Observed Signal · Sep 23, 2026 · Product Launch · Source: https://martech.org/feed/ · Impact: 4/5 · Sentiment: Positive
Marketo Co-founder Launches AI Marketing Automation Platform Phave
Jon Miller, co-founder of Marketo, has launched Phave, a new AI-powered marketing automation platform for enterprise B2B organizations. After two years in stealth, Phave is now used by 10 companies. The platform replaces traditional rules-based triggers with AI reasoning models to handle complex B2B buying scenarios. Phave treats contacts, accounts, and buying groups as first-class objects, and introduces a 'playlist' concept that dynamically sequences marketing tactics based on real-time data and preferences. It also exposes 319 tools through the Model Context Protocol (MCP), allowing external AI agents to trigger actions. Miller aims to address the limitations of legacy MAPs, which he says have failed to adapt to modern B2B buying behavior.
Launch of an AI-powered MAP by a prominent industry figure (Marketo co-founder) signals a shift from rules-based to AI-driven marketing automation, impacting B2B MarTech landscape.
Key Takeaways & Evidence Grounding
- Jon Miller launched Phave, an AI-powered B2B marketing automation platform.
- Phave has been in stealth mode for two years and now powers marketing operations for 10 companies.
- Phave replaces rules-based engines with AI reasoning models to handle ambiguity in B2B buying.
- Phave introduces 'playlists' that dynamically sequence marketing tactics per individual.
- Phave exposes 319 tools via the Model Context Protocol (MCP) for AI agent integration.
Connected Companies & Entities
2 Entities mappedDemandbase
B2B account-based marketing, advertising and sales intelligence platform.
“Engagio ... sold to Demandbase in 2020....”
Adobe Marketo Engage
Enterprise marketing automation software within Adobe Experience Cloud.
“Jon Miller, co-founder of Marketo, is returning to the category he helped create....”
Ontology Mapping & Concepts
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