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PODCAST

B2B Marketing Futures

Global B2B ad spend topped $30 billion in 2024, 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

business marketing

All Episodes

42:56

E107: What Makes Innovation Spread?

B2B Marketing Futures ·

2025/06/16

In this episode of B2B Marketing Futures, we explore what really drives innovation adoption and why even the best ideas can struggle to gain traction. Joaquin Dominguez is joined by Senior Product Marketing Manager Phoebe Do (Gong), Renewable Marketing Manager Doan Nguyen (Rystad Energy), Sr. Global Marketing Manager, Disease States MDx Nishant Sinha (BD), and Senior Channel Partner Manager Rubén Mendoza (Asana) to discuss how influence, internal alignment, and market readiness shape the success of

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25:05

E106: Demand Generation Meets Project Management

B2B Marketing Futures ·

2025/06/11

Navigating B2B Marketing: Demand Generation Meets Project Management In this episode of B2B Marketing Futures, we sit down with Lauri Simpson (Senior Marketing Project Manager) and Elizabeth Kreidman (Director of Global Growth Marketing) from SS&C Intralinks 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

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37:13

E105: How to Get the Most out of Clay

B2B Marketing Futures ·

2025/06/04

In this episode of B2B Marketing Futures, we dive into how marketers are getting real value out of Clay — and where the pitfalls lie. Joaquin Dominguez is joined by Justin Noll (Sense) and Daniel Rodgers (Trainual) to unpack how this increasingly popular tool fits into modern MarTech stacks, and what it takes to use it well.We explore:The original problems Clay helped solveHow it now supports enrichment, scoring, outbound, and ABMReal-world wins and where the ROI actually comes fromCommon mistakes

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33:39

E104: Higher Productivity and Efficiency through...

B2B Marketing Futures ·

2025/06/02

In this episode of B2B Marketing Futures, we explore how project marketing is becoming a game-changer for high-performing marketing teams. Joaquin Dominguez is joined by Alex Long (AlphaSense), Jacqueline Murphy (Reveal), and Raven McFarlane (Bluebeam) to discuss how structured project workflows, PMO-style operations, and smart tooling are helping marketers improve campaign speed, consistency, and impact.We dig into:What project marketing really means in practiceCommon execution pitfalls and how to

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38:44

E103: Sales and Marketing Alignment

B2B Marketing Futures ·

2025/05/28

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

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35:42

E102: Intent, LinkedIn Ads & ROI: AJ Wilcox and...

B2B Marketing Futures ·

2025/05/21

What happens when you combine second-party intent data from 6Sense with the world’s most expensive ad platform, LinkedIn?In this episode of B2B Marketing Futures, host Joaquin Dominguez explores how top marketers are using intent platforms like 6Sense to drive high-performing, cost-effective LinkedIn campaigns. Joined by AJ Wilcox, founder of B2Linked and leading expert on LinkedIn Ads, and Neelam Agarwal, Senior Digital Marketing Manager at Pure Storage, we unpack practical strategies for aligning

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33:59

E101: Means to build a customer-centric culture in...

B2B Marketing Futures ·

2025/05/19

In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by three top product marketers — Shira Marcks (Motive), Karthic Subramanian (Confluent), and Kaushik Patange (Atlassian) — for a deep and honest conversation about building customer-centric cultures inside large, complex organisations.We explore: 🎯 What customer-centricity actually looks like in practice 🧠 How to build empathy when you aren’t your customer 🔁 The systems, rituals, and leadership that help teams stay

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43:23

E100: The Truth About LinkedIn Ads: Creativity,...

B2B Marketing Futures ·

2025/05/13

The Truth About LinkedIn Ads: Creativity, Retargeting & Wasted SpendIn this episode of B2B Marketing Futures, we go deep into what actually works in LinkedIn advertising. Host Joaquin Dominguez is joined by AJ Wilcox (Founder of B2Linked and host of the LinkedIn Ads Show), Eddie Casado (Head of Growth Marketing at Mouseflow), and Tom Gatten (CEO of Adzact) to unpack how leading marketers are making B2B ads perform.🎯 Learn how to:Keep social actually social with creative-first LinkedIn ad

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39:27

E99: The Secret to Making Innovations Take Off

B2B Marketing Futures ·

2025/05/08

In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Lara McCaskill (Atlassian), Henrique Dutra (LeadSquared), and Barney O’Kelly (AlixPartners) to unpack the real reasons some innovations take off — and others quietly disappear.They explore the five classic drivers of adoption, share lessons from real product launches, and reveal what it actually takes to move from early traction to mainstream scale. From integration and trust to storytelling and persistence, this episode is

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40:26

E98: Are your leads killing your business?

