Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing
A CMO Confidential Interview with Jon Miller, Founder of Marketo and Engagio, formerly CMO of Demandbase, currently building a stealth start-up. Jon discusses why he believes the traditional B2B marketing playbook which is designed like a gumball machine no longer works and what to do about it.
Key topics include: why the linear, highly measurable system pioneered by companies like Marketo is doomed to be replaced by something more complex; how buyers (gumballs) have broken free of the machine; why MQL's (Marketing Qualified Leads) are vanity metrics; and why B2B marketers should "go to school" on brand building. Tune in to hear case studies from Gong, Carta, and Grammarly and when you should swear on a sales call. @marketo Why is the B2B gumball machine broken?
🎯 Tune in to this insightful episode of CMO Confidential, where host Mike Linton, former CMO of Best Buy, eBay, and more, sits down with Jon Miller, cofounder of Marketo and a leading voice in B2B marketing. Together, they explore why the traditional B2B marketing "playbook" is failing, the impact of AI on buyer behavior, and the urgent need for a new approach to demand generation and relationship building.
Key topics include: - Why the traditional B2B "gumball machine" metaphor no longer works in today’s complex, AI-driven market. - How brands like Gong and Carta are paving the way with innovative content and data-driven strategies. - The future of AI in marketing, including AI agents and their potential to reshape lead generation and customer engagement. - Practical steps for CMOs to shift from outdated metrics like MQLs to long-term value creation through brand-building and customer-first strategies. Jon also shares actionable advice for B2B marketers navigating a rapidly changing landscape and offers his predictions for 2025, from AI advancements to the evolution of marketing platforms. This episode is packed with valuable insights for CMOs, marketers, and business leaders looking to stay ahead in a challenging and evolving industry. Don’t miss it! Subscribe to CMO Confidential for more expert discussions and exclusive content. Stay informed and ready to lead your marketing team into the future.
CHAPTERS: 00:00 - Intro 01:26 - Gumball Machine Issues
08:44 - Customer-Centric Future
11:13 - B2B Readiness for Change
14:51 - Successful B2B Examples
20:45 - CMO Strategies for New World
22:27 - Marketer Tactics for Innovation
27:54 - Jon's 2025 Predictions
32:25 - Final Question
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Mike Linton
Mike Linton has held numerous marketing, general management, and board of director positions throughout his career. Most recently, he served as Ancestry’s Chief Revenue Officer where he led global consumer and product marketing with a focus on profitab…
