B2B Marketing Futures

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

In an AI-first world where targeting, sequencing, campaign optimisation, and even content creation can increasingly be automated, many marketing leaders are beginning to ask a fundamental question: what actually remains distinctive about marketing?In this episode of B2B Marketing Futures, senior marketing and go-to-market leaders come together for a roundtable conversation on whether brand may ultimately become the last durable advantage in the AI era.From the future of digital marketing strategy and the role of creativity in an age of AI-generated content, to the power and limits of hyper-personalisation and the need to rethink modern go-to-market models, the panel explores how marketing teams can remain strategic as automation accelerates.Participants:• Anne Dorthe Gyldenkærne, Chief Marketing Officer, Configit• Alex Olley, Co-Founder & Chief Revenue Officer, Reachdesk• Johannes Hoech, Chief Marketing Officer, Sift• Shannon Belew, Global GTM Strategist and Co-founder of IntoTexas (an AI-focused consortium)

It’s not about choosing brand or pipeline, it’s about understanding how they work together.From social listening and executive influence to ABM, buying groups, and revenue waterfalls, the debate between demand creation and demand capture is forcing B2B leaders to rethink how growth actually happens.In this episode of B2B Marketing Futures, senior demand and digital leaders explore where they focus today, how the balance shifts across regions and maturity levels, and how long-term brand initiatives ultimately connect to pipeline and revenue.Participants:• Kristina Thomas, Head of Social Media, S&P Global• Stacey Jaeger, Senior Demand Generation Manager, Protolabs• Jochen Karmazin, Senior Campaign Planner, Demand Generation, Siemens

Sales and marketing alignment has been a board-level priority for years, yet for many B2B organisations the biggest friction still lives in the details, incentives, data models, tooling, and day-to-day execution.From commission structures and lead tiering to buying groups, CRM architecture, and marketing operations, alignment isn’t simply about communication, it’s about shared systems, shared signals, and shared accountability for revenue.In this episode of B2B Marketing Futures, senior go-to-market leaders come together for a candid roundtable discussion on where alignment breaks down in practice, what frameworks actually improve collaboration, and how modern GTM teams can move from lead-based thinking to true revenue partnership.Participants:• Ravali Dodia, Director, Integrated Marketing Campaigns, ServiceNow• Melissa Kasey, VP GTM Business Systems, Yext

B2B go-to-market is entering a new phase as AI reshapes how teams plan, execute, and scale growth, but the real challenge isn’t access to tools, it’s how they’re used.From automation and personalisation to brand, trust, and differentiation, AI is forcing B2B leaders to rethink what effective GTM actually looks like in practice.In this episode of B2B Marketing Futures, senior go-to-market leaders come together to unpack how AI is changing GTM strategy today and where it risks creating sameness rather than advantage. Participants:• Laura Fu, Head of Revenue Operations & Strategy, DevRev• Alex Venus, Head of Growth Marketing, Personio• Millie Beetham, VP of Go-To-Market Strategy, ZoomInfo• Jessica Kao, Director, B2B GTM Transformation Advisor, Adobe

Sales and marketing alignment remains one of the most talked-about goals in B2B, and one of the hardest to achieve in practice. From lead definitions and data quality to attribution, incentives, and ownership, misalignment continues to slow growth and create friction across go-to-market teams.In this episode, senior marketing leaders come together to explore where sales and marketing alignment breaks down today, and what practical frameworks, rituals, and operating models actually help teams work as one. This episode delivers a candid, practitioner-led discussion on building alignment that drives commercial impact, including shared KPIs, ABM operating models, sales-informed messaging, leadership-backed processes, and how to demonstrate marketing’s influence across long and complex buying cycles.Participants:• Elise Cleary, Digital Marketing Manager, Elsevier• Lisa Andreeva, Account-Based Marketing Manager, IFS• Lorenza Fedele, Global Digital Marketing Manager, Robotics, ABB• Phillip Lewis, Senior Marketing Leader, Americas, Hexagon Manufacturing Intelligence

