In today’s day and age, with the advanced technology at our fingertips, it’s hard to imagine a world where you didn’t have a place to capture leads. It’s hard to imagine a world without a search engine that allowed you to bid for a spot to show up at the top of the results page. It’s hard to imagine a world where each lead that you captured had to be followed up with manually.
That world existed in the not-so-distant past – it was just a short 13 years ago.
From this need arose a new way of thinking, which was followed by a new technology category: marketing automation.
However, as we’ve learned more about how to efficiently and effectively grow and scale businesses, new challenges arose. We are, once again, charting into new territories in marketing with new questions in search of solutions.
What does the future hold? How is marketing being reinvented?
I sat down with Jon Miller, CEO of Engagio, to get his thoughts. Jon led the marketing automation charge when he started Marketo 13 years ago, and now he’s looking to reinvent marketing again in today’s modern era.
Brandon: Hey guys, Brandon Redlinger here and I’m joined by Jon Miller, CEO of Engagio. Welcome, Jon.
Brandon: So, you were one of the forefathers of modern marketing about 13 years ago when you started Marketo, Marketing automation was the new hot sexy thing, now what’s marketing today? What are we going to be doing to reinvent marketing in the modern era?
Jon: Yeah I mean marketing’s changed so much in those last 13 years. When you think about it, 2005 when we were first starting Marketo, Google AdWords is only a handful of years old. And marketers really for the first were generating leads with any kinds of scale. Because of things like Google AdWords becoming available.
And so the business problem way back then was getting a place to capture these leads, to store them and do something with them. And so tools like Marketo and the other market automation tools evolved really to solve that business problem – which is a real business problem. And the whole category got created around that which is great, but the world’s way more complicated now.
Brandon: There’s a lot of change.
Jon: Yeah, it’s not just about generating leads off of an online form and doing something with it. Couple of the big changes, obviously one that gets a lot of buzz today is people are realizing that in the B2B world you’re not just selling to one lead. It’s about accounts, it’s about buying centers, it’s understanding interactions between different people. All too often what happens in a lead-based world, which you get with traditional marketing automation is the new lead comes in, and maybe the SDR follows up.
And maybe or maybe not they qualify it depending on it could be a junior person. Next day, another lead from the exact same company comes in, does …read more
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