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 AvePoint

From 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 goals

Whether 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.

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