B2B Marketing Futures

What happens when you combine second-party intent data from 6Sense with the world’s most expensive ad platform, LinkedIn?In this episode of B2B Marketing Futures, host Joaquin Dominguez explores how top marketers are using intent platforms like 6Sense to drive high-performing, cost-effective LinkedIn campaigns. Joined by AJ Wilcox, founder of B2Linked and leading expert on LinkedIn Ads, and Neelam Agarwal, Senior Digital Marketing Manager at Pure Storage, we unpack practical strategies for aligning targeting, messaging, bidding and attribution across the funnel.👉 Learn how Neelam uses real-time 6Sense signals to build dynamic LinkedIn audiences that evolve by funnel stage 👉 Hear AJ’s tips on when not to trust LinkedIn’s “Max Delivery” bidding and why micro-segmentation is critical 👉 Explore how document ads, retargeting and creative testing help convert awareness into pipeline over long sales cycles 👉 Understand the difference between demand capture and demand creation, and why intent data isn’t always what it seemsWe get specific on:How to break down first, second, and third-party dataWhy ad format matters for intent-driven targetingWhen to use video, document ads, and lead gen forms in a multi-stage funnelHow to benchmark bidding strategies by geography, not just industryIf you're a B2B marketer using or considering LinkedIn Ads, 6Sense, intent-based targeting, or just want a smarter way to approach campaign performance, this episode is packed with real, tested advice.🎧 Featuring: AJ Wilcox – Founder, B2Linked Neelam Agarwal – Senior Digital Marketing Manager, Pure Storage Host: Joaquin Dominguez – Head of Marketing, Adzact Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by three top product marketers — Shira Marcks (Motive), Karthic Subramanian (Confluent), and Kaushik Patange (Atlassian) — for a deep and honest conversation about building customer-centric cultures inside large, complex organisations.We explore: 🎯 What customer-centricity actually looks like in practice 🧠 How to build empathy when you aren’t your customer 🔁 The systems, rituals, and leadership that help teams stay connected to real customer needs 📊 How to validate assumptions with data and structure 🚚 Why a safety AI platform, a developer tools company, and a global SaaS leader all approach this differently — but share common challenges Hosted on Acast. See acast.com/privacy for more information.

The Truth About LinkedIn Ads: Creativity, Retargeting & Wasted SpendIn this episode of B2B Marketing Futures, we go deep into what actually works in LinkedIn advertising. Host Joaquin Dominguez is joined by AJ Wilcox (Founder of B2Linked and host of the LinkedIn Ads Show), Eddie Casado (Head of Growth Marketing at Mouseflow), and Tom Gatten (CEO of Adzact) to unpack how leading marketers are making B2B ads perform.🎯 Learn how to:Keep social actually social with creative-first LinkedIn ad strategiesUse video to build retargeting funnels that convertAvoid wasting budget on "click sponge" companies draining your ad spendRun multi-platform tests on TikTok and Meta to validate ad creativeCombine intent and fit for smarter ABM on LinkedInIf you're in B2B demand gen, growth, or paid social, this is your playbook for winning in a high-CPC world. Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Lara McCaskill (Atlassian), Henrique Dutra (LeadSquared), and Barney O’Kelly (AlixPartners) to unpack the real reasons some innovations take off — and others quietly disappear.They explore the five classic drivers of adoption, share lessons from real product launches, and reveal what it actually takes to move from early traction to mainstream scale. From integration and trust to storytelling and persistence, this episode is packed with insights for anyone bringing new ideas to market.Whether you’re launching a product, leading adoption inside a large organisation, or just trying to get something new off the ground, this one’s for you. Hosted on Acast. See acast.com/privacy for more information.

Are legacy lead gen tactics doing more harm than good?In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by a powerhouse panel of marketing leaders to explore how outdated lead models are slowing growth — and what to do instead.You’ll hear from: • Mark Osborne, Author of Are Your Leads Killing Your Business? • Adrian Morgan, Sr. Director of Marketing Ops at Tenable • Shana Brewer, Director of Global Campaigns at Veeam • Taylor Whetstone, Marketing Ops Manager at Augury • Tyler Rittmaster, Marketing Analytics Lead at UserTestingTogether, they unpack:Why MQLs are being replaced by revenue-focused metricsHow to align marketing, sales and success around shared goalsSmarter lead scoring that reflects real buying journeysABX, forecasting, and treating customers like future leadsIf you’re still reporting on lead volume, it’s time to rethink your revenue engine. Hosted on Acast. See acast.com/privacy for more information.

