E88: Strategies for Sustainable Pipeline Growth
B2B Marketing Futures · Adzact
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Show Notes
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 AI without losing the human touch. The conversation explores how top teams are rethinking metrics, aligning content with paid and organic efforts, and driving meaningful engagement in a world where only 5% of your audience is in-market at any given time.
Topics include:
- Why traditional SDR/BDR models are breaking down
- How to blend events, influencers, and digital for lasting demand
- The critical shift from lead volume to revenue impact
- Smart applications of AI (and where to be cautious)
- Balancing long-term brand with short-term pipeline
If you're serious about building sustainable growth, not just chasing MQLs, this one's for you.
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