\n

The excellent news is that Jon had plenty of suggestions to help marketers stay afloat if B2B marketing veers from its current course. So, check out the full interview to learn why B2B marketing is changing, the value of ABM, and how to keep your ship together when things get choppy.\u00a0

\n

Break Free B2B Marketing Interview with Jon Miller

\n

\n

\n

If you\u2019re hunting for specific ABM insights, use the following to jump ahead to specific sections or check out some interview highlights captured in the excerpts below.\u00a0

\n\n

Susan: Account-based marketing is still arguably in its infancy. What what are the drivers? Why does a marketing professional need an ABM system?

\n

Jon: When I was doing marketing at Marketo, we were responsible for generating as much as 80% of all the pipeline that the sales team was closing \u2026 What we had been doing [in demand generation] was fishing with a net \u2026 We\u2019d throw these campaigns out there, \u2026 we didn't care which fish we caught; we just cared if we\u2019d catch enough fish.\u00a0

\n

When we started to go after the bigger companies\u2014our existing customers and so on\u2014 it was something more like fishing with a spear where we would identify who we wanted, and then we'd find ways to ... proactively go after them. That was a pretty different model. That model is ultimately what came became known as account-based marketing.\u00a0

\n

The drivers of ABM are really capturing that story. It's the need to go upmarket. It's the need to find new growth engines. It's the people realizing that inbound only gets you so far. You don't get to control who responds. So I think those are the main factors why ABM has become hot.

\n

[bctt tweet=\"The drivers of ABM are\u2026 the need to go upmarket. It's the need to find new growth engines. It's the people realizing that inbound only gets you so far. @jonmiller #BreakFreeB2B #ABM\" username=\"toprank\"]

\n

Susan: You write about B2B marketing heading for a shipwreck? Can you dig into that?

\n

Jon: In the era of marketing automation, I think marketing did a lot to change the way people thought about the marketing department ... And that helped shift the perception of marketing to be a real part of the revenue process \u2026 but that model that was built, the linear handoff [between marketing and sales]\u2014that's breaking down.

\n

For example, privacy regulations have really come around. And that means that's a lot harder for marketing to send emails at the top of the funnel. And at the same time, you've seen the rise of tools like Outreach and Salesloft.

\n

So that's a big change in the role of marketing. You don't get to just be the email people at the top of the funnel anymore, because that's going away. You're going to have to shift and adjust where you spend your time and energy.\u00a0

\n

And another big change on top of all that is the rise of recurring revenue models \u2026 the vast majority of revenue that companies create today happens after that initial sale. And yet, most marketing departments are still focused on generating new business \u2026 there needs to be an adjustment about how the marketing department thinks about what their job is.

\n

The explosion of digital noise means that traditional marketing channels like ads are becoming less and less effective \u2026 What marketers need to think about is, how do I orchestrate multiple channels together?

\n

[bctt tweet=\"The explosion of digital noise means that traditional marketing channels like ads are becoming less and less effective \u2026 What marketers need to think about is, how do I orchestrate multiple channels together? @jonmiller #BreakFreeB2B #ABM\" username=\"toprank\"]

\n

You put all that together, and I think we're going to see a very different role for B2B marketing departments in the next 10 years.\u00a0

\n

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few more interviews to provide inspiration to your marketing efforts.\u00a0

\n\n

The post Break Free B2B Series: Jon Miller on How ABM Can Help Marketers Keep Their \u2018Ship\u2019 Together appeared first on Online Marketing Blog - TopRank\u00ae.

"},{"@type":"Article","@id":"https://www.yourrighttime.com/break-free-b2b-series-jon-miller-on-how-abm-can-help-marketers-keep-their-ship-together/#article","isPartOf":{"@id":"https://www.yourrighttime.com/break-free-b2b-series-jon-miller-on-how-abm-can-help-marketers-keep-their-ship-together/#webpage"},"author":{"@id":"https://www.yourrighttime.com/author/finally/#author"},"headline":"Break Free B2B Series: Jon Miller on How ABM Can Help Marketers Keep Their \u2018Ship\u2019 Together","datePublished":"2019-12-05T11:33:02+00:00","dateModified":"2019-12-05T11:33:02+00:00","commentCount":0,"mainEntityOfPage":{"@id":"https://www.yourrighttime.com/break-free-b2b-series-jon-miller-on-how-abm-can-help-marketers-keep-their-ship-together/#webpage"},"publisher":{"@id":"https://www.yourrighttime.com/#organization"},"articleSection":"Internet Marketing News, computer services, computer software, internet technology, PC, software, technology services","image":{"@type":"ImageObject","@id":"https://www.yourrighttime.com/break-free-b2b-series-jon-miller-on-how-abm-can-help-marketers-keep-their-ship-together/#primaryimage","url":"https://www.yourrighttime.com/wp-content/uploads/2019/12/break-free-b2b-series-jon-miller-on-how-abm-can-help-marketers-keep-their-ship-together.png","width":600,"height":350}},{"@type":"Person","@id":"https://www.yourrighttime.com/author/finally/#author","name":"Daniel Rodgers","sameAs":[]}]}
Home / Internet Marketing News / Break Free B2B Series: Jon Miller on How ABM Can Help Marketers Keep Their ‘Ship’ Together

Break Free B2B Series: Jon Miller on How ABM Can Help Marketers Keep Their ‘Ship’ Together

