Demand gen in a matrixed organisation

Jon Moger, senior director EMEA marketing at Aruba Networks, an HP company

The essence of whatever you do is thinking about relevance – your relevance and the value you provide.
Don't think of demand generation in a matrixed organisation as you would cat herding. Chase cats and they run away, create a point of interest and they come to you.

"Everyone is connected, but are they really engaged?"

People don’t need to be connected in the same way they used to – it’s therefore impossible to engage with most people in an organisation. Sometimes you have to let go – control what you can, rather than try to drive everyone’s behaviour in a certain direction.

"Marketers get so fixated by their job that they forget to be creative."

People spend too much time procrastinating on one piece of tech vs. another piece of tech. They just need to do it. ContentSet the context of where the conversation is, what’s the objective? Where does the content fit in our overall mix? Summary

Focus on the value you provide and allow people to come to you.

If you’re providing the value, the value amplifies itself throughout the organisation.