B2B Marketing Futures

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 AI-driven marketing-to-sales handoff, the importance of shared data and sources of truth, and where human judgement and relationships remain essential as AI takes on more of the GTM process. The panel also explores what sales and marketing alignment could look like if the process were rebuilt today with AI in mind.

Participants:

Melissa McCann-Tilton, President & Chief Revenue Officer at Criteria

Gabriella Fishkind, Head of Revenue Development at Ceros

Eswar Sai Prathap Singavarapu, GTM Systems Engineer at Fivetran

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 distinctive when execution is increasingly available to everyone.

The discussion examines whether brand becomes more important as B2B buying committees grow larger and more complex, spanning procurement, finance, legal, technical teams, and other stakeholders who may know very little about the category.

Participants:

Tabita Andersson, VP Marketing EMEA at Rimini Street

Jessica Deckinger, CMO at HealthEdge

In this episode of B2B Marketing Futures, B2B revenue leaders explore how AI now sits in both the sales and marketing seat, and whether it is genuinely bringing the two functions closer together or simply helping each team automate its own silo faster.

The conversation examines the marketing-to-sales handoff in an AI-driven GTM organisation, the data both teams must agree on before AI can help them make better decisions, where human judgement and relationships must take over, and what each guest would design differently if rebuilding sales and marketing alignment today.

Participants:

Melissa McCann-Tilton, President & Chief Revenue Officer at Criteria

Gabriella Fishkind, Head of Revenue Development at Ceros

Eswar Sai Prathap Singavarapu, GTM Systems Engineer at Fivetran

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 ABB.

Nicole 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 Rackspace

Nima 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 Enterprises

Rachel Clapp Miller, Chief Marketing Officer at Force Management
Raphael 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 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