The conversation examines the AI-driven marketing-to-sales handoff, the importance of shared data and sources of truth, and where human judgement and relationships remain essential as AI takes on more of the GTM process. The panel also explores what sales and marketing alignment could look like if the process were rebuilt today with AI in mind.

Participants:

Melissa McCann-Tilton, President & Chief Revenue Officer at Criteria

Gabriella Fishkind, VP of Revenue Development and GTM Strategy at Ceros

Eswar Sai Prathap Singavarapu, GTM Systems Engineer at Fivetran

The discussion examines whether brand becomes more important as B2B buying committees grow larger and more complex, spanning procurement, finance, legal, technical teams, and other stakeholders who may know very little about the category.

Participants:

Tabita Andersson, VP Marketing EMEA at Rimini Street

Jessica Deckinger, CMO at HealthEdge

The conversation examines the “dark funnel” , from peer recommendations, communities, review sites, events and AI assistants, and explores how marketers can remain relevant across diverse buying committees.

Participants:
Lorenza Fedele, Global Digital Marketing Manager at ABB.

Nicole Mills, Sr. Director of Demand Generation at Algolia

The conversation examines what makes an intent signal genuinely useful, where platforms such as 6sense, Demandbase, ZoomInfo, Bombora, and Clay add value, and where they fall short. The discussion also explores how teams can combine intent with ICP fit, first-party data, and other signals to identify accounts that are truly in-market.

Participants:

Linda Pfaff, B2B Marketing Leader, most recently at Rackspace

Nima Asrar Haghighi, VP of Demand Generation at Navan

The conversation examines how AI is reshaping ICP definition, account prioritisation, audience research, content, buyer engagement, sales execution, and demand generation. The discussion also explores how organisations can balance demand creation and demand capture in the AI era, as paid media, ABM, intent signals, search, and emerging AI discovery behaviours continue to evolve.

Participants:
Himanshu Patel, Chief Revenue Officer, India at Magic Software Enterprises

Rachel Clapp Miller, Chief Marketing Officer at Force Management
Raphael Poisson, Head of Marketing, EMEA at Dialpad

The conversation examines how AI is reshaping ideal customer profile (ICP) definition, audience targeting, campaign execution, search behaviour, demand creation, and demand capture, while discussing the opportunities and challenges of balancing greater execution speed with strategic focus, data quality, and organisational alignment.

The discussion highlights the factors that will continue to differentiate successful companies in an AI-driven landscape, from strong brand positioning and customer understanding to human judgement, cross-functional collaboration, high-quality data, and the systems that enable AI to enhance rather than replace effective go-to-market decision-making.

Participants:

Allie Collins, Chief Marketing Officer at Betterworks
Lauren Luen, Founder and CEO of The Nervous System LLC
Nicole Mills, Sr. Director of Demand Generation at Algolia

The conversation examines how AI is changing account identification, messaging, pipeline management, and sales follow-up, while discussing the opportunities and challenges of maintaining consistent workflows, shared context, and effective collaboration across revenue teams.

The discussion highlights where human judgement continues to create the greatest impact, from governing AI tools and interpreting customer insights to aligning cross-functional teams, refining go-to-market strategies, and ensuring AI enhances rather than replaces strategic decision-making in an increasingly AI-enabled B2B landscape.

Participants:

Denisse Soker, Sales Enablement and Product Adoption Leader at NetApp
Kristi de Asis, Director of Demand Generation and ABM at Achievers

The conversation examines the relationship between fit, intent, timing, and personalisation, discussing how marketers identify high-value accounts, avoid chasing misleading intent signals, and balance AI-powered targeting with human judgement.

The discussion highlights where marketers create the greatest impact, from defining ideal customer profiles and interpreting buying signals to developing personalised engagement strategies, aligning with sales teams, and making informed decisions about where to invest marketing resources in an increasingly AI-assisted B2B landscape.

Participants:
Saralee Katz, Demand Generation Manager at Adyen

Tom Kay, Sr. Digital Marketing Manager at AudioEye

The conversation examines how AI is changing the speed and scale of marketing, from content creation and campaign analysis to reporting, workflow automation, and partner evaluation, while also raising concerns around originality, audience relevance, trust, and the increasing noise created by generic AI-generated content.

The panel discusses where human expertise remains indispensable, including strategic thinking, customer understanding, creative direction, brand stewardship, audience insight, partnership decisions, and the judgement required to interpret market signals and make sound business decisions in an AI-led marketing landscape.

Participants:

Kari Hanson, Chief Marketing Officer at Robin

Kevin Sloan, Affiliate and Influencer Growth Marketing Manager at Descript

The conversation examines how AI is reshaping sales and marketing workflows, from account identification and content creation to pipeline prioritisation and revenue execution, while raising new questions around governance, customer experience, and decision-making.

The panel discusses where human judgement, strategic thinking, creativity, relationship-building, and organisational alignment remain essential as AI becomes more deeply embedded across the revenue engine.

Participants:

Brooke Huckabee, Head of Global Revenue Enablement at SAS
Caitlin Crawford, Chief of Staff to the CRO at Outreach
Christy Marble, 4x Chief Marketing Officer, most recently at Siteimprove

The conversation examines which marketing activities are becoming commoditised as AI-powered content creation, personalization, outbound campaigns, and workflow automation become widely accessible.

The panel discusses where human judgement, strategic thinking, creativity, customer understanding, and brand differentiation continue to drive meaningful results in an increasingly automated landscape.

Participants:

Dhiraj Kumar, Chief Marketing Officer at Dashlane
Margaret Dawson, Chief Marketing Officer at SUSE

Simcha Weil, Demand Generation Leader at AU10TIX

From AI-powered content creation, outbound support, localization, and workflow automation to the growing importance of human judgement, trust, and operational integration, the conversation explores where AI is genuinely replacing human effort and where experienced teams still create the greatest value.

The episode also explores what B2B GTM teams should continue to own as AI takes on more operational work, including the future role of brand, customer experience, proprietary workflows, data strategy, and human decision-making in the lead-up to 2030.

Participants:

Justin Meredith, Digital Marketing Manager at Birdeye

Suvish Viswanathan, Head of Marketing for European Operations and DACH Business Initiatives at Zoho

From AI-powered research, segmentation, and campaign execution to the growing importance of human judgement, brand trust, and localization, the conversation explores how organizations are balancing automation with authentic customer connection.

Drawing from real-world experience across SaaS, demand generation, localization, and enterprise marketing, the group shares insights on integrating AI into GTM workflows, improving marketing effectiveness, strengthening alignment between teams, and preparing organizations for the next era of B2B growth.

Participants:

• Andrew Thomas, VP of Marketing at Acclaro
  
• Harry Davies, VP of Marketing Strategy, Investment and Effectiveness at Sage
  
• Jessica Tozer, Head of Demand Generation at Ninety

From AI-powered execution and evolving buyer behaviour to the growing importance of brand trust and differentiation, the conversation explores how marketing teams are adapting to a world where content creation, targeting, and campaign execution are becoming increasingly automated.

Drawing from real-world experience, the group shares insights on integrating AI across the full GTM engine, navigating the shift from SEO to AI-driven discovery, balancing speed with strategic focus, and building authentic engagement in an era where every team has access to the same tools.

Participants:

• Bettina Berntsen, CMO at SuperOffice

• Carl Carell, Co-founder and CRO at GetAccept

• Daniel Talbot, Senior Marketing Director at IFS

From long-term brand building and lifecycle marketing to paid media performance and pipeline generation, the conversation explores how leading marketers are navigating full-funnel growth strategies across increasingly complex buyer journeys.

Drawing from real-world experience, the group shares insights on nurturing demand across platforms like LinkedIn, Google, Meta, and Reddit, balancing short-term performance goals with long-term brand investment, and aligning marketing efforts with measurable business outcomes such as revenue, pipeline, and customer lifetime value.

Participants:

• Kenna Rooney, Senior Performance Marketing Manager at EasyLlama

• Amrit Kaur, Demand Generation Director at S&P Global

• Will Cumming, Lifecycle Marketing Leader at Bynder

• Jose Granados, Paid Media & Performance Marketing Manager at GoTo

From navigating the balance between brand building, demand creation, and demand capture to unpacking the challenges of attribution and measuring true pipeline impact, the discussion explores how modern marketers are adapting their strategies across global accounts and increasingly complex channel mixes.

Drawing from real-world experience, the group shares insights on testing and experimentation with limited budgets, evolving LinkedIn campaign structures and platform capabilities, and the growing role of AI and automation in campaign execution.

Participants:

• James Dall, Global Paid Media Manager at Trustpilot

• Karin Kanamäe, Paid Media Specialist at Scoro

• AJ Wilcox, Founder of B2Linked – The LinkedIn Advertising Agency

From unpacking the growing commoditisation of marketing capabilities to examining how organisations build trust, consistency, and distinctiveness in crowded markets, the discussion dives into how marketers can balance performance, brand, and human creativity in an AI-driven era.

Drawing from real-world experience, the group shares insights on evolving brand strategy beyond traditional positioning, balancing personalisation at scale with a cohesive brand identity, aligning data, teams, and technology around a unified customer experience, and understanding why human judgment may matter more than ever as automation accelerates.

Participants:

• Allyson Dietz, Marketing Strategy Lead at TransUnion

• Carole Winqwist, Chief Marketing Officer at GitGuardian

• Lauren Luen, Independent B2B GTM Consultant (formerly VP, Growth Strategy & Operations Transformation at EDB)

• Yvo Cortez, Growth Marketing Manager at Middesk

From unpacking the difference between fit-based and intent-based targeting to understanding when each approach is most effective, the discussion dives into how organizations can better balance scale and predictability with real-time buying signals.

Drawing from real-world experience, the group shares insights on defining and prioritising ideal customer profiles, leveraging intent data without over-relying on it, and navigating the challenges of targeting in complex, global organizations.

Participants:

• Amber Sellens, Global Portfolio Manager – Digital Marketing at Shell

• Anna Laurila, Head of Enterprise Marketing at Meltwater

• Francesca Rinni, Head of Marketing at TÜV SÜD

• Kaynan Kaplan, Digital Marketing Manager at Introhive

From diagnosing whether the issue lies in volume, fit, or velocity to refining ICPs and targeting strategies, the discussion explores how organizations can move beyond surface-level metrics and better understand what’s truly impacting pipeline performance.

Drawing from real-world experience, the group shares insights on balancing SMB and enterprise motions, improving qualification speed, and shifting from broad, inefficient acquisition strategies toward more focused, high-impact approaches.

Participants:

• Bill Glenn, Senior Vice President Marketing at Esper

• Camilla Heidenreich Bommen, Chief Commercial Officer at SuperOffice

From evolving buyer behavior to the pressure of short-term performance, the discussion unpacks where teams focus their efforts today and how that balance shifts depending on market maturity, product awareness, and organizational goals.

Drawing from real-world experience, the conversation also explores how marketers justify long-term demand creation in environments where attribution is complex and buying cycles are extended, and how alignment across teams plays a critical role in making both approaches work together.

Participants:

• Kathryn Thomas, Director EMEA Marketing at Box

• Laura Troncoso, Senior Manager, Events Demand Generation at AVEVA

From breakdowns in communication and pipeline ownership to misaligned incentives and lead qualification, the discussion explores where alignment often fails and why these gaps continue to impact growth.

The panel dives into the structures, frameworks, and shared definitions that help bridge the divide, highlighting how approaches like MEDDIC, clear Ideal Customer Profiles, and mapped buyer journeys can create stronger collaboration across teams.

Participants:

• Dick Dunkel, VP Revenue Enablement at Altana

• Greg Dziwulski, Sr. Integrated Marketing Manager at Everpure (formerly Pure Storage)

• Kirsty Dawe, CMO at Lead Forensics

From the evolution of digital channels and the changing structure of the marketing funnel, to the growing importance of brand in an AI-saturated environment, the discussion dives into what still works, what is breaking down, and how marketers can remain effective as automation accelerates.

