From MQLs to Meaningful Growth: A New B2B Marketing Playbook for the AI Era

The old B2B playbook—gating content, blasting emails, and chasing MQLs—isn’t just ineffective, it’s actively damaging our ability to drive sustainable growth. But what specific tactics should replace it?

Jon Miller will provide a practical framework for transforming your marketing into continuous, personalized experiences, orchestrating the perfect sequence of touches for each buyer—just like a perfectly curated playlist. You’ll get specific examples of better metrics to track, learn how to identify and engage buying groups (not just leads), see real examples of effective always-on nurture programs, and walk away with templates for building better dashboards that connect marketing to revenue. You’ll even see how AI can help you orchestrate this new approach more efficiently.

In this session, you’ll learn how to:

• Build and maintain an always-on campaign portfolio that drives continuous engagement, including frameworks for content mapping, segment definition, and campaign categorization
• Create always-on marketing programs that coordinate touches across channels, with real examples of effective nurture approaches that blend email, ads, and “human” communications
• Use dashboards to demonstrate marketing’s revenue impact, understanding exactly which metrics to track and how to calculate them