B2B Marketing Futures

Global B2B ad spend topped $43 billion in 2025 , and today’s fastest-growing teams are rewriting the playbook. B2B Marketing Futures dives into the strategies, tools, and thinking that are shaping the next generation of business marketing. Hosted by Joaquin Dominguez, each episode brings together leading marketers, growth experts, and operators to unpack real-world challenges. From building demand engines to aligning sales and marketing, scaling PLG motions, and using AI to drive better targeting and execution. We cover: Creative performance in paid social Account-based marketing (ABM) and smart segmentation Product-led growth (PLG) and shifting from capture to creation AI-powered campaign workflows and marketing ops Attribution, measurement, and marketing diagnostics Sales-marketing alignment and go-to-market execution

B2B Marketing Futures is a business podcast hosted by Adzact, with 163 episodes on record and a Required Pod Score of 80.

Adzact hosts B2B Marketing Futures, a business show with 163 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #163

  E163: The Buying Committee Decided Before You Ever Knew They Existed

  Sep 7, 202621 minS2

  In this episode of B2B Marketing Futures, B2B marketing leaders explore how buying committees form and make decisions long before prospects identify themselves, and what marketers can do to influence buyers throughout increasingly fragmented and self-directed journeys. The conversation examines the “dark funnel” , from peer recommendations, communities, review sites, events and AI assistants, and explores how marketers can remain relevant across diverse buying committees. Participants: Lorenza Fedele, Global Digital Marketing Manager at ABB Fiona Riley, Director, Global Campaigns and Growth at IBM Nicole Mills, Sr. Director of Demand Generation at Algolia

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  Episode #162

  E162: Getting Real Value from Intent Data: 6sense, Demandbase, Clay, and What Nobody Tells You

  Aug 25, 202627 minS2

  In this episode of B2B Marketing Futures, B2B marketing leaders explore how organisations can get genuine value from intent data, moving beyond vendor promises and focusing on how buying signals can actually influence pipeline and revenue. The conversation examines what makes an intent signal genuinely useful, where platforms such as 6sense, Demandbase, ZoomInfo, Bombora, and Clay add value, and where they fall short. The discussion also explores how teams can combine intent with ICP fit, first-party data, and other signals to identify accounts that are truly in-market. Participants: Linda Pfaff, B2B Marketing Leader, most recently at Rackspace Nima Asrar Haghighi, VP of Demand Generation at Navan

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  Episode #161

  E161: How AI Is Reshaping B2B Go-to-Market

  Aug 17, 202640 minS2

  In this episode of B2B Marketing Futures, marketing and revenue leaders explore how AI is changing the way organisations approach B2B go-to-market strategy, and what it takes to use AI effectively without losing strategic focus, alignment, and the human understanding that drives successful customer engagement. The conversation examines how AI is reshaping ICP definition, account prioritisation, audience research, content, buyer engagement, sales execution, and demand generation. The discussion also explores how organisations can balance demand creation and demand capture in the AI era, as paid media, ABM, intent signals, search, and emerging AI discovery behaviours continue to evolve. Participants: Himanshu Patel, Chief Revenue Officer, India at Magic Software Enterprises Rachel Clapp Miller, Chief Marketing Officer at Force Management Raphael Poisson, Head of Marketing, EMEA at Dialpad

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  Episode #160

  E160: B2B GTM in the AI Era: If AI Makes Marketing Easy, Why Is Growth Still Hard?

  Jul 24, 202634 minS2

  In this episode of B2B Marketing Futures, marketing leaders explore how AI is transforming modern go-to-market strategy, and what it takes for organisations to remain focused, competitive, and customer-centric as AI becomes embedded across demand generation, sales, content, personalisation, and revenue operations. The conversation examines how AI is reshaping ideal customer profile (ICP) definition, audience targeting, campaign execution, search behaviour, demand creation, and demand capture, while discussing the opportunities and challenges of balancing greater execution speed with strategic focus, data quality, and organisational alignment. The discussion highlights the factors that will continue to differentiate successful companies in an AI-driven landscape, from strong brand positioning and customer understanding to human judgement, cross-functional collaboration, high-quality data, and the systems that enable AI to enhance rather than replace effective go-to-market decision-making. Participants: Allie Collins, Chief Marketing Officer at Betterworks Lauren Luen, Founder and CEO of The Nervous System LLC Nicole Mills, Sr. Director of Demand Generation at Algolia

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  Episode #159

  E159: How AI is reshaping Sales and Marketing Alignment?

  Jul 1, 202631 minS2

  In this episode of B2B Marketing Futures, marketing leaders explore how AI is reshaping the relationship between sales and marketing, and what it takes for modern go-to-market teams to stay aligned as AI becomes embedded across demand generation, sales enablement, content creation, and customer engagement. The conversation examines how AI is changing account identification, messaging, pipeline management, and sales follow-up, while discussing the opportunities and challenges of maintaining consistent workflows, shared context, and effective collaboration across revenue teams. The discussion highlights where human judgement continues to create the greatest impact, from governing AI tools and interpreting customer insights to aligning cross-functional teams, refining go-to-market strategies, and ensuring AI enhances rather than replaces strategic decision-making in an increasingly AI-enabled B2B landscape. Participants: Denisse Soker, Sales Enablement and Product Adoption Leader at NetApp Kristi de Asis, Director of Demand Generation and ABM at Achievers

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