The panel also explores key themes such as staying human in an AI-driven world, measuring true marketing impact, navigating invisible buyer journeys driven by LLMs, and rethinking traditional GTM playbooks.

Participants:

• Dr. Rashmi Datta DeMarzi, Principal - Global Channel Initiatives and Optimization at Workday; Associate Professor at Columbia University

• Lisa Bonanno, Revenue and customer-focused marketing executive with 20+ years of experience

• Ander Frischer, SEO and AEO Leader at Gong

In this episode of B2B Marketing Futures, senior marketing and go-to-market leaders come together for a roundtable conversation on whether brand may ultimately become the last durable advantage in the AI era.

From the future of digital marketing strategy and the role of creativity in an age of AI-generated content, to the power and limits of hyper-personalisation and the need to rethink modern go-to-market models, the panel explores how marketing teams can remain strategic as automation accelerates.

Participants:

• Anne Dorthe Gyldenkærne, Chief Marketing Officer, Configit

• Alex Olley, Co-Founder & Chief Revenue Officer, Reachdesk

• Johannes Hoech, Chief Marketing Officer, Sift

• Shannon Belew, Global GTM Strategist and Co-founder of IntoTexas (an AI-focused consortium)

From social listening and executive influence to ABM, buying groups, and revenue waterfalls, the debate between demand creation and demand capture is forcing B2B leaders to rethink how growth actually happens.

In this episode of B2B Marketing Futures, senior demand and digital leaders explore where they focus today, how the balance shifts across regions and maturity levels, and how long-term brand initiatives ultimately connect to pipeline and revenue.

Participants:

• Kristina Thomas, Head of Social Media, S&P Global

• Stacey Jaeger, Senior Demand Generation Manager, Protolabs

• Jochen Karmazin, Senior Campaign Planner, Demand Generation, Siemens

From commission structures and lead tiering to buying groups, CRM architecture, and marketing operations, alignment isn’t simply about communication, it’s about shared systems, shared signals, and shared accountability for revenue.

In this episode of B2B Marketing Futures, senior go-to-market leaders come together for a candid roundtable discussion on where alignment breaks down in practice, what frameworks actually improve collaboration, and how modern GTM teams can move from lead-based thinking to true revenue partnership.

Participants:

• Ravali Dodia, Director, Integrated Marketing Campaigns, ServiceNow

• Melissa Kasey, VP GTM Business Systems, Yext

From automation and personalisation to brand, trust, and differentiation, AI is forcing B2B leaders to rethink what effective GTM actually looks like in practice.

In this episode of B2B Marketing Futures, senior go-to-market leaders come together to unpack how AI is changing GTM strategy today and where it risks creating sameness rather than advantage.

Participants:

• Laura Fu, Head of Revenue Operations & Strategy, DevRev

• Alex Venus, Head of Growth Marketing, Personio

• Millie Beetham, VP of Go-To-Market Strategy, ZoomInfo

• Jessica Kao, Director, B2B GTM Transformation Advisor, Adobe

In this episode, senior marketing leaders come together to explore where sales and marketing alignment breaks down today, and what practical frameworks, rituals, and operating models actually help teams work as one.

This episode delivers a candid, practitioner-led discussion on building alignment that drives commercial impact, including shared KPIs, ABM operating models, sales-informed messaging, leadership-backed processes, and how to demonstrate marketing’s influence across long and complex buying cycles.

Participants:

• Elise Cleary, Digital Marketing Manager, Elsevier

• Lisa Andreeva, Account-Based Marketing Manager, IFS

• Lorenza Fedele, Global Digital Marketing Manager, Robotics, ABB

• Phillip Lewis, Senior Marketing Leader, Americas, Hexagon Manufacturing Intelligence

In this episode of B2B Marketing Futures, senior marketing leaders come together to explore how AI is changing day-to-day marketing work, how the balance between demand creation and demand capture is evolving, and what role brand, trust, and human judgment play in an AI-enabled world.

This episode offers a candid, practitioner-led discussion on navigating B2B go-to-market in the AI era, including emerging buying behaviours, the rise of LLM-driven discovery, and the new skills and mindsets marketers will need to stay relevant over the next decade.

Participants:

• Andrew Soane, Former Director, Global Head of Service Line & Partner Marketing, Thoughtworks

• Charlotte Wahlgren, Head of Partner Marketing EMEA, Shopify

• Carl Ronander, VP of Marketing, Funnel

In this episode of B2B Marketing Futures, senior marketing leaders come together to explore where sales and marketing alignment breaks down today, and what practical frameworks, rituals, and processes actually help teams work as one.

This episode delivers a candid, practitioner-led view of how sales and marketing can move beyond friction to shared outcomes, clearer accountability, and stronger commercial impact.

Participants:

• Kelli McCabe, Sr. Account Based Marketing Manager, Red Hat

• Gary Maggiolino, Senior Manager, Global Marketing Technology, InterSystems

• Paul Brienza, Former Growth Marketing Manager, Lloyd’s List Intelligence

• Evan Ang, Global Digital Marketing Manager, ABB

In this episode of B2B Marketing Futures, a panel of senior marketing leaders comes together to explore how AI is changing day-to-day marketing, what it means for the balance between brand and performance, and how marketers can stay relevant as technology takes over more execution.

From redefining the tension between demand creation and demand capture, to understanding where hyper-personalisation helps versus where it risks creating sameness, this episode offers a grounded look at how AI is reshaping B2B marketing, and why brand, empathy, and credibility still matter more than ever.

Participants:

• Sydney Sloan, CMO, G2

• Paul Taylor, CMO, SS&C Blue Prism

• Penry Price, Managing Partner, Charcoal Advisors; Former VP, LinkedIn Marketing Solutions

In this episode of B2B Marketing Futures, a panel of senior marketing leaders comes together to explore what truly separates marketers who win with AI from those who fall behind.

From automating signal detection and operational work to preserving empathy, brand voice, and meaningful customer conversations, this episode offers a grounded, practical look at how AI is reshaping day-to-day marketing and where over-automation can quietly do more harm than good.

Participants:

• Kirsten van Rooyen, Director of Marketing Strategy, Superside

• Steph Wardle, Former EMEA Field Marketing Manager, Hitachi Vantara

• Koby Amedume, Former Global VP of Marketing, TeamViewer

• Herman Komashko, Director Marketing Technology & Digital Innovation, SafeGuard

• Sandra Anderstedt, VP, Head of Marketing & Comms, Sandvik

In this episode of B2B Marketing Futures, a panel of senior marketing leaders breaks down how to balance long-term brand building with short-term pipeline pressure.

Whether you work in demand generation, performance marketing, brand, or marketing leadership, this episode is packed with actionable insights to help you strike the right balance and drive sustainable growth.

Participants:

Chen Guter, CMO, Dig

Elena Parangoni, Director of Demand Generation, SimScale

B2B marketers face a constant strategic challenge: should they prioritize accounts that perfectly match their ICP or focus on buyers showing active intent in the market?

In this episode of B2B Marketing Futures, sponsored by Adzact, a global panel of senior marketing leaders explores how to balance fit and intent for smarter targeting. They discuss ICP development, intent signal accuracy, sales and marketing alignment, website engagement signals, and ABM complexity, offering actionable frameworks and real-world examples that marketers can apply immediately.

Whether you work in digital marketing, ABM, demand generation, or marketing operations, this conversation is packed with insights to help your team drive impact and growth.

Participants:

• Corey Kyte, Senior Digital Marketing Manager, Clarity
• Elizabeth Irvine, Growth Marketing Lead, Siteimprove
• Anish Jariwala, Martech Insights and Operations, Synopsys
• Gary Maggiolino, Senior Manager of Global Marketing Technology, InterSystems
• Giorgia Favaretto Illig, Global Head of Marketing, S&P Global Mobility

In this episode of B2B Marketing Futures, sponsored by Adzact, we bring together a global panel of senior marketing leaders to explore what AI can and cannot replace. We discuss how AI is changing workflows, what tools teams rely on today, how to balance demand creation with demand capture, and why brand, creativity and emotional resonance still matter in an AI driven world.

If you want clarity on how to stay relevant, strategic and impactful in the age of automation, this conversation is essential listening.

Participants:

• Bianca Bulat: Channel Marketing Manager, NICE
• Emanuela Cecchetti: VP Global Marketing, ShippyPro
• Sav Khetan: VP Product Marketing, Tealium
• Ruslan Tovbulatov: Chief Marketing Orchestrator, Gloat
• Katie Kukwa: Digital Marketing and External Communications Manager, DSM-Firmenich
• Amelia Taylor: Global Campaigns, Demand Generation Manager, ConnectWise
  

Thank you to our panellists:

• Robb Taylor-Hiscock, Senior Content Marketing Specialist at OneTrust
• Kev Johnson, Technical Marketing Architect at Rubrik, Inc

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We explore:

• The original problems Clay helped solve
• How it now supports enrichment, scoring, outbound, and ABM
• Real-world wins and where the ROI actually comes from
• Common mistakes that lead to wasted credits
• Practical advice for marketers just getting started

If you’re experimenting with Clay, or trying to connect tools like HubSpot, n8n, and LinkedIn into a smarter GTM machine — this episode is full of lessons from the field.

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Special thanks to our panel:

• Nataliya Tkachenko - Generative AI Ethics & ESG Data Expert - Alan Turing Institute, University of Oxford, University of Cambridge.
• Maz Nadjm -  TCS Interactive Global Social Media Practice Head 
• Nick Mason, CEO and Founder at Turtl.
• Giorgia Guantario - Content Director - Upslide
• Chris Zacharia, Copywriter and Content Strategist

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Featuring insights from:

• Sophia Martin, Group Product Marketing Manager at Confluent
• Antony Chang, Regional Marketing Leader at Brightcove
• Jonah Youdeem, Product Marketing Director at Eightfold
• Sush Koka, Director of Product Marketing at Bamboo Rose
• Vivian Jordan, Senior Product Marketing Manager at Cornerstone on Demand

Tune in for practical strategies, real-life stories, and smart frameworks for refining your ICP and navigating growth in today’s complex B2B landscape.

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Thanks to our panellists for your collaboration:

• Benjamin O'Dell, Director of Demand Generation at Exclaimer
• Joshua Diner, Head of Product Marketing at Infobip
• Nefeli Kritikou, Head of Marketing at Endava
• Pamela Hsieh, Investor
• Snneha Koirala, Sr. Product Marketing

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From regional market dynamics and shifting buyer intent to AI's growing role in demand generation, our guests explore what it takes to drive pipeline efficiency in an era of economic uncertainty and digital transformation. They share insights on refining targeting strategies, improving sales and marketing alignment, and leveraging AI to optimise engagement.

Whether you're a B2B marketer or sales leader, this conversation offers practical strategies to enhance pipeline quality, align teams, and adapt to the rapidly changing landscape:

🔹 How economic conditions and regional nuances impact pipeline success

🔹 The balance between demand generation and demand capture

🔹 Strengthening sales and marketing collaboration for better conversion rates

🔹 AI’s role in improving targeting, efficiency, and campaign effectiveness

Tune in to discover actionable takeaways to build a smarter, more resilient pipeline in today’s competitive market

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• Caroline Quinn, Senior Manager, Demand Generation & ABM at Cloudflare
• Paula Molinar, Head of Demand Generation at Paddle
• Victoria Blackwell, Research Principal in Marketing and Digital Advertising at G2
• Dom Boyd, UKI Managing Director, Solutions & Marketing Effectiveness Practice at Kantar
• 
  

Learn how these experts create unforgettable experiences, leverage data for personalisation, and align with the principles of meaningfulness, saliency, and difference to stand out in a crowded marketplace. Packed with actionable insights, this episode is a must-listen for marketers looking to elevate their strategies and drive impactful results. 🚀

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• The advantages of using intent data
• Effective strategies for aligning sales and marketing
• Practical tips for seamless data integration

Listen for actionable insights and real-world examples that can transform your marketing approach.

