{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Brand Humanity Show","title":"Why the B2B Demand Gen Playbook Is Broken — And What Comes Next (w/ Jon Miller)","html":"","width":"100%","height":180,"duration":3177,"description":"Jon Miller has had a front-row seat to every major shift in B2B marketing over the past two decades — from co-founding Marketo and helping define the marketing automation category, to pioneering account-based marketing at Engagio, to serving as CMO at Demandbase. Now, he's channeling everything he's learned into Phave, an AI-native startup built to reinvent demand generation from the ground up.Jon joins Brand Humanity Show host Anthony Kennada for a wide-ranging conversation about why the playbook he helped write is no longer working — and what it will take to build the next one.Jon makes a provocative but data-backed case: a dollar of new ARR costs 70% more to generate today than it did in 2021, pipeline goals are being missed across the board, and SDR-qualified conversations have dropped by more than half since 2014. The old model treated demand generation like a gumball machine — put a dollar of campaign spend in, get leads out — while ignoring the fundamental truth that B2B buying is a complex, nonlinear system that can never be fully attributed or mechanized.Together, they unpack why MQL-driven thinking produced bad behaviors across the industry, why brand was never optional, and why the shift from rules-based marketing automation to AI-native reasoning represents the most transformative change in the category's history. Jon explains what \"rules to reasoning\" actually means in practice — and why it makes true one-to-one personalization at scale finally possible after 25 years of chasing that promise.They also get into the bigger picture: what it means to market in a world where buyers complete most of their journey anonymously, where 80% arrive at a vendor conversation with a preferred choice already made, and where AI agents are increasingly mediating the shortlist. In that world, brand isn't a soft metric — it's existential infrastructure.Topics we cover: – Why the economics of demand generation are broken — and what the data actually shows – How B2B...","thumbnail_url":"https://img.transistorcdn.com/6Ni3wYnAvcwbM6Z3J7wp1HHjCT9ryHnCXbZa7egAEAo/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85Njhk/ZDkyZDgwMjc1NjUx/NjZkMDE3ODM1YmM0/OTIxMC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}