B2B Marketing Futures

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of B2B Marketing Futures, host Joaquin Dominguez is joined by a powerhouse panel of marketing leaders to explore how outdated lead models are slowing growth — and what to do instead.You’ll hear from: • Mark Osborne, Author of Are Your Leads Killing Your Business?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 • Tyler Rittmaster, Marketing Analytics Lead at UserTestingTogether, they unpack:Why MQLs are being replaced by revenue-focused metricsHow to align marketing, sales and success around shared goalsSmarter lead scoring that reflects real buying journeysABX, forecasting, and treating customers like future leadsIf you’re still reporting on lead volume, it’s time to rethink your revenue engine. Hosted on Acast. See acast.com/privacy for more information.

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 performance, measuring impact, and staying focused in a results-driven world.Expect insights on:Why brand matters more than ever (even when budgets are tight)Using econometrics to prove the ROI of brandHow TAM analysis connects content to conversionThe emotional edge of B2B storytellingWhat these leaders would change about how teams think about demandWhether you’re a startup marketer or part of a large enterprise team, this episode will challenge your thinking and leave you with practical ideas for building smarter, more sustainable growth. Hosted on Acast. See acast.com/privacy for more information.

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 ads and lead gen forms to localising visuals for different markets, this episode is packed with practical insights and real-world examples. Whether you're planning your next LinkedIn campaign or trying to validate what your audience actually cares about, this conversation will help you sharpen your approach. Hosted on Acast. See acast.com/privacy for more information.

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 consistent creative across the funnel, and how to make emotional resonance drive measurable results. From landing page experiments to social media cohesion, this is a masterclass in B2B creativity with real-world tactics.🔊 Tune in to hear why today’s best B2B brands are embracing their inner B2C—and what that means for your next campaign. Hosted on Acast. See acast.com/privacy for more information.

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 Technology Automation Manager, ConnectWiseTogether, they discuss:How to orchestrate paid, organic, ABM and event marketing campaignsWhat predictive tools like Demandbase and ZoomInfo bring to pipeline accelerationReal-world lead scoring, sales alignment, and automation strategiesThe dangers of “set-and-forget” marketing operationsHow to measure attribution across complex journeysLessons learned from scaling demand gen in both startups and global enterprisesWhether you're running demand gen at a scrappy SaaS startup or a large-scale enterprise, this episode is packed with practical insights on what works—and what doesn’t—in modern B2B marketing. Hosted on Acast. See acast.com/privacy for more information.

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 AvePointFrom the fall of vanity metrics to the rise of signal-based strategies, the group dives deep into:Why open rates and industry benchmarks are losing relevanceHow to map complex customer journeys across touchpointsThe impact of AI (like Google Gemini) on web traffic and SEO visibilityROPO (Research Online, Purchase Offline) and account-level measurementAligning marketing data with business impact and revenue goalsWhether you’re a marketing analyst, growth strategist or B2B demand gen leader, this episode will help you reframe how you measure success—and avoid getting lost in the dashboard.🎧 Tune in now for fresh insights on data storytelling, attribution, and the future of B2B measurement. Hosted on Acast. See acast.com/privacy for more information.

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 high-quality creative, powered by first-party data, fuels performance – Why suppression is one of the most underrated tools in your targeting strategy – How to approach attribution as contribution—not just credit – What makes YouTube and CTV surprisingly effective for B2B – And why “doing fewer things, better” might be your competitive edge in 2025🎙️ Featuring: – AJ Navarro, Marketing Operations Manager at Sprout Social – Alex Venus, Head of Digital & Web Marketing at Personio – Abhishek Karkamkar, Manager, Marketing Analytics & Operations at Cohesity – Lauren Vasu, Sr. Global Demand Generation Manager at Alteryx – Mike Braund, Sr. Director, Marketing Operations & Digital Marketing at Iterable – Hosted by Joaquin Dominguez, Head of Marketing at Adzact Hosted on Acast. See acast.com/privacy for more information.

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 Leader at BrightcoveJonah Youdeem, Product Marketing Director at EightfoldSush Koka, Director of Product Marketing at Bamboo RoseVivian Jordan, Senior Product Marketing Manager at Cornerstone on DemandTune in for practical strategies, real-life stories, and smart frameworks for refining your ICP and navigating growth in today’s complex B2B landscape. Hosted on Acast. See acast.com/privacy for more information.

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 can go wrong. Whether you're building webinars, brand campaigns or customer journeys, this episode will leave you thinking differently about how to connect with your audience.From navigating long buying cycles to building brand affinity in enterprise sales, this is a conversation that challenges the myth of the “rational B2B buyer.”🎙️ Listen now to learn:Why emotional engagement drives action—even in complex B2B dealsHow to build trust before your first sales callTips for injecting human connection into your brand and events Hosted on Acast. See acast.com/privacy for more information.

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 takes on creating a unified revenue engine. Hosted on Acast. See acast.com/privacy for more information.