B2B Marketing Futures

E154: The end of B2B GTM as we know it

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 challenging many of the traditional assumptions behind marketing, sales, and revenue growth. From AI-powered content creation, outbound support, localization, and workflow automation to the growing importance of human judgement, trust, and operational integration, the conversation explores where AI is genuinely replacing human effort and where experienced teams still create the greatest value. The episode also explores what B2B GTM teams should continue to own as AI takes on more operational work, including the future role of brand, customer experience, proprietary workflows, data strategy, and human decision-making in the lead-up to 2030. Participants: Justin Meredith, Digital Marketing Manager at Birdeye Suvish Viswanathan, Head of Marketing for European Operations and DACH Business Initiatives at Zoho

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