B2B Marketing can be broadly grouped into eras based on specific go-to-market strategies that were dominant at the time.
Today's guest played a pivotal role in the development of not just one but two (!) of these era-defining strategies: lead generation / content marketing and account-based marketing (ABM).
Thanks to Our Sponsor
Many thanks to the sponsor of this episode - Knak.
If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.
You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.
What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.
About Today's Guest
Jon Miller was the co-founder and first CMO of Marketo, CEO of Engagio, and CMO of DemandBase.
From Jon's LinkedIn: "Jon has played a pivotal role in shaping the world’s most disruptive marketing technology platforms, with a focus on thought leadership, category creation, and strategic go-to-market."
https://www.linkedin.com/in/jonmiller2/
Key Topics
- [01:30] - Founding of Marketo, positioning against Eloqua
- [05:25] - Jon's early use of content marketing, around the same time as Hubspot. Definitive Guides.
- [10:45] - Marketo's early revenue process. Lead scoring. SDR qualification.
- [13:50] - Issues with the lead generation model.
- [21:13] - Rise of ABM. Founding of Engagio. Relationship with Terminus and DemandBase. Flip My Funnel. Acquisition of Engagio.
- [29:06] - Effectiveness of ABM. Challenges. Importance of seeing ABM as a spectrum vs. a binary.
- [34:05] - Jon's axioms of marketing
- [35:50] - Development of marketing operations. RevOps. What marketing operations needs to do to be more strategic.
- [45:05] - What's next in GTM? Potential impact of AI.
Resource Links
- The Marketing Playbook I Helped Create Doesn’t Work Anymore. Here’s the New B2B Marketing Playbook. - Jon's article on the issues with the lead generation playbook he helped create.
Learn More
Discuss this episode over at the Revops FM SubStack community: