B2B Marketing Futures – Details, episodes & analysis

B2B marketers are facing a defining challenge: how do you use AI to position yourself as a winner, without losing what makes marketing human?

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

B2B marketers are constantly faced with a fundamental question: should they prioritize creating demand that doesn’t yet exist, or focus on capturing the demand already active in the market?

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

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 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.

Hosted on Acast. See acast.com/privacy for more information.

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:

• 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.

Hosted on Acast. See acast.com/privacy for more information.

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:

• 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.

Hosted on Acast. See acast.com/privacy for more information.

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

✅ 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! 🎧

Hosted on Acast. See acast.com/privacy for more information.

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 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.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, we explore one of the most provocative questions facing the industry: Is Brand the Last Thing Left? What B2B Marketers Will Do in 2030.

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.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, we dig into one of the most enduring debates in modern marketing: demand creation vs. demand capture. How do leading teams strike the right balance between long-term brand building and short-term pipeline results? And how are shifting search behaviours and AI reshaping the funnel as we know it?

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.

Hosted on Acast. See acast.com/privacy for more information.

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.

• 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.

Hosted on Acast. See acast.com/privacy for more information.