Welcome to Modern Marketing Point of View, a new series that connects you with industry leading experts to hear their views on the changing marketing landscape. This episode features the wonderful David Lewis, CEO at DemandGen. We were lucky enough to grab some time to chat with him recently and get his thoughts on the changing marketing landscape. During this episode David discusses his views on Demand Generation, Full-Stack Marketing and how MarTech is expanding rapidly.

As marketers, we’re continually trying to figure out the right mix to cut through the noise to reach the right audience at the right time. We’ve set out on a quest to help others in industry figure out what’s working in the world of demand generation. It’s not necessarily about what tactics we should or shouldn’t use, but how we can be more efficient, enhance what we’re already doing—and maybe even try something new.

MarTech is Expanding Rapidly

It’s overwhelming from both a positive and negative perspective because we have to step back and understand how we can take all these available tools and leverage and/or stitch them together to help us with our marketing programs and efforts.

Full-Stack Marketing all the Way

David is a firm believer that those that are doing it right have moved to a full-stack marketing model. At the foundation of that stack is still the marketing automation system (MAP), your customer relationship management (CRM), and the closer integration of your sales and marketing teams.

Layered on top of that are the tools built for specific capabilities of demand generation such as account-based marketing (ABM) tools, content management tools, and analytics tools. Full-stack marketers can figure out which of the different tools are going to drive more demand for their organization.

Let’s Play Marketing Buzzwords!

As an added bonus—we played a little word association with David around marketing buzzwords. Check it out below and see if you can relate.

We’d love to hear what’s working (or not working) for you in your demand generation efforts. Sound off in the comments below.

Erin McAnulty