TrustRadius Trust Talks: Creating a Customer-Centric GTM Strategy
Using account intelligence to align GTM with customer experience
“Traditional account-based marketing (ABM) didn’t feel very customer centric,” says Jon Miller, Chief Marketing Officer at Demandbase. When B2B companies align their go-to-market (GTM) strategy with overall customer experience (CX), they’re practicing account-based experience (ABX) marketing. ABX doesn’t invalidate or replace ABM, it enhances it by adding critical principles of CX.
In this video, TrustRadius Founder and CEO Vinay Bhagat sat down with Jon Miller, Chief Marketing Officer at Demandbase, to discuss actions companies need to take to build account intelligence that can inform a customer-centric go-to-market (GTM) strategy. In this video, Jon outlines the transformational trends affecting B2B marketing, including the rise of the self-service buyer and the disconnect between the customer-centric vision of account-based experience (ABX) and the reality of what a lot of B2B marketers are doing today.
“We’re the recipient of B2B marketing sales, and it’s not pretty. There are so many interruptions, irrelevant messages, and people reaching out in a way that is not useful. There’s almost a disconnect between the customer-centric vision of ABX and what a lot of B2B marketers are doing today.” Jon Miller
TrustRadius’ Trust Talks series highlights B2B executives’ approach to building a culture of listening to customers, activating the customer voice, and creating a customer-driven company.
Chief Marketing Officer, Demandbase
Jon Miller is a marketing entrepreneur and thought leader. He is currently Chief Marketing Officer at Demandbase, the leading account-based marketing platform. Previously, Jon was CEO and founder of Engagio (acquired by Demandbase), and was co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation.
Jon is a frequent speaker at conferences, including Dreamforce, MarketingProfs B2B, Marketing Operations Executive Summit, OMS, and the Marketing Nation Summit. He is also author of numerous e-books, including Complete and Clear Guide to Account Based Marketing and The Definitive Guide to Marketing Automation.
Founder and CEO, TrustRadius
Vinay conceived TrustRadius after experiencing challenges when buying enterprise solutions at his last company. He founded Convio in 1999, the leading SaaS platform for nonprofits. In April 2010, Convio became a public company, and was acquired in May 2012 for $325 million. He holds an MBA from Harvard Business School where he graduated as a Baker Scholar, an MS Engineering Economic Systems from Stanford University, and a MA Engineering Information Sciences from Cambridge University with First Class Honors.