Everyone is talking about how the Old B2B Growth Playbook isn’t working any more and it’s time to learn a smarter, more efficient New B2B Growth Playbook. We see and feel it. We’re living it. But What are the real differences? And how do you make that shift?
We’re going to bring some structure and rigor to this conversation and do a point-by-point analysis that compares and contrasts the old playbook and the new playbook. At each step, you’ll get insights and advice for how and where to focus YOUR growth improvement efforts as you rewrite the growth playbook with your team at your company.
Our guest, Jon Miller, is a real deal marketing technology entrepreneur, executive, and thought Leader. He’s played a pivotal role in category creation in this sector, and as the CMO of Demandbase, Jon revolutionized B2B go-to-market strategies. He also co-founded Marketo, a leading marketing automation platform, and was integral in its IPO success. Jon was also the CEO and founder of Engagio, which merged with Demandbase.
Key Moments in this episode:
03:22 - The Three Disconnects Between Marketers and GTM
09:29 - The First Pillar of the New Playbook: Growth Goals and Priorities
16:49 - Pillar Two: How does your playbook manage the opportunity between demand capture and demand conversion?
23:02 - Pillar Three: How do you define your target audience?
27:37 - Pillar Four: Making smart decisions about channels, platforms, and engaging with customers
37:19 - Pillar Five: How to use data to support and enable your core strategy
43:08 - Pillar Six: Clarifying the new roles marketing and sales play
46:59 - Pillar Seven: Measure with intent to learn, not to capture it all
53:29 - Pillar Eight: How to optimize use of technology platforms and tools in 2024
1:01:14 - ⚡️ Lightning Round!
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