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