B2B Marketing Futures

In this episode of B2B Marketing Futures, we tackle one of the most urgent questions facing marketers today: How to position yourself as a winner, rather than a loser on AI.

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, balancing a de...

In this episode of B2B Marketing Futures, we explore one of the trickiest challenges in B2B marketing: defining and reaching nuanced audiences in complex industries like fintech and banking.

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 aud...

In this episode of B2B Marketing Futures, we tackle one of the toughest and most important challenges in B2B: Sales & Marketing Alignment.

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.

•I...

In this episode of B2B Marketing Futures, we dive into one of the most persistent challenges in the marketing world: Sales & Marketing Alignment.

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 co...

In this episode of B2B Marketing Futures, the discussion revolves around the complexities and challenges of attribution in B2B marketing. The panel of marketing leaders shares their insights on the technical, organizational, and cultural hurdles they face in measuring marketing performance. They explore the intricacies of the buyer journey, the importance of effective communication with stakeholders, and strategies for building a robust attribution framework. The conversation emphasizes the need for a holistic view of marketing efforts and the significance of brand awareness in driving revenue growth.

Participants:

 In this episode of B2B Marketing Futures, we dive into one of the most debated questions in SaaS today: PLG vs. SLG, how do they really coexist in B2B go-to-market?

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 compens...

In this episode of B2B Marketing Futures, we’re diving into The Role of Sales Enablement in ABM and Outbound and what it really takes to make it work across teams.

You’ll hear from:

We’ll explore:

In this episode of B2B Marketing Futures, we explore what it really takes to align sales and marketing in today’s fast-changing B2B landscape.

You’ll hear from:

We’ll dive into:

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:

In this episode of B2B Marketing Futures, we dig into the evolving role of AI in modern marketing, where it’s truly enabling teams, and where real limitations still remain.

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 int...

In this episode of B2B Marketing Futures, we tackle one of the biggest challenges in modern go-to-market strategy: pipeline. Chadia Sparrer (Senior Director, Global Integrated Marketing, Proofpoint), Nicole Drake (Senior Product Marketing Manager, Vectra AI) and Bhargav Brahmbhatt (Senior Product Marketing Manager, LaunchDarkly), join us for a candid conversation on how marketing can meaningfully influence pipeline generation and revenue growth.

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

• Th...

In this episode of B2B Marketing Futures, we explore the evolving role of sales enablement in driving successful ABM and outbound strategies. Arshkrit Chowdhury (Typeface), and Ismath Mohideen (LogicMonitor) join us for a candid conversation on how product marketing can empower sales with the right insights, content, and tools to reach high-value accounts.

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, A...

In this episode of B2B Marketing Futures, we unpack the real-world challenges and opportunities of cross-functional alignment in modern B2B organizations. Christopher Beaton, Senior Marketing Manager, Global Consulting (Wood Mackenzie), Paula Medeiros, Senior Global Paid Media Project Manager (Palo Alto Networks), and Sofia Sulikowski, Product Marketing Lead (Atlan) join us for a candid conversation on what it takes for marketing, sales, product, and operations to operate as one.

We explore:

In this episode of B2B Marketing Futures, we unpack the real-world challenges and opportunities surrounding AI in marketing. Philip Miller, Senior Product Marketing Manager & AI Strategist (Progress), and Madelyne Oliver, ABM Operations Manager (Cloudflare) join us for a candid conversation on deploying AI responsibly, accurately, and at scale.

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 li...

In this episode of B2B Marketing Futures, we explore what really drives innovation adoption and why even the best ideas can struggle to gain traction. Joaquin Dominguez is joined by Senior Product Marketing Manager Phoebe Do (Gong), Renewable Marketing Manager Doan Nguyen (Rystad Energy), Sr. Global Marketing Manager, Disease States MDx Nishant Sinha (BD), and Senior Channel Partner Manager Rubén Mendoza (Asana) to discuss how influence, internal alignment, and market readiness shape the success of new solutions across industries.

We dig into:

Navigating B2B Marketing: Demand Generation Meets Project Management

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...

In this episode of B2B Marketing Futures, we dive into how marketers are getting real value out of Clay — and where the pitfalls lie. Joaquin Dominguez is joined by Justin Noll (Sense) and Daniel Rodgers (Trainual) to unpack how this increasingly popular tool fits into modern MarTech stacks, and what it takes to use it well.

We explore:

In this episode of B2B Marketing Futures, we explore how project marketing is becoming a game-changer for high-performing marketing teams. Joaquin Dominguez is joined by Alex Long (AlphaSense), Jacqueline Murphy (Reveal), and Raven McFarlane (Bluebeam) to discuss how structured project workflows, PMO-style operations, and smart tooling are helping marketers improve campaign speed, consistency, and impact.

We dig into:

If you’ve ever struggled with uncl...

Why does sales and marketing alignment remain so difficult and what actually works in practice? In this episode of B2B Marketing Futures, host Joaquin Dominguez brings together four experienced leaders to unpack one of the most debated challenges in B2B.

