B2B Marketing Futures

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Business Technology Marketing

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Episodes

156

Latest episode

Jun 2026

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About the show

Global B2B ad spend topped $43 billion in 2025 , and today’s fastest-growing teams are rewriting the playbook. B2B Marketing Futures dives into the strategies, tools, and thinking that are shaping the next generation of business marketing. Hosted by Joaquin Dominguez, each episode brings together leading marketers, growth experts, and operators to unpack real-world challenges. From building demand engines to aligning sales and marketing, scaling PLG motions, and using AI to drive better targeting and execution. We cover: Creative performance in paid social Account-based marketing (ABM) and smart segmentation Product-led growth (PLG) and shifting from capture to creation AI-powered campaign workflows and marketing ops Attribution, measurement, and marketing diagnostics Sales-marketing alignment and go-to-market execution Tactical experiments across TikTok, YouTube, Google, and Meta Whether you work in growth, demand gen, brand, or product marketing, this podcast helps you navigate and shape the future of B2B.

Listen to episodes

60 recent

June 16, 2026Episode 15631 min

E156: When AI Runs GTM, What Do Humans Still Own?

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 SASCaitlin Crawford, Chief of Staff to the CRO at OutreachChristy Marble, 4x Chief Marketing Officer, most recently at Siteimprove

June 8, 2026Episode 15536 min

E155: What Actually Matters in B2B Marketing After AI

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 DashlaneMargaret Dawson, Chief Marketing Officer at SUSESimcha Weil, Demand Generation Leader at AU10TIX

May 29, 2026Episode 15426 min

E154: The end of B2B GTM as we know it

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

May 20, 2026Episode 15332 min

E153: B2B GTM in the AI Era

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 AcclaroHarry Davies, VP of Marketing Strategy, Investment and Effectiveness at SageJessica Tozer, Head of Demand Generation at Ninety

May 14, 2026Episode 15241 min

E152: Re-imagining Marketing with AI

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

May 8, 2026Episode 15132 min

E151: Brand Demand vs. Buyer Intent

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

May 1, 2026Episode 15034 min

E150: Making LinkedIn Ads work for you

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

April 27, 2026Episode 14937 min

E149: Is Brand The Last Thing Left?

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

April 20, 2026Episode 14835 min

E148: Fit vs. Intent: What Really Drives B2B Growth?

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

April 16, 2026Episode 14729 min

E147: Fixing the Pipeline Problem: How Marketing Can Unlock Growth

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

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