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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GlobeNewswire | January 08, 2024

Banzai International, Inc. (NASDAQ: BNZI) (“Banzai” or the “Company”), a leading marketing technology company that provides essential marketing and sales solutions, today announced that it has signed a non-binding letter of intent (the “LOI”) to acquire IGLeads, a cutting-edge automated lead generation platform. Unlike competitive products that rely on firmographic data, IGLeads uses search criteria leading to 100% verified, targeted lead generation. With the proposed strategic acquisition of IGLeads, Banzai would be poised to significantly enhance its audience acquisition services, executing its strategic commitment to acquiring best-in-class, data-focused products that serve marketers everywhere. IGLeads stands out as a top-rated lead generation solution that uses search criteria, rather than firmographic filters, to extract valuable contact data from the most extensive public databases and leading social media platforms, all in one interface. IGLeads enables marketers to construct qualified, target audiences based on intent signals such as conversation topics and interests, rather than traditional firmographic filters. “IGLeads has built a unique way to deliver verified target audiences based on interest, intent, and social engagement versus traditional firmographics. IGLeads is well suited for Banzai’s customers, and we’re excited to have a chance to integrate its capabilities into our other offerings,” said Joe Davy, CEO and Founder of Banzai. “Brandon has built an efficient, profitable, and high-growth business. We’re excited to take it forward to the next stage of growth.” Compelling Strategic and Financial Benefits Profitable growth business: IGLeads is a highly profitable, rapidly growing business that Banzai can leverage to drive additional scale and acquisition opportunities. Complementary product offering: Banzai intends to integrate IGLeads’ all-in-one lead generation platform to better serve existing customers with cross-sell opportunities. Highly rated: IGLeads has close to 1,000 customers and is one of the top-user-rated lead generation solutions with a 4.7 star rating on TrustPilot. Brandon King, CEO and Founder of IGLeads commented: “Getting IGLeads to this point is a testament to the hard work and success of our team, and we believe IGLeads would be a notable addition to the Banzai platform and to Banzai’s customers. We are excited to pursue an opportunity to join Banzai and support the progression of their award-winning innovation initiatives that are working to democratize data in the MarTech space.” About Banzai Banzai is a marketing technology company that provides essential marketing and sales solutions for businesses of all sizes. On a mission to help their customers achieve their mission, Banzai enables companies of all sizes to target, engage, and measure both new and existing customers more effectively. Banzai customers include Square, Hewlett Packard Enterprise, Thermo Fisher Scientific, Thinkific, Doodle and ActiveCampaign, among thousands of others. Learn more at www.banzai.io. For investors, please visit https://ir.banzai.io/ About IGLeads IGLeads.io, established in 2021, provides innovative solutions in social media and B2B scraping across multiple platforms, offering an efficient lead generation service without the need for logins or proxies. Our team of experts is committed to excellence, customer satisfaction, and integrity. We pride ourselves on staying ahead of industry trends and adapting to meet our clients' diverse needs in the Technology SaaS sector. As a leader in this field, we offer tailored support for businesses of all sizes, aiming to drive success and growth through effective lead generation.

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PRWeb | January 11, 2024

Integrate, a leading B2B marketing demand management platform, today announced the launch of Pipeline360, its media arm that offers an all-in-one integrated media solution for content syndication, account intelligence enhancement, and digital advertising. Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization, and enhanced segmentation. In "The 2024 State of B2B Pipeline Growth" survey conducted by Pipeline360 and Demand Metric, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. "This gap in marketers' ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today - budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy," said Jeremy Bloom, co-founder and CEO of Integrate. "We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform's capability to connect, govern, and measure performance across multiple demand channels." "The 2024 State of B2B Pipeline Growth" survey found that the #1 challenge in marketing today is budget constraints (50%) followed by economic slowdown (40%) and impossible targets (32%). In response, B2B companies are adapting to fewer resources by consolidating teams and/or job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The survey also found that 61% of B2B marketers who use content syndication were able to reach their goals as compared to 45% for those who do not use content syndication. However, the survey also found that 37% of respondents have not considered using content syndication for lead generation, 38% don't know what content syndication is, and 35% don't understand how it works. "These data suggest that more than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they're losing out on pipeline and revenue," said Tony Uphoff, President, Pipeline360. "That's why we created Pipeline360 - to support marketers to maximize the value of a multichannel approach, bring their brand and demand efforts together, and drive marketing pipeline in a scalable, compliant, and predictable way." "The 2024 State of B2B Pipeline Growth" was conducted with global research and advisory firm, Demand Metric and surveyed 400+ B2B marketers across North America and the UK. The questions were fielded in Q4 of 2023 to unveil key challenges, investments, and priorities for demand marketers. To learn more about "The 2024 State of B2B Pipeline Growth," please visit our blog, "B2B Marketing Trends: The Realities of B2B Marketing Pipeline Growth in 2024." To learn more about Pipeline360, please visit www.pipeline-360.com. About Pipeline360 Powered by Integrate, a leading B2B marketing solutions provider, Pipeline360 solutions combine three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliant and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance. Pipeline360 enables a strategic, holistic demand generation approach tailored for the reality of today's B2B purchasing process. Customers include high-growth and enterprise organizations like Salesforce, Cisco, Dell, and VMware. For more information, please visit www.pipeline-360.com. About Integrate Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate accelerates speed-to-business value through powerful integrations, delivers 100% marketable and compliant leads with trusted governance, and provides AI-powered insights to enhance and expedite smart decision-making. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their B2B marketing strategies. For more information, visit www.integrate.com or engage with us on LinkedIn, Facebook, X and Instagram.

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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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