B2B Marketing Futures

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 conversat...

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 whe...

In this episode of B2B Marketing Futures , we explore what really drives innovation adoption and why even the best ideas can struggle to gain traction. Joaquin Dominguez is joined by Senior Product Marketing Manager Phoebe Do (Gong), Renewable Marketing Manager Doan Nguyen (Rystad Energy), Sr. Global Marketing Manager, Disease States MDx Nishant Sinha (BD), and Senior Channel Partner Manager Rubén...

Navigating B2B Marketing: Demand Generation Meets Project Management In this episode of B2B Marketing Futures , we sit down with Lauri Simpson and Elizabeth Kreidman to explore the often-overlooked intersection of demand generation and project management, especially within the high-stakes world of B2B fintech. From managing long sales cycles and regulatory pressures to coordinating across teams an...

In this episode of B2B Marketing Futures, we dive into how marketers are getting real value out of Clay — and where the pitfalls lie. Joaquin Dominguez is joined by Justin Noll (Sense) and Daniel Rodgers (Trainual) to unpack how this increasingly popular tool fits into modern MarTech stacks, and what it takes to use it well. We explore: The original problems Clay helped solve How it now supports e...

In this episode of B2B Marketing Futures , we explore how project marketing is becoming a game-changer for high-performing marketing teams. Joaquin Dominguez is joined by Alex Long (AlphaSense), Jacqueline Murphy (Reveal), and Raven McFarlane (Bluebeam) to discuss how structured project workflows, PMO-style operations, and smart tooling are helping marketers improve campaign speed, consistency, an...

Why does sales and marketing alignment remain so difficult and what actually works in practice? In this episode of B2B Marketing Futures , host Joaquin Dominguez brings together four experienced leaders to unpack one of the most debated challenges in B2B. Join: – David Flesh , Founder of DCF Consults (ex-Freshworks) – Ariel Zommer , Senior Product Marketing Manager at Okta – Josh Fu , VP Product M...

What happens when you combine second-party intent data from 6Sense with the world’s most expensive ad platform, LinkedIn? In this episode of B2B Marketing Futures , host Joaquin Dominguez explores how top marketers are using intent platforms like 6Sense to drive high-performing, cost-effective LinkedIn campaigns. Joined by AJ Wilcox , founder of B2Linked and leading expert on LinkedIn Ads, and Nee...

In this episode of B2B Marketing Futures , host Joaquin Dominguez is joined by three top product marketers — Shira Marcks (Motive), Karthic Subramanian (Confluent), and Kaushik Patange (Atlassian) — for a deep and honest conversation about building customer-centric cultures inside large, complex organisations. We explore: 🎯 What customer-centricity actually looks like in practice 🧠 How to build...

The Truth About LinkedIn Ads: Creativity, Retargeting & Wasted Spend In this episode of B2B Marketing Futures , we go deep into what actually works in LinkedIn advertising. Host Joaquin Dominguez is joined by AJ Wilcox (Founder of B2Linked and host of the LinkedIn Ads Show), Eddie Casado (Head of Growth Marketing at Mouseflow), and Tom Gatten (CEO of Adzact) to unpack how leading marketers are...

In this episode of B2B Marketing Futures , Joaquin Dominguez is joined by Lara McCaskill (Atlassian), Henrique Dutra (LeadSquared), and Barney O’Kelly (AlixPartners) to unpack the real reasons some innovations take off — and others quietly disappear. They explore the five classic drivers of adoption, share lessons from real product launches, and reveal what it actually takes to move from early tra...

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 • Sha...

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 Taylo...

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...

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 UserTesting Felipe Moreno – Senior Web Growth Manager at Zendesk Lorraine Bellon –...

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 D...

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 Scientific Joe Prather , Digital Marketing Analyst at Progress Software Logan Lloyd...

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 m...

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 in...

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 marke...

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...

In this episode of B2B Marketing Futures , Joaquin Dominguez (Head of Marketing at Adzact) sits down with Justin Noll (VP of Marketing at Sense) and Phillip Lewis (Marketing & PR Manager, Americas at Hexagon) to unpack the future of demand generation. They dive into the key challenges B2B marketers face in 2025—from doing more with less, to navigating shifting buyer behaviour, and leveraging A...

Despite chasing the same revenue goals, sales and marketing teams often struggle to truly work together. In this episode of B2B Marketing Futures , host Joaquin Dominguez sits down with four industry leaders—Keith Rabkin (President at PandaDoc), Red Drummond (Senior Marketing Manager at Wood Mackenzie), Jason Recacho (Solutions and Ecosystems Expert), and Mark Towler (Product Marketing Expert)—to...

In this episode of B2B Marketing Futures , we dive into one of the most hotly debated topics in marketing: attribution. Joaquin Dominguez is joined by Meghan Harris (SoftServe), Manish Rai (SnapLogic), and Yuliya Maystruk (Redpanda Data) to unpack the complexity of measuring impact in long, multi-touch B2B sales cycles. From aligning sales and marketing data to experimenting with AI-powered models...

B2B companies are facing mounting challenges in keeping their sales pipelines full. In this episode of B2B Marketing Futures , host Joaquin Dominguez , Head of Marketing at Adzact, sits down with Lindsey Reisbeck (Head of Marketing Operations at Miro) and Michael Moreno (Founder at RevGenAI) to uncover why pipeline slowdowns are happening—and what marketing and sales teams can do about it. The dis...