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.

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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.

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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.

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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! 🎧

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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.

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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.

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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.

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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.

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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 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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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, 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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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 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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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 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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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 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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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 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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This episode provides key insights on B2B content strategy, including data-driven storytelling, leveraging AI with human oversight, adapting to search algorithms, B2B social platform innovation, overcoming content challenges, and coordination. The guests on the podcast discussed these topics and emphasized the importance of understanding user journeys, maintaining cohesive narratives, and filling buying journeys with consistent content. They also discussed the lack of innovation in B2B platforms and the transformative role of generative AI in automating content creation. Personalization and segmentation were highlighted as crucial for effective content marketing.

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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Discover key insights on thought leadership in B2B marketing from industry experts at Deel and Carbon Black. Learn about the principles of effective thought leadership, challenges in adapting strategies, and the importance of utilizing internal data. Find out how impactful thought leadership can leave a lasting impression through captivating storytelling.

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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Welcome to a brand-new episode where we're diving deep into the rapidly shifting landscape of content marketing. Influenced by emerging technologies, ever-changing user behaviour, and novel consumption platforms, the B2B content strategy field is in flux. To explore these exciting transformations, we've brought together a stellar panel of industry experts:

• 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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During our conversation with a panel of marketing experts, we explored the power of emotional marketing strategies in B2B campaigns. We delved into the benefits of employee advocacy and the potential of individuals taking on dual roles as both consumers and business representatives to promote products within their social circles. Our discussion also covered the significance of integrating multiple platforms to optimise marketing efforts and the impact of AI on the future of digital marketing.

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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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 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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In today’s competitive B2B landscape, building strong relationships with existing clients is more important than ever. Join hosts Tom Gatten and Joaquin Dominguez, Head of Marketing at Adzact, as they dive into customer marketing strategies with four industry experts. From event marketing to cross-selling strategies, learn how personalised content, multi-channel engagement, and the human touch can help you boost retention, drive customer loyalty, and increase value for your business.

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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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:

• 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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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 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 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!

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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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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:

• 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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In the second episode of our thought-provoking series on the intersection of luxury and B2B marketing, we continue to explore how B2B brands can leverage luxury marketing principles to foster deeper relationships and drive sustainable growth.

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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 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 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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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 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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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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This episode shares insights from digital marketing experts in various industries on strategies and challenges in leveraging platforms like LinkedIn, Meta, and Programmatic for B2B marketing. Key takeaways included the need for precise targeting, balancing brand and lead gen, multi-channel optimization, and solving attribution issues given long sales cycles. Perspectives highlighted contextual differences across verticals and buying groups, emphasizing the need to tailor approaches to thrive amidst rapidly evolving martech.

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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In this riveting episode, we explore the ever-changing world of B2B marketing through the lens of personalization. Join us as we talk with industry experts Maria José Lemos Pare (Toluna), Avishek Chowdhury (Disciple Media), Hannah Jarret (Cooper Consultancy) and Firat Alyagut (Apadmi) to uncover how personalization is becoming the cornerstone of successful B2B marketing strategies. From the blurring lines between B2B and B2C to the role of data and community insights, this episode is a treasure trove of actionable insights. Tune in now! 🎧

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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In this episode of B2B Marketing Futures, we explore how Diversity, Equity, and Inclusion (DEI) and leadership are shaping the future of creativity and innovation in B2B marketing. Join our host Joaquin Dominguez as he dives into a compelling discussion with three remarkable leaders:

• 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 bring together top growth marketing experts to explore the dynamic and challenging world of lead nurturing and marketing funnel optimization in the B2B sector. Our guests include Tejal Tailor from MHR, Ali Fakhar from Geeks, and Cory Johnson from Synthesia. They share their expert insights on how to effectively engage and nurture leads in today's complex marketing landscape.

Key themes discussed in this episode:

• Tailoring Nurture Strategies: Understand the importance of customizing nurturing strategies to fit the unique preferences and demographics of different audiences.

• Nonlinear Journey Engagement: Discover the benefits of engaging prospects through flexible, nonlinear journeys instead of traditional sequenced campaigns.

• Utilizing Diverse Platforms: Learn about leveraging various platforms, both owned and external, for effective prospect nurturing.

• Strategic Partnerships: Uncover how strategic partnerships can enhance the credibility and reach of your marketing efforts.

• Continuous Experimentation: Delve into the necessity of continuous testing and optimization in your marketing strategies.

• Sales & Marketing Synergy: Explore the critical role of aligning sales and marketing efforts through deep customer insights.

Join us as we delve into these topics, offering valuable insights and strategies to enhance your B2B marketing efforts.

Episode Timestamps

[10:14] Continuous Experimentation and Optimization

[10:41] Tailoring Nurture Strategies to Audience Demographics and Preferences

[19:33] Partnering for Increased Credibility and Reach

[29:33] Aligning Sales and Marketing through Customer Insights

[35:01] Leveraging Diverse Platforms and Communities

[44:34] Driving Nurture through “Messy” Nonlinear Journeys

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During this virtual round table, we discussed different topics related to B2B marketing. It explores insights from experts in the field about the importance of content quality, data analysis, and cultural differences regarding personal data sharing. We also discussed the lack of creativity among decision-makers in this sector, as well as strategies that can help companies improve their ad effectiveness while creating an effective brand personality. Read on to learn more about these topics and how to use them to your advantage in this report.

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

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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:

• 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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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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How can B2B teams align sales and marketing for maximum impact? 🤝

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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In this episode, host Joaquin Dominguez brings together top B2B marketing experts to explore how behavioural science can transform your marketing strategy. Featuring insights from Nancy Harhut, one of the Top 10 B2B Marketers in the World, the panel dives into practical techniques that drive real results. From cognitive fluency to the power of emotional storytelling, we discuss actionable ways to simplify your messaging, build brand connections, and boost conversions.

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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The landscape of B2B marketing is continuously evolving, with 2024 presenting unique challenges and opportunities for marketers. This episode synthesises insights from industry leaders gathered during a comprehensive discussion on navigating reduced budgets and smaller teams while maintaining effective marketing strategies. The participants, from the leading marketing industry, shared their experiences and strategies across several key themes. These insights provide a roadmap for B2B marketers aiming to optimise their efforts and achieve sustainable growth in a competitive environment.

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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Fit vs Intent: Where Should Marketers Really Place Their Bet?

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

Evolving Nurture Strategies

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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