B2B Marketing Futures

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 Nicole Mills, Sr. Director of Demand Generation at Algolia

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

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

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

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

In this episode of B2B Marketing Futures, marketing leaders explore why account fit has become a stronger predictor of revenue than buyer intent alone, and how modern B2B teams can build more effective demand generation strategies by prioritising the right accounts before they show buying signals. The conversation examines the relationship between fit, intent, timing, and personalisation, discussing how marketers identify high-value accounts, avoid chasing misleading intent signals, and balance AI-powered targeting with human judgement. The discussion highlights where marketers create the greatest impact, from defining ideal customer profiles and interpreting buying signals to developing personalised engagement strategies, aligning with sales teams, and making informed decisions about where to invest marketing resources in an increasingly AI-assisted B2B landscape. Participants: Saralee Katz, Demand Generation Manager at Adyen Tom Kay, Sr. Digital Marketing Manager at AudioEye

In this episode of B2B Marketing Futures, marketing leaders explore what marketers will still own as AI takes on a growing role in campaign execution and go-to-market activities. The conversation examines how AI is changing the speed and scale of marketing, from content creation and campaign analysis to reporting, workflow automation, and partner evaluation, while also raising concerns around originality, audience relevance, trust, and the increasing noise created by generic AI-generated content. The panel discusses where human expertise remains indispensable, including strategic thinking, customer understanding, creative direction, brand stewardship, audience insight, partnership decisions, and the judgement required to interpret market signals and make sound business decisions in an AI-led marketing landscape. Participants: Kari Hanson, Chief Marketing Officer at Robin Kevin Sloan, Affiliate and Influencer Growth Marketing Manager at Descript

In this episode of B2B Marketing Futures, revenue and marketing leaders explore what happens when AI increasingly powers go-to-market execution and how organisations should decide where human expertise still creates the greatest value. The conversation examines how AI is reshaping sales and marketing workflows, from account identification and content creation to pipeline prioritisation and revenue execution, while raising new questions around governance, customer experience, and decision-making. The panel discusses where human judgement, strategic thinking, creativity, relationship-building, and organisational alignment remain essential as AI becomes more deeply embedded across the revenue engine. Participants: Brooke Huckabee, Head of Global Revenue Enablement at SAS Caitlin Crawford, Chief of Staff to the CRO at Outreach Christy Marble, 4x Chief Marketing Officer, most recently at Siteimprove

In this episode of B2B Marketing Futures, senior marketing leaders explore what actually creates competitive advantage in B2B marketing as AI rapidly transforms how teams execute, scale, and engage buyers. The conversation examines which marketing activities are becoming commoditised as AI-powered content creation, personalization, outbound campaigns, and workflow automation become widely accessible. The panel discusses where human judgement, strategic thinking, creativity, customer understanding, and brand differentiation continue to drive meaningful results in an increasingly automated landscape. Participants: Dhiraj Kumar, Chief Marketing Officer at Dashlane Margaret Dawson, Chief Marketing Officer at SUSE Simcha Weil, Demand Generation Leader at AU10TIX

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on how AI is reshaping modern B2B go-to-market strategy and challenging many of the traditional assumptions behind marketing, sales, and revenue growth. From AI-powered content creation, outbound support, localization, and workflow automation to the growing importance of human judgement, trust, and operational integration, the conversation explores where AI is genuinely replacing human effort and where experienced teams still create the greatest value. The episode also explores what B2B GTM teams should continue to own as AI takes on more operational work, including the future role of brand, customer experience, proprietary workflows, data strategy, and human decision-making in the lead-up to 2030. Participants: Justin Meredith, Digital Marketing Manager at Birdeye Suvish Viswanathan, Head of Marketing for European Operations and DACH Business Initiatives at Zoho

