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Fireside Chat: What’s Next for B2B Over the Coming 10 Years & How You Can Be Successful Through Them All
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About speakers
Jon is the CEO and co-founder of Engagio, a B2B marketing engagement platform that was recently ranked the #1 account-based marketing (ABM) solution by Research in Action. Previously, Jon was a co-founder at Marketo, the leader in marketing automation that was acquired by Adobe for $4.8 billion.He is a speaker and writer about marketing best practices and is the author of multiple marketing books including Engagio's Clear and Complete Guide to Account-Based Marketing and Marketo’s Definitive Guide to Marketing Automation. He was named Most Influential Marketing CEO of the Year in the 2019 Corporate Excellence Awards, B2B Marketing named Jon one of the 10 Most Influential Tech Marketers in the world, and the CMO Institute named him a Top 10 CMO for companies under $250M.Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.
View the profileNamed “one of the most interesting people in B2B marketing,” a "marketing expert to follow" and a top marketing writer on LinkedIn, Martell has been a millennial CMO, in-house rabble rouser, and the world’s first “Director of Buzz." She now advises high-growth brands as an on-demand marketer.
View the profileAbout the talk
From co-founding Marketo (acquired by Adobe for $4.8B!) to co-founding and running as CEO Engagio (ranked #1 ABM solution by Research in Action!), Jon Miller is something of a living legend in the B2B space. After all, he’s the man who literally invented marketing automation and coined the term “lead gen.” And in this visionary fireside chat, he’s going to leverage his considerable B2B experience and success to forecast what’s going to happen in B2B marketing over the next 10 years, along with teaching you practical strategies and tactics for making the most of these new developments. Your 10-year plan for B2B success starts here.
00:07 Introduction of Jon Miller
03:09 How marketing changed through the years?
06:11 Big shift in the measurement of marketing
07:33 The future of B2B
15:47 What does marketing have to do to equip sales?
19:35 How to measure your ABM in 2020?
23:07 One phrase to stop using in B2B
23:50 Biggest mistakes marketers will make next year
24:27 Is a tiered approach a good way of prioritizing?
25:03 Q&A
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Are you guys ready for this? 00:00 I'm really glad that you've all showed up early. 00:01 You've had your coffee. 00:03 You've gotten over last night thank you. 00:03 Because our first chat said it is with a good friend of mine, a client, a colleague - the one and only John Miller. 00:05 If anyone doesn't know John Miller. 00:11 Now you do. 00:14 Does anyone here has anyone worked with John? 00:14 We have some gagged folks here in the room and even heard of Marketo. 00:18
It's a small company, yeah, 00:22 just kidding who uses Marketo currently. 00:23 Have most of the room right so John is one of the founders of Marketo and I would actually say if it's not awkward at one of The Pioneers of 00:26 digital marketing content marketing. 00:33 Social I mean, 00:33 it's how you built the Marketo brand today. 00:36 John is the co-founder of engaging EO which is an ABM platform. 00:39
And one of the Pioneers in this industry as it is still evolving and changing today. 00:42 We want to talk about. 00:47 Is the last 10 years of marketing? 00:49 As a context for the next 10 years of B to B marketing. 00:51 So I have some questions for John but if you guys have questions now is your chance. 00:54 Please know plants in the audience OK. 00:59 Nothing controversial. 01:01 But we will have time for Q&A. 01:01 So be thinking about that and I will put some of you on the spot. 01:04
John what did I not tell them about you that I should have by way of introduction fun fact about me as was born. 01:07 In Ethiopia. 01:13 I didn't even know that I've known you for like 10 years seriously. 01:13 You haven't heard me speak sometimes. 01:17 I use this to open up my speeches. 01:19 Yes, I was born in Ethiopia people ask me so John were you born in Ethiopia. 01:20 An I like to tell them that it's because I wanted to be close to my parents. 01:24
But you also have a science background tell us about that. 01:30 Yes, I studied physics for my undergraduate degree. 01:34 I I don't come from a family of businesspeople. 01:39 You know, I have lawyers and teachers in my family and so I never really understood what this whole. 01:41 Business World was about growing up. 01:47 So I was in college. 01:49 I just assumed I would go be an academic and you'll get a PhD in physics. 01:51
Actually spent my summers doing Fusion research at the Lawrence Livermore National Labs. 01:55