Explore every episode of the podcast B2B Marketing Futures

In this episode of B2B Marketing Futures, B2B marketing leaders explore how buying committees form and make decisions long before prospects identify themselves, and what marketers can do to influence buyers throughout increasingly fragmented and self-directed journeys.

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

Participants:
Lorenza Fedele, Global Digital Marketing Manager at ABB

Nicole Mills, Sr. Director of Demand Generation at Algolia

In this episode of B2B Marketing Futures, B2B marketing leaders explore how organisations can get genuine value from intent data, moving beyond vendor promises and focusing on how buying signals can actually influence pipeline and revenue.

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

Participants:

Linda Pfaff, B2B Marketing Leader, most recently at Rackspace

Nima Asrar Haghighi, VP of Demand Generation at Navan

In this episode of B2B Marketing Futures, marketing and revenue leaders explore how AI is changing the way organisations approach B2B go-to-market strategy, and what it takes to use AI effectively without losing strategic focus, alignment, and the human understanding that drives successful customer engagement.

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

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

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

In this episode of B2B Marketing Futures, marketing leaders explore how AI is transforming modern go-to-market strategy, and what it takes for organisations to remain focused, competitive, and customer-centric as AI becomes embedded across demand generation, sales, content, personalisation, and revenue operations.

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

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

Participants:

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

In this episode of B2B Marketing Futures, marketing leaders explore how AI is reshaping the relationship between sales and marketing, and what it takes for modern go-to-market teams to stay aligned as AI becomes embedded across demand generation, sales enablement, content creation, and customer engagement.

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

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

Participants:

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

In this episode of B2B Marketing Futures, marketing leaders explore why account fit has become a stronger predictor of revenue than buyer intent alone, and how modern B2B teams can build more effective demand generation strategies by prioritising the right accounts before they show buying signals.

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

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

Participants:
Saralee Katz, Demand Generation Manager at Adyen

Tom Kay, Sr. Digital Marketing Manager at AudioEye

In this episode of B2B Marketing Futures, marketing leaders explore what marketers will still own as AI takes on a growing role in campaign execution and go-to-market activities.

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

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

Participants:

Kari Hanson, Chief Marketing Officer at Robin

Kevin Sloan, Affiliate and Influencer Growth Marketing Manager at Descript

In this episode of B2B Marketing Futures, revenue and marketing leaders explore what happens when AI increasingly powers go-to-market execution and how organisations should decide where human expertise still creates the greatest value.

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

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

Participants:

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

In this episode of B2B Marketing Futures, senior marketing leaders explore what actually creates competitive advantage in B2B marketing as AI rapidly transforms how teams execute, scale, and engage buyers.

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

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

Participants:

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

Simcha Weil, Demand Generation Leader at AU10TIX

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on how AI is reshaping modern B2B go-to-market strategy and challenging many of the traditional assumptions behind marketing, sales, and revenue growth.

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

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

Participants:

Justin Meredith, Digital Marketing Manager at Birdeye

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

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on how AI is reshaping modern B2B go-to-market strategy and redefining how marketing, sales, and customer engagement teams operate in an increasingly AI-driven landscape.

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

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

Participants:

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

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on how AI is reshaping modern B2B marketing and redefining the future of go-to-market strategy.

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

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

Participants:

• Bettina Berntsen, CMO at SuperOffice

• Carl Carell, Co-founder and CRO at GetAccept

• Daniel Talbot, Senior Marketing Director at IFS

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on the ongoing debate between demand creation and demand capture, and what the right balance looks like in modern B2B marketing.

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

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

Participants:

• Kenna Rooney, Senior Performance Marketing Manager at EasyLlama

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

• Will Cumming, Lifecycle Marketing Leader at Bynder

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

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on the evolving role of paid media, LinkedIn strategy, and performance measurement in a rapidly changing digital landscape.

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

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

Participants:

• James Dall, Global Paid Media Manager at Trustpilot

• Karin Kanamäe, Paid Media Specialist at Scoro

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

In this episode of B2B Marketing Futures, senior marketing and growth leaders come together for a roundtable conversation on “Is Brand the Last Thing Left?”, exploring one of the biggest questions in modern B2B marketing: as AI makes personalisation, automation, and execution increasingly accessible, is brand becoming the ultimate differentiator?

