Balancing Marketing Automation and H2H with Jon Miller

by The BK Show Podcast

Keeping the Human Element in Automation

Jon Miller is a marketing entrepreneur and thought leader that has a passion for helping marketers through marketing best practices. In between founding wildly successful marketing platforms and receiving the honor of Top CMO for Companies under $250M from the CMO Institute, Jon maintains board/advisory roles at Scripted, NewsCred, and Optimizely.

Coming from a unique background of having studied physics at Harvard and business at Stanford, Jon is a synthesist who can see the true “big picture” of marketing and assembles tech that meets the needs of marketers at any scale while complementing systems that may already be in place. He also understands the value of the human touch in marketing and strives to keep that element alive in his own platforms.

Listen in as we discuss his road to Engagio, the science behind human relationships, and his tips for navigating the line between automation and H2H marketing.

In This Episode

  • How unprepared technology gave personalized marketing interaction a bad name
  • Why successful marketing technology means something that is an operational (not capital) expense
  • Why demand gen marketing means untargeted fishing with a net
  • How science and hard data leads to better human interactions through relevance and resonance

Quotes From This Episode

[tweet ““The Industrial Revolution gave us greater choice and lower cost but we lost personal intimacy.” —@jonmiller”]

“The advent of new processing capabilities and new forms of data allows us to start to bring back some of that highly relevant, highly personal level of interaction but at scale.” —@jonmiller

“You can use numbers and math and data analysis to really figure out how we can interact with people individually in a more personal, relevant way.” —@jonmiller

“Up until I started Marketo, every other marketing technology had been too hard for marketers to buy because it was sold as a capital investment and that’s just not the way marketers buy stuff.” —@jonmiller

“The demand generation approach is fishing with a net… you don’t care which specific fish you catch, as long as you catch enough total number of fish. But what about companies that have very specific industries or customers they are pursuing?” —@jonmiller

“Marketing can buy ads, hold events, and maybe even send direct mail packages but if you want to reach out and create a relationship with a targeted account, that is almost always going to involve a human.” —@jonmiller

[tweet “”Relevance and resonance can come down to so many factors.” —@jonmiller”]