B2B Marketing Futures

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 the “dark funnel” , from peer recommendations, communities, review sites, events and AI assistants, and explores how marketers can remain relevant across diverse buying committees. Participants:Lorenza Fedele, Global Digital Marketing Manager at ABBNicole Mills, Sr. Director of Demand Generation at Algolia

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 genuinely useful, where platforms such as 6sense, Demandbase, ZoomInfo, Bombora, and Clay add value, and where they fall short. The discussion also explores how teams can combine intent with ICP fit, first-party data, and other signals to identify accounts that are truly in-market.Participants:Linda Pfaff, B2B Marketing Leader, most recently at RackspaceNima Asrar Haghighi, VP of Demand Generation at Navan

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 customer engagement.The conversation examines how AI is reshaping ICP definition, account prioritisation, audience research, content, buyer engagement, sales execution, and demand generation. The discussion also explores how organisations can balance demand creation and demand capture in the AI era, as paid media, ABM, intent signals, search, and emerging AI discovery behaviours continue to evolve.Participants:Himanshu Patel, Chief Revenue Officer, India at Magic Software EnterprisesRachel Clapp Miller, Chief Marketing Officer at Force ManagementRaphael Poisson, Head of Marketing, EMEA at Dialpad

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 revenue operations.The conversation examines how AI is reshaping ideal customer profile (ICP) definition, audience targeting, campaign execution, search behaviour, demand creation, and demand capture, while discussing the opportunities and challenges of balancing greater execution speed with strategic focus, data quality, and organisational alignment.The discussion highlights the factors that will continue to differentiate successful companies in an AI-driven landscape, from strong brand positioning and customer understanding to human judgement, cross-functional collaboration, high-quality data, and the systems that enable AI to enhance rather than replace effective go-to-market decision-making.Participants:Allie Collins, Chief Marketing Officer at BetterworksLauren Luen, Founder and CEO of The Nervous System LLCNicole Mills, Sr. Director of Demand Generation at Algolia

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 engagement.The conversation examines how AI is changing account identification, messaging, pipeline management, and sales follow-up, while discussing the opportunities and challenges of maintaining consistent workflows, shared context, and effective collaboration across revenue teams.The discussion highlights where human judgement continues to create the greatest impact, from governing AI tools and interpreting customer insights to aligning cross-functional teams, refining go-to-market strategies, and ensuring AI enhances rather than replaces strategic decision-making in an increasingly AI-enabled B2B landscape.Participants:Denisse Soker, Sales Enablement and Product Adoption Leader at NetAppKristi de Asis, Director of Demand Generation and ABM at Achievers