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on how AI is reshaping modern B2B go-to-market strategy and redefining how marketing, sales, and customer engagement teams operate in an increasingly AI-driven landscape. From AI-powered research, segmentation, and campaign execution to the growing importance of human judgement, brand trust, and localization, the conversation explores how organizations are balancing automation with authentic customer connection. Drawing from real-world experience across SaaS, demand generation, localization, and enterprise marketing, the group shares insights on integrating AI into GTM workflows, improving marketing effectiveness, strengthening alignment between teams, and preparing organizations for the next era of B2B growth. Participants: Andrew Thomas, VP of Marketing at Acclaro Harry Davies, VP of Marketing Strategy, Investment and Effectiveness at Sage Jessica Tozer, Head of Demand Generation at Ninety

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on how AI is reshaping modern B2B marketing and redefining the future of go-to-market strategy. From AI-powered execution and evolving buyer behaviour to the growing importance of brand trust and differentiation, the conversation explores how marketing teams are adapting to a world where content creation, targeting, and campaign execution are becoming increasingly automated. Drawing from real-world experience, the group shares insights on integrating AI across the full GTM engine, navigating the shift from SEO to AI-driven discovery, balancing speed with strategic focus, and building authentic engagement in an era where every team has access to the same tools. Participants: • Bettina Berntsen, CMO at SuperOffice • Carl Carell, Co-founder and CRO at GetAccept • Daniel Talbot, Senior Marketing Director at IFS

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on the ongoing debate between demand creation and demand capture, and what the right balance looks like in modern B2B marketing. From long-term brand building and lifecycle marketing to paid media performance and pipeline generation, the conversation explores how leading marketers are navigating full-funnel growth strategies across increasingly complex buyer journeys. Drawing from real-world experience, the group shares insights on nurturing demand across platforms like LinkedIn, Google, Meta, and Reddit, balancing short-term performance goals with long-term brand investment, and aligning marketing efforts with measurable business outcomes such as revenue, pipeline, and customer lifetime value. Participants: • Kenna Rooney, Senior Performance Marketing Manager at EasyLlama • Amrit Kaur, Demand Generation Director at S&P Global • Will Cumming, Lifecycle Marketing Leader at Bynder • Jose Granados, Paid Media & Performance Marketing Manager at GoTo

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on the evolving role of paid media, LinkedIn strategy, and performance measurement in a rapidly changing digital landscape. From navigating the balance between brand building, demand creation, and demand capture to unpacking the challenges of attribution and measuring true pipeline impact, the discussion explores how modern marketers are adapting their strategies across global accounts and increasingly complex channel mixes. Drawing from real-world experience, the group shares insights on testing and experimentation with limited budgets, evolving LinkedIn campaign structures and platform capabilities, and the growing role of AI and automation in campaign execution. Participants: • James Dall, Global Paid Media Manager at Trustpilot • Karin Kanamäe, Paid Media Specialist at Scoro • AJ Wilcox, Founder of B2Linked – The LinkedIn Advertising Agency

In this episode of B2B Marketing Futures, senior marketing and growth leaders come together for a roundtable conversation on “Is Brand the Last Thing Left?”, exploring one of the biggest questions in modern B2B marketing: as AI makes personalisation, automation, and execution increasingly accessible, is brand becoming the ultimate differentiator? From unpacking the growing commoditisation of marketing capabilities to examining how organisations build trust, consistency, and distinctiveness in crowded markets, the discussion dives into how marketers can balance performance, brand, and human creativity in an AI-driven era. Drawing from real-world experience, the group shares insights on evolving brand strategy beyond traditional positioning, balancing personalisation at scale with a cohesive brand identity, aligning data, teams, and technology around a unified customer experience, and understanding why human judgment may matter more than ever as automation accelerates. Participants: • Allyson Dietz, Marketing Strategy Lead at TransUnion • Carole Winqwist, Chief Marketing Officer at GitGuardian • Lauren Luen, Independent B2B GTM Consultant (formerly VP, Growth Strategy & Operations Transformation at EDB) • Yvo Cortez, Growth Marketing Manager at Middesk