Demand Creation vs Demand Capture: Can B2B Marketing Do Both?In this episode of B2B Marketing Futures, we dive into one of the most debated questions in B2B: should marketers focus on creating demand or capturing it?Host Joaquin Dominguez is joined by three brilliant marketing leaders—Isabel Casey (Head of Marketing at Sifted), Beth Brooker (Senior B2B Marketing Manager at Three UK), and Taylor Coblentz (Partner Marketing Manager at Insight)—for a relaxed conversation about balancing brand and performance, measuring impact, and staying focused in a results-driven world.Expect insights on:Why brand matters more than ever (even when budgets are tight)Using econometrics to prove the ROI of brandHow TAM analysis connects content to conversionThe emotional edge of B2B storytellingWhat these leaders would change about how teams think about demandWhether you’re a startup marketer or part of a large enterprise team, this episode will challenge your thinking and leave you with practical ideas for building smarter, more sustainable growth. Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, we explore how marketers can better align content, format, and platform to meet real audience needs across global campaigns.Joaquin Dominguez is joined by Toyin Bayagbon (B2B Marketing Consultant) and Nikolas Dimopoulos (Digital Campaigns Specialist at Hempel) to discuss how organic and paid strategies can work together, why format choices should vary by region and persona, and what it really takes to build trust in long-cycle B2B sales.From testing document ads and lead gen forms to localising visuals for different markets, this episode is packed with practical insights and real-world examples. Whether you're planning your next LinkedIn campaign or trying to validate what your audience actually cares about, this conversation will help you sharpen your approach. Hosted on Acast. See acast.com/privacy for more information.

Why do B2C campaigns often feel more human, emotional, and effective—while B2B gets stuck in jargon and sales-speak? In this episode, Joaquin Dominguez brings together three seasoned marketers to explore how B2B can break free from the usual playbook.Featuring:LeTisha Shaw – Former Director of Product Marketing at UserTestingFelipe Moreno – Senior Web Growth Manager at ZendeskLorraine Bellon – Senior Product Marketing Manager at FastlyThey unpack the rise of brand storytelling, the power of consistent creative across the funnel, and how to make emotional resonance drive measurable results. From landing page experiments to social media cohesion, this is a masterclass in B2B creativity with real-world tactics.🔊 Tune in to hear why today’s best B2B brands are embracing their inner B2C—and what that means for your next campaign. Hosted on Acast. See acast.com/privacy for more information.

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, WorkdaySarah Barbod – Demand Generation Manager, KognitivSarah Thomas – Revenue Technology Automation Manager, ConnectWiseTogether, they discuss:How to orchestrate paid, organic, ABM and event marketing campaignsWhat predictive tools like Demandbase and ZoomInfo bring to pipeline accelerationReal-world lead scoring, sales alignment, and automation strategiesThe dangers of “set-and-forget” marketing operationsHow to measure attribution across complex journeysLessons learned from scaling demand gen in both startups and global enterprisesWhether 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. Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, host Joaquin Dominguez (Head of Marketing at Adzact) sits down with four B2B marketing leaders to unpack a challenge every marketer faces: which marketing metrics actually matter?Joining the conversation:Rajesh Char, Senior Director of Digital Marketing at Thermo Fisher ScientificJoe Prather, Digital Marketing Analyst at Progress SoftwareLogan Lloyd, Email Marketing & Automation Manager at Sprout SocialRob Kiser, Director of Product Marketing at AvePointFrom the fall of vanity metrics to the rise of signal-based strategies, the group dives deep into:Why open rates and industry benchmarks are losing relevanceHow to map complex customer journeys across touchpointsThe impact of AI (like Google Gemini) on web traffic and SEO visibilityROPO (Research Online, Purchase Offline) and account-level measurementAligning marketing data with business impact and revenue goalsWhether you’re a marketing analyst, growth strategist or B2B demand gen leader, this episode will help you reframe how you measure success—and avoid getting lost in the dashboard.🎧 Tune in now for fresh insights on data storytelling, attribution, and the future of B2B measurement. Hosted on Acast. See acast.com/privacy for more information.

