How can B2B marketers recast the marketing automation journey to meet today’s challenges and be ready for those to come?
Jon Miller, chief marketing officer at Demandbase, recently presented a session at the 2021 B2B Marketing Exchange Experience virtual conference, and explored new account-based marketing best practices.
Although this pandemic year at #B2BMX won’t see B2B marketers gathered in the event’s usual sunny Scottsdale, Arizona location, many new attendee opportunities were on tap virtually.>Refresh, renew, remix has been the conference’s theme this year, and to help ease the lack of physical networking, #B2BMX included a Spotify music playlist, live music performances, and even various charitable elements.
Jon began by looking back at his journey starting Marketo — acquired by Adobe in 2018 for $4.75 billion — nearly 15 years ago, when marketers had a need to capture and manage online leads, a need that the company’s service met, allowing marketers to communicate and send leads to the appropriate departments.
Marketo’s efforts during this era helped marketing build credibility and respect, Jon noted, as marketers became a part of their firms’ revenue engines.
Today however, the world is changing and marketing automation tools aren’t necessarily keeping pace.>We’ve reached the end of the era of traditional demand generation, which has become shipwrecked, Jon explained.
The General Data Protection Regulation (GDPR) and other global data protection efforts have made it more challenging for marketers to send emails in the way they were once able to, while in some instances sales teams are sending greater amounts of email now than marketers.>Marketers lost the keys to being the sole owners of communications,” Jon said, and noted that today’s larger buying committees also present challenges when trying to hold one-on-one interactions. This is where marketing can play a larger role, he noted.
Firms today are often generating more revenue after the sale in the form of recurring revenue and a focus on expansion, Jon observed.
There’s a strong bias in marketing automation tools against net-new business, while at the same time increasing revenue is being generated
By: Lane Ellis
Title: Find, Engage and Close: Demandbase’s Jon Miller on Recasting the B2B Marketing Automation Journey #B2BMX
Sourced From: feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/hyhGOKpC_Wc/
Published Date: Thu, 25 Feb 2021 19:00:57 +0000
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