In this episode of the B2B Marketing Futures podcast, Joaquin Dominguez speaks with Beth Carter, Head of Growth at Flexa, and Monica Myers, Demand Generation Consultant, to unpack the complex relationship between growth and marketing. Together, they explore how growth transcends traditional marketing functions, emphasising the need for cross-functional collaboration, strong leadership, and a unified vision.

Learn how to overcome organisational silos, define impactful growth strategies at different business stages, and empower your teams with clarity and purpose. Whether you're a marketing professional looking to transition into a growth role or a business leader rethinking your strategy, this episode is packed with actionable insights to help you drive sustainable success.

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What does it take to build thriving B2B partnerships in today’s competitive landscape? In this episode of B2B Marketing Futures, we dive into the strategies that drive successful collaborations, expand market reach, and harness the power of AI.

Host Joaquin Dominguez Lucchini, Head of Marketing at Adzact, leads a dynamic conversation with two thought leaders in B2B marketing:

• Rhiannon Williams, Senior Partner Marketing Manager, with experience across global agencies, e-commerce platforms, and ERP solutions.
• Amy Halsall, Global Marketing Manager at Klevu, specialising in B2B partnership strategies and co-branded content in the tech and e-commerce sectors.

Together, they share insights on overcoming global and regional challenges, personalising co-marketing efforts, navigating lead sharing, and building trust through collaboration.

Whether you're a seasoned marketer or new to partnerships, this episode is packed with actionable takeaways to elevate your partnership strategies.

🎧 Tune in now to gain valuable insights into the evolving world of B2B partnerships!

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Join Joaquin Dominguez, Head of Marketing at Adzact, as he hosts an insightful discussion with leading marketing experts on the future of B2B marketing.

Featuring:

• Mathew Devitt, Senior Campaign Manager at Hexagon Asset Lifecycle Intelligence.
• Steph Hermanson, Manager of Professional Services at Sprout Social, Inc.
• Katrina Fine, Sr. Manager Standards Transformation at Hyatt.

Discover how businesses are shifting to digital-first approaches, leveraging AI to democratise data, and embracing innovations like augmented reality. The panel shares actionable insights on aligning human behaviour with technology, mapping emotional customer journeys, and preparing for the next wave of change in digital marketing.

Tune in to learn how to blend human-centric design with cutting-edge tools to create meaningful and lasting connections in the B2B world.

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In this thought-provoking episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, is joined by four ABM leaders to explore one of the hottest debates in Account-Based Marketing: Should you prioritise immediate results or focus on building deeper, lasting relationships?

Featuring:

• Ben Bulpett, Vice President of Performance Marketing at Algolia
• Maissa Moussa, Principal Campaign Manager – Global Campaigns and Demand Generation at Hexagon
• Danny Stancheva, ABM Campaign Manager at ConnectWise
• Andreea Ceasar, Senior Marketing Manager at Trend Micro

The panel dives into the real-world challenges of ABM, including transitioning from MQLs to account engagement, fostering marketing-sales alignment, balancing personalisation with efficiency, and the importance of choosing strategic sales leaders to drive success.

Whether you’re just starting with ABM or looking to refine your strategy, this episode is packed with actionable insights and lessons learned from industry experts.

🎧 Tune in now to discover how to navigate the trade-offs and build sustainable growth with ABM!

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What drives innovation adoption in B2B markets? Host Joaquin Dominguez dives deep into this question with two seasoned CMOs, Leo Khan (3x CMO, 8x unicorn builder) and Graham Wylie (CMO at activpayroll).

This episode explores the Diffusion of Innovations Theory and its practical applications in B2B marketing. Topics include:

• Key factors influencing adoption: relevance, compatibility, and risk mitigation.
• The pivotal role of peer networks and customer advocacy in building momentum.
• Challenges in "crossing the chasm" to reach mainstream buyers.
• Evolving marketing strategies across the innovation lifecycle.

With real-world anecdotes—from programmatic advertising to AI in cybersecurity—the discussion offers actionable insights for driving adoption and sustained growth.

Tune in to learn how creativity, collaboration, and strategy can transform innovation into widespread success.

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Reimagining Demand Creation dives into the evolving challenges of balancing demand creation and demand capture in the modern B2B marketing funnel. Hosted by Joaquin Dominguez, this episode features a panel of marketing experts:

• Lex Taylor Wan (Senior Director, Brand & Creative, Outreach)
• Alicia Hardy (SEO Manager, Rapid7)
• Stephen Norris (Senior Demand Generation Manager, SMB, Bentley Systems)

The conversation explores how digital innovation, intent-driven content, personalisation, and Account-Based Marketing (ABM) are reshaping how B2B marketers reach and engage their audiences. From adapting to algorithmic changes to leveraging generative AI and balancing privacy with precision, the guests share actionable strategies and future-focused insights to help marketers thrive in this competitive landscape.

Discover how agility, thoughtful personalisation, and strategic content alignment can transform your demand creation efforts into a resilient pipeline for success.

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Sales and marketing alignment is critical for driving demand, improving conversions, and delivering a seamless customer experience—but why is it so challenging? In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Kevin White (Common Room), AJ Navarro (Sprout Social), Meshach Cisero (Commvault), and Dino Delic (Meltwater) to explore the complexities of aligning these two functions.

Discover how shared metrics, empathy, and cross-functional collaboration can bridge the divide, why data and AI play pivotal roles in unifying teams, and how organisational structures can either support or hinder alignment. Packed with actionable insights, this episode is essential listening for anyone looking to drive growth and create a unified customer journey.

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In this episode of B2B Marketing Futures, we explore how Diversity, Equity, and Inclusion (DEI) and leadership are shaping the future of creativity and innovation in B2B marketing. Join our host Joaquin Dominguez as he dives into a compelling discussion with three remarkable leaders:

• Erica Colson, Global Head of Marketing at BSI, shares insights on leveraging psychology to build inclusive teams and balancing global strategies with local customisation.
• Kate Baker, Senior Marketing Manager for Integrated Campaigns at Zscaler, highlights the importance of fostering psychological safety and tailoring campaigns for diverse audiences.
• Nahomi Thavarajah, Product Marketer at AVEVA, discusses empathy and adaptability in cross-functional collaboration and ensuring unified messaging across multi-channel strategies.

Discover actionable advice on integrating DEI into marketing strategies, empowering diverse voices, and achieving impactful results through inclusive leadership. Whether you’re leading teams or crafting campaigns, this episode offers valuable perspectives for driving innovation in the ever-evolving B2B landscape.

Listen now to learn how to harness the power of DEI to create meaningful change and drive success in your marketing efforts.

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In this episode of the B2B Futures Podcast, host Joaquin Dominguez is joined by Sophie Ambridge, Senior Marketing Manager for EMEA at Zendesk, and Julia Porter, Head of Content at Optimizely, to tackle the challenges of scaling content for global B2B audiences.

Together, they discuss how organisations can adapt content to diverse cultural nuances, maintain brand consistency, and balance creativity with streamlined processes. The conversation also dives into leveraging AI and automation to boost efficiency and aligning marketing strategies with sales goals through account-based marketing (ABM).

Whether you’re navigating localisation complexities, looking to stand out creatively, or seeking to integrate AI into your content strategy, this episode offers practical advice to help your business connect with audiences worldwide.

Tune in for insights on:

• Building scalable content workflows for global campaigns
• Adapting US-centric content to resonate with local markets
• Using AI to streamline content creation and repurposing
• Aligning content strategies with sales objectives using ABM

Don’t miss this actionable discussion on creating impactful global content that connects across borders!

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