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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

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

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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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28:37

E116: PLG VS SLG: Rethinking GO -TO Market in B2B...

B2B Marketing Futures ·

2025/07/24

In this episode of B2B Marketing Futures, we dive into one of the most debated questions in SaaS today: PLG vs. SLG, how do they really coexist in B2B go-to-market?You’ll hear from:•Ishita Jariwala, Former Head of Startup Programs at Stripe and MongoDB•Meshach Cisero, Former Head of Product-Led Growth at Commvault•Jason Recacho, Senior Product Marketing Manager – DATA Platform at IterableWe’ll explore:•How PLG and SLG show up in real-world go-to-market strategies•The challenges of aligning teams and

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25:20

E115: The Role of Sales Enablement in ABM and Outbound

B2B Marketing Futures ·

2025/07/22

In this episode of B2B Marketing Futures, we’re diving into The Role of Sales Enablement in ABM and Outbound and what it really takes to make it work across teams.You’ll hear from:Sam Pfluger, Head of Digital Experience at Fleet Device ManagementElyse Corwin, Regional Marketing Manager at PegaWe’ll explore:What effective sales enablement looks like when targeting named accountsHow to equip sales with the right context, content, and messaging at the right timeStrategies for aligning marketing and

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35:58

E114: Sales and Marketing Alignment

B2B Marketing Futures ·

2025/07/18

In this episode of B2B Marketing Futures, we explore what it really takes to align sales and marketing in today’s fast-changing B2B landscape.You’ll hear from:Jeffrey Boggess, Senior Product Marketing Manager at CheckrPeter Sutton, Principal Consultant at Sutton Marketing Strategies (formerly VP of GTM and Product Marketing at PTC)Sonia Mehta, Tech Investor (formerly Product Marketing at Segment/Twilio)Mary Voitovych, Head of Growth Marketing at CreatioWe’ll dive into:Where sales and marketing

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29:55

E113: The Tools, Rituals, and Real Talk Behind True...

B2B Marketing Futures ·

2025/07/11

In this episode of B2B Marketing Futures, we dive into what itreallymeans for B2B teams to operate as one and why alignment across functions like marketing, sales, product, and operations can make or break performance.You’ll hear from:Elayne Hovsmith, Senior Partner Marketing Manager at DocuSignNimit Roongta, Founder at Kickback MonkeyJohn O’Neil, Director of Business Development at PitchBook We'll unpack:How functional alignment impacts growth and customer experienceWhere team misalignments

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26:16

E112: AI Enablement and the Limitations You Have to...

B2B Marketing Futures ·

2025/07/09

In this episode of B2B Marketing Futures, we dig into the evolving role of AI in modern marketing, where it’s truly enabling teams, and where real limitations still remain.Alex Walmsley (CRM Marketing Manager, Multiverse) and Rob Maiale (Associate Director, Digital Content and Inbound Marketing, Precision for Medicine), join us to explore how AI is reshaping their day-to-day, from campaign testing and CRM workflows to audience research and messaging.We unpack:• Where AI is genuinely making a

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40:34

E111: Fixing the Pipeline Problem – How Marketing Can...

B2B Marketing Futures ·

2025/07/03

In this episode of B2B Marketing Futures, we tackle one of the biggest challenges in modern go-to-market strategy: pipeline. Chadia Sparrer (Senior Director, Global Integrated Marketing, Proofpoint), Nicole Drake (Senior Product Marketing Manager, Vectra AI) and Bhargav Brahmbhatt (Senior Product Marketing Manager, LaunchDarkly), join us for a candid conversation on how marketing can meaningfully influence pipeline generation and revenue growth.We unpack:• What today’s pipeline problem really looks

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25:10

E110: The Role of Sales Enablement in ABM and Outbound

B2B Marketing Futures ·

2025/06/27

In this episode of B2B Marketing Futures, we explore the evolving role of sales enablement in driving successful ABM and outbound strategies. Arshkrit Chowdhury (Fivetran), and Ismath Mohideen (LogicMonitor) join us for a candid conversation on how product marketing can empower sales with the right insights, content, and tools to reach high-value accounts.We unpack:•How sales enablement supports persona prioritization and message consistency in outbound•The collaboration between marketing and sales

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38:01

E109: How B2B Teams Win When They Operate as One

B2B Marketing Futures ·

2025/06/24

In this episode of B2B Marketing Futures, we unpack the real-world challenges and opportunities of cross-functional alignment in modern B2B organizations. Christopher Beaton, Senior Marketing Manager, Global Consulting (Wood Mackenzie), Paula Medeiros, Senior Global Paid Media Project Manager (Palo Alto Networks), and Sofia Sulikowski, Product Marketing Lead (Atlan) join us for a candid conversation on what it takes for marketing, sales, product, and operations to operate as one.We explore:What high

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45:08

E108: Trustworthy AI in Marketing – Accuracy,...

B2B Marketing Futures ·

2025/06/20

In this episode of B2B Marketing Futures, we unpack the real-world challenges and opportunities surrounding AI in marketing. Philip Miller, Senior Product Marketing Manager & AI Strategist (Progress), and Madelyne Oliver, ABM Operations Manager (Cloudflare) join us for a candid conversation on deploying AI responsibly, accurately, and at scale.We explore:•The biggest risks marketers face when adopting AI, from hallucinations to data fragmentation•How human-in-the-loop and RAG models are driving

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129 results

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