In this episode of B2B Marketing Futures, senior marketing and commercial leaders come together for a roundtable conversation on “Fit vs Intent Targeting,” exploring one of the most important debates in modern B2B marketing: how to identify the right accounts and engage them at the right time. From unpacking the difference between fit-based and intent-based targeting to understanding when each approach is most effective, the discussion dives into how organizations can better balance scale and predictability with real-time buying signals. Drawing from real-world experience, the group shares insights on defining and prioritising ideal customer profiles, leveraging intent data without over-relying on it, and navigating the challenges of targeting in complex, global organizations. Participants: • Amber Sellens, Global Portfolio Manager – Digital Marketing at Shell • Anna Laurila, Head of Enterprise Marketing at Meltwater • Francesca Rinni, Head of Marketing at TÜV SÜD • Kaynan Kaplan, Digital Marketing Manager at Introhive

In this episode of B2B Marketing Futures, senior marketing and commercial leaders come together for a roundtable conversation on “Fixing the Pipeline Problem: How Marketing Can Unlock Growth,” tackling one of the most pressing challenges in modern B2B: why pipeline breaks down and how marketing can drive more effective, scalable growth. From diagnosing whether the issue lies in volume, fit, or velocity to refining ICPs and targeting strategies, the discussion explores how organizations can move beyond surface-level metrics and better understand what’s truly impacting pipeline performance. Drawing from real-world experience, the group shares insights on balancing SMB and enterprise motions, improving qualification speed, and shifting from broad, inefficient acquisition strategies toward more focused, high-impact approaches. Participants: • Bill Glenn, Senior Vice President Marketing at Esper • Camilla Heidenreich Bommen, Chief Commercial Officer at SuperOffice

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on “Demand Creation versus Demand Capture”, exploring one of the most important balancing acts in modern B2B marketing: how to build long-term demand while still driving immediate pipeline. From evolving buyer behavior to the pressure of short-term performance, the discussion unpacks where teams focus their efforts today and how that balance shifts depending on market maturity, product awareness, and organizational goals. Drawing from real-world experience, the conversation also explores how marketers justify long-term demand creation in environments where attribution is complex and buying cycles are extended, and how alignment across teams plays a critical role in making both approaches work together. Participants: • Kathryn Thomas, Director EMEA Marketing at Box • Laura Troncoso, Senior Manager, Events Demand Generation at AVEVA

In this episode of B2B Marketing Futures, senior revenue and marketing leaders come together for a roundtable conversation on “Sales and Marketing Alignment”, unpacking one of the most persistent challenges in modern B2B organizations: how to get sales and marketing teams truly working as one. From breakdowns in communication and pipeline ownership to misaligned incentives and lead qualification, the discussion explores where alignment often fails and why these gaps continue to impact growth. The panel dives into the structures, frameworks, and shared definitions that help bridge the divide, highlighting how approaches like MEDDIC, clear Ideal Customer Profiles, and mapped buyer journeys can create stronger collaboration across teams. Participants: • Dick Dunkel, VP Revenue Enablement at Altana • Greg Dziwulski, Sr. Integrated Marketing Manager at Everpure (formerly Pure Storage) • Kirsty Dawe, CMO at Lead Forensics

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on “B2B GTM in the AI Era”, exploring how artificial intelligence is reshaping go-to-market strategy, buyer behaviour, and the role of marketing teams. From the evolution of digital channels and the changing structure of the marketing funnel, to the growing importance of brand in an AI-saturated environment, the discussion dives into what still works, what is breaking down, and how marketers can remain effective as automation accelerates. The panel also explores key themes such as staying human in an AI-driven world, measuring true marketing impact, navigating invisible buyer journeys driven by LLMs, and rethinking traditional GTM playbooks. Participants: • Dr. Rashmi Datta DeMarzi, Principal - Global Channel Initiatives and Optimization at Workday; Associate Professor at Columbia University • Lisa Bonanno, Revenue and customer-focused marketing executive with 20+ years of experience • Ander Frischer, SEO and AEO Leader at Gong