In the technology industry, where channels and platforms change seemingly overnight, successful demand generation is a game of constantly evolving rules. Thankfully, with everyone facing the same challenge, this means success is no longer defined by spend; a sure strategy, clear data and a calm head is all you need to come out on top. The purpose of this paper is to share with you our learnings about how to use the tools at your disposal to deliver the right message, to the right people, through the right channel, at the right time.