B2B Marketing Futures

E153: B2B GTM in the AI Era

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on how AI is reshaping modern B2B go-to-market strategy and redefining how marketing, sales, and customer engagement teams operate in an increasingly AI-driven landscape. From AI-powered research, segmentation, and campaign execution to the growing importance of human judgement, brand trust, and localization, the conversation explores how organizations are balancing automation with authentic customer connection. Drawing from real-world experience across SaaS, demand generation, localization, and enterprise marketing, the group shares insights on integrating AI into GTM workflows, improving marketing effectiveness, strengthening alignment between teams, and preparing organizations for the next era of B2B growth. Participants: * Andrew Thomas, VP of Marketing at Acclaro * Harry Davies, VP of Marketing Strategy, Investment and Effectiveness at Sage * Jessica Tozer, Head of Demand Generation at Ninety

E152: Re-imagining Marketing with AI

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on how AI is reshaping modern B2B marketing and redefining the future of go-to-market strategy. From AI-powered execution and evolving buyer behaviour to the growing importance of brand trust and differentiation, the conversation explores how marketing teams are adapting to a world where content creation, targeting, and campaign execution are becoming increasingly automated. Drawing from real-world experience, the group shares insights on integrating AI across the full GTM engine, navigating the shift from SEO to AI-driven discovery, balancing speed with strategic focus, and building authentic engagement in an era where every team has access to the same tools. Participants: • Bettina Berntsen, CMO at SuperOffice • Carl Carell, Co-founder and CRO at GetAccept • Daniel Talbot, Senior Marketing Director at IFS

E151: Brand Demand vs. Buyer Intent

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on the ongoing debate between demand creation and demand capture, and what the right balance looks like in modern B2B marketing. From long-term brand building and lifecycle marketing to paid media performance and pipeline generation, the conversation explores how leading marketers are navigating full-funnel growth strategies across increasingly complex buyer journeys. Drawing from real-world experience, the group shares insights on nurturing demand across platforms like LinkedIn, Google, Meta, and Reddit, balancing short-term performance goals with long-term brand investment, and aligning marketing efforts with measurable business outcomes such as revenue, pipeline, and customer lifetime value. Participants: • Kenna Rooney, Senior Performance Marketing Manager at EasyLlama • Amrit Kaur, Demand Generation Director at S&P Global • Will Cumming, Lifecycle Marketing Leader at Bynder • Jose Granados, Paid Media & Performance Marketing Manager at GoTo

E150: Making LinkedIn Ads work for you

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on the evolving role of paid media, LinkedIn strategy, and performance measurement in a rapidly changing digital landscape. From navigating the balance between brand building, demand creation, and demand capture to unpacking the challenges of attribution and measuring true pipeline impact, the discussion explores how modern marketers are adapting their strategies across global accounts and increasingly complex channel mixes. Drawing from real-world experience, the group shares insights on testing and experimentation with limited budgets, evolving LinkedIn campaign structures and platform capabilities, and the growing role of AI and automation in campaign execution. Participants: • James Dall, Global Paid Media Manager at Trustpilot • Karin Kanamäe, Paid Media Specialist at Scoro • AJ Wilcox, Founder of B2Linked – The LinkedIn Advertising Agency

E149: Is Brand The Last Thing Left?

In this episode of B2B Marketing Futures, senior marketing and growth leaders come together for a roundtable conversation on “Is Brand the Last Thing Left?”, exploring one of the biggest questions in modern B2B marketing: as AI makes personalisation, automation, and execution increasingly accessible, is brand becoming the ultimate differentiator? From unpacking the growing commoditisation of marketing capabilities to examining how organisations build trust, consistency, and distinctiveness in crowded markets, the discussion dives into how marketers can balance performance, brand, and human creativity in an AI-driven era. Drawing from real-world experience, the group shares insights on evolving brand strategy beyond traditional positioning, balancing personalisation at scale with a cohesive brand identity, aligning data, teams, and technology around a unified customer experience, and understanding why human judgment may matter more than ever as automation accelerates. Participants: • Allyson Dietz, Marketing Strategy Lead at TransUnion • Carole Winqwist, Chief Marketing Officer at GitGuardian • Lauren Luen, Independent B2B GTM Consultant (formerly VP, Growth Strategy & Operations Transformation at EDB) • Yvo Cortez, Growth Marketing Manager at Middesk