What happens when you combine second-party intent data from 6Sense with the world’s most expensive ad platform, LinkedIn?

In this episode of B2B Marketing Futures, host Joaquin Dominguez explores how top marketers are using intent platforms like 6Sense to drive high-performing, cost-effective LinkedIn campaigns. Joined by AJ Wilcox, founder of B2Linked and leading expert on LinkedIn Ads, and Neelam Agarwal, Senior Digital Marketing Manager at Pure Storage, we unpack practical strategies for aligning targeting, messaging, bidding and attribution across the funnel.

👉 Learn how Neelam uses real-time 6Sense signals to build dynamic LinkedIn audiences that evolve by funnel stage

👉 Hear AJ’s tips on when not to trust LinkedIn’s “Max Delivery” bidding and why micro-segmentation is critical

👉 Explore how document ads, retargeting and creative testing help convert awareness into pipeline over long sales cycles

👉 Understand the difference between demand capture and demand creation, and why intent data isn’t always what it seems

We get specific on:

• How to break down first, second, and third-party data
• Why ad format matters for intent-driven targeting
• When to use video, document ads, and lead gen forms in a multi-stage funnel
• How to benchmark bidding strategies by geography, not just industry

If you're a B2B marketer using or considering LinkedIn Ads, 6Sense, intent-based targeting, or just want a smarter way to approach campaign performance, this episode is packed with real, tested advice.

🎧 Featuring:

AJ Wilcox – Founder, B2Linked

Neelam Agarwal – Senior Digital Marketing Manager, Pure Storage

Host: Joaquin Dominguez – Head of Marketing, Adzact

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In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by three top product marketers — Shira Marcks (Motive), Karthic Subramanian (Confluent), and Kaushik Patange (Atlassian) — for a deep and honest conversation about building customer-centric cultures inside large, complex organisations.

We explore:

🎯 What customer-centricity actually looks like in practice

🧠 How to build empathy when you aren’t your customer

🔁 The systems, rituals, and leadership that help teams stay connected to real customer needs

📊 How to validate assumptions with data and structure

🚚 Why a safety AI platform, a developer tools company, and a global SaaS leader all approach this differently — but share common challenges

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The Truth About LinkedIn Ads: Creativity, Retargeting & Wasted Spend

In this episode of B2B Marketing Futures, we go deep into what actually works in LinkedIn advertising. Host Joaquin Dominguez is joined by AJ Wilcox (Founder of B2Linked and host of the LinkedIn Ads Show), Eddie Casado (Head of Growth Marketing at Mouseflow), and Tom Gatten (CEO of Adzact) to unpack how leading marketers are making B2B ads perform.

🎯 Learn how to:

• Keep social actually social with creative-first LinkedIn ad strategies
• Use video to build retargeting funnels that convert
• Avoid wasting budget on "click sponge" companies draining your ad spend
• Run multi-platform tests on TikTok and Meta to validate ad creative
• Combine intent and fit for smarter ABM on LinkedIn

If you're in B2B demand gen, growth, or paid social, this is your playbook for winning in a high-CPC world.

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In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Lara McCaskill (Atlassian), Henrique Dutra (LeadSquared), and Barney O’Kelly (AlixPartners) to unpack the real reasons some innovations take off — and others quietly disappear.

They explore the five classic drivers of adoption, share lessons from real product launches, and reveal what it actually takes to move from early traction to mainstream scale. From integration and trust to storytelling and persistence, this episode is packed with insights for anyone bringing new ideas to market.

Whether you’re launching a product, leading adoption inside a large organisation, or just trying to get something new off the ground, this one’s for you.

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Are legacy lead gen tactics doing more harm than good?

In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by a powerhouse panel of marketing leaders to explore how outdated lead models are slowing growth — and what to do instead.

You’ll hear from:

• Mark Osborne, Author of Are Your Leads Killing Your Business?

• Adrian Morgan, Sr. Director of Marketing Ops at Tenable

• Shana Brewer, Director of Global Campaigns at Veeam

• Taylor Whetstone, Marketing Ops Manager at Augury

• Tyler Rittmaster, Marketing Analytics Lead at UserTesting

Together, they unpack:

• Why MQLs are being replaced by revenue-focused metrics
• How to align marketing, sales and success around shared goals
• Smarter lead scoring that reflects real buying journeys
• ABX, forecasting, and treating customers like future leads

If you’re still reporting on lead volume, it’s time to rethink your revenue engine.

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Demand Creation vs Demand Capture: Can B2B Marketing Do Both?

In this episode of B2B Marketing Futures, we dive into one of the most debated questions in B2B: should marketers focus on creating demand or capturing it?

Host Joaquin Dominguez is joined by three brilliant marketing leaders—Isabel Casey (Head of Marketing at Sifted), Beth Brooker (Senior B2B Marketing Manager at Three UK), and Taylor Coblentz (Partner Marketing Manager at Insight)—for a relaxed conversation about balancing brand and performance, measuring impact, and staying focused in a results-driven world.

Expect insights on:

• Why brand matters more than ever (even when budgets are tight)
• Using econometrics to prove the ROI of brand
• How TAM analysis connects content to conversion
• The emotional edge of B2B storytelling
• What these leaders would change about how teams think about demand

Whether you’re a startup marketer or part of a large enterprise team, this episode will challenge your thinking and leave you with practical ideas for building smarter, more sustainable growth.

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In this episode of B2B Marketing Futures, we explore how marketers can better align content, format, and platform to meet real audience needs across global campaigns.

Joaquin Dominguez is joined by Toyin Bayagbon (B2B Marketing Consultant) and Nikolas Dimopoulos (Digital Campaigns Specialist at Hempel) to discuss how organic and paid strategies can work together, why format choices should vary by region and persona, and what it really takes to build trust in long-cycle B2B sales.

From testing document ads and lead gen forms to localising visuals for different markets, this episode is packed with practical insights and real-world examples. Whether you're planning your next LinkedIn campaign or trying to validate what your audience actually cares about, this conversation will help you sharpen your approach.

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Why do B2C campaigns often feel more human, emotional, and effective—while B2B gets stuck in jargon and sales-speak? In this episode, Joaquin Dominguez brings together three seasoned marketers to explore how B2B can break free from the usual playbook.

Featuring:

• LeTisha Shaw – Former Director of Product Marketing at UserTesting
• Felipe Moreno – Senior Web Growth Manager at Zendesk
• Lorraine Bellon – Senior Product Marketing Manager at Fastly

They unpack the rise of brand storytelling, the power of consistent creative across the funnel, and how to make emotional resonance drive measurable results. From landing page experiments to social media cohesion, this is a masterclass in B2B creativity with real-world tactics.

🔊 Tune in to hear why today’s best B2B brands are embracing their inner B2C—and what that means for your next campaign.

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