The Evolution of ABM with Jon Miller, CMO & CPO of Demandbase
This episode features an interview with Jon Miller. Jon is the Chief Marketing and Product Officer at Demandbase and a legend in the ABM space. He co-founded Marketo, which was acquired by Adobe in 2018, and Engagio, which was acquired by Demandbase in 2020. On this episode, Jon unpacks the next evolution of account based marketing, the key reasons why sales and marketing aren’t always aligned, and the importance of establishing customer-centric marketing and demand gen teams.
Pipeline Visionaries · Ian Faison, Jon Miller
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Show Notes
“The thread that runs through these best practices is this concept of account based experience. And it's a concept of really understanding where the account is in its journey and applying all that account intelligence that you have to not treat every account the same, but to really interact with them in a way that's going to be relevant and appropriate for where they are in their journey. So that's absolutely a key theme to how the best companies are doing this.” — Jon Miller
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Episode Timestamps:
*(2:05) - How Jon got started in demand gen
*(2:40) - Jon’s current role at Demandbase
*(4:10) - How COVID-19 changed demand gen
*(5:35) - The Trust Tree
*(7:20) - The different personas Demandbase is selling to
*(11:45) - Where the industry is at with ABM
*(14:05) - What the future of ABM looks like
*(18:50) - The biggest trends in demand gen
*(25:25) - The Playbook
*(28:43) - The Dust-Up
*(30:54) - Jon’s favorite past campaign he’s ever run
*(31:48) - Biggest learning experience over the years
*(33:30) - Quick hits
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