Do you know that account-based marketing (ABM) is like spearfishing? Or that effective ABM requires sales and marketing departments to act like a unified soccer team? Or have you heard that some say B2B marketing may be heading for a shipwreck? These were just some of the great analogies that Jon Miller, CEO and co-founder of Engagio, shared with our very own Susan Misukanis during a recent Break Free B2B interview. And, while Jon threw around analogies like a doting owner tossing a frisbee for his dog in the backyard, he also provided deep insights based on his impressive experience in marketing which also includes being a co-founder of Marketo. According to Jon, all signs point to a dramatic shift in B2B marketing tides. “Marketers need to break free over the next 10 years by radically changing how they work with sales, stopping the baton handoff model and really moving to a much more of an integrated team,” he said. [bctt tweet=”Marketers need to break free over the next 10 years by radically changing how they work with sales, stopping the baton handoff model and really moving to a much more of an integrated team. @jonmiller #BreakFreeB2B #ABM” username=”toprank”] Jon believes that ABM is essential for the future health of B2B marketing. But while he’s all in on ABM—it’s his business after all—he admits that there are some significant obstacles to perfect implementation including cross-department communication and consistent data. “It’s really hard to be aligned when you’re looking at different information,” he said.  New call-to-action The excellent news is that Jon had plenty of suggestions to help marketers stay afloat if B2B marketing veers from its current course. So, check out the full interview to learn why B2B marketing is changing, the value of ABM, and how to keep your ship together when things get choppy. 

Break Free B2B Marketing Interview with Jon Miller

If you’re hunting for specific ABM insights, use the following to jump ahead to specific sections or check out some interview highlights captured in the excerpts below. 

  • 0:36 – Why marketers need an ABM system
  • 1:54 – ABM is a new way to fish
  • 2:47 – Taking proactive measures to land the right fish
  • 3:54 – Resources required to build out your ABM team 
  • 4:32 – How ABM is like a soccer game
  • 7:03 – B2B marketing heading for a shipwreck
  • 8:00 – What’s privacy got to do with it?
  • 9:13 – Old revenue models aren’t sustainable
  • 10:08 – The explosion of digital noise
  • 10:38 – The future of B2B Marketing
  • 12:31 – How an ABM stand-up unsticks opportunities
  • 15:37 – The importance of data in marketing and sales alignment 
  • 17:23 – Using 3rd party intent data, for all intents and purposes
  • 20:56 – Scaling ABM based on deal size
  • 25:17 – Who’s winning at ABM?
  • 27:40 – The future of content marketing 
  • 29:40 – How can marketers break free? 

Susan: Account-based marketing is still arguably in its infancy. What what are the drivers? Why does a marketing professional need an ABM system? Jon: When I was doing marketing at Marketo, we were responsible for generating as much as 80% of all the pipeline that the sales team was closing … What we had been doing [in demand generation] was fishing with a net … We’d throw these campaigns out there, … we didn’t care which fish we caught; we just cared if we’d catch enough fish.  When we started to go after the bigger companies—our existing customers and so on— it was something more like fishing with a spear where we would identify who we wanted, and then we’d find ways to … proactively go after them. That was a pretty different model. That model is ultimately what came became known as account-based marketing.  The drivers of ABM are really capturing that story. It’s the need to go upmarket. It’s the need to find new growth engines. It’s the people realizing that inbound only gets you so far. You don’t get to control who responds. So I think those are the main factors why ABM has become hot. [bctt tweet=”The drivers of ABM are… the need to go upmarket. It’s the need to find new growth engines. It’s the people realizing that inbound only gets you so far. @jonmiller #BreakFreeB2B #ABM” username=”toprank”] Susan: You write about B2B marketing heading for a shipwreck? Can you dig into that? Jon: In the era of marketing automation, I think marketing did a lot to change the way people thought about the marketing department … And that helped shift the perception of marketing to be a real part of the revenue process … but that model that was built, the linear handoff [between marketing and sales]—that’s breaking down. For example, privacy regulations have really come around. And that means that’s a lot harder for marketing to send emails at the top of the funnel. And at the same time, you’ve seen the rise of tools like Outreach and Salesloft. So that’s a big change in the role of marketing. You don’t get to just be the email people at the top of the funnel anymore, because that’s going away. You’re going to have to shift and adjust where you spend your time and energy.  And another big change on top of all that is the rise of recurring revenue models … the vast majority of revenue that companies create today happens after that initial sale. And yet, most marketing departments are still focused on generating new business … there needs to be an adjustment about how the marketing department thinks about what their job is. The explosion of digital noise means that traditional marketing channels like ads are becoming less and less effective … What marketers need to think about is, how do I orchestrate multiple channels together? [bctt tweet=”The explosion of digital noise means that traditional marketing channels like ads are becoming less and less effective … What marketers need to think about is, how do I orchestrate multiple channels together? @jonmiller #BreakFreeB2B #ABM” username=”toprank”] You put all that together, and I think we’re going to see a very different role for B2B marketing departments in the next 10 years.  Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few more interviews to provide inspiration to your marketing efforts. 

The post Break Free B2B Series: Jon Miller on How ABM Can Help Marketers Keep Their ‘Ship’ Together appeared first on Online Marketing Blog – TopRank®.

Click Here For Original Source Of The Article

Ads by WOW TRK

About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

css.php