Too many B2B teams are still treating channels like silos—paid over here, organic over there, brand in a different room entirely.But buyers don’t move that way. And if we want to build meaningful pipeline, neither should we.In this episode of B2B Marketing Futures, we explored what it really takes to scale multi-channel strategies—and why alignment, simplicity, and creative discipline matter more than ever.We covered: – Why brand and performance aren’t a trade-off—they amplify each other – How high-quality creative, powered by first-party data, fuels performance – Why suppression is one of the most underrated tools in your targeting strategy – How to approach attribution as contribution—not just credit – What makes YouTube and CTV surprisingly effective for B2B – And why “doing fewer things, better” might be your competitive edge in 2025🎙️ Featuring: – AJ Navarro, Marketing Operations Manager at Sprout Social – Alex Venus, Head of Digital & Web Marketing at Personio – Abhishek Karkamkar, Manager, Marketing Analytics & Operations at Cohesity – Lauren Vasu, Sr. Global Demand Generation Manager at Alteryx – Mike Braund, Sr. Director, Marketing Operations & Digital Marketing at Iterable – Hosted by Joaquin Dominguez, Head of Marketing at Adzact Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, Joaquin Dominguez brings together five senior marketing leaders to explore the evolving definition of the Ideal Customer Profile (ICP). From the rise of anti-ICPs to the challenges of operationalising segmentation across global teams, this conversation goes deep into what it takes to truly understand and reach your best-fit customers in 2025.Featuring insights from: Sophia Martin, Group Product Marketing Manager at ConfluentAntony Chang, Regional Marketing Leader at BrightcoveJonah Youdeem, Product Marketing Director at EightfoldSush Koka, Director of Product Marketing at Bamboo RoseVivian Jordan, Senior Product Marketing Manager at Cornerstone on DemandTune in for practical strategies, real-life stories, and smart frameworks for refining your ICP and navigating growth in today’s complex B2B landscape. Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Becky Stables (Catalyst IT) and Rachel Behrens (Workiva) to explore a powerful but often overlooked force in B2B: emotion. They discuss why emotional appeal isn't just for B2C, how to make space for it in long buying cycles, and why trust and authenticity matter more than ever. From public sector data projects to field marketing surprise moments, Becky and Rachel share how emotional storytelling drives engagement—and where it can go wrong. Whether you're building webinars, brand campaigns or customer journeys, this episode will leave you thinking differently about how to connect with your audience.From navigating long buying cycles to building brand affinity in enterprise sales, this is a conversation that challenges the myth of the “rational B2B buyer.”🎙️ Listen now to learn:Why emotional engagement drives action—even in complex B2B dealsHow to build trust before your first sales callTips for injecting human connection into your brand and events Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, Joaquin Dominguez (Head of Marketing, Adzact) is joined by Amy Elrington (Marketing Operations Manager, GWI) and Gary McAllister (Product Marketing Lead, Flexera) to unpack one of B2B’s most persistent challenges: aligning sales and marketing. From ensuring consistent messaging to improving lead quality and using technology with intent, the panel explores how better collaboration can unlock growth. Expect practical strategies, real-world examples, and fresh takes on creating a unified revenue engine. Hosted on Acast. See acast.com/privacy for more information.

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 downHow to blend events, influencers, and digital for lasting demandThe critical shift from lead volume to revenue impactSmart applications of AI (and where to be cautious)Balancing long-term brand with short-term pipelineIf you're serious about building sustainable growth, not just chasing MQLs, this one's for you. Hosted on Acast. See acast.com/privacy for more information.

Despite chasing the same revenue goals, sales and marketing teams often struggle to truly work together. In this episode of B2B Marketing Futures, host Joaquin Dominguez sits down with four industry leaders—Keith Rabkin (President at PandaDoc), Red Drummond (Senior Marketing Manager at Wood Mackenzie), Jason Recacho (Solutions and Ecosystems Expert), and Mark Towler (Product Marketing Expert)—to unpack the real friction points between sales and marketing and how to overcome them.Expect a candid conversation covering:The root causes of misalignment and how incentives can sabotage collaborationWhy MQLs don’t cut it anymore—and how SQLs and pipeline thinking change the gameHow product marketing can become the secret weapon for sales enablementThe role of data, AI, and company culture in driving meaningful alignmentPacked with practical insights and real-world examples, this episode offers a roadmap for turning friction into flow. Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, we dive into one of the most hotly debated topics in marketing: attribution. Joaquin Dominguez is joined by Meghan Harris (SoftServe), Manish Rai (SnapLogic), and Yuliya Maystruk (Redpanda Data) to unpack the complexity of measuring impact in long, multi-touch B2B sales cycles.From aligning sales and marketing data to experimenting with AI-powered models, our guests explore what’s working today—and where the gaps still are. Expect candid insights on CRM integration, data granularity, offline events, the role of AI, and how attribution can (and should) inform strategy, not just credit.🎧 Whether you're refining your model or building from scratch, this episode is packed with practical advice and honest reflection from marketing leaders in the field. Hosted on Acast. See acast.com/privacy for more information.

B2B companies are facing mounting challenges in keeping their sales pipelines full. In this episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, sits down with Lindsey Reisbeck (Head of Marketing Operations at Miro) and Michael Moreno (Founder at RevGenAI) to uncover why pipeline slowdowns are happening—and what marketing and sales teams can do about it.The discussion dives into:The impact of market saturation and information overload on pipeline generationWhy traditional intent data and lead-gen tactics are becoming less effectiveHow AI-driven strategies and first-party data are reshaping B2B marketingThe evolving definition of Ideal Customer Profiles (ICPs) and how to refine targetingThe critical role of sales and marketing alignment in driving conversionsTactical advice for reviving and optimizing your pipelineFrom redefining ICPs to leveraging AI for demand generation, this episode offers actionable insights for B2B marketers and sales leaders looking to cut through the noise and drive sustainable growth.🎧 Tune in now to learn how to future-proof your pipeline! Hosted on Acast. See acast.com/privacy for more information.

