B2B Marketing Futures

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 down what human marketers will continue to own and what will inevitably be automated. From navigating the fine line between personalization and over-optimization to redefining the role of brand in an AI-mediated world, this episode explores how strategy, creativity, and authenticity evolve as machines take on more execution.Participants:• Sharon Forder – CMO, Sana CommerceLeading global marketing strategy while navigating how AI reshapes customer expectations, brand trust, and the digital buying experience.• Dorothea Gam – CMO, MouseflowDriving data-led growth and exploring how AI enhances behavioral insights, experimentation, and customer understanding.• Maud Walkowiak – EMEA Head of Growth Marketing, AonTransforming growth strategies across markets and leveraging AI to improve decision-making, personalization, and long-term brand value.Together, they explore:• How AI has fundamentally changed the marketer’s day-to-day• Where competitive advantage comes from when AI can “do it all”• What “brand” means when discovery is mediated by algorithms• How to balance automation with creative instinct and emotional connection• The skills and mindsets marketers must develop to stay relevant by 2030Whether you’re leading a modern marketing team or figuring out where AI fits into your strategy, this episode will challenge how you think about creativity, advantage, and the future of the brand in an AI-first world. Hosted on Acast. See acast.com/privacy for more information.

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 targeting is reshaping go-to-market strategies. From understanding when intent data truly signals opportunity to knowing when to double down on high-fit accounts not yet in-market, this episode explores how top marketers are redefining precision, timing, and trust in 2025.Participants:• Lisa Schwartz – Director of Digital Marketing, DigitateLeading digital strategies for complex enterprise accounts and exploring how “fit vs. intent” shifts when precision outweighs scale.• Amanda Moran – Director, Global ABM & Sales Development, SmarshDriving a structured ABX approach in a finite TAM, balancing segmentation, brand consistency, and awareness creation.• Courtney Bigum – Performance Marketing Manager, SageBlending data and human insight to bridge the sales-marketing gap and uncover what intent data often misses.• Cecilia Mancini – Marketing Campaign Manager, IFSRunning integrated ABM and demand gen programs across energy, utilities, and defence, experimenting with AI tools like Microsoft Copilot to identify growth opportunities.Together, they explore:• What truly separates fit-based and intent-based targeting• When intent data drives results and when it misleads• How to define and prioritise “fit” across markets and segments• Balancing short-term intent capture with long-term demand creation• How enterprise and SMB strategies differ in applying fit vs. intentWhether you’re running ABM programs or refining your targeting strategy, this episode will challenge how you think about data, timing, and what really drives B2B growth. Hosted on Acast. See acast.com/privacy for more information.

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 world where machines can do almost everything humans once did. From redefining what makes brands distinctive to debating whether craft or speed will define the next generation of marketers, this episode challenges conventional thinking and looks ahead to the creative future of B2B.Participants:• Marc Lewis – Dean, School of Communication Arts, championing creativity as an “exoskeleton for imagination” in the AI era.• Jasmin Stollhof – CMO, SpeakUp, exploring how originality and distinctiveness can survive in a world of algorithmic sameness.• Stephanie Osiol – Head of Marketing Analytics, Sage, sharing how data and insight can preserve brand meaning when attribution becomes elusive.• Sam Wohlfeil – Marketing Operations Manager, Tesa, revealing how brands are already optimising for AI-driven discovery while staying human at their core.Together, they explore:• What becomes the new competitive advantage when AI can do what marketers once did• How “brand” evolves when discovery happens through AI, not ads or humans• Whether the future of marketing belongs to thinkers, storytellers, or technologists• The tension between creativity, speed, and craft in 2030• How marketers can stay visible to algorithms and meaningful to peopleWhether you see AI as a threat or a catalyst, this conversation will inspire you to rethink what it means to build, lead, and sustain brands in the decade ahead. Hosted on Acast. See acast.com/privacy for more information.

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 RevolutionOur panel of marketing leaders explore how to harness AI as an enabler of creativity, strategy, and human connection rather than a replacement for them. From redefining workflows to avoiding the pitfalls of over-automation, they share how today’s marketers can position themselves and their brands for long-term success.Participants:• Jason Stolarczyk – Senior Director of Integrated Marketing at Palo Alto Networks, driving human-centered storytelling in cybersecurity.• Kreya Owens – VP, Global Demand Marketing at OneTrust, navigating the challenges of AI adoption across complex organizations.• Maud Walkowiak – EMEA Head of Growth Marketing Industry Verticals at Aon, advocating for balance between machine efficiency and human creativity.• Craig Abramson – Senior Demand Generation Manager, ABX at Workday, applying AI-driven insights to scale personalized marketing and optimize pipeline performance.Together, they explore:• What separates marketers who win with AI from those who fall behind• How AI can free marketers to focus on creativity, emotion, and authentic storytelling• The dangers of over-automation and how to avoid generic, “grey” marketing• How to use AI to amplify your personal brand and thought leadership• Practical insights for making AI a genuine strategic advantageWhether you’re experimenting with AI tools or leading large-scale adoption, this conversation will help you understand what it really takes to stay relevant, human, and ahead of the curve in the age of intelligent marketing. Hosted on Acast. See acast.com/privacy for more information.

