Hugh Macfarlane, Founder & CEO of, writes…

B2B marketing professionals know that nurturing a prospect is a fine art. So if there was a demonstrated way to master this art, we would all want to know about it, right? Well at DemandCon Jon Miller (VP of Marketing, Marketo) is aiming to teach us how we can reach 1000 customers in three years by telling us the ‘secrets’ of a certain company.

Jon has been named a Top 10 CMO for companies under $250 million revenue by The CMO Institute, and he co-founded Marketo. His experience has made him privy to the “secrets of ONE of the most successful and fastest-growing SaaS companies in history”. At DemandCon, he wants to share these secrets with us.

My first reaction to the idea of a B2B marketing ‘secret’ is that there is none. This is because I know B2B marketing works best when there are clear processes established, then followed. This delivers the best results. But aside from calling them ‘secrets’, Jon will be doing just that that – clarifying the processes that work. And even though they might not be ‘secrets’, they will likely give B2B marketing professionals enough on an incentive to steer away from any ineffective processes, and towards the processes Jon will describe:

  • How to identify when a prospect is ready to buy;
  • How to implement lead nurturing and lead scoring; and
  • Forecasting, and proving, marketing’s impact on revenue.


In our B2B Marketing Training Workshop, we will lead you through another process: the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey, and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.