PODCAST · business
B2B Marketing Futures
by Adzact
Global B2B ad spend topped $43 billion in 2025, and today’s fastest-growing teams are rewriting the playbook. B2B Marketing Futures dives into the strategies, tools, and thinking that are shaping the next generation of business marketing. Hosted by Joaquin Dominguez, each episode brings together leading marketers, growth experts, and operators to unpack real-world challenges. From building demand engines to aligning sales and marketing, scaling PLG motions, and using AI to drive better targeting and execution. We cover: Creative performance in paid social Account-based marketing (ABM) and smart segmentation Product-led growth (PLG) and shifting from capture to creation AI-powered campaign workflows and marketing ops Attribution, measurement, and marketing diagnostics Sales-marketing alignment and go-to-market execution
Episodes
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E165: Sales and Marketing Alignment When AI Sits in Both Seats
In this episode of B2B Marketing Futures, sales and marketing leaders explore what alignment looks like when AI sits in both seats, and whether AI is genuinely bringing the two functions closer together or simply helping each team automate its own silo faster. The conversation examines the...
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E164: Is Brand the Last Moat? What’s Left When AI Commoditizes Everything Else?
In this episode of B2B Marketing Futures, B2B marketing leaders explore whether brand is the last true moat as AI commoditizes content, design, campaigns, and personalization. The conversation moves beyond defending brand as a vague asset and instead asks what actually makes a B2B brand…
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E163: The Buying Committee Decided Before You Ever Knew They Existed
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…
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E162: Getting Real Value from Intent Data: 6sense, Demandbase, Clay, and What Nobody Tells You
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...
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E161: How AI Is Reshaping B2B Go-to-Market
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…
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E160: B2B GTM in the AI Era: If AI Makes Marketing Easy, Why Is Growth Still Hard?
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...
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E159: How AI is reshaping Sales and Marketing Alignment?
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...
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E158: Fit Beats Intent: The New Rule of B2B Demand
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…
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E157: What Will Marketers Still Own When AI Runs the Campaigns?
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...
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E156: When AI Runs GTM, What Do Humans Still Own?
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...
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E155: What Actually Matters in B2B Marketing After AI
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…
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E154: The end of B2B GTM as we know it
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,...
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E153: B2B GTM in the AI Era
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...
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E152: Re-imagining Marketing with AI
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...
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E151: Brand Demand vs. Buyer Intent
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…
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E150: Making LinkedIn Ads work for you
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...
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E149: Is Brand The Last Thing Left?
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...
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E148: Fit vs. Intent: What Really Drives B2B Growth?
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.…
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E147: Fixing the Pipeline Problem: How Marketing Can Unlock Growth
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…
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E146: Demand Creation versus Demand Capture
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...
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E145: Beyond Alignment: Building One Revenue Team
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.…
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E144: What Actually Matters in B2B Marketing After AI
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...
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E143: AI Can Automate, But Can It Build Brand?
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...
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E142: Brand or Pipeline? What Really Drives B2B Growth
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...
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E141: Sales and Marketing Alignment
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...
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E140: AI Scale versus Brand Trust: The New Rules of B2B Go-To-Market
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...
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E139: Why Alignment Needs an Operating Model
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...
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E138: If AI Makes Marketing Easy, Why Is Growth Still Hard?
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…
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E137: Sales and Marketing Alignment
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...
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E136: B2B GTM in the AI Era
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...
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E135: How to position yourself as a winner rather than a loser on AI?
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...
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E134: Demand Creation versus Demand Capture
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...
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E133: Fit vs Intent: Where Should Marketers Really Place Their Bet?
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...
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E132: Can AI Replace the Marketer?
Can AI Replace the Marketer? AI is reshaping marketing at record speed. From content and targeting to analytics, orchestration and customer intelligence, automation is transforming how teams operate every day. But as AI takes over more of the execution, what does it mean for the future of...
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E131: The Human Edge: Marketing in a Fully AI World
AI can now write copy, generate creative, analyse markets, and personalise campaigns at a scale no human team can match. So what happens next? Participants: Sam Nohava, Senior VP of Growth Marketing at Coupa, shares how his team is driving rapid AI adoption while keeping storytelling and brand...
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E130: AI vs Brand: What Will Marketers Still Own in 2030?
In this episode of B2B Marketing Futures, we tackle one of the most pressing questions shaping the next decade of marketing: AI vs Brand: What Will Marketers Still Own in 2030? As AI accelerates across targeting, creative production, and channel execution, our panel of marketing leaders breaks…
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E129: Fit vs. Intent: What Really Drives B2B Growth?
In this episode of B2B Marketing Futures, we dive into one of the most debated questions in B2B marketing today: Fit vs. Intent, What Really Drives Growth? As data, technology, and buying behavior evolve, our panel of marketing leaders unpacks how the balance between fit-based and intent-based...
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E128: Is Brand the Last Thing Left? What B2B Marketers Will Do in 2030.
In this episode of B2B Marketing Futures, we explore one of the most provocative questions facing the industry: Is Brand the Last Thing Left? What B2B Marketers Will Do in 2030. As AI reshapes the very foundations of marketing, our panel unpacks what creativity, strategy, and brand will mean in a...