In today's digital landscape, genuine community-building is a game-changer for B2B marketing. In this episode of the B2B Marketing Futures podcast, hosted by Joaquin Dominguez, Head of Marketing at Adzact, leading experts explore how businesses can leverage communities to drive deeper engagement, trust, and long-term success.Guests: 🎙️ Aaron Weekes – Performance Marketing Manager, Refine Labs 🎙️ Marcie Walker – Senior Community Marketing Manager, LucidLink 🎙️ Patrick Meehan – Enterprise Account Director, GWI 🎙️ Peter Murphy Lewis – Fractional CMOKey Takeaways: ✅ Why trust-based communities are more powerful than traditional marketing channels ✅ Strategies for building authentic relationships at scale ✅ How to balance automation with personalisation in community engagement ✅ The role of blockchain in fostering transparency and trust ✅ Practical tips for businesses starting their community journeyIf you’re looking to build stronger connections and create lasting brand loyalty, this episode is packed with actionable insights you won’t want to miss!🔊 Listen now! 🎧 Hosted on Acast. See acast.com/privacy for more information.

B2B marketing has long been dominated by logic, data, and ROI-driven decisions—but is that enough in today’s digital landscape? In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by an expert panel to explore the growing role of emotion in B2B marketing and why it’s more critical than ever.Our guests—April Leatherman (EPAM Systems), Jane Fanning (formerly Dell Technologies), Hadar Livne (ex-Kaltura), Misty Valdriz (Infineon Technologies), and Palmer Wallace (Qualys)—share insights on balancing emotion with credibility, humanising brands through social media, and creating marketing that resonates beyond just facts and figures.Expect real-world examples, thought-provoking discussions, and actionable strategies for building emotional connections with B2B audiences.🔊 Listen now and discover how to cut through the noise, build trust, and drive engagement in a logic-driven world. Hosted on Acast. See acast.com/privacy for more information.

Scaling revenue is never simple. CROs and CMOs face mounting challenges—setting realistic targets, aligning cross-functional teams, and sustaining long-term growth. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, sits down with industry experts to unpack the playbook for building scalable revenue engines, driving marketing-sales alignment, and leveraging data for smarter decision-making.🔥 Featuring:🚀 JD Miller – Author of The CRO’s Guide to Winning in Private Equity, Operating Advisor at Rothschild’s Five Arrows Capital📈 Larry Carillo – VP of Marketing at Rafay Systems🔑 What You'll Learn:✔️ How CROs and CMOs can set data-driven, achievable revenue targets✔️ The key inflection points when scaling from founder-led sales to repeatable revenue systems✔️ Why misalignment between marketing and sales is stalling growth—and how to fix it✔️ The role of AI and intent data in modern revenue strategy✔️ Why trust and storytelling are just as important as numbers Hosted on Acast. See acast.com/privacy for more information.

Too many brands still treat organic and paid social as separate strategies—but what happens when you bring them together? In this episode of B2B Marketing Futures, Joaquin Dominguez sits down with Dominic Gemelli and Zoe Minogianni from SoSafe to explore how aligning paid and organic efforts creates a multiplier effect for B2B brands.🎯 Key takeaways:Why organic builds trust while paid accelerates reachHow paid campaigns that mimic organic content drive better performanceWhy memes, thought leadership, and authentic engagement matter more than everThe best way to test content cheaply before scaling into case studies, videos, and whitepapersIf you're struggling to make your paid and organic efforts work in sync, this episode is packed with insights to help you break the silo and build a smarter, more effective B2B marketing strategy. Hosted on Acast. See acast.com/privacy for more information.

Building a high-quality sales pipeline has never been more complex. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, is joined by Ananda Narasimhan (Director of Marketing Operations at Clevertap) and Sunniya Saleem (VP of Digital Marketing at Creatio) to unpack the evolving challenges of pipeline management.From regional market dynamics and shifting buyer intent to AI's growing role in demand generation, our guests explore what it takes to drive pipeline efficiency in an era of economic uncertainty and digital transformation. They share insights on refining targeting strategies, improving sales and marketing alignment, and leveraging AI to optimise engagement.Whether you're a B2B marketer or sales leader, this conversation offers practical strategies to enhance pipeline quality, align teams, and adapt to the rapidly changing landscape:🔹 How economic conditions and regional nuances impact pipeline success🔹 The balance between demand generation and demand capture🔹 Strengthening sales and marketing collaboration for better conversion rates🔹 AI’s role in improving targeting, efficiency, and campaign effectivenessTune in to discover actionable takeaways to build a smarter, more resilient pipeline in today’s competitive market Hosted on Acast. See acast.com/privacy for more information.

As B2B markets evolve, so must our approach to defining the Ideal Customer Profile (ICP). In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Dawn Crew (CMO, Trulioo) and Aishwarya Thakur (Product Marketing Manager, Quid) to explore how businesses are refining their ICPs for 2025.We discuss:✅ Why ICPs are more than just firmographics✅ The role of behavioural insights and buying intent✅ Challenges in aligning sales, marketing, and product teams✅ The impact of technology and data on segmentation✅ Strategies for making ICPs more actionableIf you're looking to sharpen your ICP strategy and target the right customers more effectively, this episode is for you. Tune in now! 🎧 Hosted on Acast. See acast.com/privacy for more information.

