ABM has become a major aspect of B2B organizations, but according to Jon Miller, CMO of Demandbase and our guest on this episode, we've lost our way because we're thinking too much about the "M", marketing.
You might think that's a strange thing for a CMO to say, but according to Jon, the accounts-based approach should be focused on a full experience for accounts (hence the ABX), which requires input from multiple departments across your business, and it's up to CMOs to align everyone behind this approach.
Listen to the full episode and more here.
Key talking points
- How we've lost our way when it comes to ABM.
- New methods of identifying high-value accounts with a sales-first approach.
- How to build ABX with interdepartmental efforts.
About the guest
Jon Miller is a marketing entrepreneur and thought leader. He is currently the Chief Marketing and Product Officer at Demandbase, the leading account-based marketing platform. Previously, Jon was the CEO and founder of Engagio (acquired by Demandbase) and was 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.
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