Med Bid Digital Demo Ads
2nd Priority Direct Mail
Call Next
High Touch Events
Low Bid Digital Demo Ads
No Direct Mail
Call Last
Low Touch Events
B
High Bid Digital Demo Ads
2nd Priority Direct Mail
Call Next
High Touch Events
Med Bid Digital Demo Ads
2nd Priority Direct Mail
Call Next
High Touch Events
Low Bid Digital Educ. Ads
No Direct Mail
Call Last
Low Touch Events
C
High Bid Digital Educ. Ads
No Direct Mail
Call Last
Low Touch Events
Med Bid Digital Educ. Ads
No Direct Mail
Call Last
Low Touch Events
Low Bid Digital Educ. Ads
No Direct Mail
Call Last
Low Touch Events

9. # 2
DEMAND CAPTURE

10. What is Demand
Capture?
Sources of Demand
Capture
TREND: Marketers Will Focus More and More Resources on Demand Capture
A commitment to finding and capturing all
existing demand and then dispositioning
those leads to sales at the highest possible
velocity.
This is a divergent demand motion than lead
generation and requires different tactics,
content, and follow up.
SEO SEM
Intent Data
Content
Syndication
Analyst
Reports
Review
Platforms

11. How Intent Data Powers a Demand Capture Strategy
Surge by category:
• Competitive
• Solution oriented
• Product oriented
• Topic Total
MARKETING AIRCOVER
SALES
OUTBOUND
CRM UPDATE DIRECT MAIL
DIGITAL
BY
TOPIC/CATEGORY
SURGE
EMAIL
BY
TOPIC/CATEGORY
SURGE
WEB
PERSONALIZATION
BY TOPIC/CATEGORY
SURGE
WHITESPACE
COMPLETION
AT SURGING
ACCOUNTS
SALES PLAYS

12. # 3
DG CENTERS OF
EXCELLENCE

13. TREND: Building Demand Centers of Excellence a Top Priority
What We Hear
- Demand gen teams feel disconnected from operations and technology teams, and vice versa. This
leads to a lack of alignment between the teams that use systems and technology and the teams that
administer and govern them
- Digital marketing is often in a silo, without clear budget or mandate to create efficiencies of scale
across global organizations
- Regional teams often feel isolated and unable to leverage the best practices of global or NOAM
based teams
- Field marketing as an organizational unit tends to shift between corporate marketing, demand gen,
and regional marketing teams

14. Global Demand Generation COE
Region #1 Region #2 Region #3
Digital
Marketing
Demand Generation
Field Marketing
A Global Demand Center of Excellence Organization
Marketing
Operations
Marketing
Technology

16. Benefits of Moving to a Global Demand COE
1 Optimization of tech stack to meet business needs
2 Identification and removal of technical debt to overcome business impact challenges
3 Efficient administration and governance of Marketo instance
4 Each region is staffed to deliver demand gen programs and field marketing
5 Cross-regional collaboration, with shared services for Digital, Ops, and Tech
6 Building a global culture of innovation, testing and optimization

17. THANK YOU!