E94: Aligning Channels, Data, and Sales for Pipeline Growth
B2B Marketing Futures · Adzact
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Show Notes
B2B marketers are under more pressure than ever to build pipeline across multiple channels while keeping messaging, data, and sales strategy perfectly aligned. In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by three experienced marketers to explore what it really takes to run successful multi-channel demand generation programs in 2025.
Guests:
Craig Abramson – Senior Demand Generation Manager, Workday
Sarah Barbod – Demand Generation Manager, Kognitiv
Sarah Thomas – Revenue Technology Automation Manager, ConnectWise
Together, they discuss:
- How to orchestrate paid, organic, ABM and event marketing campaigns
- What predictive tools like Demandbase and ZoomInfo bring to pipeline acceleration
- Real-world lead scoring, sales alignment, and automation strategies
- The dangers of “set-and-forget” marketing operations
- How to measure attribution across complex journeys
- Lessons learned from scaling demand gen in both startups and global enterprises
Whether you're running demand gen at a scrappy SaaS startup or a large-scale enterprise, this episode is packed with practical insights on what works—and what doesn’t—in modern B2B marketing.
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