In today's episode of B2B Marketing Futures, we're thrilled to welcome Jen Rapp, Chief Marketing Officer at Superside, whose impressive career journey includes shaping narratives at iconic brands like Patagonia, DoorDash, and Klaviyo. Jen shares invaluable insights into blending brand strategy, creative leadership, and performance marketing, emphasizing why "creative is the new targeting." We explore how B2B marketing is increasingly adopting the emotional resonance traditionally seen in B2C campaigns, and Jen reveals how Superside is revolutionizing collaboration between creative teams and marketers through innovative tools like Super Ads. Tune in for an inspiring discussion on authentic storytelling, the future of creative differentiation, and Jen’s unique mission to empower founders by bringing their visions to life. Hosted on Acast. See acast.com/privacy for more information.

Misalignment between sales and marketing can lead to inefficiencies, wasted resources, and missed opportunities—but when these teams collaborate effectively, the results are game-changing. In this episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, is joined by industry experts to explore the challenges and solutions in driving sales and marketing unity.Our guests include:Richard Pfister, Economic Development Communications at LightcastChloe Banholzer, Partner Marketing Manager at MagnitEjiro Odogun, Performance & Operations Lead at Dell TechnologiesTogether, they discuss the importance of shared KPIs, the role of data integrity, and practical strategies for breaking down silos between sales and marketing. Tune in to learn how businesses can foster collaboration, improve communication, and create a seamless partnership that drives revenue and growth. Hosted on Acast. See acast.com/privacy for more information.

B2B marketing is often seen as overly rational, but emotions play a crucial role in decision-making—even in business. In this episode, host Joaquin Dominguez is joined by five marketing experts to challenge the status quo and explore how emotional storytelling can transform B2B campaigns.Guests:🔹 Philip Ossai, Founder & CEO, Ossai🔹 Stephen Glasco, Senior Director, Social Media at TAG🔹 Jimmy Girot, Director of Global Field Marketing, Auror🔹 Julia Kertesz, Global Marketing Manager at Acronis🔹 Julie O’Grady, President at O’Grady CommunicationsTogether, they discuss why emotion is often overlooked in B2B, how the 95-5% rule shapes marketing strategy, and why simplicity and consistency in messaging are key to building trust. From personalisation to humour and brand authenticity, this conversation uncovers practical ways to create deeper connections with buyers.Tune in to learn how to balance emotional storytelling with functional value and make your B2B marketing more impactful. Hosted on Acast. See acast.com/privacy for more information.

Building a healthy sales pipeline is more challenging than ever amid economic shifts and digital transformation. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, speaks with Ananda Narasimhan (Clevertap) and Sunniya Saleem (Creatio) about the key obstacles and strategies for driving high-quality pipeline growth.Key Takeaways:🔹 Navigating Global Challenges – Regional nuances, economic conditions, and buyer intent require tailored marketing approaches.🔹 Prioritizing Pipeline Quality – Balancing demand generation and demand capture is critical to driving meaningful engagement.🔹 Aligning Sales & Marketing – Collaboration and shared goals ensure pipeline success.🔹 Leveraging AI – AI enhances efficiency but works best alongside human expertise.Tune in for insights on overcoming today’s pipeline challenges and building a more effective B2B growth strategy. Hosted on Acast. See acast.com/privacy for more information.

In this episode of the Adzact podcast, host Joaquin Dominguez dives into the complexities of advanced demand generation with Elena Simkina, Digital Marketing Director at Acronis, and Kristin Rose, Director of Paid Media at Swap. Discover how these experts tackle challenges like balancing demand creation and capture, managing platform-specific inefficiencies, and building trust in competitive markets. They also explore the role of emerging platforms, creative tactics, and trends shaping the future of B2B marketing. Tune in for actionable insights to drive better visibility, engagement, and ROI in your campaigns! Hosted on Acast. See acast.com/privacy for more information.

Sales and Marketing Alignment: Unlocking B2B SuccessIn this episode of B2B Marketing Futures, Joaquin Dominguez, Head of Marketing at Adzact, discusses the critical challenges and solutions for aligning sales and marketing. Joined by experts Natalie O’Luanaigh (The Trade Desk), Rachele Carraro (Mintago), and Gillian Murphy (GitLab), they explore strategies to overcome misalignment, build trust, and drive revenue growth.Key insights include:The role of RevOps in breaking silosShared metrics to foster collaborationContent as a tool for alignmentIterative improvements for lasting successTune in for actionable advice on achieving stronger sales and marketing collaboration. Hosted on Acast. See acast.com/privacy for more information.

In this episode of the B2B Marketing Futures podcast, Joaquin Dominguez speaks with Beth Carter, Head of Growth at Flexa, and Monica Myers, Demand Generation Consultant, to unpack the complex relationship between growth and marketing. Together, they explore how growth transcends traditional marketing functions, emphasising the need for cross-functional collaboration, strong leadership, and a unified vision.Learn how to overcome organisational silos, define impactful growth strategies at different business stages, and empower your teams with clarity and purpose. Whether you're a marketing professional looking to transition into a growth role or a business leader rethinking your strategy, this episode is packed with actionable insights to help you drive sustainable success. Hosted on Acast. See acast.com/privacy for more information.

