RevOps FM

Legends of GTM - Jon Miller

Sep 30, 2023

51:26

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).

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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.