Fish With a Spear, Not a Net: Engagio's Jon Miller Talks Account-Based Marketing on Marketing Smarts

Jon Miller is CEO and co-founder of Engagio, a company that offers account-based marketing for businesses. He's also a co-founder of marketing automation company Marketo. I invited Jon to Marketing Smarts to talk about account-based marketing ("ABM") and how it can help you to achieve better results by targeting your marketing communication and outreach to the right accounts. Here are some highlights from my conversation with Jon: Account-based marketing is more in line with how your sales team works (09:15): "Salespeople have always talked about their business in terms of accounts. When they close a deal, they write the company name on the whiteboard, not a person's name. The problem is, Marketing has historically operated in terms of leads and people. I think one thing that's so exciting about [account-based marketing] is it bridges that gap, where instead of Sales talking about accounts and Marketing talking about leads, now you actually have both sides sharing a common language around accounts, and I think that helps a lot."