B2B Marketing Futures

B2B marketers are facing a defining challenge: how do you build winning go-to-market strategies in the AI era, without losing the storytelling, trust, and human connection that truly differentiate brands?

In this episode of B2B Marketing Futures, a panel of senior marketing leaders comes together to explore how AI is changing day-to-day marketing, what it means for the balance between brand and performance, and how marketers can stay relevant as technology takes over more execution.

From redefining the tension between demand creation and demand capture, to understanding where hyper-personalisation helps versus where it risks creating sameness, this episode offers a grounded look at how AI is reshaping B2B marketing, and why brand, empathy, and credibility still matter more than ever.

Participants:

• Sydney Sloan, CMO, G2

• Paul Taylor, CMO, SS&C Blue Prism

• Penry Price, Managing Partner, Charcoal Advisors; Former VP, LinkedIn Marketing Solutions

B2B marketers are facing a defining challenge: how do you use AI to position yourself as a winner, without losing what makes marketing human?

In this episode of B2B Marketing Futures, a panel of senior marketing leaders comes together to explore what truly separates marketers who win with AI from those who fall behind.

From automating signal detection and operational work to preserving empathy, brand voice, and meaningful customer conversations, this episode offers a grounded, practical look at how AI is reshaping day-to-day marketing and where over-automation can quietly do more harm than good.

Participants:

• Kirsten van Rooyen, Director of Marketing Strategy, Superside

• Steph Wardle, Former EMEA Field Marketing Manager, Hitachi Vantara

• Koby Amedume, Former Global VP of Marketing, TeamViewer

• Herman Komashko, Director Marketing Technology & Digital Innovation, SafeGuard

• Sandra Anderstedt, VP, Head of Marketing & Comms, Sandvik

B2B marketers are constantly faced with a fundamental question: should they prioritize creating demand that doesn’t yet exist, or focus on capturing the demand already active in the market?

In this episode of B2B Marketing Futures, a panel of senior marketing leaders breaks down how to balance long-term brand building with short-term pipeline pressure.

Whether you work in demand generation, performance marketing, brand, or marketing leadership, this episode is packed with actionable insights to help you strike the right balance and drive sustainable growth.

Participants:

Chen Guter, CMO, Dig

Elena Parangoni, Director of Demand Generation, SimScale

Fit vs Intent: Where Should Marketers Really Place Their Bet?

B2B marketers face a constant strategic challenge: should they prioritize accounts that perfectly match their ICP or focus on buyers showing active intent in the market?

In this episode of B2B Marketing Futures, sponsored by Adzact, a global panel of senior marketing leaders explores how to balance fit and intent for smarter targeting. They discuss ICP development, intent signal accuracy, sales and marketing alignment, website engagement signals, and ABM complexity, offering actionable frameworks and real-world examples that marketers can apply immediately.

Whether you work in digital marketing, ABM, demand generation, or marketing operations, this conversation is packed with insights to help your team drive impact and growth.

Participants:

• Corey Kyte, Senior Digital Marketing Manager, Clarity
• Elizabeth Irvine, Growth Marketing Lead, Siteimprove
• Anish Jariwala, Martech Insights and Operations, Synopsys
• Gary Maggiolino, Senior Manager of Global Marketing Technology, InterSystems
• Giorgia Favaretto Illig, Global Head of Marketing, S&P Global Mobility

Can AI Replace the Marketer?

AI is reshaping marketing at record speed. From content and targeting to analytics, orchestration and customer intelligence, automation is transforming how teams operate every day. But as AI takes over more of the execution, what does it mean for the future of marketers, creative strategy and brand building?

In this episode of B2B Marketing Futures, sponsored by Adzact, we bring together a global panel of senior marketing leaders to explore what AI can and cannot replace. We discuss how AI is changing workflows, what tools teams rely on today, how to balance demand creation with demand capture, and why brand, creativity and emotional resonance still matter in an AI driven world.

If you want clarity on how to stay relevant, strategic and impactful in the age of automation, this conversation is essential listening.

Participants:

• Bianca Bulat: Channel Marketing Manager, NICE
• Emanuela Cecchetti: VP Global Marketing, ShippyPro
• Sav Khetan: VP Product Marketing, Tealium
• Ruslan Tovbulatov: Chief Marketing Orchestrator, Gloat
• Katie Kukwa: Digital Marketing and External Communications Manager, DSM-Firmenich
• Amelia Taylor: Global Campaigns, Demand Generation Manager, ConnectWise
  

AI can now write copy, generate creative, analyse markets, and personalise campaigns at a scale no human team can match. So what happens next?

Participants:

Sam Nohava, Senior VP of Growth Marketing at Coupa, shares how his team is driving rapid AI adoption while keeping storytelling and brand voice at the center of trust and differentiation.

Debbie Gaikwad, Marketing Manager at S&P Global, talks about treating AI as both an accelerator and a competitor—and why human oversight remains essential for accuracy, coherence, and real customer connection.

Harvey Rañola, Head of Marketing at Quid, dives into how AI frees teams for deeper strategic work, enabling more creativity and authenticity as execution becomes increasingly automated.

Alejandra Cerón, Cloud Marketing Manager at Ingram Micro, explores managing AI-powered efficiency across global ecosystems while protecting the organic, human-led engagement that drives loyalty.

Together, they discuss how AI has reshaped their day-to-day roles, which skills will matter most by 2030, and why brand, creativity, and emotional intelligence may rise in importance as automation expands. They examine the tension between efficiency and authenticity, how to safeguard a brand’s voice within AI-driven workflows, and why innovation and strategic thinking will set great marketers apart.

If AI becomes the main interface between people and brands, what will truly make a company stand out? And what kind of marketer will thrive in the years ahead?

A forward-looking conversation about identity, strategy, and the human edge in an era where everyone has access to the same powerful tools.

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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 Commerce

Leading global marketing strategy while navigating how AI reshapes customer expectations, brand trust, and the digital buying experience.

• Dorothea Gam – CMO, Mouseflow

Driving data-led growth and exploring how AI enhances behavioral insights, experimentation, and customer understanding.

• Maud Walkowiak – EMEA Head of Growth Marketing, Aon

Transforming 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 2030

Whether 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, Digitate

Leading digital strategies for complex enterprise accounts and exploring how “fit vs. intent” shifts when precision outweighs scale.

• Amanda Moran – Director, Global ABM & Sales Development, Smarsh

Driving a structured ABX approach in a finite TAM, balancing segmentation, brand consistency, and awareness creation.

• Courtney Bigum – Performance Marketing Manager, Sage

Blending data and human insight to bridge the sales-marketing gap and uncover what intent data often misses.

• Cecilia Mancini – Marketing Campaign Manager, IFS

Running 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. intent

Whether 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 people

Whether 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 Revolution

Our 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 advantage

Whether 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.