As co-founder of Marketo, Jon Miller helped create the traditional B2B marketing playbook — one built on MQLs, forms, and email nurture. But today that playbook is breaking down. 80% of buyers choose vendors before contacting sales, while AI increasingly filters our marketing through summarization and zero-click search. Meanwhile, the gap between B2B marketing and AI-driven consumer experiences (think Instagram and Netflix) grows wider.

Drawing on fresh research and real-world examples, this session reveals eight fundamental shifts in how B2B buying works, why traditional marketing automation can't keep up, and a new playbook for marketing in the AI era. You'll learn why focusing on early-stage influence matters more than lead capture, how to create experiences AI can't summarize, and practical steps to make your marketing as relevant as the consumer platforms your buyers use every day.

Key topics include:

- Why the "budget in, leads out" approach to marketing is failing
- How AI buying agents will reshape B2B purchasing
- How to measure marketing success beyond MQLs and pipeline
- Why AI will ultimately make marketing more human, not less