B2B Marketing Futures

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Episodes

165

Latest episode

Oct 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

October 14, 2026Episode 16530 min

E165: Sales and Marketing Alignment When AI Sits in Both Seats

In this episode of B2B Marketing Futures, sales and marketing leaders explore what alignment looks like when AI sits in both seats, and whether AI is genuinely bringing the two functions closer together or simply helping each team automate its own silo faster. The conversation examines the AI-driven marketing-to-sales handoff, the importance of shared data and sources of truth, and where human judgement and relationships remain essential as AI takes on more of the GTM process. The panel also explores what sales and marketing alignment could look like if the process were rebuilt today with AI in mind. Participants: Melissa McCann-Tilton, President & Chief Revenue Officer at Criteria Gabriella Fishkind, VP of Revenue Development and GTM Strategy at Ceros Eswar Sai Prathap Singavarapu, GTM Systems Engineer at Fivetran

October 5, 2026Episode 16429 min

E164: Is Brand the Last Moat? What’s Left When AI Commoditizes Everything Else?

In this episode of B2B Marketing Futures, B2B marketing leaders explore whether brand is the last true moat as AI commoditizes content, design, campaigns, and personalization. The conversation moves beyond defending brand as a vague asset and instead asks what actually makes a B2B brand distinctive when execution is increasingly available to everyone. The discussion examines whether brand becomes more important as B2B buying committees grow larger and more complex, spanning procurement, finance, legal, technical teams, and other stakeholders who may know very little about the category. Participants: Tabita Andersson, VP Marketing EMEA at Rimini Street Jessica Deckinger, CMO at HealthEdge

September 7, 2026Episode 16321 min

E163: The Buying Committee Decided Before You Ever Knew They Existed

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

August 25, 2026Episode 16226 min

E162: Getting Real Value from Intent Data: 6sense, Demandbase, Clay, and What Nobody Tells You

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

August 17, 2026Episode 16140 min

E161: How AI Is Reshaping B2B Go-to-Market

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

July 24, 2026Episode 16034 min

E160: B2B GTM in the AI Era: If AI Makes Marketing Easy, Why Is Growth Still Hard?

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

July 1, 2026Episode 15931 min

E159: How AI is reshaping Sales and Marketing Alignment?

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

June 27, 2026Episode 15825 min

E158: Fit Beats Intent: The New Rule of B2B Demand

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

June 18, 2026Episode 15727 min

E157: What Will Marketers Still Own When AI Runs the Campaigns?

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

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 SAS Caitlin Crawford, Chief of Staff to the CRO at Outreach Christy Marble, 4x Chief Marketing Officer, most recently at Siteimprove

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