E158: Fit Beats Intent: The New Rule of B2B Demand

E158: Fit Beats Intent: The New Rule of B2B Demand

In this episode of B2B Marketing Futures, marketing leaders explore why account fit has become a stronger predictor of revenue than buyer intent alone, and how modern B2B teams can build more effective demand generation strategies by prioritising the right accounts before they show buying signals. The conversation examines the relationship between fit, intent, timing, and personalisation, discussing how marketers identify high-value accounts, avoid chasing misleading intent signals, and balance AI-powered targeting with human judgement. The discussion highlights where marketers create the greatest impact, from defining ideal customer profiles and interpreting buying signals to developing personalised engagement strategies, aligning with sales teams, and making informed decisions about where to invest marketing resources in an increasingly AI-assisted B2B landscape. Participants: Saralee Katz, Demand Generation Manager at Adyen Tom Kay, Sr. Digital Marketing Manager at AudioEye

E157: What Will Marketers Still Own When AI Runs the Campaigns?

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 Robin Kevin Sloan, Affiliate and Influencer Growth Marketing Manager at Descript

E156: When AI Runs GTM, What Do Humans Still Own?

In this episode of B2B Marketing Futures, revenue and marketing leaders explore what happens when AI increasingly powers go-to-market execution and how organisations should decide where human expertise still creates the greatest value. The conversation examines how AI is reshaping sales and marketing workflows, from account identification and content creation to pipeline prioritisation and revenue execution, while raising new questions around governance, customer experience, and decision-making. The panel discusses where human judgement, strategic thinking, creativity, relationship-building, and organisational alignment remain essential as AI becomes more deeply embedded across the revenue engine. Participants: Brooke Huckabee, Head of Global Revenue Enablement at SAS Caitlin Crawford, Chief of Staff to the CRO at Outreach Christy Marble, 4x Chief Marketing Officer, most recently at Siteimprove

E155: What Actually Matters in B2B Marketing After AI

In this episode of B2B Marketing Futures, senior marketing leaders explore what actually creates competitive advantage in B2B marketing as AI rapidly transforms how teams execute, scale, and engage buyers. The conversation examines which marketing activities are becoming commoditised as AI-powered content creation, personalization, outbound campaigns, and workflow automation become widely accessible. The panel discusses where human judgement, strategic thinking, creativity, customer understanding, and brand differentiation continue to drive meaningful results in an increasingly automated landscape. Participants: Dhiraj Kumar, Chief Marketing Officer at Dashlane Margaret Dawson, Chief Marketing Officer at SUSE Simcha Weil, Demand Generation Leader at AU10TIX

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