B2B Marketing Futures

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 RobinKevin Sloan, Affiliate and Influencer Growth Marketing Manager at Descript

Sales and marketing alignment has been a board-level priority for years, yet for many B2B organisations the biggest friction still lives in the details, incentives, data models, tooling, and day-to-day execution.From commission structures and lead tiering to buying groups, CRM architecture, and marketing operations, alignment isn’t simply about communication, it’s about shared systems, shared signals, and shared accountability for revenue.In this episode of B2B Marketing Futures, senior go-to-market leaders come together for a candid roundtable discussion on where alignment breaks down in practice, what frameworks actually improve collaboration, and how modern GTM teams can move from lead-based thinking to true revenue partnership.Participants:• Ravali Dodia, Director, Integrated Marketing Campaigns, ServiceNow• Melissa Kasey, VP GTM Business Systems, Yext

Sales and marketing alignment remains one of the most talked-about goals in B2B, and one of the hardest to achieve in practice. From lead definitions and data quality to attribution, incentives, and ownership, misalignment continues to slow growth and create friction across go-to-market teams.In this episode, senior marketing leaders come together to explore where sales and marketing alignment breaks down today, and what practical frameworks, rituals, and operating models actually help teams work as one. This episode delivers a candid, practitioner-led discussion on building alignment that drives commercial impact, including shared KPIs, ABM operating models, sales-informed messaging, leadership-backed processes, and how to demonstrate marketing’s influence across long and complex buying cycles.Participants:• Elise Cleary, Digital Marketing Manager, Elsevier• Lisa Andreeva, Account-Based Marketing Manager, IFS• Lorenza Fedele, Global Digital Marketing Manager, Robotics, ABB• Phillip Lewis, Senior Marketing Leader, Americas, Hexagon Manufacturing Intelligence

Sales and marketing alignment remains one of the most talked-about goals in B2B and one of the hardest to achieve in practice.In this episode of B2B Marketing Futures, senior marketing leaders come together to explore where sales and marketing alignment breaks down today, and what practical frameworks, rituals, and processes actually help teams work as one.This episode delivers a candid, practitioner-led view of how sales and marketing can move beyond friction to shared outcomes, clearer accountability, and stronger commercial impact.Participants:• Kelli McCabe, Sr. Account Based Marketing Manager, Red Hat• Gary Maggiolino, Senior Manager, Global Marketing Technology, InterSystems• Paul Brienza, Former Growth Marketing Manager, Lloyd’s List Intelligence• Evan Ang, Global Digital Marketing Manager, ABB

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

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, ClarityElizabeth Irvine, Growth Marketing Lead, SiteimproveAnish Jariwala, Martech Insights and Operations, SynopsysGary Maggiolino, Senior Manager of Global Marketing Technology, InterSystemsGiorgia Favaretto Illig, Global Head of Marketing, S&P Global Mobility