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:

What happens when you combine second-party intent data from 6Sense with the world’s most expensive ad platform, LinkedIn?

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 audie...

In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by three top product marketers — Shira Marcks (Motive), Karthic Subramanian (Confluent), and Kaushik Patange (Atlassian) — for a deep and honest conversation about building customer-centric cultures inside large, complex organisations.

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...

The Truth About LinkedIn Ads: Creativity, Retargeting & Wasted Spend

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:

In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Lara McCaskill (Atlassian), Henrique Dutra (LeadSquared), and Barney O’Kelly (AlixPartners) to unpack the real reasons some innovations take off — and others quietly disappear.

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 larg...

Are legacy lead gen tactics doing more harm than good?

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 Anal...

Demand Creation vs Demand Capture: Can B2B Marketing Do Both?

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.

Expe...

In this episode of B2B Marketing Futures, we explore how marketers can better align content, format, and platform to meet real audience needs across global campaigns.

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...

Why do B2C campaigns often feel more human, emotional, and effective—while B2B gets stuck in jargon and sales-speak? In this episode, Joaquin Dominguez brings together three seasoned marketers to explore how B2B can break free from the usual playbook.

Featuring:

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 socia...

B2B marketers are under more pressure than ever to build pipeline across multiple channels while keeping messaging, data, and sales strategy perfectly aligned. In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by three experienced marketers to explore what it really takes to run successful multi-channel demand generation programs in 2025.

Guests:

Craig Abramson – Senior Demand Generation Manager, Workday

Sarah Barbod – Demand Generation Manager, Kognitiv

Sarah Thomas – Revenue Technology Automation Manager, ConnectWise

Together, they discuss:

In this episode of B2B Marketing Futures, host Joaquin Dominguez (Head of Marketing at Adzact) sits down with four B2B marketing leaders to unpack a challenge every marketer faces: which marketing metrics actually matter?

Joining the conversation:

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

Too many B2B teams are still treating channels like silos—paid over here, organic over there, brand in a different room entirely.

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 da...

In this episode of B2B Marketing Futures, Joaquin Dominguez brings together five senior marketing leaders to explore the evolving definition of the Ideal Customer Profile (ICP). From the rise of anti-ICPs to the challenges of operationalising segmentation across global teams, this conversation goes deep into what it takes to truly understand and reach your best-fit customers in 2025.

Featuring insights from:

In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Becky Stables (Catalyst IT) and Rachel Behrens (Workiva) to explore a powerful but often overlooked force in B2B: emotion. They discuss why emotional appeal isn't just for B2C, how to make space for it in long buying cycles, and why trust and authenticity matter more than ever. From public sector data projects to field marketing surprise moments, Becky and Rachel share how emotional storytelling drives engagement—and where it can go wrong. Whether you're building webinars, brand campaigns or customer journeys, this episode will le...

In this episode of B2B Marketing Futures, Joaquin Dominguez (Head of Marketing, Adzact) is joined by Amy Elrington (Marketing Operations Manager, GWI) and Gary McAllister (Product Marketing Lead, Flexera) to unpack one of B2B’s most persistent challenges: aligning sales and marketing. From ensuring consistent messaging to improving lead quality and using technology with intent, the panel explores how better collaboration can unlock growth. Expect practical strategies, real-world examples, and fresh takes on creating a unified revenue engine.

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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 on...

Despite chasing the same revenue goals, sales and marketing teams often struggle to truly work together. In this episode of B2B Marketing Futures, host Joaquin Dominguez sits down with four industry leaders—Keith Rabkin (President at PandaDoc), Red Drummond (Senior Marketing Manager at Wood Mackenzie), Jason Recacho (Solutions and Ecosystems Expert), and Mark Towler (Product Marketing Expert)—to unpack the real friction points between sales and marketing and how to overcome them.

Expect a candid conversation covering:

In this episode of B2B Marketing Futures, we dive into one of the most hotly debated topics in marketing: attribution. Joaquin Dominguez is joined by Meghan Harris (SoftServe), Manish Rai (SnapLogic), and Yuliya Maystruk (Redpanda Data) to unpack the complexity of measuring impact in long, multi-touch B2B sales cycles.

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 stra...

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:

In today's digital landscape, genuine community-building is a game-changer for B2B marketing. In this episode of the B2B Marketing Futures podcast, hosted by Joaquin Dominguez, Head of Marketing at Adzact, leading experts explore how businesses can leverage communities to drive deeper engagement, trust, and long-term success.

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...

B2B marketing has long been dominated by logic, data, and ROI-driven decisions—but is that enough in today’s digital landscape? In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by an expert panel to explore the growing role of emotion in B2B marketing and why it’s more critical than ever.

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 jus...

Scaling revenue is never simple. CROs and CMOs face mounting challenges—setting realistic targets, aligning cross-functional teams, and sustaining long-term growth. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, sits down with industry experts to unpack the playbook for building scalable revenue engines, driving marketing-sales alignment, and leveraging data for smarter decision-making.

🔥 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...