Global B2B ad spend topped $30 billion in 2024, and today’s fastest-growing teams are rewriting the playbook. B2B Marketing Futures dives into the strategies, tools, and thinking that are shaping the next generation of business marketing.
Hosted by Joaquin Dominguez, each episode brings together leading marketers, growth experts, and operators to unpack real-world challenges — from building demand engines to aligning sales and marketing, scaling PLG motions, and using AI to drive better targeting and execution.
We cover:
Whether you work in growth, demand gen, brand, or product marketing, this podcast helps you navigate and shape the future of B2B.
Hosted on Acast. See acast.com/privacy for more information.
Global B2B ad spend topped $30 billion in 2024, and today’s fastest-growing teams are rewriting the playbook. B2B Marketing Futures dives into the strategies, tools, and thinking that are shaping the next generation of business marketing.
Hosted by Joaquin Dominguez, each episode brings together leading marketers, growth experts, and operators to unpack real-world challenges — from building demand engines to aligning sales and marketing, scaling PLG motions, and using AI to drive better targeting and execution.
We cover:
Whether you work in growth, demand gen, brand, or product marketing, this podcast helps you navigate and shape the future of B2B.
Hosted on Acast. See acast.com/privacy for more information.
In this episode of B2B Marketing Futures, we explore one of the trickiest challenges in B2B marketing: defining and reaching nuanced audiences in complex industries like fintech and banking.
Our panel brings firsthand experience on navigating the ambiguity of ideal customer profiles (ICPs) and turning complexity into actionable demand generation strategies. They share practical insights on aligning product marketing with the realities of ad platforms, expanding audiences post-acquisition, and running multi-channel campaigns on lean budgets.
Participants:
• Aurélien Gand, RevOps atMambu, sharing strategies for segmenting ICPs and targeting high-value audiences.
• Matthieu Blandineau, Founding Product Marketing Manager at Numeral, bringing experience in orchestrating cross-channel demand engines in fintech.
Together, they explore:
• How to define and segment ICPs where standard categories don’t exist
• Aligning nuanced ICP definitions with LinkedIn, Google, and Meta limitations
• Expanding audiences across geographies and post-acquisition
• Orchestrating multi-channel demand on lean budgets and lessons for startups and scale-ups
Whether you’re in marketing, product, or growth, this episode is packed with insights for tackling complex ICPs and building demand generation engines that actually work.
Hosted on Acast. See acast.com/privacy for more information.