From the moshpit to the marketing plan | What a decade in the music business taught Jason Miller about attention in B2B
About this episode
Joel Harrison interviews Jason Miller about lessons from the music industry that apply to B2B marketing and audience engagement.
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jason Miller, who leads content and marketing at V7 Labs and previously held senior content marketing roles at LinkedIn, Marketo and ActiveCampaign. Before B2B, Jason spent a decade in the music industry — touring with bands, working artist development, and photographing rock's biggest names — and he's never really left it behind. Together, they explore why the safe, by-the-numbers approach so many B2B marketers default to is quietly the riskiest choice of all, and what a career spent between the tour bus and the marketing plan has taught him about actually earning an audience's attention. ➡️ Jason holds nothing back. He explains why the music industry never called its fans “leads,” and how that community mindset shaped his approach at Marketo, where the entire strategy handed down from Marketo co-founder and CMO Jon Miller was simply “get people to like us.” He unpacks why viral, one-hit-wonder campaigns — from Old Spice to the Volvo truck ad — aren't repeatable playbooks for most brands, and why chasing them is a trap. He's candid about the tension between personality and brand safety inside a…
People in this episode
Host: Joel Harrison
Guest: Jason Miller
Topics covered
- B2B marketing
- music industry
- audience attention
- content marketing
- brand safety
- viral campaigns
Keywords
- B2B marketing
- audience attention
- content marketing
- music industry
- brand safety
- viral campaigns
- community mindset
Mentioned in this episode
Organizations: V7 Labs, LinkedIn, Marketo, ActiveCampaign, Microsoft
Books & works: Old Spice, Volvo truck ad
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