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 don’t align. From unifying multiple data sources to navigating the limits of intent signals, they reveal practical insights for maximizing pipeline efficiency and deal quality.Participants:• Ian Martinez-Christian – Marketing Operations Leader at Tricentis, bridging data, automation, and sales alignment to turn insights into action.• Jamal Layne – ABM Manager, Retail & Consumer Goods at Snowflake, focused on scaling ABM in Fortune 500 accounts through data-driven personalization and strategic validation.• Lisa Schwartz – Director of Digital Marketing at Digitate, exploring the art of precision targeting in large enterprises through AI, orchestration, and layered messaging.Together, they explore:• When intent data is a reliable predictor of opportunity and when it falls short• How fit-based targeting uncovers hidden high-value accounts• The operational challenge of integrating multiple data sources at speed and scale• How to find the right balance between fit and intent for greater pipeline impact• Actionable advice for marketers combining both approaches into one unified strategyWhether you’re refining your ABM motion or rethinking your targeting strategy, this episode offers real-world lessons on making fit and intent work together for measurable success. Hosted on Acast. See acast.com/privacy for more information.

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, trade-offs, and real-world challenges they face.They discuss what’s working today in both brand-led plays and demand capture tactics, how regional and organizational factors shape their approach, and how they connect creative initiatives to pipeline growth. From influencer-led thought leadership to in-person events and precision ABM, this episode offers practical insights for marketers looking to optimize both sides of the demand equation.Participants:Adele van Eiszner – Digital Marketing Manager at CognismAnna Rangos – Co-founder of Grid House Studio, Former Paid Social Lead at PluralsightJudy Kimball – Senior Director at ConsensusMariie Velez – Global Demand Generation and ABM Manager at Thales Hosted on Acast. See acast.com/privacy for more information.

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 and AI reshaping the funnel as we know it?Our panel brings together three marketing leaders with distinct perspectives:•Amit Gupta — Senior Director Marketing Operations, Fortanix(Navigating the shift from keyword intent to AI-powered search, and the evolving role of awareness channels in a performance-driven world.)•Annie Roberts — Demand Generation Manager, ServiceNow(Balancing sales enablement and targeted campaigns, with real-world lessons from brand-building giants like Nike and Adidas.)•Jakki Jakaj — Director of Growth and Digital Marketing Leader, DBT Labs(From inbound and community-led growth to rebalancing strategy with ABM and paid awareness to sustain demand over time.)Together, they explore:• How to define and align demand creation vs. demand capture strategies• The ROI debate: brand investment vs. immediate pipeline pressure• Which channels and tactics are delivering results across the funnel• How AI and new search behaviors are changing the game for marketersWhether you’re in marketing, sales, or operations, this conversation is packed with practical insights, data points, and forward-looking strategies to help your team build demand that lasts and capture it effectively when it arrives. Hosted on Acast. See acast.com/privacy for more information.

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 impact.Participants•Shannon Richardson — Director of Performance Marketing, Sage. (From campaign management to a performance model: data fluency, iteration, and linking brand activity to organic uplift and ARR.)•Will Pearlman — Marketing & Operations Consultant. (The operational backbone: CRMs, clean data models, incentives and “rules of engagement” that enable collaboration.)•Yasmin Aldini — Senior Director, Marketing Operations, Infineon Technologies. (A move to customer-centric selling supported by ops: richer CRM insights, digital collaboration, and cross-product enablement.)Together they explore•What a fully aligned, high-performing GTM team looks like in practice•How to turn field and performance insights into action and where signals get lost•Why shared planning helps (and why it’s so hard in reality)•The biggest friction points in handoffs and concrete ways to reduce themWhether you work in marketing, sales, product, or ops, this conversation is full of tactical lessons to replace silos and slowdowns with clarity, trust, and measurable performance. Hosted on Acast. See acast.com/privacy for more information.

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 differentiator. From freeing up time for creativity and human connection, to the risks of over-automation and generic campaigns, they share practical lessons and strategies for using AI with impact.Participants:• Julia Kertesz – Senior Marketing Manager at Acronis, leveraging AI to drive high-impact projects and her professional blog, a balance that earned her a nomination for the 2025 Scottish Women in Tech Awards.• Aileen Stephenson – Sr. Director Digital Marketing at Ericsson, author of the upcoming Gaslighting ChatGPT and creator of the Substack Meet Alex, using AI as a creative partner to scale analytics, content, and thought leadership.Together, they explore:• How AI is reshaping day-to-day marketing work• What separates marketers who thrive with AI from those who stumble• How AI enables more time for creativity, emotion, and human connection• The pitfalls of relying too much on automation and how to avoid generic output• How personal brand and creativity, amplified by AI, can drive strategic advantageWhether you’re testing prompts or building enterprise workflows, this episode is packed with insights on how to turn AI into a winning edge. Hosted on Acast. See acast.com/privacy for more information.

