The GTM Pack Show Episode 124: Educate. Entertain. Elevate. The New Rules of B2B Marketing
12 snips
Mar 10, 2025 
Jon Miller, a MarTech entrepreneur and co-founder of Marketo and Engagio, dives into B2B marketing dynamics. He contrasts demand generation with demand creation, urging a shift to more authentic engagement. The discussion touches on securing executive support for modern marketing strategies and tackling the sales-marketing disconnect. Additionally, Jon explores AI's transformative role in shaping buying behaviors and the importance of fostering human connections in a tech-driven landscape. Insightful and forward-thinking, his insights pave the way for future growth.
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Episode notes
Beyond Attribution
- Modern marketing needs to move beyond simple attribution.
- Focus on brand building and customer relationships like B2C brands.
Convincing Leadership
- To convince leadership of a new marketing approach, demonstrate how the old playbook is failing.
- Show data on declining SDR productivity, rising customer acquisition costs, and decreased pipeline generation.
Measuring Brand Impact
- Measure marketing's impact on how people think and feel about your brand before they buy.
- Shift away from solely measuring MQLs generated by campaigns.