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Tune in to discover actionable strategies for elevating your B2B marketing by integrating the bespoke, customer-centric approaches of luxury branding.

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From aligning sales, marketing, and product around a shared view of the customer to reducing friction at handoffs, our guests share practical lessons from the frontline of building unified go-to-market teams.

Participants:

• Monica Gonzalez – Sustainability Marketing Manager at Juniper Networks, bringing experience in weaving together CSR, product, field marketing, and PR to tell a unified sustainability story on tight budgets.

• Lukas Kulevicius – Program Manager, Digital Marketing at Atlas Copco, who built a digital marketing team from scratch and now drives double-digit growth through SEM, SEO, and automation while tackling system complexity and ROI discipline.

Together, they explore:

• What a truly aligned, high-performing go-to-market team looks like

• How to turn field and performance insights into action without losing signals

• Why shared planning can make or break execution

• The biggest sources of friction in handoffs—and how to reduce them

Whether you sit in marketing, product, or sales, this conversation is packed with insights on how to replace silos and slowdowns with clarity, trust, and real performance impact.

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Discover how shared metrics, empathy, and cross-functional collaboration can bridge the divide, why data and AI play pivotal roles in unifying teams, and how organisational structures can either support or hinder alignment. Packed with actionable insights, this episode is essential listening for anyone looking to drive growth and create a unified customer journey.

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Key Takeaways:

🔹 Navigating Global Challenges – Regional nuances, economic conditions, and buyer intent require tailored marketing approaches.

🔹 Prioritizing Pipeline Quality – Balancing demand generation and demand capture is critical to driving meaningful engagement.

🔹 Aligning Sales & Marketing – Collaboration and shared goals ensure pipeline success.

🔹 Leveraging AI – AI enhances efficiency but works best alongside human expertise.

Tune in for insights on overcoming today’s pipeline challenges and building a more effective B2B growth strategy.

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Guests:

• Marie Murmann, Digital Marketing Manager at Tealium
• Mehul Verma, Senior Audience Manager at Avalara
• Omair Izhar, Marketing Operations & Technology Manager at Miro
• Tawanda Matongo, Cloud Marketing Manager at Ingram Micro

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From the benefits of brand-building for long-term growth to the immediacy of converting high-intent leads, our guests share insights on the strategies that work. We explore the role of data and intent signals for precise targeting, the impact of advanced attribution on managing stakeholder expectations, and how to maximise the effectiveness of both demand creation and capture.

Tune in for actionable advice on balancing short-term results with sustainable growth in B2B marketing!

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Tune in to hear from Beka Ventham (Dragonfly.ai), Laura Crosby (Sprout Social), and Tess Garner (Tenable) as they share actionable tips and strategies to enhance your demand generation efforts.

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Thanks to our panellists for their contribution:

Isobel Bowdery: EMEA Vertical Marketing Manager at Fortinet

Liliana Osorio: VP of Marketing at Chattermill

Paula Ximena Mejia: VP of Enterprise Marketing at Wix

Richard Johnson: Marketing Director at Doorway

Jayde Phillips: Senior Strategy and Competitive Intelligence Manager at American Express Global Business Travel Solutions

Jamila Firfire: Director, Integrated Marketing, EMEA at Twilio

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Featuring:

Ashley Friedlein, Founder of Econsultancy and Guild

Joel Harrison, Editor-in-Chief and Co-Founder of B2BMarketing and Propolis

Claire Beatty, Senior Director of Customer Advocacy at Genesis

Emma Isichei, Chief Marketing Officer at MHR

Neil Brennan, VP for Creative Marketing at Meltwater

Conrad Ford, Chief Product and Strategy Officer at Allica Bank

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Special thanks to our guests:

- Dani Hernandez, Senior Paid Social Manager at Merkle B2B.

- Duarte Garrido, Global Head of Social and Omnichannel at Standard Chartered Bank.

- Amr Shafik, Digital Media Director at Paramount-Media.

- Simon Mitchell, Marketing Director at Korn Ferry.

- Matthew Soakell, Paid Media Marketing Manager at YouGov.

- Fernando Gonzales, Performance B2B Marketing Specialist at Preqin.

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Sarah also shared the ins and outs of reaching listeners worldwide through platforms like Facebook and Instagram, creating a community where folks from around the globe could share their gardening tales. This story offers B2B marketers a comprehensive look at the steps and challenges of making a podcast successful in the digital marketing world.

Joaquin Dominguez and Tom Gatten were joined by marketing experts to discuss the topic.

• Sarah Hulyer, Digital Communications Manager, Ashurst
• Charlotte Maddison, Senior Marketing Manager, JLL
• Conrad Ford, Chief Product & Strategy Officer, Allica Bank
• Mark Chappel, Global Head of Creative Marketing, Man Group
• Sharon McClintic, Senior Content Marketing Lead, Lumar

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Joaquin Dominguez was joined by marketing experts to discuss the topic.

• Emma Winchurch-Beale, VP Growth Partnerships UK Europe, Economist Impact
• Victoria Pawsey, Media Partnerships Director, BCG

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They discuss what’s working today in both brand-led plays and demand capture tactics, how regional and organizational factors shape their approach, and how they connect creative initiatives to pipeline growth. From influencer-led thought leadership to in-person events and precision ABM, this episode offers practical insights for marketers looking to optimize both sides of the demand equation.

Participants:

Adele van Eiszner – Digital Marketing Manager at Cognism

Anna Rangos – Co-founder of Grid House Studio, Former Paid Social Lead at Pluralsight

Judy Kimball – Senior Director at Consensus

Mariie Velez – Global Demand Generation and ABM Manager at Thales

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Thank you to our panellists:

• Bryan Law, CMO at ZoomInfo
• Maria Pare, Marketing Director at Toluna
• Mike Kelly, CEO at Kelly and Newman Advisors
• Cory Johnson, Head of Growth at Synthesia

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We dig into:

• What project marketing really means in practice
• Common execution pitfalls and how to avoid them
• The real-world value of tools like ClickUp and Monday
• Whether it’s time for a dedicated Marketing PMO

If you’ve ever struggled with unclear briefs, missed handoffs, or campaign chaos—this one’s for you.

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In this episode of B2B Marketing Futures, we go deep into what actually works in LinkedIn advertising. Host Joaquin Dominguez is joined by AJ Wilcox (Founder of B2Linked and host of the LinkedIn Ads Show), Eddie Casado (Head of Growth Marketing at Mouseflow), and Tom Gatten (CEO of Adzact) to unpack how leading marketers are making B2B ads perform.

🎯 Learn how to:

• Keep social actually social with creative-first LinkedIn ad strategies
• Use video to build retargeting funnels that convert
• Avoid wasting budget on "click sponge" companies draining your ad spend
• Run multi-platform tests on TikTok and Meta to validate ad creative
• Combine intent and fit for smarter ABM on LinkedIn

If you're in B2B demand gen, growth, or paid social, this is your playbook for winning in a high-CPC world.

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Thank you, Chris Murray and Alex Bacon, for your contribution.

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Expect a candid conversation covering:

• The root causes of misalignment and how incentives can sabotage collaboration
• Why MQLs don’t cut it anymore—and how SQLs and pipeline thinking change the game
• How product marketing can become the secret weapon for sales enablement
• The role of data, AI, and company culture in driving meaningful alignment

Packed with practical insights and real-world examples, this episode offers a roadmap for turning friction into flow.

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We explore:

• What high performance looks like when teams align around shared pipeline and growth goals
• How sales, product, and marketing collaborate day-to-day to reduce friction and drive results
• The role of product marketing in setting unified narratives across every touchpoint
• How leading teams turn fragmented insights into coordinated action

From campaign planning rituals and evolving OKRs to centralizing media operations and scaling messaging, this episode offers actionable insights for marketers working in complex, fast-paced B2B environments.

If you’re aiming to drive alignment and clarity across your go-to-market teams, this one’s a must-listen.

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• Lex Taylor Wan (Senior Director, Brand & Creative, Outreach)
• Alicia Hardy (SEO Manager, Rapid7)
• Stephen Norris (Senior Demand Generation Manager, SMB, Bentley Systems)

The conversation explores how digital innovation, intent-driven content, personalisation, and Account-Based Marketing (ABM) are reshaping how B2B marketers reach and engage their audiences. From adapting to algorithmic changes to leveraging generative AI and balancing privacy with precision, the guests share actionable strategies and future-focused insights to help marketers thrive in this competitive landscape.

Discover how agility, thoughtful personalisation, and strategic content alignment can transform your demand creation efforts into a resilient pipeline for success.

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Guests:

🎙️ Aaron Weekes – Performance Marketing Manager, Refine Labs

🎙️ Marcie Walker – Senior Community Marketing Manager, LucidLink

🎙️ Patrick Meehan – Enterprise Account Director, GWI

🎙️ Peter Murphy Lewis – Fractional CMO

Key Takeaways:

✅ Why trust-based communities are more powerful than traditional marketing channels

✅ Strategies for building authentic relationships at scale

✅ How to balance automation with personalisation in community engagement

✅ The role of blockchain in fostering transparency and trust

✅ Practical tips for businesses starting their community journey

If you’re looking to build stronger connections and create lasting brand loyalty, this episode is packed with actionable insights you won’t want to miss!

🔊 Listen now! 🎧

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In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by a powerhouse panel of marketing leaders to explore how outdated lead models are slowing growth — and what to do instead.

You’ll hear from:

• Mark Osborne, Author of Are Your Leads Killing Your Business?

• Adrian Morgan, Sr. Director of Marketing Ops at Tenable

• Shana Brewer, Director of Global Campaigns at Veeam

• Taylor Whetstone, Marketing Ops Manager at Augury

• Tyler Rittmaster, Marketing Analytics Lead at UserTesting

Together, they unpack:

• Why MQLs are being replaced by revenue-focused metrics
• How to align marketing, sales and success around shared goals
• Smarter lead scoring that reflects real buying journeys
• ABX, forecasting, and treating customers like future leads

If you’re still reporting on lead volume, it’s time to rethink your revenue engine.

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As AI reshapes the very foundations of marketing, our panel unpacks what creativity, strategy, and brand will mean in a world where machines can do almost everything humans once did. From redefining what makes brands distinctive to debating whether craft or speed will define the next generation of marketers, this episode challenges conventional thinking and looks ahead to the creative future of B2B.

Participants:

• Marc Lewis – Dean, School of Communication Arts, championing creativity as an “exoskeleton for imagination” in the AI era.

• Jasmin Stollhof – CMO, SpeakUp, exploring how originality and distinctiveness can survive in a world of algorithmic sameness.

• Stephanie Osiol – Head of Marketing Analytics, Sage, sharing how data and insight can preserve brand meaning when attribution becomes elusive.

• Sam Wohlfeil – Marketing Operations Manager, Tesa, revealing how brands are already optimising for AI-driven discovery while staying human at their core.

Together, they explore:

• What becomes the new competitive advantage when AI can do what marketers once did

• How “brand” evolves when discovery happens through AI, not ads or humans

• Whether the future of marketing belongs to thinkers, storytellers, or technologists

• The tension between creativity, speed, and craft in 2030

• How marketers can stay visible to algorithms and meaningful to people

Whether you see AI as a threat or a catalyst, this conversation will inspire you to rethink what it means to build, lead, and sustain brands in the decade ahead.

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Our panel brings together three marketing leaders with distinct perspectives:

•Amit Gupta — Senior Director Marketing Operations, Fortanix

(Navigating the shift from keyword intent to AI-powered search, and the evolving role of awareness channels in a performance-driven world.)

•Annie Roberts — Demand Generation Manager, ServiceNow

(Balancing sales enablement and targeted campaigns, with real-world lessons from brand-building giants like Nike and Adidas.)

•Jakki Jakaj — Director of Growth and Digital Marketing Leader, DBT Labs

(From inbound and community-led growth to rebalancing strategy with ABM and paid awareness to sustain demand over time.)

