The Transaction

In this episode, Matt and Craig welcome Jon Miller, Co-Founder of both Marketo and Engagio, who discusses the evolution of B2B marketing and sales strategies. They critique traditional methodologies like MQLs and programmatic email marketing, stressing the need for creativity and relationship-building. Key themes from this episode include the significance of content quality over quantity, customer-centric approaches, and the foundational role of market positioning and core fundamentals. The conversation explores the strategic shift required of modern CMOs, the importance of proprietary research, personal branding, and community building for reputation, and the necessity of evolving marketing metrics and reporting to reflect new market realities.

Takeaways:
  • Emphasize creating high-quality, valuable content that genuinely addresses the needs and interests of your target audience. Avoid the temptation to flood the market with low-value, high-volume content.
  • Assess the effectiveness of current marketing tactics and adapt to evolving market dynamics. Consider moving away from outdated methods that no longer resonate with buyers.
  • Shift the focus from treating buyers as leads to nurturing relationships and providing genuine value. Evaluate how your strategies impact customer satisfaction and loyalty.
  • Use long-form content like podcasts, research reports, and comprehensive guides to build authority and engagement.
  • Encourage key executives and thought leaders within the company to build their personal brands. This can amplify the company's reputation and provide a human touch to your corporate identity.
  • Create content based on unique, proprietary data that your organization possesses. This positions your company as a thought leader and provides valuable insights that only you can offer.
  • Invest in creating and nurturing vibrant communities both online and offline, including organizing events, fostering online forums, and creating spaces for meaningful interactions.
Chapters:
  • 00:00 - Discussing Matt’s Haircut
  • 01:29 - Guest Introduction: Jon Miller
  • 07:13 - Challenges in Modern Marketing
  • 12:45 - Customer-Centric Strategies
  • 20:48 - Content Creation and Market Education
  • 24:35 - Reputation vs. Brand: Building Trust in the Marketplace
  • 24:57 - Leveraging Personal Brands and Proprietary Research
  • 29:06 - The Role of Community in Reputation Building
  • 33:06 - Positioning and Differentiation: The Key to Market Success
  • 40:53 - The Evolving Role of the CMO
  • 43:48 - Concluding Thoughts
Quote of the Show:
  • “We've lost sight of the core fundamental. The true core fundamental is a mindset of what's right for the customer.” - Jon Miller
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Creators & Guests

Host
Craig Rosenberg
I help b2b companies grow revenue by enabling GTM excellence. Chief Platform Officer at Scale Venture Partners
Host
Matt Amundson
CMO, Advisor, Data-Driven Revenue Leader. Chief Marketing Officer of Census
Producer
Rayanne Pruitt

What is The Transaction?

Welcome to The Transaction. The #1 Go-To-Market podcast on the planet.

Hosts Craig Rosenberg and Matt Amundson, two legendary go-to-market leaders in their own right, talk weekly with the best sales, marketing, operations, and product leaders in the B2B SaaS world to understand what's working in the new playbook of the post-ZIRP market.

But Craig, Matt, and their guests don't just talk theoretically, they share the stories and actionable tips, tactics, and strategies behind what's driving revenue growth that you can take and implement in your own go-to-market roles.

From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction.