Engagio CEO: The one-to-one relationship is the key driver behind marketing’s evolution
Jon Miller, who also co-founded Marketo, thinks customer data/campaign orchestration tools are coalescing, while interaction ones keep multiplying.
Marketing software has been evolving toward the goal of one-to-one marketing, says Engagio CEO and co-founder Jon Miller.
Miller, who also co-founded Marketo, told me that his career was inspired by the 1993 book, “The One to One Future: Building Relationships One Customer at a Time.” Written by customer strategy experts Don Peppers and Martha Rogers, it presented a vision of what might follow mass marketing.
Miller pointed out that the goal of a highly granular, targeted marketing could be fully achieved at mass scale by the first generation of marketing automation tools, which have been largely rules-based. It needed a mature artificial intelligence to manage all those separate interactions with customers. (Miller will speak about “The Evolution and Future of Martech” at our upcoming MarTech Conference in Boston.)
But, while AI can relieve marketers of some tasks — Miller likens it to auto-pilot in a plane, where the pilot can focus on where the vehicle is headed — he also points out that marketers are beset by thousands of choices for software tools.