Together, they explore:

• How to define and align demand creation vs. demand capture strategies

• The ROI debate: brand investment vs. immediate pipeline pressure

• Which channels and tactics are delivering results across the funnel

• How AI and new search behaviors are changing the game for marketers

Whether you’re in marketing, sales, or operations, this conversation is packed with practical insights, data points, and forward-looking strategies to help your team build demand that lasts and capture it effectively when it arrives.

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Participants:

• Jill Baumgardner: Marketing Performance Manager at Curriculum Associates, focused on data strategy, campaign attribution, and pipeline impact within the education technology space.
• Peter Bach: Growth marketer with deep experience across demand generation and performance marketing, formerly at RingCentral.
• Ryan McIntyre: Director of Digital Marketing at Dext, with a strong background in digital performance and B2B demand generation.

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Alex Walmsley (CRM Marketing Manager, Multiverse) and Rob Maiale (Associate Director, Digital Content and Inbound Marketing, Precision for Medicine), join us to explore how AI is reshaping their day-to-day, from campaign testing and CRM workflows to audience research and messaging.

We unpack:

• Where AI is genuinely making a difference in marketing execution

• The blockers, from messy data to internal misalignmentt hat are slowing progress

• How to strike the right balance between automation and human creativity

• What it takes culturally and operationally to get more value from AI tools

From real-world experimentation to the deeper mindset shifts required to scale AI responsibly, this episode offers grounded insights from marketing leaders at the forefront of AI adoption.

Whether you’re just starting with AI or refining how your team uses it, this conversation will leave you with fresh ideas to navigate its promise and its limits.

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We unpack:

•How sales enablement supports persona prioritization and message consistency in outbound

•The collaboration between marketing and sales to align touchpoints across email, ads, and content

•Tools and tactics that drive impact—content hubs, feedback loops, AI personalization, and more

•How leading teams measure enablement success through pipeline influence, engagement, and win rates

From refining ICPs and enabling co-sell motions to adapting messaging for new buying centers, this episode offers actionable insights for marketers and sales leaders navigating complex go-to-market strategies.

Whether you’re refining your outbound playbook or scaling ABM programs, this episode will leave you with fresh ideas and proven tactics to bring into your next campaign.

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Join:

– David Flesh, Founder of DCF Consults (ex-Freshworks)

– Ariel Zommer, Senior Product Marketing Manager at Okta

– Josh Fu, VP Product Marketing at BeyondTrust

– Timothy Mitchell, Enterprise Director at Choreograph (GroupM)

Together, they share honest insights and practical frameworks covering:

• Where alignment usually breaks down
• How messaging, metrics, and content really land in the field
• What great collaboration looks like across functions
• The role of GenAI, real-time feedback, and shared KPIs
• Tactical advice for product marketers, sales leaders, and CMOs

Whether you're in marketing or sales, this conversation offers a candid look at how top teams stay aligned and where most still fall short.

🎧 Subscribe, listen, and learn how to turn alignment from theory into action.

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🔥 Featuring:

🚀 JD Miller – Author of The CRO’s Guide to Winning in Private Equity, Operating Advisor at Rothschild’s Five Arrows Capital

📈 Larry Carillo – VP of Marketing at Rafay Systems

🔑 What You'll Learn:

✔️ How CROs and CMOs can set data-driven, achievable revenue targets

✔️ The key inflection points when scaling from founder-led sales to repeatable revenue systems

✔️ Why misalignment between marketing and sales is stalling growth—and how to fix it

✔️ The role of AI and intent data in modern revenue strategy

✔️ Why trust and storytelling are just as important as numbers

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The podcast guests sharing their perspectives were:

• Matt Churchill, Social Media & Content Manager at AVEVA. AVEVA provides software for designing and operating infrastructure assets.
• James Ricketts, Content Manager at Foodtitude, a contract catering company serving office canteens in London.
• Will Bodansky, Head of Demand Generation at Virtual Internships, an edtech startup offering remote internships to students.
• Adrian Hobbs, VP of Customer Success at Adzact, a B2B digital advertising platform.

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In today's episode:

Jennifer Johnson, Head of Marketing UK and Ireland at Deel. Responsible for brand building and lead generation in the region.

James Alliband, Head of Marketing across EMEA for cybersecurity company Carbon Black. He aims to elevate the brand and share its perspective to differentiate it in the market.

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• Niall Sullivan
• Mahfuzul Hasan
• Tom West
• Jed Misa

A special thanks to our participants for their time and insights as we discuss the tools, techniques, and philosophies shaping modern B2B content strategies. Join us for an engaging and informative dialogue that promises to leave you with valuable takeaways for your content marketing journey.

Tune in now, and let's start building your understanding of the modern B2B content strategy landscape!

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Thank you to the panel for your collaboration:

• Agustina Caprino, Digital Marketing Senior Lead at BCG.
• Cheryl Jadav, Senior Media Associate at Bain & Company.
• Keyari Page, Content Producer at ICIS.
• Ying Wang, Digital Marketing Manager at Vodafone.

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In this episode of B2B Marketing Futures, we sit down with Lauri Simpson and Elizabeth Kreidman to explore the often-overlooked intersection of demand generation and project management, especially within the high-stakes world of B2B fintech.

From managing long sales cycles and regulatory pressures to coordinating across teams and channels, Lauri and Elizabeth share how project management underpins every successful campaign. We discuss the tools they rely on, how they maintain agility in fast-changing environments, and the role project managers play in driving sales and marketing alignment.

If you’ve ever struggled with campaign chaos, shifting priorities, or stakeholder misalignment, this episode offers real-world insights, and practical advice, for keeping your marketing operations grounded and effective.

Topics Covered:

• Unique challenges in B2B fintech marketing
• The dynamic between demand generation and project management
• Tools and processes that keep campaigns on track
• Avoiding common marketing pitfalls
• Sales and marketing alignment strategies
• The strategic value of project managers in modern B2B teams

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Featuring:

• Nahomi Thavarajah, Senior Product Marketing Manager, AVEVA
• Milda Klimasauskaite, Product Marketing Director, Quantexa
• Steph Mills, Director of Corporate Marketing, Matillion
• Shalagh Fredericks, Senior Content Marketing Manager, Great Place to Work UK

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Host Joaquin Dominguez Lucchini, Head of Marketing at Adzact, leads a dynamic conversation with two thought leaders in B2B marketing:

• Rhiannon Williams, Senior Partner Marketing Manager, with experience across global agencies, e-commerce platforms, and ERP solutions.
• Amy Halsall, Global Marketing Manager at Klevu, specialising in B2B partnership strategies and co-branded content in the tech and e-commerce sectors.

Together, they share insights on overcoming global and regional challenges, personalising co-marketing efforts, navigating lead sharing, and building trust through collaboration.

Whether you're a seasoned marketer or new to partnerships, this episode is packed with actionable takeaways to elevate your partnership strategies.

🎧 Tune in now to gain valuable insights into the evolving world of B2B partnerships!

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Guests:

🔹 Philip Ossai, Founder & CEO, Ossai

🔹 Stephen Glasco, Senior Director, Social Media at TAG

🔹 Jimmy Girot, Director of Global Field Marketing, Auror

🔹 Julia Kertesz, Global Marketing Manager at Acronis

🔹 Julie O’Grady, President at O’Grady Communications

Together, they discuss why emotion is often overlooked in B2B, how the 95-5% rule shapes marketing strategy, and why simplicity and consistency in messaging are key to building trust. From personalisation to humour and brand authenticity, this conversation uncovers practical ways to create deeper connections with buyers.

Tune in to learn how to balance emotional storytelling with functional value and make your B2B marketing more impactful.

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In this episode of B2B Marketing Futures, we dive into what it really means for B2B teams to operate as one and why alignment across functions like marketing, sales, product, and operations can make or break performance.

You’ll hear from:

Elayne Hovsmith, Senior Partner Marketing Manager at DocuSign

Nimit Roongta, Founder at Kickback Monkey

John O’Neil, Director of Business Development at PitchBook

We'll unpack:

• How functional alignment impacts growth and customer experience
• Where team misalignments typically show up and how to fix them
• How feedback loops, tools, and sales partnerships strengthen execution
• What changes actually moved the needle in their orgs

From tightening lead handoffs to embedding partner collaboration into campaigns, this episode is packed with practical ideas and lessons from leaders who’ve built stronger, smarter B2B engines .

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Thanks to our panelists:

• Aditi Nair, Digital Strategy Manager at Adobe
• Mariana Tabrea, Marketing Operations Specialist at Confluent
• Anya Slowenko, Marketing Manager at Aircall

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You’ll hear from:

• Jeffrey Boggess, Senior Product Marketing Manager at Checkr
• Peter Sutton, Principal Consultant at Sutton Marketing Strategies (formerly VP of GTM and Product Marketing at PTC)
• Sonia Mehta, Tech Investor (formerly Product Marketing at Segment/Twilio)
• Mary Voitovych, Head of Growth Marketing at Creatio

We’ll dive into:

• Where sales and marketing alignment typically breaks down, and how to fix it
• How top teams create tight feedback loops, shared KPIs, and cross-functional trust
• The central role product marketing plays in driving unified GTM strategies
• Practical advice for building a culture of alignment that drives long-term pipeline growth

From scaling ABM across teams to navigating post-acquisition alignment, this episode is full of stories, frameworks, and lessons from seasoned marketing leaders who’ve built smarter, more connected go-to-market engines.

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Dive into discussions about the evolving B2B and luxury buyer demographics, with a special focus on the increasing role of women in decision-making positions and how this shift impacts messaging and brand experiences. Our guests share insights into the significance of values like sustainability and personalisation in crafting engaging brand narratives and bespoke customer experiences.

Learn about the importance of community, status, and shared values in building brand affinity, and how long-term brand building through heritage and consistent strategic narratives can enhance your brand's resonance.

Whether you're interested in understanding how to align your brand with your audience's evolving values or looking to create exclusive, memorable experiences that set your brand apart, this episode is filled with rich insights and strategies. Join us for another enriching session that bridges the gap between luxury's emotional journey and B2B's strategic ambitions, offering actionable insights for marketers looking to elevate their brand's impact and loyalty.

Featuring insights from:

• Sonia Hobbs, Former Head of Marketing at Harwoods Group
• Paul Monteith, VP Demand Generation at User Centric
• Sam Kendall, Digital Marketing Manager at Beyond Encryption
• Andrew Davies, CMO at Paddle
• Chris Davies, EMEA Growth Director at Wunderman Thompson

*This is the second episode in our series diving into Luxury and B2B Marketing.

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You’ll hear from:

•Ishita Jariwala, Former Head of Startup Programs at Stripe and MongoDB

•Meshach Cisero, Former Head of Product-Led Growth at Commvault

•Jason Recacho, Senior Product Marketing Manager – DATA Platform at Iterable

We’ll explore:

•How PLG and SLG show up in real-world go-to-market strategies

•The challenges of aligning teams and compensation models around a PLG motion

•What signals tell you it’s time to layer in Sales

•Where PLG breaks down and when SLG is the smarter play

From product signals and funding triggers to cutting through AI hype with real user value, this episode is packed with first-hand experience and frameworks for building a modern GTM engine.

If you’re navigating the evolving balance between product-led and sales-led growth, you won’t want to miss this one.

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But buyers don’t move that way. And if we want to build meaningful pipeline, neither should we.

In this episode of B2B Marketing Futures, we explored what it really takes to scale multi-channel strategies—and why alignment, simplicity, and creative discipline matter more than ever.