B2B Marketing Futures ·

2025/05/02

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 •

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29:50

E97: Demand Creation versus Capture

B2B Marketing Futures ·

2025/04/30

Demand Creation vs Demand Capture: Can B2B Marketing Do Both?In this episode of B2B Marketing Futures, we dive into one of the most debated questions in B2B: should marketers focus on creating demand or capturing it?Host Joaquin Dominguez is joined by three brilliant marketing leaders—Isabel Casey (Head of Marketing at Sifted), Beth Brooker (Senior B2B Marketing Manager at Three UK), and Taylor Coblentz (Partner Marketing Manager at Insight)—for a relaxed conversation about balancing brand and

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30:56

E96: Understanding Audience Needs: Aligning Content,...

B2B Marketing Futures ·

2025/04/25

In this episode of B2B Marketing Futures, we explore how marketers can better align content, format, and platform to meet real audience needs across global campaigns.Joaquin Dominguez is joined by Toyin Bayagbon (B2B Marketing Consultant) and Nikolas Dimopoulos (Digital Campaigns Specialist at Hempel) to discuss how organic and paid strategies can work together, why format choices should vary by region and persona, and what it really takes to build trust in long-cycle B2B sales.From testing document

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32:35

E95: Want Better B2B Ads? Start Thinking Like a B2C...

B2B Marketing Futures ·

2025/04/23

Why do B2C campaigns often feel more human, emotional, and effective—while B2B gets stuck in jargon and sales-speak? In this episode, Joaquin Dominguez brings together three seasoned marketers to explore how B2B can break free from the usual playbook.Featuring:LeTisha Shaw – Former Director of Product Marketing at UserTestingFelipe Moreno – Senior Web Growth Manager at ZendeskLorraine Bellon – Senior Product Marketing Manager at FastlyThey unpack the rise of brand storytelling, the power of

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31:35

E94: Aligning Channels, Data, and Sales for Pipeline...

B2B Marketing Futures ·

2025/04/19

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, WorkdaySarah Barbod – Demand Generation Manager, KognitivSarah Thomas – Revenue

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31:49

E93: Marketing Metrics That Matter

B2B Marketing Futures ·

2025/04/17

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 ScientificJoe Prather, Digital Marketing Analyst at Progress SoftwareLogan Lloyd, Email Marketing & Automation Manager at Sprout SocialRob Kiser, Director of Product Marketing at

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43:35

E92: Scaling Multichannel Strategies

B2B Marketing Futures ·

2025/04/11

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

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43:35

E91: ICP in 2025: How Well Do You Really Know Your...

B2B Marketing Futures ·

2025/04/09

In this episode of B2B Marketing Futures, Joaquin Dominguez brings together five senior marketing leaders to explore the evolving definition of the Ideal Customer Profile (ICP). From the rise of anti-ICPs to the challenges of operationalising segmentation across global teams, this conversation goes deep into what it takes to truly understand and reach your best-fit customers in 2025.Featuring insights from: Sophia Martin, Group Product Marketing Manager at ConfluentAntony Chang, Regional Marketing

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26:35

E90: B2B marketing is all about logic, right? Think...

B2B Marketing Futures ·

2025/04/04

In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Becky Stables (Catalyst IT) and Rachel Behrens (Workiva) to explore a powerful but often overlooked force in B2B: emotion. They discuss why emotional appeal isn't just for B2C, how to make space for it in long buying cycles, and why trust and authenticity matter more than ever. From public sector data projects to field marketing surprise moments, Becky and Rachel share how emotional storytelling drives engagement—and where it

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29:34

E89: Sales and Marketing Alignment From Silos to Synergy

B2B Marketing Futures ·

2025/03/31

In this episode of B2B Marketing Futures, Joaquin Dominguez (Head of Marketing, Adzact) is joined by Amy Elrington (Marketing Operations Manager, GWI) and Gary McAllister (Product Marketing Lead, Flexera) to unpack one of B2B’s most persistent challenges: aligning sales and marketing. From ensuring consistent messaging to improving lead quality and using technology with intent, the panel explores how better collaboration can unlock growth. Expect practical strategies, real-world examples, and fresh

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37:58

E88: Strategies for Sustainable Pipeline Growth

B2B Marketing Futures ·

2025/03/28

In this episode of B2B Marketing Futures, Joaquin Dominguez (Head of Marketing at Adzact) sits down with Justin Noll (VP of Marketing at Sense) and Phillip Lewis (Marketing & PR Manager, Americas at Hexagon) to unpack the future of demand generation.They dive into the key challenges B2B marketers face in 2025—from doing more with less, to navigating shifting buyer behaviour, and leveraging AI without losing the human touch. The conversation explores how top teams are rethinking metrics, aligning

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129 results

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