What does it take to build thriving B2B partnerships in today’s competitive landscape? In this episode of B2B Marketing Futures, we dive into the strategies that drive successful collaborations, expand market reach, and harness the power of AI.Host Joaquin Dominguez Lucchini, Head of Marketing at Adzact, leads a dynamic conversation with two thought leaders in B2B marketing:Rhiannon Williams, Senior Partner Marketing Manager, with experience across global agencies, e-commerce platforms, and ERP solutions.Amy Halsall, Global Marketing Manager at Klevu, specialising in B2B partnership strategies and co-branded content in the tech and e-commerce sectors.Together, they share insights on overcoming global and regional challenges, personalising co-marketing efforts, navigating lead sharing, and building trust through collaboration.Whether you're a seasoned marketer or new to partnerships, this episode is packed with actionable takeaways to elevate your partnership strategies.🎧 Tune in now to gain valuable insights into the evolving world of B2B partnerships! Hosted on Acast. See acast.com/privacy for more information.

Join Joaquin Dominguez, Head of Marketing at Adzact, as he hosts an insightful discussion with leading marketing experts on the future of B2B marketing. Featuring:Mathew Devitt, Senior Campaign Manager at Hexagon Asset Lifecycle Intelligence.Steph Hermanson, Manager of Professional Services at Sprout Social, Inc.Katrina Fine, Sr. Manager Standards Transformation at Hyatt.Discover how businesses are shifting to digital-first approaches, leveraging AI to democratise data, and embracing innovations like augmented reality. The panel shares actionable insights on aligning human behaviour with technology, mapping emotional customer journeys, and preparing for the next wave of change in digital marketing. Tune in to learn how to blend human-centric design with cutting-edge tools to create meaningful and lasting connections in the B2B world. Hosted on Acast. See acast.com/privacy for more information.

In this thought-provoking episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, is joined by four ABM leaders to explore one of the hottest debates in Account-Based Marketing: Should you prioritise immediate results or focus on building deeper, lasting relationships?Featuring:Ben Bulpett, Vice President of Performance Marketing at AlgoliaMaissa Moussa, Principal Campaign Manager – Global Campaigns and Demand Generation at HexagonDanny Stancheva, ABM Campaign Manager at ConnectWiseAndreea Ceasar, Senior Marketing Manager at Trend MicroThe panel dives into the real-world challenges of ABM, including transitioning from MQLs to account engagement, fostering marketing-sales alignment, balancing personalisation with efficiency, and the importance of choosing strategic sales leaders to drive success.Whether you’re just starting with ABM or looking to refine your strategy, this episode is packed with actionable insights and lessons learned from industry experts.🎧 Tune in now to discover how to navigate the trade-offs and build sustainable growth with ABM! Hosted on Acast. See acast.com/privacy for more information.

What drives innovation adoption in B2B markets? Host Joaquin Dominguez dives deep into this question with two seasoned CMOs, Leo Khan (3x CMO, 8x unicorn builder) and Graham Wylie (CMO at activpayroll).This episode explores the Diffusion of Innovations Theory and its practical applications in B2B marketing. Topics include:Key factors influencing adoption: relevance, compatibility, and risk mitigation.The pivotal role of peer networks and customer advocacy in building momentum.Challenges in "crossing the chasm" to reach mainstream buyers.Evolving marketing strategies across the innovation lifecycle.With real-world anecdotes—from programmatic advertising to AI in cybersecurity—the discussion offers actionable insights for driving adoption and sustained growth.Tune in to learn how creativity, collaboration, and strategy can transform innovation into widespread success. Hosted on Acast. See acast.com/privacy for more information.

Reimagining Demand Creation dives into the evolving challenges of balancing demand creation and demand capture in the modern B2B marketing funnel. Hosted by Joaquin Dominguez, this episode features a panel of marketing experts:Lex Taylor Wan (Senior Director, Brand & Creative, Outreach)Alicia Hardy (SEO Manager, Rapid7)Stephen Norris (Senior Demand Generation Manager, SMB, Bentley Systems)The conversation explores how digital innovation, intent-driven content, personalisation, and Account-Based Marketing (ABM) are reshaping how B2B marketers reach and engage their audiences. From adapting to algorithmic changes to leveraging generative AI and balancing privacy with precision, the guests share actionable strategies and future-focused insights to help marketers thrive in this competitive landscape.Discover how agility, thoughtful personalisation, and strategic content alignment can transform your demand creation efforts into a resilient pipeline for success. Hosted on Acast. See acast.com/privacy for more information.

Sales and marketing alignment is critical for driving demand, improving conversions, and delivering a seamless customer experience—but why is it so challenging? In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Kevin White (Common Room), AJ Navarro (Sprout Social), Meshach Cisero (Commvault), and Dino Delic (Meltwater) to explore the complexities of aligning these two functions.Discover how shared metrics, empathy, and cross-functional collaboration can bridge the divide, why data and AI play pivotal roles in unifying teams, and how organisational structures can either support or hinder alignment. Packed with actionable insights, this episode is essential listening for anyone looking to drive growth and create a unified customer journey. Hosted on Acast. See acast.com/privacy for more information.

