Q&A with Jon Miller, Chief Marketing and Product Officer at Demandbase

Jon Miller, Chief Marketing and Product Officer at Demandbase,  is a marketing entrepreneur and a thought leader. Previously, Jon was the CEO and founder of Engagio (acquired by Demandbase) and was a co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation.

Jon is a frequent speaker at conferences including Dreamforce, MarketingProfs B2B, Marketing Operations Executive Summit, OMS, and the Marketing Nation Summit. He is also the author of numerous e-books including Complete and Clear Guide to Account Based Marketing and the Definitive Guide to Marketing Automation.

Think big, start small, and move quickly. Customers want to get up and running quickly — in under 24 hours — and don’t have months to learn and implement a new tool.



MEDIA 7:What inspired you to move from marketing automation to ABM?
JON MILLER:
While leading Marketo, we had a lead-based demand gen model in place that was really quite efficient. But, as we got closer to our IPO, we were having diminishing marginal returns from it. We realized we needed a second engine, one through which we could go and target larger companies as we wanted to move upmarket. So we started working on an outbound strategy, and we didn’t even call it account-based marketing (ABM) at the time. But that’s what it was.

We identified accounts and put together ways to go after them. It worked, which was the good news. The bad news was that it was manual, and I drove my team crazy trying to contort Marketo and Salesforce to track the things I wanted to track, since they weren’t account-based systems. When I realized the approach worked but was way too hard with the existing lead-based technologies, I was inspired to create a new platform.

M7: How do you practice ABM at Demandbase? What have you learned from utilizing your own product for lead generation?
JM:
Our approach to ABM at Demandbase is two-fold. First, we believe in creating different styles of ABM for different tiers of accounts. So, we practice one-to-one marketing for a small handful; one-to-few for a larger, but still very constrained number of accounts; one-to-many for the rest of our target account universe fall into a one-to-many bucket. This blended strategy allows us to differentiate the number of resources we put into each account, based on its potential value.

Second, we drink our own champagne. We use intent data and our pipeline prediction analytics to figure out when any of our accounts are showing signs of being in the market or ready to engage in sales. When we have one of those signals present, which is what we call a marketing qualified account (MQA), we bump it up to one-to-few or one-to-one so we can focus extra time and attention on those hot in market accounts.


We drink our own champagne. We use intent data and our pipeline prediction analytics to figure out when any of our accounts are showing signs of being in the market or ready to engage in sales.



M7: What is your marketing mantra to stand out in an overly saturated MarTech space?
JM:
Our core mantra is “Think big, start small, and move quickly.” Customers want to get up and running quickly — in under 24 hours — and don’t have months to learn and implement a new tool. So, we want the product to be incredibly easy to use, and fast to get up and running. But at the end of the day, our users are sophisticated enterprises executing complicated strategies. ABM can be very powerful, and we don't want to give people a tinker toy. So, while we make the common and easy things super easy, we also strive to make the hard things possible.  The solution has a ton of power and flexibility, which lets our customers evolve and adapt as they grow in ABM sophistication.

M7: What do you believe are the top three marketing challenges in the post COVID-19 era?
JM
: COVID-19 accelerated six years of digital in six months. So, buyers who may have never thought of conducting a complex B2B purchase entirely online have now become incredibly accustomed to doing that kind of a thing. In order to succeed post-pandemic and beyond, marketers will need to continue to lean into their digital transformation and optimize their digital strategy.

Furthermore, COVID-19 has raised buyer expectations, so organizations must retrain themselves in their sales approach. Salespeople shouldn’t jump on "everything that wiggles" or follow up on every single campaign response. Instead, they must really know where each buyer is in their journey and align their go-to-market to the appropriate actions accordingly.

Finally, the pandemic has shown that some companies have thrived during this period, like Zoom, and other companies have struggled a lot harder. So, another challenge in the wake of COVID is that marketers need to revisit their target account lists to really understand which industries and companies are doing well, so they can double down on their growth.


COVID-19 accelerated six years of digital in six months. Buyers who may have never thought of conducting a complex B2B purchase entirely online have now become incredibly accustomed to doing that kind of a thing.



M7: What do you read, and how do you consume information to stay at the top of your game?
JM:
Whenever I need to speak or write about a topic, I make sure to educate myself about it as much as possible. Luckily, one of my “superpowers” is synthesis. I'm really good at just absorbing a ton of information, from what I read and watch. Just attach me to the fire hose and I can bring it all in and connect the dots.

Also, as I’m working with my team on product development, we’re always innovating the product based on customer demands and needs. So I’m constantly learning by listening to customers and seeing how they’re operating.

ABOUT DEMANDBASE

Demandbase offers the only end-to-end ABM Platform that helps B2B companies identify, win and grow the accounts that matter most. Our success would not be possible without the driven and collaborative teams here at Demandbase. As a company, we’re as committed to growing careers as we are to building world-class technology. We invest heavily in people, our culture and the community around us, and have continuously been recognized as one of the best places to work in the Bay Area.

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Marc Laplante, CEO and Co-Founder at Intentsify, gives us a preview into a world without third-party cookies, a data-driven marketing industry, and the growing importance of intent data. Read on to find out how Intensify makes intent data more actionable for marketing and sales teams.

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Personalization is one of the key aspect of ABM, however it can be challenging when it comes to multi-channel messaging. Mark Ogne, CMO at MRP, sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.

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Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. 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Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. 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Read More

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Spotlight

Demandbase

Demandbase

Demandbase offers the only end-to-end ABM Platform that helps B2B companies identify, win and grow the accounts that matter most. Our success would not be possible without the driven and collaborative teams here at Demandbase. As a company, we’re as committed to growing careers as we are to building...

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