B2B Marketing Futures
Global B2B ad spend topped $30 billion in 2024, and today’s fastest-growing teams are rewriting the playbook. B2B Marketing Futures dives into the strategies, tools, and thinking that are shaping the next generation of business marketing.Hosted by Joaquin Dominguez, each episode brings together leading marketers, growth experts, and operators to unpack real-world challenges — from building demand engines to aligning sales and marketing, scaling PLG motions, and using AI to drive better targeting and execution.We cover:Creative performance in paid social Account-based marketing (ABM) and smart segmentationProduct-led growth (PLG) and shifting from capture to creationAI-powered campaign workflows and mark...
E105: How to Get the Most out of Clay
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:
E104: Higher Productivity and Efficiency through Project Marketing
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:
What project marketing really means in practiceCommon execution pitfalls and how to avoid themThe real-world value of tools like ClickUp and MondayWhether it’s time for a dedicated Marketing PMOIf you’ve ever struggled with uncl...
E103: Sales and Marketing Alignment
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:
Where alignment usually breaks downHow messagin...E102: Intent, LinkedIn Ads & ROI: AJ Wilcox and Neelam Agarwal on B2B Targeting with 6Sense
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...
E101: Means to build a customer-centric culture in B2B organizations
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...
E100: The Truth About LinkedIn Ads: Creativity, Retargeting & Wasted Spend
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:
Keep social actually social with creative-first LinkedIn ad strategiesUse video to build retargeting funnels that convertAvoid wasting budget on "click spo...E99: The Secret to Making Innovations Take Off
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...
E98: Are your leads killing your business?
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...
E97: Demand Creation versus Capture
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...
E96: Understanding Audience Needs: Aligning Content, Formats & Paid Media Strategies
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...
E95: Want Better B2B Ads? Start Thinking Like a B2C Brand
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:
LeTisha Shaw – Former Director of Product Marketing at UserTestingFelipe Moreno – Senior Web Growth Manager at ZendeskLorraine Bellon – Senior Product Marketing Manager at FastlyThey 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...
E94: Aligning Channels, Data, and Sales for Pipeline Growth
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:
How to orchestrate paid, organic, ABM and event marketing campai...E93: Marketing Metrics That Matter
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:
Rajesh Char, Senior Director of Digital Marketing at Thermo Fisher ScientificJoe Prather, Digital Marketing Analyst at Progress SoftwareLogan Lloyd, Email Marketing & Automation Manager at Sprout SocialRob Kiser, Director of Product Marketing at AvePointFrom the fall of vanity metrics to the rise of signal-based strategies, the group dives deep into:
Why open rates and industry...E92: Scaling Multichannel Strategies
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...
E91: ICP in 2025: How Well Do You Really Know Your Customers?
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:
E90: B2B marketing is all about logic, right? Think again.
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...
E89: Sales and Marketing Alignment From Silos to Synergy
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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E88: Strategies for Sustainable Pipeline Growth
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...
E87: Sales and Marketing Alignment
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:
The root causes of misalignment and how incentives can sabotage collaborationWhy MQLs don’t cut it anymore—and how...E86: Attribution in B2B: What’s Working, What’s Not, and What’s Next
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...
E85: Why Your B2B Pipeline is Slowing Down—And How to Fix It
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 generationWhy traditional intent data and lead-gen tactics are becoming less effectiveHow AI-driven strategies and first-party data ar...E84: Relationship and Community Building
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...
E83: The use of Emotion in B2B Marketing
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...
E82: The CRO’s Guide to Winning at Every Growth Stage
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...
E81: Intersection of Organic and Paid Media
Too many brands still treat organic and paid social as separate strategies—but what happens when you bring them together? In this episode of B2B Marketing Futures, Joaquin Dominguez sits down with Dominic Gemelli and Zoe Minogianni from SoSafe to explore how aligning paid and organic efforts creates a multiplier effect for B2B brands.
🎯 Key takeaways:
Why organic builds trust while paid accelerates reachHow paid campaigns that mimic organic content drive better performanceWhy memes, thought leadership, and authentic engagement matter more than everThe best way to test content cheaply before scaling into case studies, video...E80: The Sales Pipeline Problem: Why Everyone’s Struggling and How to Fix It
Building a high-quality sales pipeline has never been more complex. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, is joined by Ananda Narasimhan (Director of Marketing Operations at Clevertap) and Sunniya Saleem (VP of Digital Marketing at Creatio) to unpack the evolving challenges of pipeline management.
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...
E79: Redefining ICPs in 2025 – How Well Do You Know Your Customers
As B2B markets evolve, so must our approach to defining the Ideal Customer Profile (ICP). In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Dawn Crew (CMO, Trulioo) and Aishwarya Thakur (Product Marketing Manager, Quid) to explore how businesses are refining their ICPs for 2025.
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...