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 frontline of building unified go-to-market teams.Participants:• Monica Gonzalez – Sustainability Marketing Manager at Juniper Networks, bringing experience in weaving together CSR, product, field marketing, and PR to tell a unified sustainability story on tight budgets.• Lukas Kulevicius – Program Manager, Digital Marketing at Atlas Copco, who built a digital marketing team from scratch and now drives double-digit growth through SEM, SEO, and automation while tackling system complexity and ROI discipline.Together, they explore:• What a truly aligned, high-performing go-to-market team looks like• How to turn field and performance insights into action without losing signals• Why shared planning can make or break execution• The biggest sources of friction in handoffs—and how to reduce themWhether you sit in marketing, product, or sales, this conversation is packed with insights on how to replace silos and slowdowns with clarity, trust, and real performance impact. Hosted on Acast. See acast.com/privacy for more information.

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 turning complexity into actionable demand generation strategies. They share practical insights on aligning product marketing with the realities of ad platforms, expanding audiences post-acquisition, and running multi-channel campaigns on lean budgets.Participants:• Aurélien Gand, RevOps atMambu, sharing strategies for segmenting ICPs and targeting high-value audiences.• Matthieu Blandineau, Founding Product Marketing Manager at Numeral, bringing experience in orchestrating cross-channel demand engines in fintech.Together, they explore:• How to define and segment ICPs where standard categories don’t exist• Aligning nuanced ICP definitions with LinkedIn, Google, and Meta limitations• Expanding audiences across geographies and post-acquisition• Orchestrating multi-channel demand on lean budgets and lessons for startups and scale-upsWhether you’re in marketing, product, or growth, this episode is packed with insights for tackling complex ICPs and building demand generation engines that actually work. Hosted on Acast. See acast.com/privacy for more information.

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 definitions, to sales-first cultures and global vs. local messaging conflicts, they share hard-earned lessons and practical strategies for building bridges.Participants:•Grecia Padron – Business Planning and Operations Manager at Avaya, driving clarity in lead scoring and marketing ops amid major organisational change.•Izzy Johnson – Senior Marketing Manager at AMS, navigating friction in professional services with long sales cycles and a historically sales-led culture.•Shaun Hughes – UK Field Marketing Lead at Rackspace, bringing insights from evolving a sales-first organisation into one where marketing has greater strategic voice.Together, they explore:•Where sales & marketing most often break down today•Frameworks, rituals, and processes that actually build trust and alignment•How to design messaging, campaigns, and data that support real sales outcomes•The one fundamental shift they’d make to transform the sales-marketing relationship Whether you sit in sales, marketing, or leadership, this episode is packed with insights on how to transform friction into flow and build a go-to-market engine that truly works together. Hosted on Acast. See acast.com/privacy for more information.

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 to ineffective handoffs and shares how they’ve built bridges through trust, shared rituals, and smarter processes.Participants:• Sawsan Hamawandy – Growth Marketer at HowNow, focused on empathetic lead handoffs, automation, and creative demand gen strategies.• Noah Thomas – Head of Growth Marketing at Xpana, leading content and ABM with a deep focus on cross-functional collaboration and full-funnel performance.• Elisabet Mas Porté – Digital Marketing Senior Manager at DSM-Firmenich, driving digital transformation in traditional B2B manufacturing environments.• Scott Ferguson – Head of Marketing at Pelion, bringing structured sales collaboration models from the world of telco, IoT, and cybersecurity.Together, they unpack:• The biggest friction points between sales and marketing today• Proven rituals and frameworks that create true alignment• How to design campaigns and data strategies that actually support revenue• The one thing they’d fix about the sales-marketing dynamic if they could💡 Whether you’re a marketer, a seller, or a team leader bridging the gap, this conversation offers powerful insights into building a go-to-market engine that truly works together. Hosted on Acast. See acast.com/privacy for more information.

 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 Product-Led Growth at Commvault•Jason Recacho, Senior Product Marketing Manager – DATA Platform at IterableWe’ll explore:•How PLG and SLG show up in real-world go-to-market strategies•The challenges of aligning teams and compensation models around a PLG motion•What signals tell you it’s time to layer in Sales•Where PLG breaks down and when SLG is the smarter playFrom product signals and funding triggers to cutting through AI hype with real user value, this episode is packed with first-hand experience and frameworks for building a modern GTM engine.If you’re navigating the evolving balance between product-led and sales-led growth, you won’t want to miss this one. Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, we’re diving into The Role of Sales Enablement in ABM and Outbound and what it really takes to make it work across teams.You’ll hear from:Sam Pfluger, Head of Digital Experience at Fleet Device ManagementElyse Corwin, Regional Marketing Manager at PegaWe’ll explore:What effective sales enablement looks like when targeting named accountsHow to equip sales with the right context, content, and messaging at the right timeStrategies for aligning marketing and sales without overloading eitherThe metrics that signal whether enablement is truly driving pipelineFrom mapping psychological stages to customizing scalable content in high-stakes industries like healthcare, Sam and Elyse share real-world examples and candid lessons on building smarter go-to-market strategies.Whether you’re refining your ABM playbook or rethinking cross-functional alignment, this episode is packed with insights you won’t want to miss. Hosted on Acast. See acast.com/privacy for more information.