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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

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

Profile Photo of Randy Frisch