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

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

Participants:

• Allyson Dietz, Marketing Strategy Lead at TransUnion

• Carole Winqwist, Chief Marketing Officer at GitGuardian

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

• Yvo Cortez, Growth Marketing Manager at Middesk

In this episode of B2B Marketing Futures, senior marketing and commercial leaders come together for a roundtable conversation on “Fit vs Intent Targeting,” exploring one of the most important debates in modern B2B marketing: how to identify the right accounts and engage them at the right time.

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

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

Participants:

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

• Anna Laurila, Head of Enterprise Marketing at Meltwater

• Francesca Rinni, Head of Marketing at TÜV SÜD

• Kaynan Kaplan, Digital Marketing Manager at Introhive

In this episode of B2B Marketing Futures, senior marketing and commercial leaders come together for a roundtable conversation on “Fixing the Pipeline Problem: How Marketing Can Unlock Growth,” tackling one of the most pressing challenges in modern B2B: why pipeline breaks down and how marketing can drive more effective, scalable growth.

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

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

Participants:

• Bill Glenn, Senior Vice President Marketing at Esper

• Camilla Heidenreich Bommen, Chief Commercial Officer at SuperOffice

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on “Demand Creation versus Demand Capture”, exploring one of the most important balancing acts in modern B2B marketing: how to build long-term demand while still driving immediate pipeline.

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

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

Participants:

• Kathryn Thomas, Director EMEA Marketing at Box

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

In this episode of B2B Marketing Futures, senior revenue and marketing leaders come together for a roundtable conversation on “Sales and Marketing Alignment”, unpacking one of the most persistent challenges in modern B2B organizations: how to get sales and marketing teams truly working as one.

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

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

Participants:

• Dick Dunkel, VP Revenue Enablement at Altana

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

• Kirsty Dawe, CMO at Lead Forensics

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on “B2B GTM in the AI Era”, exploring how artificial intelligence is reshaping go-to-market strategy, buyer behaviour, and the role of marketing teams.

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

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

Participants:

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

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

• Ander Frischer, SEO and AEO Leader at Gong

In an AI-first world where targeting, sequencing, campaign optimisation, and even content creation can increasingly be automated, many marketing leaders are beginning to ask a fundamental question: what actually remains distinctive about marketing?

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

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

Participants:

• Anne Dorthe Gyldenkærne, Chief Marketing Officer, Configit

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

• Johannes Hoech, Chief Marketing Officer, Sift

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

It’s not about choosing brand or pipeline, it’s about understanding how they work together.

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

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

Participants:

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

• Stacey Jaeger, Senior Demand Generation Manager, Protolabs

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

Sales and marketing alignment has been a board-level priority for years, yet for many B2B organisations the biggest friction still lives in the details, incentives, data models, tooling, and day-to-day execution.

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

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

Participants:

• Ravali Dodia, Director, Integrated Marketing Campaigns, ServiceNow

• Melissa Kasey, VP GTM Business Systems, Yext

B2B go-to-market is entering a new phase as AI reshapes how teams plan, execute, and scale growth, but the real challenge isn’t access to tools, it’s how they’re used.

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

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

Participants:

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

• Alex Venus, Head of Growth Marketing, Personio

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

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

Sales and marketing alignment remains one of the most talked-about goals in B2B, and one of the hardest to achieve in practice. From lead definitions and data quality to attribution, incentives, and ownership, misalignment continues to slow growth and create friction across go-to-market teams.

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

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

Participants:

• Elise Cleary, Digital Marketing Manager, Elsevier

• Lisa Andreeva, Account-Based Marketing Manager, IFS

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

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

B2B go-to-market is being fundamentally reshaped by AI, from how buyers discover solutions to how marketing teams create demand, build trust, and measure impact.