We covered:

– Why brand and performance aren’t a trade-off—they amplify each other

– How high-quality creative, powered by first-party data, fuels performance

– Why suppression is one of the most underrated tools in your targeting strategy

– How to approach attribution as contribution—not just credit

– What makes YouTube and CTV surprisingly effective for B2B

– And why “doing fewer things, better” might be your competitive edge in 2025

🎙️ Featuring:

– AJ Navarro, Marketing Operations Manager at Sprout Social

– Alex Venus, Head of Digital & Web Marketing at Personio

– Abhishek Karkamkar, Manager, Marketing Analytics & Operations at Cohesity

– Lauren Vasu, Sr. Global Demand Generation Manager at Alteryx

– Mike Braund, Sr. Director, Marketing Operations & Digital Marketing at Iterable

– Hosted by Joaquin Dominguez, Head of Marketing at Adzact

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This episode is a conversation between B2B marketing experts and Dr. Carmen Simon, a cognitive neuroscientist. It explores how neuroscience can enhance B2B marketing strategies by predicting future behaviours and improving engagement. The discussion covers the challenges of capturing attention, effective personalisation, the role of complexity, cultural responses, storytelling, and motivational strategies.

Thank you to the panellists for sharing your knowledge with us:

• Dr Carmen Simon, Stanford Professor and Chief Science Officer at Corporate Visions
• Scott Stockwell, Senior Brand Strategist at IBM
• Liqiam Lim, Senior Product Marketing Manager AI/ML, Snyk
• Natasha Lockwood, Senior Integrated Marketing Manager at Tealium
• Stephanie Mills, Director of Corporate Marketing at Matillon
• Edvin Pauza, Demand Marketing Manager at Yapily
• Guy Oakley, Marketing Director at ADP

Read a report with best insights here: https://www.adzact.com/resource/collaborations-neuroscience

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thanks to panellists James Palmer, Luke Rose-Smith, and Charles Oben

Read the full report here.

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Host

Joaquin Dominguez was joined by marketing experts to discuss the topic.

Guests

Charlotte Morris, Global Senior Director Regional Marketing, Hibob

Ted Eltringham, Growth Lead EMEA, Rippling 

Audrey Vanderoost, Growth Marketing Principal, CyberCube

Borys Khodan, Head of Paid Media, Synthesia

Sarah Parker, Content Manager, Chattermill

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Read a report from the Podcast recording here.

0:00 - Introduction 

2:43 - The Evolution and Complexities of B2B Marketing

17:07 - Data-Driven Personalisation and Content Strategies  

30:09 - Community Engagement and Digital Marketing Strategies

49:07 - Conclusion

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Thank you Adam Davies, Anne-Catherine Kaiser, Carolina Costa, Claire Lambert and Serena Walker, for your contribution.

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In this episode of B2B Marketing Futures, Joaquin Dominguez, Head of Marketing at Adzact, discusses the critical challenges and solutions for aligning sales and marketing. Joined by experts Natalie O’Luanaigh (The Trade Desk), Rachele Carraro (Mintago), and Gillian Murphy (GitLab), they explore strategies to overcome misalignment, build trust, and drive revenue growth.

Key insights include:

• The role of RevOps in breaking silos
• Shared metrics to foster collaboration
• Content as a tool for alignment
• Iterative improvements for lasting success

Tune in for actionable advice on achieving stronger sales and marketing collaboration.

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Participants:

• Mariette Ferreira: CMO at 11:FS
• David Reid: VP of Global Growth at Transmission
• Jonathan Connor: Marketing Specialist at Nvidia
• Liam Bartholomew: VP of Marketing at Cognism
• Tom Gatten: CEO and Founder of Adzact

Episode Summary:

In this enlightening episode, industry leaders discuss the complex challenges and solutions related to scaling B2B marketing on a global scale through an omnichannel lens. Topics covered include localising messaging for diverse markets, striking the right balance between data-driven strategies and creative approaches, as well as the intricacies of attribution at scale.

Key Takeaways:

1. Localization is Crucial: The importance of localising messaging and content rather than just translating them to resonate with each market's cultural nuances was emphasised.
2. Data-Driven Scaling with Caution: The episode warns against solely relying on third-party data and recommends a balanced approach that includes first-party data and primary research.
3. Efficient Customisation: A middle ground between completely bespoke content for each market and reusing core assets to save time and resources is advocated.
4. Metrics May Vary: Different data points can indicate success when comparing large to small companies.
5. Attribution at Scale: Automation is key for effective multi-touch attribution in B2B's complex and lengthy buyer journeys.
6. Don't Neglect Creativity: The value of big brand ideas and emotional storytelling in crafting memorable B2B campaigns is underlined.

Tune in to learn how B2B marketers can adapt their strategies for global success while retaining brand essence and measuring performance effectively.

Read full report here: https://bit.ly/3M10fZz

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Joining the conversation:

• Rajesh Char, Senior Director of Digital Marketing at Thermo Fisher Scientific
• Joe Prather, Digital Marketing Analyst at Progress Software
• Logan Lloyd, Email Marketing & Automation Manager at Sprout Social
• Rob Kiser, Director of Product Marketing at AvePoint

From the fall of vanity metrics to the rise of signal-based strategies, the group dives deep into:

• Why open rates and industry benchmarks are losing relevance
• How to map complex customer journeys across touchpoints
• The impact of AI (like Google Gemini) on web traffic and SEO visibility
• ROPO (Research Online, Purchase Offline) and account-level measurement
• Aligning marketing data with business impact and revenue goals

Whether you’re a marketing analyst, growth strategist or B2B demand gen leader, this episode will help you reframe how you measure success—and avoid getting lost in the dashboard.

🎧 Tune in now for fresh insights on data storytelling, attribution, and the future of B2B measurement.

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Together, they discuss how organisations can adapt content to diverse cultural nuances, maintain brand consistency, and balance creativity with streamlined processes. The conversation also dives into leveraging AI and automation to boost efficiency and aligning marketing strategies with sales goals through account-based marketing (ABM).

Whether you’re navigating localisation complexities, looking to stand out creatively, or seeking to integrate AI into your content strategy, this episode offers practical advice to help your business connect with audiences worldwide.

Tune in for insights on:

• Building scalable content workflows for global campaigns
• Adapting US-centric content to resonate with local markets
• Using AI to streamline content creation and repurposing
• Aligning content strategies with sales objectives using ABM

Don’t miss this actionable discussion on creating impactful global content that connects across borders!

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Guests:

Craig Abramson – Senior Demand Generation Manager, Workday

Sarah Barbod – Demand Generation Manager, Kognitiv

Sarah Thomas – Revenue Technology Automation Manager, ConnectWise

Together, they discuss:

• How to orchestrate paid, organic, ABM and event marketing campaigns
• What predictive tools like Demandbase and ZoomInfo bring to pipeline acceleration
• Real-world lead scoring, sales alignment, and automation strategies
• The dangers of “set-and-forget” marketing operations
• How to measure attribution across complex journeys
• Lessons learned from scaling demand gen in both startups and global enterprises

Whether you're running demand gen at a scrappy SaaS startup or a large-scale enterprise, this episode is packed with practical insights on what works—and what doesn’t—in modern B2B marketing.

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Discussion around why B2B marketing is often seen as "boring" compared to B2C (4:17-13:08). The group talks about reasons like less data, more brand safety concerns, and cultural differences between regions.

Debate around whether B2B is behind B2C in adopting new technology and data (26:02-34:19). Views differ on whether B2B quietly uses more advanced tools or if B2C is more vocal about trying new things.

Thoughts on how AI and platforms like Google/Meta will impact marketing creativity (30:52-39:11). The prediction is platforms will increasingly create optimized ads themselves using user data.

Discussion on whether there could be a backlash against AI if it becomes pervasive (34:19-36:50). People may value the "human touch" again if most content is AI-generated.

Example of a successful edgy B2B social media campaign (35:52-39:11). A staff outsourcing firm pays influencers to stir up reactions by talking about low wages.

Thoughts on differences between B2B and B2C regarding data privacy and personalization (5:31-9:14). B2B has more customer data available but hesitates to use it.

How to balance efficiency vs. creativity and humanity in marketing (46:02-53:51). Concerns that data-driven AI may neglect subjective human experiences.

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Participants

•Shannon Richardson — Director of Performance Marketing, Sage. (From campaign management to a performance model: data fluency, iteration, and linking brand activity to organic uplift and ARR.)

•Will Pearlman — Marketing & Operations Consultant. (The operational backbone: CRMs, clean data models, incentives and “rules of engagement” that enable collaboration.)

•Yasmin Aldini — Senior Director, Marketing Operations, Infineon Technologies. (A move to customer-centric selling supported by ops: richer CRM insights, digital collaboration, and cross-product enablement.)

Together they explore

•What a fully aligned, high-performing GTM team looks like in practice

•How to turn field and performance insights into action and where signals get lost

•Why shared planning helps (and why it’s so hard in reality)

•The biggest friction points in handoffs and concrete ways to reduce them

Whether you work in marketing, sales, product, or ops, this conversation is full of tactical lessons to replace silos and slowdowns with clarity, trust, and measurable performance.

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Our panel brings frontline perspectives on where AI adds value, where it goes wrong, and how to make it a true differentiator. From freeing up time for creativity and human connection, to the risks of over-automation and generic campaigns, they share practical lessons and strategies for using AI with impact.

Participants:

• Julia Kertesz – Senior Marketing Manager at Acronis, leveraging AI to drive high-impact projects and her professional blog, a balance that earned her a nomination for the 2025 Scottish Women in Tech Awards.

• Aileen Stephenson – Sr. Director Digital Marketing at Ericsson, author of the upcoming Gaslighting ChatGPT and creator of the Substack Meet Alex, using AI as a creative partner to scale analytics, content, and thought leadership.

Together, they explore:

• How AI is reshaping day-to-day marketing work

• What separates marketers who thrive with AI from those who stumble

• How AI enables more time for creativity, emotion, and human connection

• The pitfalls of relying too much on automation and how to avoid generic output

• How personal brand and creativity, amplified by AI, can drive strategic advantage

Whether you’re testing prompts or building enterprise workflows, this episode is packed with insights on how to turn AI into a winning edge.

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As AI accelerates across targeting, creative production, and channel execution, our panel of marketing leaders breaks down what human marketers will continue to own and what will inevitably be automated. From navigating the fine line between personalization and over-optimization to redefining the role of brand in an AI-mediated world, this episode explores how strategy, creativity, and authenticity evolve as machines take on more execution.

Participants:

• Sharon Forder – CMO, Sana Commerce

Leading global marketing strategy while navigating how AI reshapes customer expectations, brand trust, and the digital buying experience.

• Dorothea Gam – CMO, Mouseflow

Driving data-led growth and exploring how AI enhances behavioral insights, experimentation, and customer understanding.

• Maud Walkowiak – EMEA Head of Growth Marketing, Aon

Transforming growth strategies across markets and leveraging AI to improve decision-making, personalization, and long-term brand value.

Together, they explore:

• How AI has fundamentally changed the marketer’s day-to-day

• Where competitive advantage comes from when AI can “do it all”

• What “brand” means when discovery is mediated by algorithms

• How to balance automation with creative instinct and emotional connection

• The skills and mindsets marketers must develop to stay relevant by 2030

Whether you’re leading a modern marketing team or figuring out where AI fits into your strategy, this episode will challenge how you think about creativity, advantage, and the future of the brand in an AI-first world.

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As data, technology, and buying behavior evolve, our panel of marketing leaders unpacks how the balance between fit-based and intent-based targeting is reshaping go-to-market strategies. From understanding when intent data truly signals opportunity to knowing when to double down on high-fit accounts not yet in-market, this episode explores how top marketers are redefining precision, timing, and trust in 2025.

Participants:

• Lisa Schwartz – Director of Digital Marketing, Digitate

Leading digital strategies for complex enterprise accounts and exploring how “fit vs. intent” shifts when precision outweighs scale.

• Amanda Moran – Director, Global ABM & Sales Development, Smarsh

Driving a structured ABX approach in a finite TAM, balancing segmentation, brand consistency, and awareness creation.

• Courtney Bigum – Performance Marketing Manager, Sage

Blending data and human insight to bridge the sales-marketing gap and uncover what intent data often misses.

• Cecilia Mancini – Marketing Campaign Manager, IFS

Running integrated ABM and demand gen programs across energy, utilities, and defence, experimenting with AI tools like Microsoft Copilot to identify growth opportunities.

