Using Account Intelligence to Become More Relevant to Your Buyers with Jon Miller, CMO at Demandbase

Using Account Intelligence to Become More Relevant to Your Buyers with Jon Miller, CMO at Demandbase

Jon Miller, CMO at Demandbase

Jon Miller, CMO at Demandbase, shares why using data to drive account intelligence can help sales and marketing teams be more relevant by aligning go-to-market motions and messages to the buyer journey.

Jon has over twenty years of experience in the marketing business, co-founding two successful companies; Marketo, which was sold to Adobe for $4.75 billion, and Engagio which was acquired by Demandbase in 2020.

Now the CMO at Demandbase, he is responsible for leading their account-based go-to-market strategy and delivering on its mission to transform how B2B companies market and sell.

He is also an author, thought leader, and speaker and was named Most Influential Marketing CEO of the Year in the 2019 Corporate Excellence Awards.

Key Highlights:

9:00-13:04 – What is Driving the Importance of Account Intelligence? – The buying journey continues to evolve, and most buyers want to be anonymous and protect their data. Whereas sellers are working with increasingly fragmented data, which result in unwanted and irrelevant interactions. Account intelligence can solve these challenges by injecting intelligence into the buying and selling journeys.
13:05-18:27 – Categorizing the Data – Everything starts with good first-party data. To make that data actionable, you need to collect it together, unify it, match it so that everything ties to the right account, and keep it clean and organized. Then you want to augment your now clean, organized first-party data with third-party data. There are five buckets of third-party data. These are company information, contacts, technographic data or install-based technologies, intent data, and reasons to reach out, like news and connections. Underneath everything is the matching technology.
18:28-30:58 – How to Apply the Data Strategically – There are five go-to-market motions: find, engage, close, measure, and expand. You have to look at and manage these motions to understand what the client is trying to do. Use account intelligence to be smarter about how you do things.

Who Would Jon Like to Take For Lunch?

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“So you have these competing trends. The buyers want to stay anonymous, and the seller engages with them but does not have the data to do it. And account intelligence is the antidote to all of this. And it’s really just about ending this account blindness and finding ways to inject intelligence into the buying and the selling journeys.”

Jon Miller, CMO at Demandbase

“Account intelligence helps you be more relevant. One of the most important factors in relevance is aligning your go to market and your messages to where that account is in their journey.”

Jon Miller, CMO at Demandbase