The Future of Account-Based Engagement with Latané Conant & Jon Miller

Overview

Latane and Jon go over their philosophies on Account-Based Engagement and the essential mindset shifts to creating effective experiences. 

Speaker

Latané Conant, CMO of 6sense, empowers marketing leaders with the technology to confidently lead their teams, company, and industry into the future.

Jon Miller is currently CMO and CPO at Demandbase. Previously, Jon was the CEO and Founder of Engagio (acquired by Demandbase) and was co-founder at Marketo.

Quotes from Conant

ABM- it’s just good marketing. It’s not a technology, it’s not a strategy. It’s just good marketing with better metrics and more engaging experiences and thinking through the entire customer life cycle. 

Inbound marketing relied on your own database, but now, through behavioral data, we can deliver much better experiences. Only 13% of sales and marketing teams have confidence in their own data, and more and more of the journey is done anonymously (dark funnel).  

I can fundamentally operate differently. I don’t need to gate my content. I don’t need to spam and hope. Data can be the backbone of a much better experience.  

Companies who out experience their competitors will win. The future is reacting to those behavioral signals.  

It’s really about no cold territories and no cold accounts. 

If you’re overly focused on attribution, it holds you back from thinking through the entire experience.  

Quotes from Miller

ABM is fundamentally different from what marketers were doing before. It worked for smaller deals, but not bigger deals. 

Traditional demand generation is like fishing with a net. We didn’t care which person or company we caught, as long as we caught enough. Account-based marketing is more like fishing with a spear. You find those big fish and go after them proactively. But, it doesn’t feel very good to get poked with a spear. How does ABM need to evolve so we aren’t just poking our customers with a spear, we’re delivering a more relevant and better experience?  

Account-based experience takes marketing out of the name, because it’s not just a marketing thing, it involves sales and customer success.  

Good marketing is relevant. 

If you actually want to engage with somebody, know who they are, what’s important to them, and adjusting accordingly.  

Let’s give more focus and attention onto a smaller subset of our universe so we can be more relevant to them.