B2B Marketing Futures

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, perfor...

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....

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 Adzac...

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, ta...

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...

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 opportu...

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 disti...

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 Revolution Our 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-a...

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 p...

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...

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 distinc...

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 manage...

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 gener...

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...

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 aligni...

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...

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 sm...

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 stakeholde...

 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 Iterable We’...

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 Management Elyse Corwin , Regional Marketing Manager at Pega We’ll explore: What effective sales enablement looks like when targeting named accounts How to equi...

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 Checkr Peter Sutton, Principal Consultant at Sutton Marketing Strategies (formerly VP of GTM and Product Marketing at PTC) Sonia Mehta, Tech Investor (formerly Product Marketing at Segme...

In this episode of B2B Marketing Futures, we dive into what it  really  means 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 DocuSign Nimit Roongta , Founder at Kickback Monkey John O’Neil , Director of Business Development at Pit...

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 testin...

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...

In this episode of B2B Marketing Futures, we explore the evolving role of sales enablement in driving successful ABM and outbound strategies. Arshkrit Chowdhury (Typeface), 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...