『How to Improve Account Based Marketing Results with Jon Miller』のカバーアート

How to Improve Account Based Marketing Results with Jon Miller

How to Improve Account Based Marketing Results with Jon Miller

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About this episode B2B lead generation has had to reinvent itself over the last decade. Sales teams have always taken an account-based view. They think in terms of target accounts, buying committees, opportunities, and relationships. Marketing, though, has often been trained to think in terms of leads. That creates a problem. In B2B, you are almost never selling to one individual. You are selling into a buying team. And the bigger the deal, the more people, departments, and functional areas get involved. That is why many B2B marketers eventually hit a wall with a purely lead-based approach. Account-based marketing is not just a campaign. It is not just advertising to a list of target accounts. And it is not just marketing. ABM works best when sales, marketing, customer success, and other revenue-generating teams operate together around the accounts that matter most. That is why I interviewed Jon Miller, then CEO and co-founder of Engagio. Jon and his team had just released the second edition of The Clear and Complete Guide to Account-Based Marketing. In this conversation, Jon explains how account-based marketing differs from traditional demand generation, why marketers need to adopt the language of accounts, and how empathy, relevance, and measurement all fit into a stronger ABM strategy. About Jon Miller Jon Miller has spent his career building marketing technology companies. He co-founded Marketo with Phil Fernandez and later co-founded Engagio, an account-based marketing platform. Jon brings a deep perspective on marketing automation, account-based marketing, revenue teams, customer data, and how B2B companies can move beyond lead-based thinking. Chapters 00:00 Introduction to Jon Miller and Engagio 00:14 Why Jon started Engagio 02:20 How Jon defines account-based marketing 03:13 Net fishing versus spearfishing 04:35 Why ABM is a go-to-market strategy 05:37 Landing and expanding revenue 05:52 How ABM differs from demand generation 08:07 Why marketers need to stop thinking only in leads 10:09 How empathy and relevance fit ABM 14:59 The ABM process steps 18:04 Tips to do ABM better 18:54 Why not to start with ABM advertising 19:15 Building an account-based foundation 20:19 Jon’s favorite chapters from the ABM guide 24:13 How to connect with Jon A few things worth taking away ABM is not a campaign or tactic. It is a go-to-market strategy.Traditional demand generation is like fishing with nets. ABM is more like spearfishing.ABM works best when sales, marketing, and customer success coordinate around target accounts.ABM should focus on the full revenue journey: landing new accounts, accelerating deals, expanding relationships, and retaining customers.Marketers have been trained to think in terms of leads, while salespeople think in terms of accounts.One of the biggest shifts in ABM is getting marketing and sales to use the same language.Empathy and relevance are two sides of the same coin.ABM requires understanding the pains, motivations, and emotional risks buyers face inside complex purchases.Many teams pick too many target accounts and then cannot deliver the personalization required.Starting ABM with advertising alone can create disappointment because ads are not a strategy.You cannot be account-based if your systems cannot show account-level data.ABM metrics should focus less on quantity and more on quality, engagement, and relationships with the right accounts. A few lines that stuck with me “Account-based marketing is spearfishing as opposed to net fishing.” — Jon Miller “ABM is a way of running your go-to-market.” — Jon Miller “If it’s just marketing, it’s not a strategy; it’s a campaign.” — Jon Miller “We taught marketers to talk about leads.” — Jon Miller “Empathy and relevance are really just two sides of a coin.” — Jon Miller “It’s not about counting the people you reach. It’s about reaching the people that count.” — Jon Miller Resources mentioned Jon Miller on X/TwitterEngagioThe Clear and Complete Guide to Account-Based MarketingEmpathy and sales with Brent AdamsonPutting Empathy in Account Based Marketing You may also like Growing B2B Sales with Trust and EmpathyWhy Customer Advocacy Should Be The Heart of Your MarketingPutting Empathy in Account Based Marketing5 Ways to Immediately Boost Account Based MarketingGetting Sales Enablement Right to Increase ResultsEmpathetic Marketing: How To Connect With Your Customers Listen and subscribe If you found this episode helpful, subscribe to the B2B Roundtable Podcast wherever you listen. Full transcript Brian: Well Jon, welcome. Why don’t you start by telling us a little bit about your background and what inspired you to start Engagio? Jon: Sure, great. I’m excited to be here and have a chance to hang out with you again. It’s been a while since we talked. My background: I’ve been in marketing technology almost my entire career. My undergraduate degree is actually in physics. When I was ...
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