For fifteen years, B2B marketing ran on one machine: capture leads, nurture them, score them, hand them off to sales. That machine has hit saturation. The playbook has changed, and it now rests on eight pillars: goals, brand, audience, channels, data, roles, measurement and technology

This film sets out the logic, based on Jon Miller's analysis. Merlin/Leonard works with B2B marketing teams across these eight pillars, through three entry points: marketing automation, ABM and artificial intelligence.

Read the full analysis: Marketing strategy: Jon Miller's rules for the new B2B playbook → https://www.merlinleonard.com/en/marketing-strategy-jon-millers-rules-for-the-new-b2b-playdbook/

0:00 — The 2012 playbook

0:09 — A machine at saturation

0:18 — The eight pillars

1:06 — Where we come in