B2B Marketing Futures

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

In this episode of B2B Marketing Futures, senior marketing and commercial leaders come together for a roundtable conversation on “Fit vs Intent Targeting,” exploring one of the most important debates in modern B2B marketing: how to identify the right accounts and engage them at the right time.From unpacking the difference between fit-based and intent-based targeting to understanding when each approach is most effective, the discussion dives into how organizations can better balance scale and predictability with real-time buying signals.Drawing from real-world experience, the group shares insights on defining and prioritising ideal customer profiles, leveraging intent data without over-relying on it, and navigating the challenges of targeting in complex, global organizations. Participants:• Amber Sellens, Global Portfolio Manager – Digital Marketing at Shell• Anna Laurila, Head of Enterprise Marketing at Meltwater• Francesca Rinni, Head of Marketing at TÜV SÜD• Kaynan Kaplan, Digital Marketing Manager at Introhive

In this episode of B2B Marketing Futures, senior marketing and commercial leaders come together for a roundtable conversation on “Fixing the Pipeline Problem: How Marketing Can Unlock Growth,” tackling one of the most pressing challenges in modern B2B: why pipeline breaks down and how marketing can drive more effective, scalable growth.From diagnosing whether the issue lies in volume, fit, or velocity to refining ICPs and targeting strategies, the discussion explores how organizations can move beyond surface-level metrics and better understand what’s truly impacting pipeline performance. Drawing from real-world experience, the group shares insights on balancing SMB and enterprise motions, improving qualification speed, and shifting from broad, inefficient acquisition strategies toward more focused, high-impact approaches. Participants:• Bill Glenn, Senior Vice President Marketing at Esper• Camilla Heidenreich Bommen, Chief Commercial Officer at SuperOffice

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on “Demand Creation versus Demand Capture”, exploring one of the most important balancing acts in modern B2B marketing: how to build long-term demand while still driving immediate pipeline.From evolving buyer behavior to the pressure of short-term performance, the discussion unpacks where teams focus their efforts today and how that balance shifts depending on market maturity, product awareness, and organizational goals.Drawing from real-world experience, the conversation also explores how marketers justify long-term demand creation in environments where attribution is complex and buying cycles are extended, and how alignment across teams plays a critical role in making both approaches work together.Participants:• Kathryn Thomas, Director EMEA Marketing at Box• Laura Troncoso, Senior Manager, Events Demand Generation at AVEVA

In this episode of B2B Marketing Futures, senior revenue and marketing leaders come together for a roundtable conversation on “Sales and Marketing Alignment”, unpacking one of the most persistent challenges in modern B2B organizations: how to get sales and marketing teams truly working as one.From breakdowns in communication and pipeline ownership to misaligned incentives and lead qualification, the discussion explores where alignment often fails and why these gaps continue to impact growth. The panel dives into the structures, frameworks, and shared definitions that help bridge the divide, highlighting how approaches like MEDDIC, clear Ideal Customer Profiles, and mapped buyer journeys can create stronger collaboration across teams.Participants:• Dick Dunkel, VP Revenue Enablement at Altana• Greg Dziwulski, Sr. Integrated Marketing Manager at Everpure (formerly Pure Storage)• Kirsty Dawe, CMO at Lead Forensics