B2B Marketing Futures

In today's digital landscape, genuine community-building is a game-changer for B2B marketing. In this episode of the B2B Marketing Futures podcast, hosted by Joaquin Dominguez, Head of Marketing at Adzact , leading experts explore how businesses can leverage communities to drive deeper engagement, trust, and long-term success. Guests: 🎙️ Aaron Weekes – Performance Marketing Manager, Refine Labs 🎙️...

B2B marketing has long been dominated by logic, data, and ROI-driven decisions—but is that enough in today’s digital landscape? In this episode of B2B Marketing Futures , host Joaquin Dominguez is joined by an expert panel to explore the growing role of emotion in B2B marketing and why it’s more critical than ever. Our guests— April Leatherman (EPAM Systems), Jane Fanning (formerly Dell Technologi...

Scaling revenue is never simple. CROs and CMOs face mounting challenges—setting realistic targets, aligning cross-functional teams, and sustaining long-term growth. In this episode, Joaquin Dominguez , Head of Marketing at Adzact, sits down with industry experts to unpack the playbook for building scalable revenue engines, driving marketing-sales alignment, and leveraging data for smarter decision...

Too many brands still treat organic and paid social as separate strategies—but what happens when you bring them together? In this episode of B2B Marketing Futures , Joaquin Dominguez sits down with Dominic Gemelli and Zoe Minogianni from SoSafe to explore how aligning paid and organic efforts creates a multiplier effect for B2B brands. 🎯 Key takeaways: Why organic builds trust while paid accelera...

Building a high-quality sales pipeline has never been more complex. In this episode, Joaquin Dominguez, Head of Marketing at Adzact , is joined by Ananda Narasimhan (Director of Marketing Operations at Clevertap) and Sunniya Saleem (VP of Digital Marketing at Creatio) to unpack the evolving challenges of pipeline management. From regional market dynamics and shifting buyer intent to AI's growing r...

As B2B markets evolve, so must our approach to defining the Ideal Customer Profile (ICP). In this episode of B2B Marketing Futures , Joaquin Dominguez is joined by Dawn Crew (CMO, Trulioo) and Aishwarya Thakur (Product Marketing Manager, Quid) to explore how businesses are refining their ICPs for 2025. We discuss: ✅ Why ICPs are more than just firmographics ✅ The role of behavioural insights and...

In today's episode of B2B Marketing Futures, we're thrilled to welcome Jen Rapp, Chief Marketing Officer at Superside, whose impressive career journey includes shaping narratives at iconic brands like Patagonia, DoorDash, and Klaviyo. Jen shares invaluable insights into blending brand strategy, creative leadership, and performance marketing, emphasizing why "creative is the new targeting." We expl...

Misalignment between sales and marketing can lead to inefficiencies, wasted resources, and missed opportunities—but when these teams collaborate effectively, the results are game-changing. In this episode of B2B Marketing Futures , host Joaquin Dominguez, Head of Marketing at Adzact , is joined by industry experts to explore the challenges and solutions in driving sales and marketing unity. Our gu...

B2B marketing is often seen as overly rational, but emotions play a crucial role in decision-making—even in business. In this episode, host Joaquin Dominguez is joined by five marketing experts to challenge the status quo and explore how emotional storytelling can transform B2B campaigns. Guests: 🔹 Philip Ossai, Founder & CEO, Ossai 🔹 Stephen Glasco, Senior Director, Social Media at TAG 🔹 J...

Building a healthy sales pipeline is more challenging than ever amid economic shifts and digital transformation. In this episode, Joaquin Dominguez , Head of Marketing at Adzact, speaks with Ananda Narasimhan (Clevertap) and Sunniya Saleem (Creatio) about the key obstacles and strategies for driving high-quality pipeline growth. Key Takeaways: 🔹 Navigating Global Challenges – Regional nuances, ec...

In this episode of the Adzact podcast, host Joaquin Dominguez dives into the complexities of advanced demand generation with Elena Simkina, Digital Marketing Director at Acronis, and Kristin Rose, Director of Paid Media at Swap. Discover how these experts tackle challenges like balancing demand creation and capture, managing platform-specific inefficiencies, and building trust in competitive marke...

Sales and Marketing Alignment: Unlocking B2B Success In this episode of B2B Marketing Futures , Joaquin Dominguez, Head of Marketing at Adzact, discusses the critical challenges and solutions for aligning sales and marketing. Joined by experts Natalie O’Luanaigh (The Trade Desk), Rachele Carraro (Mintago), and Gillian Murphy (GitLab), they explore strategies to overcome misalignment, build trust,...

In this episode of the B2B Marketing Futures podcast, Joaquin Dominguez speaks with Beth Carter, Head of Growth at Flexa, and Monica Myers, Demand Generation Consultant, to unpack the complex relationship between growth and marketing. Together, they explore how growth transcends traditional marketing functions, emphasising the need for cross-functional collaboration, strong leadership, and a unifi...

