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 Betterworks
Lauren Luen, Founder and CEO of The Nervous System LLC
Nicole 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 NetApp
Kristi de Asis, Director of Demand Generation and ABM at Achievers

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 signals.

The conversation examines the relationship between fit, intent, timing, and personalisation, discussing how marketers identify high-value accounts, avoid chasing misleading intent signals, and balance AI-powered targeting with human judgement.

The discussion highlights where marketers create the greatest impact, from defining ideal customer profiles and interpreting buying signals to developing personalised engagement strategies, aligning with sales teams, and making informed decisions about where to invest marketing resources in an increasingly AI-assisted B2B landscape.

Participants:
Saralee Katz, Demand Generation Manager at Adyen

Tom Kay, Sr. Digital Marketing Manager at AudioEye

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 analysis to reporting, workflow automation, and partner evaluation, while also raising concerns around originality, audience relevance, trust, and the increasing noise created by generic AI-generated content.

The panel discusses where human expertise remains indispensable, including strategic thinking, customer understanding, creative direction, brand stewardship, audience insight, partnership decisions, and the judgement required to interpret market signals and make sound business decisions in an AI-led marketing landscape.

Participants:

Kari Hanson, Chief Marketing Officer at Robin

Kevin Sloan, Affiliate and Influencer Growth Marketing Manager at Descript

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 marketing workflows, from account identification and content creation to pipeline prioritisation and revenue execution, while raising new questions around governance, customer experience, and decision-making.

The panel discusses where human judgement, strategic thinking, creativity, relationship-building, and organisational alignment remain essential as AI becomes more deeply embedded across the revenue engine.

Participants:

Brooke Huckabee, Head of Global Revenue Enablement at SAS
Caitlin Crawford, Chief of Staff to the CRO at Outreach
Christy Marble, 4x Chief Marketing Officer, most recently at Siteimprove

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 AI-powered content creation, personalization, outbound campaigns, and workflow automation become widely accessible.

The panel discusses where human judgement, strategic thinking, creativity, customer understanding, and brand differentiation continue to drive meaningful results in an increasingly automated landscape.

Participants:

Dhiraj Kumar, Chief Marketing Officer at Dashlane
Margaret Dawson, Chief Marketing Officer at SUSE

Simcha Weil, Demand Generation Leader at AU10TIX

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, outbound support, localization, and workflow automation to the growing importance of human judgement, trust, and operational integration, the conversation explores where AI is genuinely replacing human effort and where experienced teams still create the greatest value.

The episode also explores what B2B GTM teams should continue to own as AI takes on more operational work, including the future role of brand, customer experience, proprietary workflows, data strategy, and human decision-making in the lead-up to 2030.

Participants:

Justin Meredith, Digital Marketing Manager at Birdeye

Suvish Viswanathan, Head of Marketing for European Operations and DACH Business Initiatives at Zoho

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 research, segmentation, and campaign execution to the growing importance of human judgement, brand trust, and localization, the conversation explores how organizations are balancing automation with authentic customer connection.

Drawing from real-world experience across SaaS, demand generation, localization, and enterprise marketing, the group shares insights on integrating AI into GTM workflows, improving marketing effectiveness, strengthening alignment between teams, and preparing organizations for the next era of B2B growth.

Participants:

• Andrew Thomas, VP of Marketing at Acclaro
  
• Harry Davies, VP of Marketing Strategy, Investment and Effectiveness at Sage
  
• Jessica Tozer, Head of Demand Generation at Ninety

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 trust and differentiation, the conversation explores how marketing teams are adapting to a world where content creation, targeting, and campaign execution are becoming increasingly automated.

Drawing from real-world experience, the group shares insights on integrating AI across the full GTM engine, navigating the shift from SEO to AI-driven discovery, balancing speed with strategic focus, and building authentic engagement in an era where every team has access to the same tools.

Participants:

• Bettina Berntsen, CMO at SuperOffice

• Carl Carell, Co-founder and CRO at GetAccept

• Daniel Talbot, Senior Marketing Director at IFS

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 paid media performance and pipeline generation, the conversation explores how leading marketers are navigating full-funnel growth strategies across increasingly complex buyer journeys.

Drawing from real-world experience, the group shares insights on nurturing demand across platforms like LinkedIn, Google, Meta, and Reddit, balancing short-term performance goals with long-term brand investment, and aligning marketing efforts with measurable business outcomes such as revenue, pipeline, and customer lifetime value.

Participants:

• Kenna Rooney, Senior Performance Marketing Manager at EasyLlama

• Amrit Kaur, Demand Generation Director at S&P Global

• Will Cumming, Lifecycle Marketing Leader at Bynder

• Jose Granados, Paid Media & Performance Marketing Manager at GoTo