B2B Marketing Futures

In this episode of B2B Marketing Futures, B2B marketing leaders explore how organisations can get genuine value from intent data, moving beyond vendor promises and focusing on how buying signals can actually influence pipeline and revenue.The conversation examines what makes an intent signal genuinely useful, where platforms such as 6sense, Demandbase, ZoomInfo, Bombora, and Clay add value, and where they fall short. The discussion also explores how teams can combine intent with ICP fit, first-party data, and other signals to identify accounts that are truly in-market.Participants:Linda Pfaff, B2B Marketing Leader, most recently at RackspaceNima Asrar Haghighi, VP of Demand Generation at Navan

In this episode of B2B Marketing Futures, marketing leaders explore how AI is transforming modern go-to-market strategy, and what it takes for organisations to remain focused, competitive, and customer-centric as AI becomes embedded across demand generation, sales, content, personalisation, and revenue operations.The conversation examines how AI is reshaping ideal customer profile (ICP) definition, audience targeting, campaign execution, search behaviour, demand creation, and demand capture, while discussing the opportunities and challenges of balancing greater execution speed with strategic focus, data quality, and organisational alignment.The discussion highlights the factors that will continue to differentiate successful companies in an AI-driven landscape, from strong brand positioning and customer understanding to human judgement, cross-functional collaboration, high-quality data, and the systems that enable AI to enhance rather than replace effective go-to-market decision-making.Participants:Allie Collins, Chief Marketing Officer at BetterworksLauren Luen, Founder and CEO of The Nervous System LLCNicole Mills, Sr. Director of Demand Generation at Algolia

B2B go-to-market is entering a new phase as AI reshapes how teams plan, execute, and scale growth, but the real challenge isn’t access to tools, it’s how they’re used.From automation and personalisation to brand, trust, and differentiation, AI is forcing B2B leaders to rethink what effective GTM actually looks like in practice.In this episode of B2B Marketing Futures, senior go-to-market leaders come together to unpack how AI is changing GTM strategy today and where it risks creating sameness rather than advantage. Participants:• Laura Fu, Head of Revenue Operations & Strategy, DevRev• Alex Venus, Head of Growth Marketing, Personio• Millie Beetham, VP of Go-To-Market Strategy, ZoomInfo• Jessica Kao, Director, B2B GTM Transformation Advisor, Adobe

B2B go-to-market is being fundamentally reshaped by AI, from how buyers discover solutions to how marketing teams create demand, build trust, and measure impact. In this episode of B2B Marketing Futures, senior marketing leaders come together to explore how AI is changing day-to-day marketing work, how the balance between demand creation and demand capture is evolving, and what role brand, trust, and human judgment play in an AI-enabled world.This episode offers a candid, practitioner-led discussion on navigating B2B go-to-market in the AI era, including emerging buying behaviours, the rise of LLM-driven discovery, and the new skills and mindsets marketers will need to stay relevant over the next decade.Participants:• Andrew Soane, Former Director, Global Head of Service Line & Partner Marketing, Thoughtworks• Charlotte Wahlgren, Head of Partner Marketing EMEA, Shopify• Carl Ronander, VP of Marketing, Funnel