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B2B Marketing Futures: Daily Summaries Delivered
by Adzact
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 socialAccount-based marketing (ABM) and smart segmentationProduct-led growth (PLG) and shifting from capture to creationAI-powered campaign workflows and marketing opsAttribution, measurement, and marketing diagnosticsSales-marketing alignment and go-to-market execution
Latest Episodes
The most recent episodes — sign up to get AI-powered summaries of each one.
- 3 weeks ago30 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 CriteriaGabriella Fishkind, VP of Revenue Development and GTM Strategy at CerosEswar Sai Prathap Singavarapu, GTM Systems Engineer at Fivetran
- Oct 5, 202629 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 StreetJessica Deckinger, CMO at HealthEdge
- Sep 7, 202621 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
- Aug 25, 202626 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 RackspaceNima Asrar Haghighi, VP of Demand Generation at Navan
- Aug 17, 202640 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 EnterprisesRachel Clapp Miller, Chief Marketing Officer at Force ManagementRaphael Poisson, Head of Marketing, EMEA at Dialpad
- Jul 24, 202634 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 BetterworksLauren Luen, Founder and CEO of The Nervous System LLCNicole Mills, Sr. Director of Demand Generation at Algolia
- Jul 1, 202631 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 NetAppKristi de Asis, Director of Demand Generation and ABM at Achievers
- Jun 27, 202625 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 AdyenTom Kay, Sr. Digital Marketing Manager at AudioEye
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About B2B Marketing Futures
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 socialAccount-based marketing (ABM) and smart segmentationProduct-led growth (PLG) and shifting from capture to creationAI-powered campaign workflows and marketing opsAttribution, measurement, and marketing diagnosticsSales-marketing alignment and go-to-market execution
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