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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

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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31:46

E87: Sales and Marketing Alignment

B2B Marketing Futures ·

2025/03/24

Despite chasing the same revenue goals, sales and marketing teams often struggle to truly work together. In this episode of B2B Marketing Futures, host Joaquin Dominguez sits down with four industry leaders—Keith Rabkin (President at PandaDoc), Red Drummond (Senior Marketing Manager at Wood Mackenzie), Jason Recacho (Solutions and Ecosystems Expert), and Mark Towler (Product Marketing Expert)—to unpack the real friction points between sales and marketing and how to overcome them.Expect a candid

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36:04

E86: Attribution in B2B: What’s Working, What’s Not,...

B2B Marketing Futures ·

2025/03/21

In this episode of B2B Marketing Futures, we dive into one of the most hotly debated topics in marketing: attribution. Joaquin Dominguez is joined by Meghan Harris (SoftServe), Manish Rai (SnapLogic), and Yuliya Maystruk (Redpanda Data) to unpack the complexity of measuring impact in long, multi-touch B2B sales cycles.From aligning sales and marketing data to experimenting with AI-powered models, our guests explore what’s working today—and where the gaps still are. Expect candid insights on CRM

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29:20

E85: Why Your B2B Pipeline is Slowing Down—And How to...

B2B Marketing Futures ·

2025/03/14

B2B companies are facing mounting challenges in keeping their sales pipelines full. In this episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, sits down with Lindsey Reisbeck (Head of Marketing Operations at Miro) and Michael Moreno (Founder at RevGenAI) to uncover why pipeline slowdowns are happening—and what marketing and sales teams can do about it.The discussion dives into:The impact of market saturation and information overload on pipeline generationWhy

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35:40

E84: Relationship and Community Building

B2B Marketing Futures ·

2025/03/12

In today's digital landscape, genuine community-building is a game-changer for B2B marketing. In this episode of the B2B Marketing Futures podcast, hosted by Joaquin Dominguez, Head of Marketing at Adzact, leading experts explore how businesses can leverage communities to drive deeper engagement, trust, and long-term success.Guests: 🎙️ Aaron Weekes – Performance Marketing Manager, Refine Labs 🎙️ Marcie Walker – Senior Community Marketing Manager, LucidLink 🎙️ Patrick Meehan – Enterprise Account

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47:50

E83: The use of Emotion in B2B Marketing

B2B Marketing Futures ·

2025/03/10

B2B marketing has long been dominated by logic, data, and ROI-driven decisions—but is that enough in today’s digital landscape? In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by an expert panel to explore the growing role of emotion in B2B marketing and why it’s more critical than ever.Our guests—April Leatherman (EPAM Systems), Jane Fanning (formerly Dell Technologies), Hadar Livne (ex-Kaltura), Misty Valdriz (Infineon Technologies), and Palmer Wallace (Qualys)—share

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52:28

E82: The CRO’s Guide to Winning at Every Growth Stage

B2B Marketing Futures ·

2025/03/07

Scaling revenue is never simple. CROs and CMOs face mounting challenges—setting realistic targets, aligning cross-functional teams, and sustaining long-term growth. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, sits down with industry experts to unpack the playbook for building scalable revenue engines, driving marketing-sales alignment, and leveraging data for smarter decision-making.🔥 Featuring:🚀 JD Miller – Author of The CRO’s Guide to Winning in Private Equity, Operating

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33:46

E81: Intersection of Organic and Paid Media

B2B Marketing Futures ·

2025/03/05

Too many brands still treat organic and paid social as separate strategies—but what happens when you bring them together? In this episode of B2B Marketing Futures, Joaquin Dominguez sits down with Dominic Gemelli and Zoe Minogianni from SoSafe to explore how aligning paid and organic efforts creates a multiplier effect for B2B brands.🎯 Key takeaways:Why organic builds trust while paid accelerates reachHow paid campaigns that mimic organic content drive better performanceWhy memes, thought

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38:16

E80: The Sales Pipeline Problem: Why Everyone’s...

B2B Marketing Futures ·

2025/03/03

Building a high-quality sales pipeline has never been more complex. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, is joined by Ananda Narasimhan (Director of Marketing Operations at Clevertap) and Sunniya Saleem (VP of Digital Marketing at Creatio) to unpack the evolving challenges of pipeline management.From regional market dynamics and shifting buyer intent to AI's growing role in demand generation, our guests explore what it takes to drive pipeline efficiency in an era of

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31:20

E79: Redefining ICPs in 2025 – How Well Do You Know...

B2B Marketing Futures ·

2025/02/27

As B2B markets evolve, so must our approach to defining the Ideal Customer Profile (ICP). In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Dawn Crew (CMO, Trulioo) and Aishwarya Thakur (Product Marketing Manager, Quid) to explore how businesses are refining their ICPs for 2025.We discuss:✅ Why ICPs are more than just firmographics✅ The role of behavioural insights and buying intent✅ Challenges in aligning sales, marketing, and product teams✅ The impact of technology and data

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30:44

E78: Creative is the New Targeting: Jen Rapp, CMO at...