Together, they explore:

• What truly separates fit-based and intent-based targeting

• When intent data drives results and when it misleads

• How to define and prioritise “fit” across markets and segments

• Balancing short-term intent capture with long-term demand creation

• How enterprise and SMB strategies differ in applying fit vs. intent

Whether you’re running ABM programs or refining your targeting strategy, this episode will challenge how you think about data, timing, and what really drives B2B growth.

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We explore:

•The biggest risks marketers face when adopting AI, from hallucinations to data fragmentation

•How human-in-the-loop and RAG models are driving accuracy at enterprise scale

•Procurement, validation, and building cross-functional alignment for AI tools

•What ethical, scalable AI looks like today and who’s doing it well

From hyper-personalization to secure integrations and governance frameworks, this episode offers actionable insights for teams looking to build AI systems that are innovative, brand-safe, and business-aligned.

If your team is exploring AI, or already knee-deep, this one’s a must-listen.

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We dig into:

• The five key levers of adoption from diffusion theory
• How networks, education, and word of mouth accelerate uptake
• What happens when complexity or positioning gets in the way
• Real-world examples of “crossing the chasm” in tech, renewables, and medtech

If you’re trying to bring a new idea to market or facing resistance to change, this episode is packed with insights from leaders who’ve navigated it firsthand.

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Join Claire Pitman-Massie (Vice President of Marketing at ForgeRock) and Hannah Maltby (Global Head of Campaigns and ABM at RedGate Software) as they explore key trends in the B2B marketing landscape, specifically focusing on the evolution of nurturing strategies.

Key Themes:

• Lessons from B2C Marketing [02:31 - 03:31]
• Emotional, Outcome-Driven Nurturing [09:14 - 10:27]
• Omnichannel, Nonlinear Nurturing [19:42 - 20:10]
• Integrating Sales for Continuous Nurturing [21:12 - 22:59]
• Getting Personal [44:22 - 47:50]
• From 'Nurture' to 'Smart Nurture' [35:55 - 37:46]

Read a full report: here

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🎯 Key takeaways:

• Why organic builds trust while paid accelerates reach
• How paid campaigns that mimic organic content drive better performance
• Why memes, thought leadership, and authentic engagement matter more than ever
• The best way to test content cheaply before scaling into case studies, videos, and whitepapers

If you're struggling to make your paid and organic efforts work in sync, this episode is packed with insights to help you break the silo and build a smarter, more effective B2B marketing strategy.

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From aligning sales and marketing data to experimenting with AI-powered models, our guests explore what’s working today—and where the gaps still are. Expect candid insights on CRM integration, data granularity, offline events, the role of AI, and how attribution can (and should) inform strategy, not just credit.

🎧 Whether you're refining your model or building from scratch, this episode is packed with practical advice and honest reflection from marketing leaders in the field.

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Discover how these experts tackle challenges like balancing demand creation and capture, managing platform-specific inefficiencies, and building trust in competitive markets. They also explore the role of emerging platforms, creative tactics, and trends shaping the future of B2B marketing.

Tune in for actionable insights to drive better visibility, engagement, and ROI in your campaigns!

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• Erica Colson, Global Head of Marketing at BSI, shares insights on leveraging psychology to build inclusive teams and balancing global strategies with local customisation.
• Kate Baker, Senior Marketing Manager for Integrated Campaigns at Zscaler, highlights the importance of fostering psychological safety and tailoring campaigns for diverse audiences.
• Nahomi Thavarajah, Product Marketer at AVEVA, discusses empathy and adaptability in cross-functional collaboration and ensuring unified messaging across multi-channel strategies.

Discover actionable advice on integrating DEI into marketing strategies, empowering diverse voices, and achieving impactful results through inclusive leadership. Whether you’re leading teams or crafting campaigns, this episode offers valuable perspectives for driving innovation in the ever-evolving B2B landscape.

Listen now to learn how to harness the power of DEI to create meaningful change and drive success in your marketing efforts.

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In this episode, we explore the complexities of aligning sales and marketing efforts, using insights from industry experts.

Ankit Gupta (Netcore Cloud)

Bhanu Chawla (ComplyAdvantage)

Varun Chopra (Multiverse).

They share practical strategies for creating unified messaging, setting shared KPIs, targeting the right accounts, and building effective feedback loops.

Discover how to prevent lead oversaturation, focus on high-impact accounts, and enhance collaboration to drive real results.

Tune in for actionable takeaways to help your sales and marketing teams work together seamlessly.

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Join Joaquin, Nancy, Mark Liversidge, Tom Rivers, Anne-Catherine Kaiser, Birgit Lewinski, and Mariana Nunes as they share their strategies for navigating the evolving world of B2B marketing. Discover how to stand out, create meaningful connections, and leverage behavioural science to shorten sales cycles and increase engagement.

🎧 Tune in now to revolutionise your B2B marketing approach!

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Joaquin Dominguez and Tom Gatten were joined by marketing experts to discuss the topic.

Guests

• Charlotte Webster, Senior Digital Marketing Consultant at CGI
• Lisa Vecchio, Global Vice President, Integrated Marketing at AirCall
• Valeriya Yordanova, Product Marketing Leader at Pleo

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Hosts:

• Joaquin Dominguez and Tom Gatten were joined by four marketing experts to discuss the topic.

Guests

• Vugar Usi Zade, COO at BitGet
• Nick Cooper, Global Executive Director at Landor and Fitch
• Sarah Roberts, Group CMO at Boldyn Networks
• Kathleen Carter, Director of Marketing Europe at Kin + Carta

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CMOs and marketing directors from top companies and brands consider LinkedIn the most effective platform for B2B lead generation. But LinkedIn ads are not cheap. And many CMOs find that they don't have the in-house expertise to get the most out of their investment. That's why we invited 6 top LinkedIn experts to share their experiences and tips in a recent podcast episode. You'll learn techniques to:

-Target your audience

-Set your goals and budget

-Create high-performing ad copy

-Design eye-catching visuals

-Measure your results

We also wrote a report from that meeting, which you can see here.

So if you want to learn how to make LinkedIn ads work for you, listen to the podcast and read the report.

Thank you Hiten Patel, Alex Oftkans, Conrad Ford, Sarah Murray for your contribution

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Our panel of marketing leaders explore how to harness AI as an enabler of creativity, strategy, and human connection rather than a replacement for them. From redefining workflows to avoiding the pitfalls of over-automation, they share how today’s marketers can position themselves and their brands for long-term success.

Participants:

• Jason Stolarczyk – Senior Director of Integrated Marketing at Palo Alto Networks, driving human-centered storytelling in cybersecurity.

• Kreya Owens – VP, Global Demand Marketing at OneTrust, navigating the challenges of AI adoption across complex organizations.

• Maud Walkowiak – EMEA Head of Growth Marketing Industry Verticals at Aon, advocating for balance between machine efficiency and human creativity.

• Craig Abramson – Senior Demand Generation Manager, ABX at Workday, applying AI-driven insights to scale personalized marketing and optimize pipeline performance.

Together, they explore:

• What separates marketers who win with AI from those who fall behind

• How AI can free marketers to focus on creativity, emotion, and authentic storytelling

• The dangers of over-automation and how to avoid generic, “grey” marketing

• How to use AI to amplify your personal brand and thought leadership

• Practical insights for making AI a genuine strategic advantage

Whether you’re experimenting with AI tools or leading large-scale adoption, this conversation will help you understand what it really takes to stay relevant, human, and ahead of the curve in the age of intelligent marketing.

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Our panel of marketing leaders share how they identify, prioritize, and engage accounts by balancing fit-based and intent-based strategies and what happens when the two don’t align. From unifying multiple data sources to navigating the limits of intent signals, they reveal practical insights for maximizing pipeline efficiency and deal quality.

Participants:

• Ian Martinez-Christian – Marketing Operations Leader at Tricentis, bridging data, automation, and sales alignment to turn insights into action.

• Jamal Layne – ABM Manager, Retail & Consumer Goods at Snowflake, focused on scaling ABM in Fortune 500 accounts through data-driven personalization and strategic validation.

• Lisa Schwartz – Director of Digital Marketing at Digitate, exploring the art of precision targeting in large enterprises through AI, orchestration, and layered messaging.

Together, they explore:

• When intent data is a reliable predictor of opportunity and when it falls short

• How fit-based targeting uncovers hidden high-value accounts

• The operational challenge of integrating multiple data sources at speed and scale

• How to find the right balance between fit and intent for greater pipeline impact

• Actionable advice for marketers combining both approaches into one unified strategy

Whether you’re refining your ABM motion or rethinking your targeting strategy, this episode offers real-world lessons on making fit and intent work together for measurable success.

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Our panel brings frontline perspectives on where alignment breaks down and what it really takes to fix it. From legacy systems and mismatched lead definitions, to sales-first cultures and global vs. local messaging conflicts, they share hard-earned lessons and practical strategies for building bridges.

Participants:

•Grecia Padron – Business Planning and Operations Manager at Avaya, driving clarity in lead scoring and marketing ops amid major organisational change.

•Izzy Johnson – Senior Marketing Manager at AMS, navigating friction in professional services with long sales cycles and a historically sales-led culture.

•Shaun Hughes – UK Field Marketing Lead at Rackspace, bringing insights from evolving a sales-first organisation into one where marketing has greater strategic voice.

Together, they explore:

•Where sales & marketing most often break down today

•Frameworks, rituals, and processes that actually build trust and alignment

•How to design messaging, campaigns, and data that support real sales outcomes

•The one fundamental shift they’d make to transform the sales-marketing relationship

Whether you sit in sales, marketing, or leadership, this episode is packed with insights on how to transform friction into flow and build a go-to-market engine that truly works together.

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Our panel of seasoned marketers explores the real-world breakdowns that often occur between sales and marketing teams, from misaligned lead definitions to ineffective handoffs and shares how they’ve built bridges through trust, shared rituals, and smarter processes.

Participants:

• Sawsan Hamawandy – Growth Marketer at HowNow, focused on empathetic lead handoffs, automation, and creative demand gen strategies.

• Noah Thomas – Head of Growth Marketing at Xpana, leading content and ABM with a deep focus on cross-functional collaboration and full-funnel performance.

• Elisabet Mas Porté – Digital Marketing Senior Manager at DSM-Firmenich, driving digital transformation in traditional B2B manufacturing environments.

• Scott Ferguson – Head of Marketing at Pelion, bringing structured sales collaboration models from the world of telco, IoT, and cybersecurity.

Together, they unpack:

• The biggest friction points between sales and marketing today

• Proven rituals and frameworks that create true alignment

• How to design campaigns and data strategies that actually support revenue

• The one thing they’d fix about the sales-marketing dynamic if they could

💡 Whether you’re a marketer, a seller, or a team leader bridging the gap, this conversation offers powerful insights into building a go-to-market engine that truly works together.

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In this episode of B2B Marketing Futures, we dive into one of the most debated questions in B2B: should marketers focus on creating demand or capturing it?

Host Joaquin Dominguez is joined by three brilliant marketing leaders—Isabel Casey (Head of Marketing at Sifted), Beth Brooker (Senior B2B Marketing Manager at Three UK), and Taylor Coblentz (Partner Marketing Manager at Insight)—for a relaxed conversation about balancing brand and performance, measuring impact, and staying focused in a results-driven world.

Expect insights on:

• Why brand matters more than ever (even when budgets are tight)
• Using econometrics to prove the ROI of brand
• How TAM analysis connects content to conversion
• The emotional edge of B2B storytelling
• What these leaders would change about how teams think about demand

Whether you’re a startup marketer or part of a large enterprise team, this episode will challenge your thinking and leave you with practical ideas for building smarter, more sustainable growth.

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Joaquin Dominguez is joined by Toyin Bayagbon (B2B Marketing Consultant) and Nikolas Dimopoulos (Digital Campaigns Specialist at Hempel) to discuss how organic and paid strategies can work together, why format choices should vary by region and persona, and what it really takes to build trust in long-cycle B2B sales.

