Observed Signal · Mar 13, 2023 · Editorial · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Revamp Your B2B Playbook for Smarter Marketing
Jon Miller, Chief Evangelist at Demandbase, argues that the traditional B2B marketing playbook focused on demand capture is failing due to buyer indifference. He proposes a new playbook emphasizing demand creation, using awareness advertising that connects emotionally, leveraging intent data and predictive analytics to engage in-market accounts, and fostering close sales-marketing alignment throughout the buyer journey. Miller cites an A/B test showing a 38% increase in account progression from advertising, and a case study with 850% CTR lift. He recommends account tiering and sales-led account selection using the FIRE framework (Fit, Intent, Relationship, Engagement).
Provides strategic thought leadership on B2B marketing evolution with actionable insights, but lacks major industry announcements or breaking news.
Track Demandbase Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- B2B marketers must shift from demand capture to true demand creation.
- Intent data combined with predictive analytics identifies in-market accounts for multi-channel engagement.
- An A/B test showed 62% of accounts exposed to ads advanced to the next stage vs 45% for the control group, a 38% lift.
- Intent-based advertising generated up to seven times more engagement than generic targeting.
- A global banking/retail technology client achieved 100% reach, 83% engagement of target accounts, and 850% CTR increase.
Connected Companies & Entities
2 Entities mapped“Jon Miller is Chief Evangelist at Demandbase, and the article refers to 'my company' when describing the A/B test....”
“The B2B playbook was partly inspired by the author's own work at Marketo....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Marketo Co-founder Launches AI Marketing Automation Platform Phave
Jon Miller, co-founder of Marketo and Engagio, together with Nick Bonfiglio, formerly head of product and engineering at Marketo, has launched Phave, an AI-powered marketing automation platform for enterprise B2B organizations. After two years in stealth, Phave reached general availability in August 2026 and is now used by 10 companies. Designed to replace legacy MAPs like Marketo, Pardot, Eloqua, and HubSpot, Phave's intelligence engine, Maestro, generates personalized 'Playlists' that dynamically sequence marketing touches based on real-time data, objectives, and governance. The platform treats contacts, accounts, and buying groups as first-class objects, supports natural language configuration, and offers headless access via MCP (exposing 319 tools) and REST API. In an independent evaluation against 481 requirements, Phave scored 2.97, outperforming HubSpot (2.46) and Marketo (2.38). Early enterprise customers include SambaNova, SPS Commerce, mabl, Servion, and Hypha.
Demandbase Launches Mojo, the B2B Marketing Agent that Learns from Every Campaign
Demandbase launches Mojo, a B2B marketing agent that turns briefs into live cross-channel campaigns across connected tools like Google Ads, Marketo, and Salesforce.
8-K Financial Filing Analysis for Adobe Marketo Engage (2026-09-10)
On September 10, 2026, Adobe Inc. filed a Form 8-K under Item 2.02 (Results of Operations and Financial Condition) announcing its financial results for the third quarter of fiscal year 2026 ended August 28, 2026. The filing incorporates by reference Exhibit 99.1, titled 'Adobe Reports Record Q3 Results.' The report was formally executed by Steven Day in his capacity as Interim Chief Financial Officer and Senior Vice President. In addition to announcing the record quarterly performance, Adobe provided an exhaustive disclosure regarding its Non-GAAP financial reconciliation methodology, delineating standard exclusions such as stock-based compensation, intangible amortization, M&A expenses, lease-related impairments, and long-term projected tax rate adjustments.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.