FIR Podcast Network

For Immediate Release: Podcasts for Communicators

  • Home
  • Shows
  • Episodes
  • People
  • Blog
  • Subscribe
  • Sponsors
  • Contact Us
    • Join the FIR Podcast Network
  • Archives
You are here: Home / FIR B2B / Interview: Account-Based Marketing Will Rock Your World, with Jon Miller
album art: FIR B2B

Interview: Account-Based Marketing Will Rock Your World, with Jon Miller

January 12, 2016 by Paul Gillin Leave a Comment

http://traffic.libsyn.com/fir/FIR_B2B_Interview_Jon_Miller.mp3

Podcast: Play in new window | Download (Duration: 0:49 — 768.0KB) | Embed

Subscribe: Google Podcasts | Email | RSS

Your marketing organization gathers leads from an assortment of sources and throws them over the wall to sales, which gripes about lead quality. Cold calling continues to be an important source of new leads, despite the fact that it’s notoriously inefficient. Sales and marketing don’t cooperate, creating suspicion and undermining effectiveness.

Sound familiar? It’s the way a lot of B2B companies operate. Generating new business is one of the toughest tasks sales and marketing groups confront, and the traditional techniques are typically slapdash. That’s why account-based marketing (ABM) is what some people are calling the next big thing in B2B marketing.

about-jon-millerABM focuses intensive marketing efforts around a small number of prospect companies. Marketing and sales teams work together to learn all they can about who the key influencers are within those organizations and to target messages to them over the long term that are personalized to their interests. ABM pays particular attention to existing customers on the assumption that generating repeat business is more efficient than finding new customers. Relationship building is fundamental to the discipline, as is the use of analytics, marketing automation and traffic analysis.

Last year Jon Miller (left) left Marketo, the marketing automation giant he co-founded in 2006, to launch Engagio, a company that builds tools for account-based marketing. In this interview he defines ABM, contrasts it with traditional marketing and offers guidance on how to get started with this more focused and efficient sales tactic.

Follow Jon Miller on Twitter.

Share this:

  • Click to share on Facebook (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)
  • Click to share on Twitter (Opens in new window)
  • Click to email a link to a friend (Opens in new window)

Related Posts

  • FIR Interviews
    FIR Interview: Veda, Head of Marketing, StayZilla
  • The Spin Sucks Podcast with Gini Dietrich (album art)
    Spin Sucks 139: The Benefits of Values-based Marketing
  • FIR B2B #47: Hank Weghorst and account-based marketing

About Paul Gillin

Paul Gillin, host of FIR B2B, is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. Full bio

Filed Under: FIR B2B Tagged With: account-based marketing, Engagio, Jon Miller

Share Your Comments with FIR B2B

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

Leave a Reply Cancel reply

Social connect:
Login Login with facebook
Login Login with twitter
Login Login with google

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

Connect with FIR

Support FIR

Become a Patron

Pledge as little as $1 per month to help support the existing stable of shows, make new shows possible, and be part of the growth of the FIR Podcast Network.

FIR Podcast Network Shows

FIR SPONSOR

The FIR Podcast Network is made possible by the generous support of our sponsors, of which we currently have none. Please reach out to us if you are interested in sponsoring FIR. Contact us at fircomments@gmail.com.

Looking for Older Episodes?

Visit the FIR Podcast Network Archives at forimmediaterelease.biz.

Join Our Facebook Community

Facebook Group Icon

FIR Podcast Network on Twitter

My Tweets

We Want Your Feedback

Email comments with or without audio attachments (5 MB/3 minute limit) to fircomments at gmail dot com.

North America Comment Line:
+1.415.895.2971

Europe Comment Line:
+44.20.3239.9082

Skype: fircomments

Promote FIR!

Let your readers and colleagues know about FIR by adding a logo to your blog or web page. Get it here!

FIR Podcast Network Logo

Help Spread the Word about FIR!

GaggleAMP: spread the word about FIR!

License

Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

FIR Podcast Network website © 2023 Shel Holtz and Neville Hobson | Community Guidelines | Privacy Policy

Website development by WP Fangirl. Album art and design by Effective Edge Communications.