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E127: How to Position Yourself as a Winner Rather than a Loser on the AI Revolution
In this episode of B2B Marketing Futures, we tackle one of the most urgent questions facing marketers today: How to Position Yourself as a Winner Rather than a Loser on the AI Revolution Our panel of marketing leaders explore how to harness AI as an enabler of creativity, strategy, and human...
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E126: Fit vs. Intent: What Really Drives B2B Growth?
In this episode of B2B Marketing Futures, we dive into one of the most debated topics in B2B marketing today, Fit vs Intent. Our panel of marketing leaders share how they identify, prioritize, and engage accounts by balancing fit-based and intent-based strategies and what happens when the two…
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E125: Demand Creation vs Demand Capture in Modern B2B
In this episode of B2B Marketing Futures, the conversation dives into the balance between demand creation and demand capture in B2B marketing. Our panel of marketing leaders share how they approach building long-term brand awareness while driving measurable results, revealing the strategies,...
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E124: Demand Creation versus Demand Capture
In this episode of B2B Marketing Futures, we dig into one of the most enduring debates in modern marketing: demand creation vs. demand capture. How do leading teams strike the right balance between long-term brand building and short-term pipeline results? And how are shifting search behaviours…
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E123: How B2B Teams Win Through Alignment
In this episode of B2B Marketing Futures we unpack what it takes for go-to-market teams to win when they truly operate as one. From a shared customer view to frictionless handoffs, our panel surfaces practical fixes, data, processes, and habits that turn cross-functional intent into measurable...
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E122: How to position yourself as a winner, rather than a loser on AI.
In this episode of B2B Marketing Futures, we tackle one of the most urgent questions facing marketers today: How to position yourself as a winner, rather than a loser on AI. Our panel brings frontline perspectives on where AI adds value, where it goes wrong, and how to make it a true...
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E121: How High Performing Teams Win When They Operate As one
In this episode of B2B Marketing Futures, we explore what it really takes for high-performing teams to win when they operate as one. From aligning sales, marketing, and product around a shared view of the customer to reducing friction at handoffs, our guests share practical lessons from the...
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E120: When ICP Gets Complicated: Targeting and Demand Gen in Fintech
In this episode of B2B Marketing Futures, we explore one of the trickiest challenges in B2B marketing: defining and reaching nuanced audiences in complex industries like fintech and banking. Our panel brings firsthand experience on navigating the ambiguity of ideal customer profiles (ICPs) and...
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E119: Sales and Marketing Alignment
In this episode of B2B Marketing Futures, we tackle one of the toughest and most important challenges in B2B: Sales & Marketing Alignment. Our panel brings frontline perspectives on where alignment breaks down and what it really takes to fix it. From legacy systems and mismatched lead…
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E118: No More Silos between Sales & Marketing
In this episode of B2B Marketing Futures, we dive into one of the most persistent challenges in the marketing world: Sales & Marketing Alignment. Our panel of seasoned marketers explores the real-world breakdowns that often occur between sales and marketing teams, from misaligned lead definitions...
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E117: Navigating the Complex World of B2B Attribution
In this episode of B2B Marketing Futures, the discussion revolves around the complexities and challenges of attribution in B2B marketing. The panel of marketing leaders shares their insights on the technical, organizational, and cultural hurdles they face in measuring marketing performance. They...
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E116: PLG VS SLG: Rethinking GO -TO Market in B2B startups
In this episode of B2B Marketing Futures, we dive into one of the most debated questions in SaaS today: PLG vs. SLG, how do they really coexist in B2B go-to-market? You’ll hear from: •Ishita Jariwala, Former Head of Startup Programs at Stripe and MongoDB •Meshach Cisero, Former Head of…
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ABOUT THIS SHOW
Global B2B ad spend topped $43 billion in 2025, and today’s fastest-growing teams are rewriting the playbook. B2B Marketing Futures dives into the strategies, tools, and thinking that are shaping the next generation of business marketing.
Hosted by Joaquin Dominguez, each episode brings together leading marketers, growth experts, and operators to unpack real-world challenges. From building demand engines to aligning sales and marketing, scaling PLG motions, and using AI to drive better targeting and execution.
We cover:
Creative performance in paid social
Account-based marketing (ABM) and smart segmentation
Product-led growth (PLG) and shifting from capture to creation
AI-powered campaign workflows and marketing ops
Attribution, measurement, and marketing diagnostics
Sales-marketing alignment and go-to-market execution
HOSTED BY
Adzact
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Frequently Asked Questions
How many episodes does B2B Marketing Futures have?
B2B Marketing Futures currently has 165 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is B2B Marketing Futures about?
Global B2B ad spend topped $43 billion in 2025, and today’s fastest-growing teams are rewriting the playbook. B2B Marketing Futures dives into the strategies, tools, and thinking that are shaping the next generation of business marketing. Hosted by Joaquin Dominguez, each episode brings together...
How often does B2B Marketing Futures release new episodes?
B2B Marketing Futures publishes regularly with 165 episodes available. Check the episode list for the typical release schedule.
Where can I listen to B2B Marketing Futures?
You can listen to B2B Marketing Futures on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts B2B Marketing Futures?
B2B Marketing Futures is created and hosted by Adzact.
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