B2B go-to-market is being fundamentally reshaped by AI, from how buyers discover solutions to how marketing teams create demand, build trust, and measure impact. In this episode of B2B Marketing Futures, senior marketing leaders come together to explore how AI is changing day-to-day marketing work, how the balance between demand creation and demand capture is evolving, and what role brand, trust, and human judgment play in an AI-enabled world.This episode offers a candid, practitioner-led discussion on navigating B2B go-to-market in the AI era, including emerging buying behaviours, the rise of LLM-driven discovery, and the new skills and mindsets marketers will need to stay relevant over the next decade.Participants:• Andrew Soane, Former Director, Global Head of Service Line & Partner Marketing, Thoughtworks• Charlotte Wahlgren, Head of Partner Marketing EMEA, Shopify• Carl Ronander, VP of Marketing, Funnel

Sales and marketing alignment remains one of the most talked-about goals in B2B and one of the hardest to achieve in practice.In this episode of B2B Marketing Futures, senior marketing leaders come together to explore where sales and marketing alignment breaks down today, and what practical frameworks, rituals, and processes actually help teams work as one.This episode delivers a candid, practitioner-led view of how sales and marketing can move beyond friction to shared outcomes, clearer accountability, and stronger commercial impact.Participants:• Kelli McCabe, Sr. Account Based Marketing Manager, Red Hat• Gary Maggiolino, Senior Manager, Global Marketing Technology, InterSystems• Paul Brienza, Former Growth Marketing Manager, Lloyd’s List Intelligence• Evan Ang, Global Digital Marketing Manager, ABB

B2B marketers are facing a defining challenge: how do you build winning go-to-market strategies in the AI era, without losing the storytelling, trust, and human connection that truly differentiate brands?In this episode of B2B Marketing Futures, a panel of senior marketing leaders comes together to explore how AI is changing day-to-day marketing, what it means for the balance between brand and performance, and how marketers can stay relevant as technology takes over more execution.From redefining the tension between demand creation and demand capture, to understanding where hyper-personalisation helps versus where it risks creating sameness, this episode offers a grounded look at how AI is reshaping B2B marketing, and why brand, empathy, and credibility still matter more than ever.Participants:• Sydney Sloan, CMO, G2• Paul Taylor, CMO, SS&C Blue Prism• Penry Price, Managing Partner, Charcoal Advisors; Former VP, LinkedIn Marketing Solutions

B2B marketers are facing a defining challenge: how do you use AI to position yourself as a winner, without losing what makes marketing human?In this episode of B2B Marketing Futures, a panel of senior marketing leaders comes together to explore what truly separates marketers who win with AI from those who fall behind. From automating signal detection and operational work to preserving empathy, brand voice, and meaningful customer conversations, this episode offers a grounded, practical look at how AI is reshaping day-to-day marketing and where over-automation can quietly do more harm than good.Participants:• Kirsten van Rooyen, Director of Marketing Strategy, Superside• Steph Wardle, Former EMEA Field Marketing Manager, Hitachi Vantara• Koby Amedume, Former Global VP of Marketing, TeamViewer• Herman Komashko, Director Marketing Technology & Digital Innovation, SafeGuard• Sandra Anderstedt, VP, Head of Marketing & Comms, Sandvik

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, performance marketing, brand, or marketing leadership, this episode is packed with actionable insights to help you strike the right balance and drive sustainable growth.Participants:Chen Guter, CMO, DigElena Parangoni, Director of Demand Generation, SimScale

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. They discuss ICP development, intent signal accuracy, sales and marketing alignment, website engagement signals, and ABM complexity, offering actionable frameworks and real-world examples that marketers can apply immediately.Whether you work in digital marketing, ABM, demand generation, or marketing operations, this conversation is packed with insights to help your team drive impact and growth.Participants:Corey Kyte, Senior Digital Marketing Manager, ClarityElizabeth Irvine, Growth Marketing Lead, SiteimproveAnish Jariwala, Martech Insights and Operations, SynopsysGary Maggiolino, Senior Manager of Global Marketing Technology, InterSystemsGiorgia Favaretto Illig, Global Head of Marketing, S&P Global Mobility