What does it take to build thriving B2B partnerships in today’s competitive landscape? In this episode of B2B Marketing Futures , we dive into the strategies that drive successful collaborations, expand market reach, and harness the power of AI. Host Joaquin Dominguez Lucchini , Head of Marketing at Adzact, leads a dynamic conversation with two thought leaders in B2B marketing: Rhiannon Williams ,...

Join Joaquin Dominguez, Head of Marketing at Adzact, as he hosts an insightful discussion with leading marketing experts on the future of B2B marketing. Featuring: Mathew Devitt, Senior Campaign Manager at Hexagon Asset Lifecycle Intelligence. Steph Hermanson, Manager of Professional Services at Sprout Social, Inc. Katrina Fine, Sr. Manager Standards Transformation at Hyatt. Discover how businesse...

In this thought-provoking episode of B2B Marketing Futures , host Joaquin Dominguez, Head of Marketing at Adzact, is joined by four ABM leaders to explore one of the hottest debates in Account-Based Marketing: Should you prioritise immediate results or focus on building deeper, lasting relationships? Featuring: Ben Bulpett , Vice President of Performance Marketing at Algolia Maissa Moussa , Princi...

What drives innovation adoption in B2B markets? Host Joaquin Dominguez dives deep into this question with two seasoned CMOs, Leo Khan (3x CMO, 8x unicorn builder) and Graham Wylie (CMO at activpayroll). This episode explores the Diffusion of Innovations Theory and its practical applications in B2B marketing. Topics include: Key factors influencing adoption: relevance, compatibility, and risk mitig...

Reimagining Demand Creation dives into the evolving challenges of balancing demand creation and demand capture in the modern B2B marketing funnel. Hosted by Joaquin Dominguez, this episode features a panel of marketing experts: Lex Taylor Wan (Senior Director, Brand & Creative, Outreach) Alicia Hardy (SEO Manager, Rapid7) Stephen Norris (Senior Demand Generation Manager, SMB, Bentley Systems)...

Sales and marketing alignment is critical for driving demand, improving conversions, and delivering a seamless customer experience—but why is it so challenging? In this episode of B2B Marketing Futures , Joaquin Dominguez is joined by Kevin White (Common Room), AJ Navarro (Sprout Social), Meshach Cisero (Commvault), and Dino Delic (Meltwater) to explore the complexities of aligning these two funct...

In this episode, Joaquin Dominguez, Head of Marketing at Adzact, leads an insightful discussion with a panel of marketing leaders on the evolving strategies for demand creation and capture in B2B markets. Featuring Georgia Diaconescu (Flourish-Canva), Vidushi Bhardwaj (Altair), and Ruchika Gupta (EXL), the panel explores how to craft relevant content, personalise at scale, leverage data effectivel...

In this episode of B2B Marketing Futures , we explore how Diversity, Equity, and Inclusion (DEI) and leadership are shaping the future of creativity and innovation in B2B marketing. Join our host Joaquin Dominguez as he dives into a compelling discussion with three remarkable leaders: Erica Colson , Global Head of Marketing at BSI, shares insights on leveraging psychology to build inclusive teams...

In this episode of the B2B Futures Podcast , host Joaquin Dominguez is joined by Sophie Ambridge, Senior Marketing Manager for EMEA at Zendesk, and Julia Porter, Head of Content at Optimizely, to tackle the challenges of scaling content for global B2B audiences. Together, they discuss how organisations can adapt content to diverse cultural nuances, maintain brand consistency, and balance creativit...

How can sales and marketing teams move beyond misaligned goals to create a seamless partnership that drives growth? In this episode of Adzact Collaborations , Joaquin Dominguez dives into the transition from sales-led to marketing-led strategies with Laura Holton (Adaptavist) and Nushrinah Sadeer (Veeam Software). Our guests share real-world insights on breaking down silos, aligning KPIs, and fost...

In this episode, join Joaquin Dominguez as he explores the transformative power of gifting and experiential campaigns with four B2B marketing leaders: Caroline Quinn , Senior Manager, Demand Generation & ABM at Cloudflare Paula Molinar , Head of Demand Generation at Paddle Victoria Blackwell , Research Principal in Marketing and Digital Advertising at G2 Dom Boyd , UKI Managing Director, Solut...

How do you achieve harmony between sales and marketing in today’s fast-changing B2B environment? In this episode, Joaquin Dominguez and Tom Gatten sit down with industry leaders Adam Kite (Relex Solutions), Daisy Tottman (Snowflake), Katrien Tans, Kelly Medio (Alteryx), and Lyndsay Close (Sigma7) to explore the key to effective alignment. From integrating SDRs into marketing to fostering a culture...