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 dive into one of the most debated questions in B2B marketing today: Fit vs. Intent, What Really Drives Growth?
As data, technology, and buying behavior evolve, our panel of marketing leaders unpacks how the balance between fit-based and intent-based targeting is reshaping go-to-market strategies. From understanding when intent data truly signals opportunity to knowing when to double down on high-fit accounts not yet in-market, this episode explores how top marketers are redefining precision, timing, and trust in 2025.
Participants:
• Lisa Schwartz – Director of Digital Marketing, Digitate
Leading digital strategies for complex enterprise accounts and exploring how “fit vs. intent” shifts when precision outweighs scale.
• Amanda Moran – Director, Global ABM & Sales Development, Smarsh
Driving a structured ABX approach in a finite TAM, balancing segmentation, brand consistency, and awareness creation.
• Courtney Bigum – Performance Marketing Manager, Sage
Blending data and human insight to bridge the sales-marketing gap and uncover what intent data often misses.
• Cecilia Mancini – Marketing Campaign Manager, IFS
Running integrated ABM and demand gen programs across energy, utilities, and defence, experimenting with AI tools like Microsoft Copilot to identify growth opportunities.
Together, they explore:
• What truly separates fit-based and intent-based targeting
• When intent data drives results and when it misleads
• How to define and prioritise “fit” across markets and segments
• Balancing short-term intent capture with long-term demand creation
• How enterprise and SMB strategies differ in applying fit vs. intent
Whether you’re running ABM programs or refining your targeting strategy, this episode will challenge how you think about data, timing, and what really drives B2B growth.
Hosted on Acast. See acast.com/privacy for more information.