In this episode of B2B Marketing Futures, host Joaquin Dominguez (Head of Marketing at Adzact) sits down with four B2B marketing leaders to unpack a challenge every marketer faces: which marketing metrics actually matter?

Joining the conversation:

• Rajesh Char, Senior Director of Digital Marketing at Thermo Fisher Scientific
• Joe Prather, Digital Marketing Analyst at Progress Software
• Logan Lloyd, Email Marketing & Automation Manager at Sprout Social
• Rob Kiser, Director of Product Marketing at AvePoint

From the fall of vanity metrics to the rise of signal-based strategies, the group dives deep into:

• Why open rates and industry benchmarks are losing relevance
• How to map complex customer journeys across touchpoints
• The impact of AI (like Google Gemini) on web traffic and SEO visibility
• ROPO (Research Online, Purchase Offline) and account-level measurement
• Aligning marketing data with business impact and revenue goals

Whether you’re a marketing analyst, growth strategist or B2B demand gen leader, this episode will help you reframe how you measure success—and avoid getting lost in the dashboard.

🎧 Tune in now for fresh insights on data storytelling, attribution, and the future of B2B measurement.

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