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.
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.