In this episode of the Metrics that Measure Up podcast, we talk with Jon Miller, co-founder of Marketo and Engagio, and now Chief Product Officer at Demandbase is a MarTech visionary. Marketo was purchased in 2018 by Adobe for $4.75B, and Engagio was recently acquired by Demandbase.
Jon shared the B2B Marketing metrics that matter and the lessons learned in his personal career journey as a founding father and leading MarTech visionary.
Jon shared how 1st gen Marketing Automation was designed to automate a linear process with discrete hand-offs between marketing and sales. We also discussed how today’s buying process requires insights into demand and buying intent BEFORE a buyer visits your website.
We also discussed how the evolving land and expand customer acquisition model requires a non-linear, collaborative process between Marketing, Sales, and CS
The most interesting conversation for your host was Jon's perspective on the top KPIs for today's B2B Marketersincluding: 1) Pipeline Growth; 2) New + Expansion ARR; 3) Return on Investment. B2B Marketers still need leading indicator metrics that show how buyers are progressing across the buyer journey, such as stage by stage conversion, but measurements such as website visitors, leads, and content downloads are mostly vanity metrics.
As a thought leader in Account-Based Marketing and Account-Based Sales, Jon highlighted this new Customer Acquisition and Expansion model requires new KPIs and benchmarks
Jon also discussed his decision to leave Marketo and why the time was right now to combine Engagio and Demandbase
Jon's comment that he is driven to “build the next great marketing platform”, coupled with his career journey exemplifies his vision, commitment, and passion for marketing technology
#SaaS #b2bmarketing #KPIs