From testing document ads and lead gen forms to localising visuals for different markets, this episode is packed with practical insights and real-world examples. Whether you're planning your next LinkedIn campaign or trying to validate what your audience actually cares about, this conversation will help you sharpen your approach.

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Featuring:

• LeTisha Shaw – Former Director of Product Marketing at UserTesting
• Felipe Moreno – Senior Web Growth Manager at Zendesk
• Lorraine Bellon – Senior Product Marketing Manager at Fastly

They unpack the rise of brand storytelling, the power of consistent creative across the funnel, and how to make emotional resonance drive measurable results. From landing page experiments to social media cohesion, this is a masterclass in B2B creativity with real-world tactics.

🔊 Tune in to hear why today’s best B2B brands are embracing their inner B2C—and what that means for your next campaign.

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From navigating long buying cycles to building brand affinity in enterprise sales, this is a conversation that challenges the myth of the “rational B2B buyer.”

🎙️ Listen now to learn:

• Why emotional engagement drives action—even in complex B2B deals
• How to build trust before your first sales call
• Tips for injecting human connection into your brand and events

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In this episode of B2B Marketing Futures, Joaquin Dominguez (Head of Marketing at Adzact) sits down with Justin Noll (VP of Marketing at Sense) and Phillip Lewis (Marketing & PR Manager, Americas at Hexagon) to unpack the future of demand generation.

They dive into the key challenges B2B marketers face in 2025—from doing more with less, to navigating shifting buyer behaviour, and leveraging AI without losing the human touch. The conversation explores how top teams are rethinking metrics, aligning content with paid and organic efforts, and driving meaningful engagement in a world where only 5% of your audience is in-market at any given time.

Topics include:

• Why traditional SDR/BDR models are breaking down
• How to blend events, influencers, and digital for lasting demand
• The critical shift from lead volume to revenue impact
• Smart applications of AI (and where to be cautious)
• Balancing long-term brand with short-term pipeline

If you're serious about building sustainable growth, not just chasing MQLs, this one's for you.

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B2B companies are facing mounting challenges in keeping their sales pipelines full. In this episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, sits down with Lindsey Reisbeck (Head of Marketing Operations at Miro) and Michael Moreno (Founder at RevGenAI) to uncover why pipeline slowdowns are happening—and what marketing and sales teams can do about it.

The discussion dives into:

• The impact of market saturation and information overload on pipeline generation
• Why traditional intent data and lead-gen tactics are becoming less effective
• How AI-driven strategies and first-party data are reshaping B2B marketing
• The evolving definition of Ideal Customer Profiles (ICPs) and how to refine targeting
• The critical role of sales and marketing alignment in driving conversions
• Tactical advice for reviving and optimizing your pipeline

From redefining ICPs to leveraging AI for demand generation, this episode offers actionable insights for B2B marketers and sales leaders looking to cut through the noise and drive sustainable growth.

🎧 Tune in now to learn how to future-proof your pipeline!

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Our guests—April Leatherman (EPAM Systems), Jane Fanning (formerly Dell Technologies), Hadar Livne (ex-Kaltura), Misty Valdriz (Infineon Technologies), and Palmer Wallace (Qualys)—share insights on balancing emotion with credibility, humanising brands through social media, and creating marketing that resonates beyond just facts and figures.

Expect real-world examples, thought-provoking discussions, and actionable strategies for building emotional connections with B2B audiences.

🔊 Listen now and discover how to cut through the noise, build trust, and drive engagement in a logic-driven world.

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Our guests include:

• Richard Pfister, Economic Development Communications at Lightcast
• Chloe Banholzer, Partner Marketing Manager at Magnit
• Ejiro Odogun, Performance & Operations Lead at Dell Technologies

Together, they discuss the importance of shared KPIs, the role of data integrity, and practical strategies for breaking down silos between sales and marketing. Tune in to learn how businesses can foster collaboration, improve communication, and create a seamless partnership that drives revenue and growth.

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Featuring:

• Ben Bulpett, Vice President of Performance Marketing at Algolia
• Maissa Moussa, Principal Campaign Manager – Global Campaigns and Demand Generation at Hexagon
• Danny Stancheva, ABM Campaign Manager at ConnectWise
• Andreea Ceasar, Senior Marketing Manager at Trend Micro

The panel dives into the real-world challenges of ABM, including transitioning from MQLs to account engagement, fostering marketing-sales alignment, balancing personalisation with efficiency, and the importance of choosing strategic sales leaders to drive success.

Whether you’re just starting with ABM or looking to refine your strategy, this episode is packed with actionable insights and lessons learned from industry experts.

🎧 Tune in now to discover how to navigate the trade-offs and build sustainable growth with ABM!

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In this episode, Joaquin Dominguez and Tom Gatten sit down with industry leaders Adam Kite (Relex Solutions), Daisy Tottman (Snowflake), Katrien Tans, Kelly Medio (Alteryx), and Lyndsay Close (Sigma7) to explore the key to effective alignment.

From integrating SDRs into marketing to fostering a culture of shared goals, the discussion dives into the challenges of unifying metrics, navigating structural shifts, and leveraging data-driven tools like LinkedIn and custom dashboards. Guests also share operational strategies, including project management platforms and regular cross-departmental meetings, to strengthen collaboration.

Tune in to learn how aligned teams can drive stronger revenue growth, improve the customer journey, and turn challenges into opportunities!

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Featuring:

• Adam Boita, CMO at Ecologi
• Carlos Pedroza, Conversational Marketing Manager at HubSpot
• Amanda Zafiris, Head of Europe Marketing at Canva
• Matthew Soakell, PPC Account Director at Croud
• Max Gordon, Senior International Campaign Manager at Tanium

Discover the key insights that will help you optimise your campaigns, align with business objectives, and stay ahead in an increasingly competitive market.

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A big thank you to our panellists:

• David McGuire, B2B Copywriting Trainer at B2B Marketing
• Tamara Blanche, Content Manager at Amdocs
• Safa Marria, Social Media Associate at Quantexxa

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Host

Joaquin Dominguez and Tom Gatten were joined by marketing experts to discuss the topic.

Guests

• Aditi Nair, Digital Strategy Manager at Adobe
• Christabell Briggs, Senior Marketing Campaign Manager at Transunion
• Jadis Tillery, Fractional CMO and Marketing Advisor
• Marcus Sheridan, book author and founder of The Question First Group and Impact.

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Host

Joaquin Dominguez, Adzact Head of Marketing, was joined by three marketing experts to discuss the topic.

Guests

• Sam Batstone, Senior Manager Demand Generation DACHITUKI at Quadient
• Mark Walker, Co-Founder & CEO at Revved Up
• Kartik Krishnan, Director of ABM - EMEA at Beamery

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During this conversation, leaders will cover topics such as using data to truly understand buyers, building emotional connections with your brand beyond just transactions, and balancing short-term metrics with long-term brand building. You'll also get to hear about strategies for identifying and engaging with elite audiences over extended sales cycles, consistent customer experiences, personalized nurture campaigns, and the latest technologies like generative AI.

Whether you're selling luxury yachts or high-end software systems, there are valuable lessons to be learned about developing relationships and trust that lead to customer loyalty. Tune in for an intriguing cross-industry conversation packed with actionable insights.

Thanks to the participants for their contribution:

• Shelagh McManus, Senior Director, Marketing - International at Brightcove
• Claire Pitman-Massie, VP of Marketing and Demand Generation at ForgeRock
• Ben Bulpett, Senior Director Global Field and Partner Marketing at Algolia
• Chris Willman, Marketing Director at Commvault
• Charles Stephenson, Insurance Partner at Burgess
• Chris Davies, EMEA Growth Director at Wunderman Thompson
• Alex Blakeway, Managing Partner at Venezia Capital

*This is the first episode of a series of three discussions about Luxury and B2B Marketing.

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Featuring:

• Ricardo Martinez, Senior Growth Marketing Manager, Wiz
• Pratibha Jain, (Former) Sr. Director of Demand Generation, Culture Amp
• Nicolai Stampfer, Digital Marketing Manager, Cognism
• Gian Bellino, Head of Growth and Performance, DeepL

Discover how these experts leverage data, test new channels, and refine their strategies to optimise campaigns, reduce wasted spend, and stay ahead of the competition. Perfect for marketers looking to drive results without breaking the bank.

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A big thank you to the panellist:

• Albert De Lisio, Marketing Automation Specialist at Nasdaq
• Luke Pheasey, Head of Marketing UKI & NEMEA at Staffbase
• Jemma Devenish, Social and Corporate Communication at IFS
• Shazna Virmani, Senior Marketing Manager - Field Marketing at Veeva Systems

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Explore the integration of sales and marketing efforts in the B2B landscape in this episode of The Future of B2B Marketing podcast. Our panel of experts discusses practical strategies for improving collaboration between these traditionally separate departments.

Our Guests:

• Ali Hussain, Senior Vice President of Strategy at The Marketing Practice, examines the challenges of aligning different departmental metrics and introduces the four 'Rs' as a potential common ground.
• Emanuela Mathieu, Senior Digital Marketing Manager at Forgerock, talks about the effectiveness of the 'pod' structure for teamwork and the necessity for mutual understanding and communication.

Read the report here: https://bit.ly/47neHn1

Time notes:

Aligning Sales and Marketing: Insights from B2B Leaders

Executive Summary

[00:00 - 00:42]

Introducing the Experts

[00:42 - 01:39]

Key Insights on Alignment

Adopting a "pod" structure to encourage cross-functional teamwork

[02:06]

Recognizing misaligned metrics and incentives as roadblocks

[24:04]

Fostering empathy and two-way communication between departments

[35:18]

Valuing creative ideas but grounding them in data and strategy

[37:38]

Committing to ongoing education and transparency

[48:13]

The Way Forward

[49:51 - 50:00]

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Introduction (00:00 - 02:14)

• Welcome and brief overview of the rapid growth in B2B digital advertising spend
• Question: Will this growth continue and will we see greater investment in content and emotional marketing?

Discussion #1: Changes in B2B marketing content (02:14 - 15:46)

• Panelists give examples of more emotional/personalized marketing content they've seen
• Using visuals of real people makes content more relatable
• COVID blurred lines between professional and personal
• Forced B2B marketers to connect more emotionally

Discussion #2: Investing in brand and community (15:46 - 26:35)

• Importance of brand building, not just conversion
• Creating community and emotional connection
• Challenges getting stakeholder buy-in on community building
• Consumer brands focused on communities earlier

Discussion #3: Case studies and challenges (26:35 - 40:12)

• B2C examples like Michelin Guide and HubSpot Academy
• Difficulty recreating emotional connections authentically
• Anecdote of failed sports-based targeting

Discussion #4: Making emotional marketing scientific (40:12 - 53:55)

• Data-driven examples like using people's faces in videos
• Role of luck vs. science in branding efforts
• Keys are detailed targeting and solving problems

Conclusion (53:55-54:32)

• Recap and thank panelists for participating

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Most B2B marketers we have spoken to consider first-party intent data to be critical to directing sales activity. They offer valuable insights into customer behaviour, interests, and preferences.

According to Alex, "customers are looking for solutions to their problems. By understanding their needs and providing them with useful content, you can build trust, and attract new customers". He recommends the book They Ask, You Answer (Sheridan, 2017), as a guide for good quality content. He added, "In the digital world, there are no b2b and b2c; we all do the research if we're buying a software platform, a car or a dishwasher".

Listen to this podcast to discover the challenges of understanding intent data. Thanks, Alex, for your collaboration.

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Participants:

Sam Nohava, Senior VP of Growth Marketing at Coupa, shares how his team is driving rapid AI adoption while keeping storytelling and brand voice at the center of trust and differentiation.

Debbie Gaikwad, Marketing Manager at S&P Global, talks about treating AI as both an accelerator and a competitor—and why human oversight remains essential for accuracy, coherence, and real customer connection.

