In this special episode, we explore the evolution of B2B marketing with industry expert Jon Miller.

We discuss the transition from traditional MQLs to ABX, the challenges of the current marketing playbook, and the impact of AI on buyer-seller dynamics.

Jon shares insights on creating unique buyer experiences, the importance of positioning, and the need for a shift towards expert-driven marketing strategies.

The conversation culminates in practical recommendations for marketers navigating this new landscape.

Here are some of the key points we covered:

Traditional MQL-based playbook is broken due to:

- Buyer fatigue with standard tactics

- Anonymous buying behavior undermining marketing automation scoring

- Over-emphasis on measurable short-term metrics vs long-term value

- Tragedy of the commons - tactics stop working when everyone adopts them

- Email filtering and zero-click search reducing effectiveness of content marketing

- HubSpot reportedly seeing 80% drop in content traffic

AI’s Impact on B2B Marketing- AI will fundamentally change buying and marketing:

- Email filtering/summarization reducing marketing message reach

- AI agents emerging for both buying and selling

- Operational/junior roles most at risk (e.g. inbound SDRs, marketing ops)

- Companies still need significant headcount to scale (examples: Harvey AI - 422 employees, Clay - 556 employees)

- Challenge: How to develop experts without junior roles as stepping stones

- AI should automate the “ing” of marketing, letting humans focus on strategy

New Marketing Focus Areas

There are three key areas AI cannot easily replicate:

Unique Experiences -

- In-person events

- Field marketing

- Direct human interactions

Relationships -

- Community building

- B2B influencer marketing

- Partner marketing

- Warm introductions

Original/Creative Content -

- Based on proprietary data (like Gong’s approach)

- Truly unique creative work

- Focus on fundamentals: positioning, product-market fit

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Here you can find additional resources that we have mentioned during the episode:

Unspam Your Brand EBOOK The Definitive Guide to Smarter GTM™ with Account Intelligence and ABM/ABX

The Future of B2B Marketing: New Playbooks, Strategic Brands, and AI Agents (11 Predictions for 2025)

The 4 Ps of Marketing

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On episode 26 of ABX & Cocktails, Kfir speaks with Tracy Shirtcliff, CEO of Scope Better, about the changing landscape of pricing in professional services, the impact of AI, and the future of agency work. Kfir and Tracy discuss the challenges of traditional pricing models, the need for agencies to adapt to new technologies, and the importance of data-driven decision-making. Tracy shares her own insights on how to build a successful agency in the current environment and the significance of client engagement, as well as how agencies can stay ahead in 2025 and beyond.

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In this conversation, Or Moshkovitz, Kfir Pravda, and Elad Ben David, Head of Creative at Wix, discuss the importance of creativity in marketing, the impact of AI on creative processes, and the need for collaboration between creative and performance teams. Elad shares his extensive journey in the creative field, emphasizing the significance of storytelling and the unique narratives behind products. The discussion also covers effective metrics for evaluating creative success and practical formulas for creating impactful content, since investing in creativity is essential for effective communication and storytelling. Creative content professionals should be involved in product development discussions. And, most importantly, loving the work you do enhances creativity and productivity.

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