In this episode, Joaquin Dominguez, Head of Marketing at Adzact, leads an insightful discussion with a panel of marketing leaders on the evolving strategies for demand creation and capture in B2B markets. Featuring Georgia Diaconescu (Flourish-Canva), Vidushi Bhardwaj (Altair), and Ruchika Gupta (EXL), the panel explores how to craft relevant content, personalise at scale, leverage data effectively, and balance resources to drive engagement and long-term ROI. Learn how these experts navigate the complexities of modern marketing, from breaking free of the linear buyer’s journey to combining innovation with human touch for impactful campaigns. Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, we explore how Diversity, Equity, and Inclusion (DEI) and leadership are shaping the future of creativity and innovation in B2B marketing. Join our host Joaquin Dominguez as he dives into a compelling discussion with three remarkable leaders:Erica Colson, Global Head of Marketing at BSI, shares insights on leveraging psychology to build inclusive teams and balancing global strategies with local customisation.Kate Baker, Senior Marketing Manager for Integrated Campaigns at Zscaler, highlights the importance of fostering psychological safety and tailoring campaigns for diverse audiences.Nahomi Thavarajah, Product Marketer at AVEVA, discusses empathy and adaptability in cross-functional collaboration and ensuring unified messaging across multi-channel strategies.Discover actionable advice on integrating DEI into marketing strategies, empowering diverse voices, and achieving impactful results through inclusive leadership. Whether you’re leading teams or crafting campaigns, this episode offers valuable perspectives for driving innovation in the ever-evolving B2B landscape.Listen now to learn how to harness the power of DEI to create meaningful change and drive success in your marketing efforts. Hosted on Acast. See acast.com/privacy for more information.

In this episode of the B2B Futures Podcast, host Joaquin Dominguez is joined by Sophie Ambridge, Senior Marketing Manager for EMEA at Zendesk, and Julia Porter, Head of Content at Optimizely, to tackle the challenges of scaling content for global B2B audiences.Together, they discuss how organisations can adapt content to diverse cultural nuances, maintain brand consistency, and balance creativity with streamlined processes. The conversation also dives into leveraging AI and automation to boost efficiency and aligning marketing strategies with sales goals through account-based marketing (ABM).Whether you’re navigating localisation complexities, looking to stand out creatively, or seeking to integrate AI into your content strategy, this episode offers practical advice to help your business connect with audiences worldwide.Tune in for insights on:Building scalable content workflows for global campaignsAdapting US-centric content to resonate with local marketsUsing AI to streamline content creation and repurposingAligning content strategies with sales objectives using ABMDon’t miss this actionable discussion on creating impactful global content that connects across borders! Hosted on Acast. See acast.com/privacy for more information.

How can sales and marketing teams move beyond misaligned goals to create a seamless partnership that drives growth? In this episode of Adzact Collaborations, Joaquin Dominguez dives into the transition from sales-led to marketing-led strategies with Laura Holton (Adaptavist) and Nushrinah Sadeer (Veeam Software).Our guests share real-world insights on breaking down silos, aligning KPIs, and fostering empathy across teams. They explore the challenges of navigating cultural and regional differences, the power of shared processes, and how leadership can pave the way for unified success.Tune in for actionable strategies to rethink collaboration and unlock the full potential of your sales and marketing efforts! Hosted on Acast. See acast.com/privacy for more information.

In this episode, join Joaquin Dominguez as he explores the transformative power of gifting and experiential campaigns with four B2B marketing leaders:Caroline Quinn, Senior Manager, Demand Generation & ABM at CloudflarePaula Molinar, Head of Demand Generation at PaddleVictoria Blackwell, Research Principal in Marketing and Digital Advertising at G2Dom Boyd, UKI Managing Director, Solutions & Marketing Effectiveness Practice at KantarLearn how these experts create unforgettable experiences, leverage data for personalisation, and align with the principles of meaningfulness, saliency, and difference to stand out in a crowded marketplace. Packed with actionable insights, this episode is a must-listen for marketers looking to elevate their strategies and drive impactful results. 🚀 Hosted on Acast. See acast.com/privacy for more information.

How do you achieve harmony between sales and marketing in today’s fast-changing B2B environment? In this episode, Joaquin Dominguez and Tom Gatten sit down with industry leaders Adam Kite (Relex Solutions), Daisy Tottman (Snowflake), Katrien Tans, Kelly Medio (Alteryx), and Lyndsay Close (Sigma7) to explore the key to effective alignment.From integrating SDRs into marketing to fostering a culture of shared goals, the discussion dives into the challenges of unifying metrics, navigating structural shifts, and leveraging data-driven tools like LinkedIn and custom dashboards. Guests also share operational strategies, including project management platforms and regular cross-departmental meetings, to strengthen collaboration.Tune in to learn how aligned teams can drive stronger revenue growth, improve the customer journey, and turn challenges into opportunities! Hosted on Acast. See acast.com/privacy for more information.