B2B Marketing Futures ·

2025/02/23

In today's episode of B2B Marketing Futures, we're thrilled to welcome Jen Rapp, Chief Marketing Officer at Superside, whose impressive career journey includes shaping narratives at iconic brands like Patagonia, DoorDash, and Klaviyo. Jen shares invaluable insights into blending brand strategy, creative leadership, and performance marketing, emphasizing why "creative is the new targeting." We explore how B2B marketing is increasingly adopting the emotional resonance traditionally seen in B2C

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36:30

E77: Why Sales and Marketing Must Work Together

B2B Marketing Futures ·

2025/02/19

Misalignment between sales and marketing can lead to inefficiencies, wasted resources, and missed opportunities—but when these teams collaborate effectively, the results are game-changing. In this episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, is joined by industry experts to explore the challenges and solutions in driving sales and marketing unity.Our guests include:Richard Pfister, Economic Development Communications at LightcastChloe Banholzer, Partner

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50:22

E76: Emotions in B2B Marketing

B2B Marketing Futures ·

2025/02/17

B2B marketing is often seen as overly rational, but emotions play a crucial role in decision-making—even in business. In this episode, host Joaquin Dominguez is joined by five marketing experts to challenge the status quo and explore how emotional storytelling can transform B2B campaigns.Guests:🔹 Philip Ossai, Founder & CEO, Ossai🔹 Stephen Glasco, Senior Director, Social Media at TAG🔹 Jimmy Girot, Director of Global Field Marketing, Auror🔹 Julia Kertesz, Global Marketing Manager at Acronis🔹

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38:16

E75: Mastering Pipeline Growth

B2B Marketing Futures ·

2025/02/14

Building a healthy sales pipeline is more challenging than ever amid economic shifts and digital transformation. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, speaks with Ananda Narasimhan (Clevertap) and Sunniya Saleem (Creatio) about the key obstacles and strategies for driving high-quality pipeline growth.Key Takeaways:🔹 Navigating Global Challenges – Regional nuances, economic conditions, and buyer intent require tailored marketing approaches.🔹 Prioritizing Pipeline Quality

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34:40

E74: Advanced Demand Generation Techniques

B2B Marketing Futures ·

2025/02/12

In this episode of the Adzact podcast, host Joaquin Dominguez dives into the complexities of advanced demand generation with Elena Simkina, Digital Marketing Director at Acronis, and Kristin Rose, Director of Paid Media at Swap. Discover how these experts tackle challenges like balancing demand creation and capture, managing platform-specific inefficiencies, and building trust in competitive markets. They also explore the role of emerging platforms, creative tactics, and trends shaping the future of

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42:19

E73: Sales and Marketing Alignment

B2B Marketing Futures ·

2025/02/10

Sales and Marketing Alignment: Unlocking B2B SuccessIn this episode of B2B Marketing Futures, Joaquin Dominguez, Head of Marketing at Adzact, discusses the critical challenges and solutions for aligning sales and marketing. Joined by experts Natalie O’Luanaigh (The Trade Desk), Rachele Carraro (Mintago), and Gillian Murphy (GitLab), they explore strategies to overcome misalignment, build trust, and drive revenue growth.Key insights include:The role of RevOps in breaking silosShared metrics to foster

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50:38

E72: What is Growth, What is Marketing?

B2B Marketing Futures ·

2025/02/05

In this episode of the B2B Marketing Futures podcast, Joaquin Dominguez speaks with Beth Carter, Head of Growth at Flexa, and Monica Myers, Demand Generation Consultant, to unpack the complex relationship between growth and marketing. Together, they explore how growth transcends traditional marketing functions, emphasising the need for cross-functional collaboration, strong leadership, and a unified vision.Learn how to overcome organisational silos, define impactful growth strategies at different

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47:46

E71: Unlocking Growth Through Strategic B2B Partnerships

B2B Marketing Futures ·

2025/01/30

What does it take to build thriving B2B partnerships in today’s competitive landscape? In this episode of B2B Marketing Futures, we dive into the strategies that drive successful collaborations, expand market reach, and harness the power of AI.Host Joaquin Dominguez Lucchini, Head of Marketing at Adzact, leads a dynamic conversation with two thought leaders in B2B marketing:Rhiannon Williams, Senior Partner Marketing Manager, with experience across global agencies, e-commerce platforms, and ERP

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50:12

E70: Digital-First Strategies

B2B Marketing Futures ·

2025/01/28

Join Joaquin Dominguez, Head of Marketing at Adzact, as he hosts an insightful discussion with leading marketing experts on the future of B2B marketing. Featuring:Mathew Devitt, Senior Campaign Manager at Hexagon Asset Lifecycle Intelligence.Steph Hermanson, Manager of Professional Services at Sprout Social, Inc.Katrina Fine, Sr. Manager Standards Transformation at Hyatt.Discover how businesses are shifting to digital-first approaches, leveraging AI to democratise data, and embracing innovations

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131 results

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