Jon Miller

Marketo

Jon leads strategy and execution for all aspects of marketing at Marketo and is a key architect of Marketo’s hyper-efficient revenue engine (powered by Marketo’s solutions, of course). In 21, he was named a Top 1 CMO for companies under $25 million revenue by The CMO Institute.

The Everyday Genius Institute Takes a Look Inside the Minds of Top CMOs

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Posted on 2012-03-19

What if you could climb into the mind of a genius, take a look around, and discover just how they achieve such exceptional results? Taryn Voget, Co-founder and CMO at the Everyday Genius Institute, does just that. Her latest report Patterns of Marketing Genius looks at how top chief marketing officers generate innovative ideas that get big results. Taryn discusses how the Everyday Genius Institute began and the findings of her latest report.

Tell me a bit about why you decided to start the Everyday Genius Institute?

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5 CEO-Worthy Metrics for Demonstrating Inbound Marketing Success

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Posted on 2012-03-01

Are you using the right metrics to measure and demonstrate the success of your inbound marketing efforts?

There are hundreds of possible inbound marketing metrics to choose from, and almost all of them measure something of some kind of value. These include SEO rankings, inbound links, articles published, content downloads, reach (e.g. Twitter followers, Facebook fans, LinkedIn followers, blog subscribers), comments, retweets, Likes, shares, clicks, traffic, leads… and so many more. (Check out the Marketo Social Media Tactical Plan for a list of over 100 social media and inbound marketing metrics.)

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Fueling Your Inbound Marketing Strategy: Staff and Budget

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Posted on 2012-02-27

So your company is committed to an inbound marketing strategy; in which kind of resources should a CMO invest on a sustainable basis?

Success with inbound marketing will not happen by itself. A baseline of random acts of marketing punctuated by bursts of short-term activity won’t cut it. Like many things, the more you put into inbound efforts, the more you’ll get out, but here’s a good “baseline” for monthly activity for a small- to medium-sized company (e.g. 25 to 1,500 employees) to fuel your efforts. Thanks to Kuno Creative for inspiring this list.

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Don’t Believe ALL the Hype: Where Inbound Marketing Falls Short

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Posted on 2012-02-22

Inbound marketing is a highly effective strategy for companies seeking to reach and connect with prospective buyers, but in isolation it will fail for most companies. Two of the most critical limitations are:

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Top Findings from the Marketo Email Marketing Benchmark

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Posted on 2011-11-15

The Marketo Email Marketing Benchmark tracks what’s working – and what’s not – for today’s email marketers and top performers. Here are just a few of the stand-out findings in the report. For even more email marketing findings and best practices, watch my American Marketing Association webinar, where I drill into some of the coolest findings from this innovative benchmark.

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Marketing Analytics Drill Down: What Referring Sources Can Tell You

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Posted on 2011-06-27

The effort you put into your website and online marketing won’t amount to much if your website doesn’t have an active traffic pattern.

If you are using marketing analytics to determine unique visitors, kudos. But the real question is, are you probing for answers to questions about referral and search engine traffic? If not, you’re missing out on a load of opportunities to fine-tune and ramp up your B2B marketing. You can make a big difference in your future online marketing mix simply by gaining a deep understanding of how referring website traffic behaves on your website.

Dig into the following three key indicators and gain insights to significantly improve your future online campaigns.

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You Don’t Have to Be an Einstein to Create Great Content

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Posted on 2011-06-22

Albert Einstein, the Nobel Prize-winning physicist best known for his theories of general and special relativity, isn’t an obvious choice for a content marketing role model.

Yet without using computers or the Internet, Einstein managed to be a prolific content creator who published more than 300 scientific papers and 150 non-scientific ones. Using a combination of plain language and mathematics, Einstein’s ideas broke through conventional thinking and changed how we think about physics today.

While few people can claim to be the next Einstein, why not try his approach to publishing to take your content marketing to the next level. After all, as Einstein pointed out, “Insanity is doing the same thing over and over again and expecting different results.”

Here are five Einstein-inspired tactics to help make your...

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Generate More B2B Sales With Lead Nurturing and the Human Touch

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Posted on 2011-06-15

Last month I participated in a webinar on Adding the Human Touch into Your Lead Nurturing with Brian Carroll, author of Lead Generation for the Complex Sale and the “godfather” of lead nurturing. We received a ton of questions after the presentation – so many that we didn’t have time to get to all of them, so I wanted to address several of them here.

Q: What marketing metric(s) should I use to capture lead nurturing effectiveness? How do you overcome those who claim they “would have bought the product anyway without nurturing”?

The first measurement is the percentage of qualified prospects you are nurturing that move to leads or pipeline in any given period (especially compared to the percentage that go inactive). The bigger your percentage, the better your nurturing is performing.

You’re always meeting and adding new...

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From Marketing to Business Metrics: a Thought Leader Interview with Susan McKittrick

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Posted on 2011-06-02

In March 2011, the Patricia Seybold Group and the Information Technology Services Marketing Association (ITSMA) jointly conducted a Data-Driven Marketing Survey of their members and subscribers. Its results yielded insights on the value of data-driven marketing – some expected, some less so. I recently got a chance to discuss the survey’s results and their implications for the future of B2B Marketing with Susan McKittrick, an Analyst and Senior Consultant at the Patricia Seybold Group. McKittrick is a 30-year veteran in marketing strategy who reports on marketing automation implementation, content curation, and marketing optimization.

Why did you undertake research in data-driven marketing?

There are two reasons. First, data-driven decision making in business is drawing a lot of...

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Marketing Analytics for Successful Organizations – a Thought Leader Interview with Mark Smith

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Posted on 2011-05-20

By Jon Miller on May 20, 2011

I recently got a chance to interview Mark Smith, CEO and Executive Vice President of Research for Ventana Research, a leading benchmark research and advisory services firm that helps organizations manage and optimize performance. A 22-year industry veteran with research and product development experience at a variety of enterprise software companies, Smith is responsible for Ventana Research’s overall direction and global research on both the business and technology sides. In this interview, he shares insights gained from extensive research on marketing automation, and discusses their potential to maximize an organization’s overall performance.

Tell me a bit about why you decided to perform some research into marketing analytics.

Our firm has been doing research...

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