Harvey Rañola, Head of Marketing at Quid, dives into how AI frees teams for deeper strategic work, enabling more creativity and authenticity as execution becomes increasingly automated.

Alejandra Cerón, Cloud Marketing Manager at Ingram Micro, explores managing AI-powered efficiency across global ecosystems while protecting the organic, human-led engagement that drives loyalty.

Together, they discuss how AI has reshaped their day-to-day roles, which skills will matter most by 2030, and why brand, creativity, and emotional intelligence may rise in importance as automation expands. They examine the tension between efficiency and authenticity, how to safeguard a brand’s voice within AI-driven workflows, and why innovation and strategic thinking will set great marketers apart.

If AI becomes the main interface between people and brands, what will truly make a company stand out? And what kind of marketer will thrive in the years ahead?

A forward-looking conversation about identity, strategy, and the human edge in an era where everyone has access to the same powerful tools.

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We explore:

🎯 What customer-centricity actually looks like in practice

🧠 How to build empathy when you aren’t your customer

🔁 The systems, rituals, and leadership that help teams stay connected to real customer needs

📊 How to validate assumptions with data and structure

🚚 Why a safety AI platform, a developer tools company, and a global SaaS leader all approach this differently — but share common challenges

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In this episode of B2B Marketing Futures, host Joaquin Dominguez explores how top marketers are using intent platforms like 6Sense to drive high-performing, cost-effective LinkedIn campaigns. Joined by AJ Wilcox, founder of B2Linked and leading expert on LinkedIn Ads, and Neelam Agarwal, Senior Digital Marketing Manager at Pure Storage, we unpack practical strategies for aligning targeting, messaging, bidding and attribution across the funnel.

👉 Learn how Neelam uses real-time 6Sense signals to build dynamic LinkedIn audiences that evolve by funnel stage

👉 Hear AJ’s tips on when not to trust LinkedIn’s “Max Delivery” bidding and why micro-segmentation is critical

👉 Explore how document ads, retargeting and creative testing help convert awareness into pipeline over long sales cycles

👉 Understand the difference between demand capture and demand creation, and why intent data isn’t always what it seems

We get specific on:

• How to break down first, second, and third-party data
• Why ad format matters for intent-driven targeting
• When to use video, document ads, and lead gen forms in a multi-stage funnel
• How to benchmark bidding strategies by geography, not just industry

If you're a B2B marketer using or considering LinkedIn Ads, 6Sense, intent-based targeting, or just want a smarter way to approach campaign performance, this episode is packed with real, tested advice.

🎧 Featuring:

AJ Wilcox – Founder, B2Linked

Neelam Agarwal – Senior Digital Marketing Manager, Pure Storage

Host: Joaquin Dominguez – Head of Marketing, Adzact

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Learn how to overcome organisational silos, define impactful growth strategies at different business stages, and empower your teams with clarity and purpose. Whether you're a marketing professional looking to transition into a growth role or a business leader rethinking your strategy, this episode is packed with actionable insights to help you drive sustainable success.

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Featuring:

• Mathew Devitt, Senior Campaign Manager at Hexagon Asset Lifecycle Intelligence.
• Steph Hermanson, Manager of Professional Services at Sprout Social, Inc.
• Katrina Fine, Sr. Manager Standards Transformation at Hyatt.

Discover how businesses are shifting to digital-first approaches, leveraging AI to democratise data, and embracing innovations like augmented reality. The panel shares actionable insights on aligning human behaviour with technology, mapping emotional customer journeys, and preparing for the next wave of change in digital marketing.

Tune in to learn how to blend human-centric design with cutting-edge tools to create meaningful and lasting connections in the B2B world.

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They explore the five classic drivers of adoption, share lessons from real product launches, and reveal what it actually takes to move from early traction to mainstream scale. From integration and trust to storytelling and persistence, this episode is packed with insights for anyone bringing new ideas to market.

Whether you’re launching a product, leading adoption inside a large organisation, or just trying to get something new off the ground, this one’s for you.

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Will this trend continue? If so, US spending on B2B digital marketing could reach $42 billion by 2030 – creating an entire industry from scratch. A range of new jobs and skill sets will be generated; alongside numerous emerging technologies & trade patterns - who knows what major players will dominate the market by 2031?

The world of b2b marketing is ever-changing, and businesses must stay ahead of the curve to remain successful. To discuss strategies and insights into the key skills and technologies required to ensure success, the Growth Intelligence team recently convened a roundtable of leading B2B marketers. Maximize your rewards by optimizing your marketing strategy with their recommendations. Read the full report here.

Thank you Sarah Mackenzie, Kieran Flanagan, Chris Ponting, Matthew McGillicuddy, Joe Edge and Leanne Bevan, for your contribution.

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📖 Storytelling & Emotional Intelligence: Discover the power of storytelling and emotional intelligence in marketing. Learn how brands can make audiences feel not just seen, but deeply valued and understood.

🏗️ Brand Building in the Digital Age: What does it take to build a brand today? We discuss the importance of consistency, transparency, and the agility to adapt your messaging across various channels. Your brand's reputation is at stake; find out how to protect it.

📜 Navigating Regulations in Specialized Sectors: The finance sector is a labyrinth of complex regulations. We explore the challenges of communicating these intricacies without compromising your brand's personality. The key? Finding simplicity in complexity.

🤝 The Human Element: Marketing isn't just about numbers; it's about people. We delve into the importance of human connections and trust in achieving marketing success.

Episode Timeline:

• 00:00 - Introduction
• 03:11 - Discussion on the human element in marketing
• 25:40 - Transition to brand-building discussion
• 40:15 - Communicating complex regulations

Tune in for a deep dive into these critical aspects of modern marketing. Whether you're a seasoned marketer or just starting your journey, this episode offers valuable insights you won't want to miss.

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• Ben Bulpett, Director of EMEA, Algolia
• Judit Szabo, Global Head of Marketing, Endava
• Navneeth Rathod, Digital Campaign Manager, SAS
• Tiago Falcao, Content Manager at IQPC

In this episode, you'll learn:

🔹 The critical importance of gaining organisational buy-in for ABM

🔹 Strategies for thoughtful account selection and segmentation

🔹 Crafting highly personalised, staged content to engage target accounts

🔹 Leveraging technology in a sustainable manner for ABM success

🔹 Measuring the long-term impact and ROI of your ABM initiatives

Whether you're new to ABM or looking to refine your existing strategies, this episode offers a comprehensive guide to mastering ABM. Tune in now for a deep dive into the best practices, common pitfalls, and expert advice on ABM.

Time notes:

• Gaining organisational alignment:

[05:46 - 07:15] - Ben discusses the importance of getting buy-in across the organization to understand that ABM is a different approach.

[09:08 - 09:24] - Joaquin asks Ben to elaborate on how marketing's role has changed the dynamics between sales and marketing at Algolia.

• Selecting & segmenting target accounts:

[14:45 - 17:03] - Judit talks about appreciating sales' target accounts but also looking at market intelligence to see which accounts are looking to buy your solutions. She mentions being agile and dynamic in targeting approaches.

[18:25 - 20:14] - Ben discusses getting detailed overviews on accounts from third parties like PipelineIQ to tailor messaging and have more informed conversations.

• Crafting personalised content strategies:

[28:22 - 29:03] - Navneeth explains SAS's Knowledge Hub, a personalized web page for key accounts with tailored content assets.

[33:31 - 34:08] - Navneeth highlights understanding where the customer is in their buying cycle to serve relevant content.

[36:08 - 38:59] - Judit shares her perspective on taking a nonlinear approach to content strategy for ABM and being responsive to account signals.

• Thoughtful tech integration:

[45:49 - 48:07] - Judit talks about the importance of building a sustainable marketing tech stack, starting with foundational tools integrated with CRM before expanding.

[49:15 - 51:00] - Navneeth gives an example of how they integrate SAS's Customer Intelligence 360 platform into ABM nurture flows.

• Measuring long-term success:

[44:06 - 45:04] - Judit reflects on measuring ABM success over the long term rather than immediate conversion.

[52:07 - 53:49] - Ben emphasizes in his closing thoughts that ABM is a longer game and you need to be focused and disciplined in your approach and measurement.

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Key Topics:

• Overcoming Attribution Challenges
• Innovative Metrics
• Data-Driven Strategies

Featuring Experts:

• Alex Venus (Personio)
• Rupali Singhal (Twilio)
• Jonny Colclough (Scandit)

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You’ll hear from:

• Sam Pfluger, Head of Digital Experience at Fleet Device Management
• Elyse Corwin, Regional Marketing Manager at Pega

We’ll explore:

• What effective sales enablement looks like when targeting named accounts
• How to equip sales with the right context, content, and messaging at the right time
• Strategies for aligning marketing and sales without overloading either
• The metrics that signal whether enablement is truly driving pipeline

From mapping psychological stages to customizing scalable content in high-stakes industries like healthcare, Sam and Elyse share real-world examples and candid lessons on building smarter go-to-market strategies.

Whether you’re refining your ABM playbook or rethinking cross-functional alignment, this episode is packed with insights you won’t want to miss.

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We discuss:

✅ Why ICPs are more than just firmographics

✅ The role of behavioural insights and buying intent

✅ Challenges in aligning sales, marketing, and product teams

✅ The impact of technology and data on segmentation

✅ Strategies for making ICPs more actionable

If you're looking to sharpen your ICP strategy and target the right customers more effectively, this episode is for you. Tune in now! 🎧

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Harnessing their knowledge, this podcast serves as a guide to the constantly shifting landscape of Ad Tech. Join us on this journey, and don't miss out on these fascinating conversations!

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We unpack:

• What today’s pipeline problem really looks like, volume, velocity, quality, or something deeper

• How smart marketers are refining ICPs using intent signals, segmentation, and field feedback

• The types of content that truly drive movement through the funnel

• What real sales and marketing alignment looks like in practice

From saying no to the wrong prospects to reconnecting brand with performance, this episode offers actionable insights from leaders working at the intersection of product marketing, field execution, and sales strategy.

Whether you’re rebuilding your go-to-market engine or scaling what’s already working, this conversation will leave you with fresh ideas to unlock growth and build pipeline that converts.

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Our guests share real-world insights on breaking down silos, aligning KPIs, and fostering empathy across teams. They explore the challenges of navigating cultural and regional differences, the power of shared processes, and how leadership can pave the way for unified success.

Tune in for actionable strategies to rethink collaboration and unlock the full potential of your sales and marketing efforts!

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This episode explores the Diffusion of Innovations Theory and its practical applications in B2B marketing. Topics include:

• Key factors influencing adoption: relevance, compatibility, and risk mitigation.
• The pivotal role of peer networks and customer advocacy in building momentum.
• Challenges in "crossing the chasm" to reach mainstream buyers.
• Evolving marketing strategies across the innovation lifecycle.

With real-world anecdotes—from programmatic advertising to AI in cybersecurity—the discussion offers actionable insights for driving adoption and sustained growth.

Tune in to learn how creativity, collaboration, and strategy can transform innovation into widespread success.

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Our panel brings firsthand experience on navigating the ambiguity of ideal customer profiles (ICPs) and turning complexity into actionable demand generation strategies. They share practical insights on aligning product marketing with the realities of ad platforms, expanding audiences post-acquisition, and running multi-channel campaigns on lean budgets.

Participants:

• Aurélien Gand, RevOps atMambu, sharing strategies for segmenting ICPs and targeting high-value audiences.

• Matthieu Blandineau, Founding Product Marketing Manager at Numeral, bringing experience in orchestrating cross-channel demand engines in fintech.

Together, they explore:

• How to define and segment ICPs where standard categories don’t exist

• Aligning nuanced ICP definitions with LinkedIn, Google, and Meta limitations

• Expanding audiences across geographies and post-acquisition

• Orchestrating multi-channel demand on lean budgets and lessons for startups and scale-ups

Whether you’re in marketing, product, or growth, this episode is packed with insights for tackling complex ICPs and building demand generation engines that actually work.

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