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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

00:43:46

E136: B2B GTM in the AI Era

B2B Marketing Futures ·

2025/12/22

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

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00:36:18

E135: How to position yourself as a winner rather...

B2B Marketing Futures ·

2025/12/16

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

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00:30:44

E134: Demand Creation versus Demand Capture

B2B Marketing Futures ·

2025/12/09

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

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00:40:40

E133: Fit vs Intent: Where Should Marketers Really...

B2B Marketing Futures ·

2025/12/04

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

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00:42:40

E132: Can AI Replace the Marketer?

B2B Marketing Futures ·

2025/11/24

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

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00:32:55

E131: The Human Edge: Marketing in a Fully AI World

B2B Marketing Futures ·

2025/11/17

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

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39:39

E130: AI vs Brand: What Will Marketers Still Own in...

B2B Marketing Futures ·

2025/11/14

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

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40:09

E129: Fit vs. Intent: What Really Drives B2B Growth?

B2B Marketing Futures ·

2025/11/06

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

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36:53

E128: Is Brand the Last Thing Left? What B2B...

B2B Marketing Futures ·

2025/11/04

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

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34:19

E127: How to Position Yourself as a Winner Rather...

B2B Marketing Futures ·

2025/10/31

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 RevolutionOur 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

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31:50

E126: Fit vs. Intent: What Really Drives B2B Growth?

B2B Marketing Futures ·

2025/10/29

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

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29:19

E125: Demand creation vs Demand Capture

B2B Marketing Futures ·

2025/10/21

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

en

45:11

E124: Demand Creation versus Demand Capture

B2B Marketing Futures ·

2025/10/19

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

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37:34

E123: How B2B Teams Win Through Alignment

B2B Marketing Futures ·

2025/10/16

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

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18:01

E122: How High Performance Teams Win When They...

B2B Marketing Futures ·

2025/09/23

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

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25:54

E121: How to position yourself as a winner, rather...

B2B Marketing Futures ·

2025/09/22

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

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30:37

E120: When ICP Gets Complicated: Targeting and Demand...

B2B Marketing Futures ·

2025/09/18

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

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35:23

E119: Sales and Marketing Alignment

B2B Marketing Futures ·

2025/08/28

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

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29:20

E118: No More Silos between Sales & Marketing

B2B Marketing Futures ·

2025/08/21

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

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30:47

E117: Navigating the Complex World of B2B Attribution

B2B Marketing Futures ·

2025/08/05

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

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138 results

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