RevOps FM

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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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/

• [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.

• 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.

Discuss this episode over at the Revops FM SubStack community:

LinkedIn - General

Hi I'm Justin 👋 - creator and host of RevOps FM. In this short trailer episode, I walk through why I created the podcast and what you can expect.

There's lots of RevOps content out there - so why listen to this show? One unique feature is that I'm not selling or representing any particular product or point of view.

My main goal is to figure out what works and how to be the best RevOps leader/practitioner I can be. That curiosity and desire to learn is the driving force of the show, and it means I can be as honest and objective as possible.

Three motivators for creating the podcast:

• Thinking out loud about RevOps and GTM strategy, in dialogue with some of the smartest folks in the industry.
• Sharing knowledge at scale.
• Looking critically at what works and challenging conventional wisdom.

If you want stay in touch, head over to the show website, where you can subscribe to our newsletter. This gives you access to new episode notifications, podcast clips, and other bonus content.

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