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

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

Participants:

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

• Charlotte Wahlgren, Head of Partner Marketing EMEA, Shopify

• Carl Ronander, VP of Marketing, Funnel

Sales and marketing alignment remains one of the most talked-about goals in B2B and one of the hardest to achieve in practice.

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

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

Participants:

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

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

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

• Evan Ang, Global Digital Marketing Manager, ABB

B2B marketers are facing a defining challenge: how do you build winning go-to-market strategies in the AI era, without losing the storytelling, trust, and human connection that truly differentiate brands?

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

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

Participants:

• Sydney Sloan, CMO, G2

• Paul Taylor, CMO, SS&C Blue Prism

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

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

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

Can AI Replace the Marketer?

AI is reshaping marketing at record speed. From content and targeting to analytics, orchestration and customer intelligence, automation is transforming how teams operate every day. But as AI takes over more of the execution, what does it mean for the future of marketers, creative strategy and brand building?

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

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

Participants:

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

AI can now write copy, generate creative, analyse markets, and personalise campaigns at a scale no human team can match. So what happens next?

Participants:

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

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

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

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

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

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

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

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

In this episode of B2B Marketing Futures, we tackle one of the most pressing questions shaping the next decade of marketing: AI vs Brand: What Will Marketers Still Own in 2030?

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

Participants:

• Sharon Forder – CMO, Sana Commerce

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

• Dorothea Gam – CMO, Mouseflow

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

• Maud Walkowiak – EMEA Head of Growth Marketing, Aon

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

Together, they explore:

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

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

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

• How to balance automation with creative instinct and emotional connection

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

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

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

In this episode of B2B Marketing Futures, we dive into one of the most debated questions in B2B marketing today: Fit vs. Intent, What Really Drives Growth?

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

Participants:

• Lisa Schwartz – Director of Digital Marketing, Digitate

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

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

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

• Courtney Bigum – Performance Marketing Manager, Sage

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

• Cecilia Mancini – Marketing Campaign Manager, IFS

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

Together, they explore:

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

• When intent data drives results and when it misleads

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

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

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

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

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.

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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 the AI Revolution

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

Participants:

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

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

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

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

Together, they explore:

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

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

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

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

• Practical insights for making AI a genuine strategic advantage

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

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In this episode of B2B Marketing Futures, we dive into one of the most debated topics in B2B marketing today, Fit vs Intent.

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

Participants:

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

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

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

Together, they explore:

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

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

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

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

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

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

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In this episode of B2B Marketing Futures, the conversation dives into the balance between demand creation and demand capture in B2B marketing. Our panel of marketing leaders share how they approach building long-term brand awareness while driving measurable results, revealing the strategies, trade-offs, and real-world challenges they face.

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

Participants:

Adele van Eiszner – Digital Marketing Manager at Cognism

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

Judy Kimball – Senior Director at Consensus

Mariie Velez – Global Demand Generation and ABM Manager at Thales

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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 we unpack what it takes for go-to-market teams to win when they truly operate as one. From a shared customer view to frictionless handoffs, our panel surfaces practical fixes, data, processes, and habits that turn cross-functional intent into measurable impact.

Participants

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

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

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

Together they explore

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

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

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

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

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

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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, leveraging AI to drive high-impact projects and her professional blog, a balance that earned her a nomination for the 2025 Scottish Women in Tech Awards.

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

Together, they explore:

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

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

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

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

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

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

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In this episode of B2B Marketing Futures, we explore what it really takes for high-performing teams to win when they operate as one.

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

Participants:

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

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

Together, they explore:

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

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

• Why shared planning can make or break execution

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

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

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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 audiences.

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

Together, they explore:

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

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

• Expanding audiences across geographies and post-acquisition

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

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

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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.

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

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

Together, they explore:

•Where sales & marketing most often break down today

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

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

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

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

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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 content and ABM with a deep focus on cross-functional collaboration and full-funnel performance.

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

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

Together, they unpack:

• The biggest friction points between sales and marketing today

• Proven rituals and frameworks that create true alignment

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

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

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

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In this episode of B2B Marketing Futures, 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 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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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:

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

We’ll explore:

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

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

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

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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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