In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Becky Stables (Catalyst IT) and Rachel Behrens (Workiva) to explore a powerful but often overlooked force in B2B: emotion. They discuss why emotional appeal isn't just for B2C, how to make space for it in long buying cycles, and why trust and authenticity matter more than ever. From public sector data projects to field marketing surprise moments, Becky and Rachel share how emotional storytelling drives engagement—and where it can go wrong. Whether you're building webinars, brand campaigns or customer journeys, this episode will leave you thinking differently about how to connect with your audience.

From navigating long buying cycles to building brand affinity in enterprise sales, this is a conversation that challenges the myth of the “rational B2B buyer.”

🎙️ Listen now to learn:

• Why emotional engagement drives action—even in complex B2B deals
• How to build trust before your first sales call
• Tips for injecting human connection into your brand and events

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of B2B Marketing Futures, Joaquin Dominguez (Head of Marketing at Adzact) sits down with Justin Noll (VP of Marketing at Sense) and Phillip Lewis (Marketing & PR Manager, Americas at Hexagon) to unpack the future of demand generation.

They dive into the key challenges B2B marketers face in 2025—from doing more with less, to navigating shifting buyer behaviour, and leveraging AI without losing the human touch. The conversation explores how top teams are rethinking metrics, aligning content with paid and organic efforts, and driving meaningful engagement in a world where only 5% of your audience is in-market at any given time.

Topics include:

• Why traditional SDR/BDR models are breaking down
• How to blend events, influencers, and digital for lasting demand
• The critical shift from lead volume to revenue impact
• Smart applications of AI (and where to be cautious)
• Balancing long-term brand with short-term pipeline

If you're serious about building sustainable growth, not just chasing MQLs, this one's for you.

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Despite chasing the same revenue goals, sales and marketing teams often struggle to truly work together. In this episode of B2B Marketing Futures, host Joaquin Dominguez sits down with four industry leaders—Keith Rabkin (President at PandaDoc), Red Drummond (Senior Marketing Manager at Wood Mackenzie), Jason Recacho (Solutions and Ecosystems Expert), and Mark Towler (Product Marketing Expert)—to unpack the real friction points between sales and marketing and how to overcome them.

Expect a candid conversation covering:

• The root causes of misalignment and how incentives can sabotage collaboration
• Why MQLs don’t cut it anymore—and how SQLs and pipeline thinking change the game
• How product marketing can become the secret weapon for sales enablement
• The role of data, AI, and company culture in driving meaningful alignment

Packed with practical insights and real-world examples, this episode offers a roadmap for turning friction into flow.

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In this episode of B2B Marketing Futures, we dive into one of the most hotly debated topics in marketing: attribution. Joaquin Dominguez is joined by Meghan Harris (SoftServe), Manish Rai (SnapLogic), and Yuliya Maystruk (Redpanda Data) to unpack the complexity of measuring impact in long, multi-touch B2B sales cycles.

From aligning sales and marketing data to experimenting with AI-powered models, our guests explore what’s working today—and where the gaps still are. Expect candid insights on CRM integration, data granularity, offline events, the role of AI, and how attribution can (and should) inform strategy, not just credit.

🎧 Whether you're refining your model or building from scratch, this episode is packed with practical advice and honest reflection from marketing leaders in the field.

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B2B companies are facing mounting challenges in keeping their sales pipelines full. In this episode of B2B Marketing Futures, host Joaquin Dominguez, Head of Marketing at Adzact, sits down with Lindsey Reisbeck (Head of Marketing Operations at Miro) and Michael Moreno (Founder at RevGenAI) to uncover why pipeline slowdowns are happening—and what marketing and sales teams can do about it.

The discussion dives into:

• The impact of market saturation and information overload on pipeline generation
• Why traditional intent data and lead-gen tactics are becoming less effective
• How AI-driven strategies and first-party data are reshaping B2B marketing
• The evolving definition of Ideal Customer Profiles (ICPs) and how to refine targeting
• The critical role of sales and marketing alignment in driving conversions
• Tactical advice for reviving and optimizing your pipeline

From redefining ICPs to leveraging AI for demand generation, this episode offers actionable insights for B2B marketers and sales leaders looking to cut through the noise and drive sustainable growth.

