OnBase: Smashing Sales and Marketing Misalignments Ep. 569 | Jon Miller on how AI is breaking and rebuilding B2B go-to-market
In this OnBase episode, host Chris Moody reconnects with marketing visionary Jon Miller for a deep dive into the evolution of B2B marketing and the transformative role of artificial intelligence in shaping the future of go-to-market strategy.
Jon shares his remarkable journey, from studying physics to co-founding Marketo and Engagio, joining Demandbase, and now launching his next venture at the cutting edge of AI. He reflects on the lessons learned from past technology revolutions, drawing parallels between the early internet era and today’s AI boom.
Listeners gain an inside look at how AI is fundamentally changing both software innovation and buyer behavior, why marketers must shift from quantity to quality-driven personalization, and what it takes to build organizations that thrive in an AI-first world.
This episode is packed with insights for anyone navigating marketing’s AI transformation, from creative storytellers to data-driven tacticians.
Key Takeaways
- The Biggest Shift Since the Internet
AI isn’t just another tech trend, it’s as transformative as the rise of the internet. We’re entering a new era where software can do things we never imagined, enabling businesses that couldn’t exist before. - The “Jagged Frontier” of AI
AI excels at some tasks and fails at others. The key is daily experimentation, understanding where AI amplifies your strengths and where human oversight is indispensable. - From Quantity to Quality
The goal isn’t to send more emails, it’s to deliver more relevant experiences. AI’s true power lies in helping marketers achieve genuine one-to-one personalization through smarter orchestration, not mass automation. - The Human – AI Partnership
Future success lies in collaboration: humans provide creativity and empathy; AI handles data, optimization, and orchestration. Together, they create outcomes neither could achieve alone. - Culture Determines AI Success
Technology adoption starts with leadership. Organizations must build AI fluency into their culture, encouraging training, experimentation, and open sharing of prompts and insights. - Emotion Drives Storytelling
Even in B2B, emotion matters. Great storytelling taps into curiosity, excitement, and drama, whether through stealth launches, community intrigue, or relatable human experiences. - Marketing Measurement Is Broken
B2B marketers are still judged on MQLs and short-term results, despite the nonlinear reality of buying behavior. We need new ways to measure marketing that reflect its true long-term impact.
Quotes
“Don’t use AI like a faster typewriter. Use it as a new form of intelligence that helps you think better.”
Tech recommendations
- Descript – For seamless AI-powered video and podcast editing.
- Crosby.ai – An AI-enabled law firm combining automation with human legal review.
Resource recommendations
Books
- The Advantage by Patrick Lencioni – A guide to building healthy, high-performing organizations.
- Setting the Table by Danny Meyer – Lessons on culture and leadership from the hospitality world.
- Turn the Ship Around by L. David Marquet – Empowerment and leadership through intentional communication.
Newsletter
- Almost Timely Newsletter by Chris Penn.
- Kieran Flanahan Newsletter on Medium.
Shout-outs
- Chris Penn – AI strategist and co-founder of Trust Insights.
- Kieran Flanagan – SVP, Marketing, AI & GTM (SVP) and B2B growth expert and AI prompt innovator.
- Kathleen Schwab – Author of Marketing in the Great Big Messy World.
About the Guest
Jon Miller is a marketing technology pioneer and serial founder. He co-founded Marketo, Engagio, and later served as CMO of Demandbase, helping redefine how B2B companies go to market. Now building his next AI-focused startup, Jon also advises tech companies on strategy and growth. A frequent keynote speaker and author of The Definitive Guides to ABM and Marketing Automation, he’s been recognized as one of the world’s top B2B marketers.