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Why Knowing the Stage of Your Buyer’s Journey is Key to Your GTM [Podcast]

Episode Description

On this episode of The Marketer’s Journey, I interview Jon Miller, CMO of Demandbase. Jon has had an incredible career so far, having held some impressive roles including as the Co-Founder and CMO of Marketo, which was later acquired by Adobe. During our discussion, Jon shares his perspective on account-based marketing, including why it’s not just about finding the right accounts and sending them the right message, but understanding exactly where they are in their journey.

Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!

Key takeaways from this episode:

  • Every customer journey is completely unique. Jon made some interesting points about the customer journey, including the idea that so much of it is invisible when it comes to traditional tracking methods. This is why it’s important to meet every customer exactly where they are in their journey and tailor each step of the process to their specific position along the path.
  • Know your ABX. According to Jon, it’s important to approach your go-to-market strategy in terms of the ABX, or “account-based experience.” Part of this strategy includes placing different people in different “tiers” so you can allocate resources effectively.
  • Learn to be a T-shaped marketer. When it comes to specialties, Jon believes in becoming a T-shaped marketer, which means choosing one area to specialize in while dabbling in a few others to ensure you have a well-rounded skill set. Think of it as choosing a major and a minor like you might have in school, but for the big leagues.

Learn more about Demandbase here
Learn more about Jon here

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