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What the Rise of Account-Based Marketing Means for Your Team [Podcast]

If it was difficult to capture the attention of your online audience 15 years ago, today, it’s a huge challenge. Modern marketers are turning to new approaches to stay visible, and it requires quite a bit of vigilance and stamina to stand out amongst the noise. Many companies have found account-based marketing to be that differentiator. 

This week’s guest on the Conex Show, Jon Miller, has years of experience at Marketo and, later, Engagio that taught him that traditional approaches to lead generation didn’t always cut it when it came to crafting B2B audience personas. 

In this episode, Randy Frisch and Jon Miller, CEO and Co-Founder at Engagio, reflect on the ways marketing has changed in recent years, as well as the shift in perspective necessary to stay relevant in the account-based marketing era.

In This Episode: 

The Difference Between a Lead-Focused Marketing Team and an Accounts-Focused Team

People are realizing that generating more and more leads isn’t what it’s all about. Salespeople don’t talk about how many leads they close, they talk about how many accounts they’ve closed. Because of this, we as marketers need to shift our focus. 

“In B2B, you need to be account-focused and not lead-focused.” – @jonmiller

Crafting Personas for Account-Based Marketing

When you’re selling software, you’re rarely just selling to one persona, so it’s important that your marketing isn’t just focused on one. Miller shares an example of how one company engaged two department heads that don’t typically interact in order to progress a sale. 

“There are multiple personas at a company. You need to hit them from different dimensions.” – @jonmiller

Why Your Post-Sale Marketing Strategy is More Important Than Ever

In the subscription economy (especially for SaaS companies), most companies are generating revenue after their first sale, meaning the move to supporting post-sale activities has become increasingly important.  

“Post-sale is more important than ever, whether it’s retention or expansion or cross-sell.” – @jonmiller

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For more insights from your favorite marketers, visit the Conex: The Content Experience Show stream.

About the Author

After 5 years as our CMO, I moved to focus on engaging with our community. This could be a customer or someone just dipping their toes into Content Experience. I am here to guide you, but more likely learn from you and share it back. As Chief Evangelist, I want to bridge your stories so we create a better content experience and in turn customer experience (CX). The term “evangelism” actually comes from Greek history and the three words of 'bringing good news'. This is my goal - to bring good news to you every day. It could be a customer story you could learn from or a simple upbeat thought to get you out of a rut.

Profile Photo of Randy Frisch