Shawn Elledge | The Road Map to Driving Demand

shawn elledge the road map to driving demand


Shawn goes through responses to many common challenges of lead generation strategies, such as email marketing, sales automation, and ABM to find the best road map to driving demand. 


As Founder & CEO of SalesRocket, Shawn has developed deep expertise in B2B Demand Generation, Lead Generation and Direct Marketing including Database Marketing, Email Marketing, Sales Automation, and Marketing Automation. 


“You win or you lose together, and when you put it all in writing and have alignment around expectations and assumptions, that all the confusion, all the finger-pointing, goes away.” 

“When you do this, your sales and marketing will transform. Your results will go through the roof. By simply getting aligned, you can increase your actual pipeline and your overall revenue by 30% or more.” 

Key Points

Personas to Develop: 

  • End user 
  • Decision maker 
  • Financial authority 

Demand Generation Challenges 

  • Time 
  • Money 
  • Content 
  • Marketing technology 
  • Resources 

Email Marketing Stats 

  • Email marketing boasts a 4200% ROI ($42 for every $1 spent) 
  • 89% of marketers use email as the primary channel for generating leads 
  • The average open rate for emails sent in North America is 19% 
  • The average click-to-open rate for emails sent in North America is 15.71% 
  • 78% of marketers have seen an increase in engagements (inclusing click-throughs) in the last 12 months 
  • Mobile devices accouont for 41.9% of all opened emails 
  • Stats by, Hubspot, Get Response, Campaign Monitor, Litmus 

Mass Email- Thought Leadership 

  • Best used for branded demand generation 
  • Create Segments for each persona 
  • Focus on thought leadership (5:1 content:offer ratio) 
  • Keep use of images below 35% 
  • Add automation 

Sales Automation 

  • Best used for lead generation 
  • Send a series of text-based emails on behalf of your salespeople 
  • Segment and personalize as much as possible 
  • Test subject lines 
  • No more than one link 
  • Goal is to generate a response 

Challenges to Account-Based Email 

  • Process is manual 
  • Tracking opens & clicks is inflated 
  • Sending multiple emails to the same group is difficult 
  • AB email requires new set of metrics 
  • Account opens, clicks and responses 
  • Meetings booked 
  • Opportunities generated 
  • Closes sales