🎧 Tune in now to learn how to future-proof your pipeline!

Hosted on Acast. See acast.com/privacy for more information.

In today's digital landscape, genuine community-building is a game-changer for B2B marketing. In this episode of the B2B Marketing Futures podcast, hosted by Joaquin Dominguez, Head of Marketing at Adzact, leading experts explore how businesses can leverage communities to drive deeper engagement, trust, and long-term success.

Guests:

🎙️ Aaron Weekes – Performance Marketing Manager, Refine Labs

🎙️ Marcie Walker – Senior Community Marketing Manager, LucidLink

🎙️ Patrick Meehan – Enterprise Account Director, GWI

🎙️ Peter Murphy Lewis – Fractional CMO

Key Takeaways:

✅ Why trust-based communities are more powerful than traditional marketing channels

✅ Strategies for building authentic relationships at scale

✅ How to balance automation with personalisation in community engagement

✅ The role of blockchain in fostering transparency and trust

✅ Practical tips for businesses starting their community journey

If you’re looking to build stronger connections and create lasting brand loyalty, this episode is packed with actionable insights you won’t want to miss!

🔊 Listen now! 🎧

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B2B marketing has long been dominated by logic, data, and ROI-driven decisions—but is that enough in today’s digital landscape? In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by an expert panel to explore the growing role of emotion in B2B marketing and why it’s more critical than ever.

Our guests—April Leatherman (EPAM Systems), Jane Fanning (formerly Dell Technologies), Hadar Livne (ex-Kaltura), Misty Valdriz (Infineon Technologies), and Palmer Wallace (Qualys)—share insights on balancing emotion with credibility, humanising brands through social media, and creating marketing that resonates beyond just facts and figures.

Expect real-world examples, thought-provoking discussions, and actionable strategies for building emotional connections with B2B audiences.

🔊 Listen now and discover how to cut through the noise, build trust, and drive engagement in a logic-driven world.

Hosted on Acast. See acast.com/privacy for more information.

Scaling revenue is never simple. CROs and CMOs face mounting challenges—setting realistic targets, aligning cross-functional teams, and sustaining long-term growth. In this episode, Joaquin Dominguez, Head of Marketing at Adzact, sits down with industry experts to unpack the playbook for building scalable revenue engines, driving marketing-sales alignment, and leveraging data for smarter decision-making.

🔥 Featuring:

🚀 JD Miller – Author of The CRO’s Guide to Winning in Private Equity, Operating Advisor at Rothschild’s Five Arrows Capital

📈 Larry Carillo – VP of Marketing at Rafay Systems

🔑 What You'll Learn:

✔️ How CROs and CMOs can set data-driven, achievable revenue targets

✔️ The key inflection points when scaling from founder-led sales to repeatable revenue systems

✔️ Why misalignment between marketing and sales is stalling growth—and how to fix it

✔️ The role of AI and intent data in modern revenue strategy

✔️ Why trust and storytelling are just as important as numbers

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Too many brands still treat organic and paid social as separate strategies—but what happens when you bring them together? In this episode of B2B Marketing Futures, Joaquin Dominguez sits down with Dominic Gemelli and Zoe Minogianni from SoSafe to explore how aligning paid and organic efforts creates a multiplier effect for B2B brands.

🎯 Key takeaways:

• Why organic builds trust while paid accelerates reach
• How paid campaigns that mimic organic content drive better performance
• Why memes, thought leadership, and authentic engagement matter more than ever
• The best way to test content cheaply before scaling into case studies, videos, and whitepapers

If you're struggling to make your paid and organic efforts work in sync, this episode is packed with insights to help you break the silo and build a smarter, more effective B2B marketing strategy.

Hosted on Acast. See acast.com/privacy for more information.