E78: Creative is the New Targeting: Jen Rapp, CMO at Superside, on Brand Strategy, Performance Marketing, and Empowering Founders
In today's episode of B2B Marketing Futures, we're thrilled to welcome Jen Rapp, Chief Marketing Officer at Superside, whose impressive career journey includes shaping narratives at iconic brands like Patagonia, DoorDash, and Klaviyo. Jen shares invaluable insights into blending brand strategy, creative leadership, and performance marketing, emphasizing why "creative is the new targeting." We explore how B2B marketing is increasingly adopting the emotional resonance traditionally seen in B2C campaigns, and Jen reveals how Superside is revolutionizing collaboration between creative teams and marketers through innovative tools like Super Ads. Tune in for an inspiring discussion on authentic storytelling...
E77: Why Sales and Marketing Must Work Together
Misalignment between sales and marketing can lead to inefficiencies, wasted resources, and missed opportunities—but when these teams collaborate effectively, the results are game-changing. In this episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, is joined by industry experts to explore the challenges and solutions in driving sales and marketing unity.
Our guests include:
Richard Pfister, Economic Development Communications at LightcastChloe Banholzer, Partner Marketing Manager at MagnitEjiro Odogun, Performance & Operations Lead at Dell TechnologiesTogether, they discuss the importance of shared KPIs, the role of da...
E76: Emotions in B2B Marketing
B2B marketing is often seen as overly rational, but emotions play a crucial role in decision-making—even in business. In this episode, host Joaquin Dominguez is joined by five marketing experts to challenge the status quo and explore how emotional storytelling can transform B2B campaigns.
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 disc...
E75: Mastering Pipeline Growth
Building a healthy sales pipeline is more challenging than ever amid economic shifts and digital transformation. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, speaks with Ananda Narasimhan (Clevertap) and Sunniya Saleem (Creatio) about the key obstacles and strategies for driving high-quality pipeline growth.
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 succes...
E74: Advanced Demand Generation Techniques
In this episode of the Adzact podcast, host Joaquin Dominguez dives into the complexities of advanced demand generation with Elena Simkina, Digital Marketing Director at Acronis, and Kristin Rose, Director of Paid Media at Swap.
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!
Hosted...
E73: Sales and Marketing Alignment
Sales and Marketing Alignment: Unlocking B2B Success
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:
Tu...
E72: What is Growth, What is Marketing?
In this episode of the B2B Marketing Futures podcast, Joaquin Dominguez speaks with Beth Carter, Head of Growth at Flexa, and Monica Myers, Demand Generation Consultant, to unpack the complex relationship between growth and marketing. Together, they explore how growth transcends traditional marketing functions, emphasising the need for cross-functional collaboration, strong leadership, and a unified vision.
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...
E71: Unlocking Growth Through Strategic B2B Partnerships
What does it take to build thriving B2B partnerships in today’s competitive landscape? In this episode of B2B Marketing Futures, we dive into the strategies that drive successful collaborations, expand market reach, and harness the power of AI.
Host Joaquin Dominguez Lucchini, Head of Marketing at Adzact, leads a dynamic conversation with two thought leaders in B2B marketing:
E70: Digital-First Strategies
Join Joaquin Dominguez, Head of Marketing at Adzact, as he hosts an insightful discussion with leading marketing experts on the future of B2B marketing.
Featuring:
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...
E69: Balancing Short-Term Wins with Long-Term Value in ABM
In this thought-provoking episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, is joined by four ABM leaders to explore one of the hottest debates in Account-Based Marketing: Should you prioritise immediate results or focus on building deeper, lasting relationships?
Featuring:
Ben Bulpett, Vice President of Performance Marketing at AlgoliaMaissa Moussa, Principal Campaign Manager – Global Campaigns and Demand Generation at HexagonDanny Stancheva, ABM Campaign Manager at ConnectWiseAndreea Ceasar, Senior Marketing Manager at Trend MicroThe panel dives into the real-world challenges of ABM, including transitioning from MQ...
E68: How Innovations Spread in B2B: Insights from Top CMOs
What drives innovation adoption in B2B markets? Host Joaquin Dominguez dives deep into this question with two seasoned CMOs, Leo Khan (3x CMO, 8x unicorn builder) and Graham Wylie (CMO at activpayroll).
This episode explores the Diffusion of Innovations Theory and its practical applications in B2B marketing. Topics include:
...
E67: Reimagining Demand Creation
Reimagining Demand Creation dives into the evolving challenges of balancing demand creation and demand capture in the modern B2B marketing funnel. Hosted by Joaquin Dominguez, this episode features a panel of marketing experts:
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...
E66: Unified Goals: Driving Growth Through Sales and Marketing Alignment
Sales and marketing alignment is critical for driving demand, improving conversions, and delivering a seamless customer experience—but why is it so challenging? In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Kevin White (Common Room), AJ Navarro (Sprout Social), Meshach Cisero (Commvault), and Dino Delic (Meltwater) to explore the complexities of aligning these two functions.
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, th...