How do B2B marketers strike the right balance between creating demand and capturing it? In this episode of B2B Marketing Futures, we sit down with industry experts Erika Hakala (Speechmatics), Nicky Davies (Protolabs), and Tom Driscoll (GWI) to tackle this complex challenge.From the benefits of brand-building for long-term growth to the immediacy of converting high-intent leads, our guests share insights on the strategies that work. We explore the role of data and intent signals for precise targeting, the impact of advanced attribution on managing stakeholder expectations, and how to maximise the effectiveness of both demand creation and capture.Tune in for actionable advice on balancing short-term results with sustainable growth in B2B marketing! Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, we dive into the delicate balance between demand creation and demand capture with insights from top B2B marketers. Join host Joaquin Dominguez as he unpacks strategies for human-centric messaging, leveraging thought leadership to build demand, and the role of budget allocation in shaping marketing approaches. Discover how cross-functional collaboration with sales, customer success, and product teams can create a seamless experience for prospects, driving both immediate sales and long-term brand loyalty.Tune in to hear from Beka Ventham (Dragonfly.ai), Laura Crosby (Sprout Social), and Tess Garner (Tenable) as they share actionable tips and strategies to enhance your demand generation efforts. Hosted on Acast. See acast.com/privacy for more information.

How can B2B teams align sales and marketing for maximum impact? 🤝In this episode, we explore the complexities of aligning sales and marketing efforts, using insights from industry experts.Ankit Gupta (Netcore Cloud) Bhanu Chawla (ComplyAdvantage)Varun Chopra (Multiverse). They share practical strategies for creating unified messaging, setting shared KPIs, targeting the right accounts, and building effective feedback loops.Discover how to prevent lead oversaturation, focus on high-impact accounts, and enhance collaboration to drive real results.Tune in for actionable takeaways to help your sales and marketing teams work together seamlessly. Hosted on Acast. See acast.com/privacy for more information.

In today’s fast-paced B2B marketing world, standing out while managing tight budgets is a challenge many face. Join Joaquin Dominguez, Head of Marketing at Adzact, as he hosts a roundtable discussion with top industry leaders on maximising impact without overspending. Learn about creative platform experimentation, strategic audience targeting, and driving engagement with a limited budget.Featuring:Ricardo Martinez, Senior Growth Marketing Manager, WizPratibha Jain, (Former) Sr. Director of Demand Generation, Culture AmpNicolai Stampfer, Digital Marketing Manager, CognismGian Bellino, Head of Growth and Performance, DeepLDiscover how these experts leverage data, test new channels, and refine their strategies to optimise campaigns, reduce wasted spend, and stay ahead of the competition. Perfect for marketers looking to drive results without breaking the bank. Hosted on Acast. See acast.com/privacy for more information.

In today’s data-driven B2B marketing landscape, navigating metrics and campaign data without getting overwhelmed is a critical skill. Join Joaquin Dominguez, Head of Marketing at Adzact, as he dives into how top marketing leaders effectively use data to drive business growth. Learn how to focus on the most valuable metrics, foster collaboration between marketing and sales, and ensure personalisation stays impactful and scalable.Featuring:Adam Boita, CMO at EcologiCarlos Pedroza, Conversational Marketing Manager at HubSpotAmanda Zafiris, Head of Europe Marketing at CanvaMatthew Soakell, PPC Account Director at CroudMax Gordon, Senior International Campaign Manager at TaniumDiscover the key insights that will help you optimise your campaigns, align with business objectives, and stay ahead in an increasingly competitive market. Hosted on Acast. See acast.com/privacy for more information.

In today’s competitive B2B landscape, building strong relationships with existing clients is more important than ever. Join hosts Tom Gatten and Joaquin Dominguez, Head of Marketing at Adzact, as they dive into customer marketing strategies with four industry experts. From event marketing to cross-selling strategies, learn how personalised content, multi-channel engagement, and the human touch can help you boost retention, drive customer loyalty, and increase value for your business.Featuring:Nahomi Thavarajah, Senior Product Marketing Manager, AVEVAMilda Klimasauskaite, Product Marketing Director, QuantexaSteph Mills, Director of Corporate Marketing, MatillionShalagh Fredericks, Senior Content Marketing Manager, Great Place to Work UK Hosted on Acast. See acast.com/privacy for more information.

In this episode, Joaquin Dominguez, Head of Marketing at Adzact, is joined by a panel of top B2B marketing experts to tackle one of today’s biggest challenges: building a robust sales pipeline. They explore strategic personalisation, data-driven insights, and the importance of collaboration to overcome obstacles in a competitive market. Tune in for practical tips and fresh perspectives on maximising marketing effectiveness and driving pipeline growth.Guests:Marie Murmann, Digital Marketing Manager at TealiumMehul Verma, Senior Audience Manager at AvalaraOmair Izhar, Marketing Operations & Technology Manager at MiroTawanda Matongo, Cloud Marketing Manager at Ingram Micro Hosted on Acast. See acast.com/privacy for more information.