In this upcoming episode of B2B Marketing Futures, we’ll explore how Product-Led Growth (PLG) and Sales-Led Growth (SLG) are shaping the future of B2B go-to-market strategies. Drawing from the experiences of leaders who have built programs at companies like Stripe, MongoDB, and Commvault, the discussion will focus on what it really takes to implement and scale PLG while balancing it with traditional sales efforts.

We’ll cover how organisations are using product and account signals to inform sales engagement, the challenges of aligning teams around a PLG motion, and how attribution, compensation models, and cross-functional coordination can make or break success. We’ll also examine when PLG strategies break down and why SLG still plays a critical role in complex buying environments.

This episode will offer a practical, nuanced conversation for marketers and growth leaders navigating the space between self-serve and high-touch sales models.

In B2B marketing, it’s easy to get lost in metrics that don’t reflect real impact. In this episode, we tackle the core question facing every performance-driven marketer: how do you know what’s really working, and what should be scaled?

Our guests share how they’re navigating attribution in an age of zero-click journeys, rising ad costs, and long buying cycles. From using impression-based signals and finance-friendly metrics, to running repeatable playbooks like brand-led campaigns for junior buyers, we explore how modern marketing leaders are identifying true performance and building on it with confidence.

Whether you’re refining your media mix, working through sales alignment, or wondering how to prove the value of brand, this episode is packed with insights you can act on.

Join a panel of B2B marketers as we explore how to achieve Strategic Alignment between sales and marketing leadership to create unified growth strategies. We’ll discuss the importance of collaboration at the leadership level, sharing insights on navigating organizational shifts, maintaining political power, and demonstrating the value of marketing-driven leads

 Dive into demand generation by leveraging multi-channel strategies. In this episode, we’ll explore how LinkedIn sequential targeting, sponsored thought leader ads, and conversational ads can supercharge your campaigns. Learn how email personalization can complement these tactics for deeper audience engagement. We’ll also discuss testing on platforms like Reddit and maximizing performance through AI-driven personalization and predictive analytics. Uncover how to create cohesive, impactful campaigns that work seamlessly across LinkedIn, Clay, Reddit, and beyond.

Join a panel of B2B marketers as we explore how to achieve Strategic Alignment between sales and marketing leadership to create unified growth strategies. We’ll discuss the importance of collaboration at the leadership level, sharing insights on navigating organizational shifts, maintaining political power, and demonstrating the value of marketing-driven leads

This episode is designed for businesses redefining their content marketing strategy. We’ll explore the art of creating content that not only engages but also sells, by directly addressing your audience’s most pressing questions.

You’ll learn how to optimize your content for clarity, engagement, and conversion, making your brand a trusted authority in your field. The discussion will cover proven frameworks like Jobs To Be Done and Agile content creation methods to help you generate messaging that resonates.

Join us to discover practical insights that can elevate your content strategy, boost brand visibility, and drive meaningful engagement across any market. You’ll also have the opportunity to share what’s worked for you and learn from others navigating similar challenges.

Dive into demand generation by leveraging multi-channel strategies. In this episode, we’ll explore how LinkedIn sequential targeting, sponsored thought leader ads, and conversational ads can supercharge your campaigns. Learn how email personalization can complement these tactics for deeper audience engagement. We’ll also discuss testing on platforms like Reddit and maximizing performance through AI-driven personalization and predictive analytics. Uncover how to create cohesive, impactful campaigns that work seamlessly across LinkedIn, Clay, Reddit, and beyond.

 Dive into demand generation by leveraging multi-channel strategies. In this episode, we’ll explore how LinkedIn sequential targeting, sponsored thought leader ads, and conversational ads can supercharge your campaigns. Learn how email personalization can complement these tactics for deeper audience engagement. We’ll also discuss testing on platforms like Reddit and maximizing performance through AI-driven personalization and predictive analytics. Uncover how to create cohesive, impactful campaigns that work seamlessly across LinkedIn, Clay, Reddit, and beyond.

Explore the fascinating world of behavioural science and its application in B2B marketing. In this session, we'll explore how understanding the psychological factors influencing decision-making can transform your marketing strategies. Learn from Nancy Harhut, author of 'Using Behavioral Science in Marketing', who will share insights on leveraging behavioural economics to drive better customer engagement and conversion rates.

Which metrics truly matter? How can you use them effectively without feeling overwhelmed? We'll dive into these questions and more, aiming to enhance your ability to make data-driven decisions that boost your marketing campaigns' effectiveness and drive business growth.

In B2B marketing, it’s easy to get lost in metrics that don’t reflect real impact. In this episode, we tackle the core question facing every performance-driven marketer: how do you know what’s really working, and what should be scaled?

Our guests share how they’re navigating attribution in an age of zero-click journeys, rising ad costs, and long buying cycles. From using impression-based signals and finance-friendly metrics, to running repeatable playbooks like brand-led campaigns for junior buyers, we explore how modern marketing leaders are identifying true performance and building on it with confidence.

Whether you’re refining your media mix, working through sales alignment, or wondering how to prove the value of brand, this episode is packed with insights you can act on.

Emotion in B2B Marketing is an often-overlooked driver of engagement, yet it holds the key to truly resonating with decision-makers and buyers. In a world of data-driven strategies and rational pitches, how can brands harness emotional storytelling to stand out?

As B2B marketing and sales evolve, the traditional Ideal Customer Profile (ICP) is no longer enough. In 2025, companies must move beyond firmographics and intent signals to truly understand their best-fit customers—leveraging advanced data, AI-driven insights, and deep qualitative analysis to refine their ICPs for smarter targeting and higher conversions. Join us for an in-depth discussion with leading experts in marketing, sales, and data intelligence.

AI is transforming how campaigns are planned, targeted, and measured. But while some marketers are gaining a huge edge, others risk being left behind as automation and algorithms reshape the rules.

We’ll explore:

How to combine AI with creativity to achieve standout performance in a crowded market

Real examples of marketers using AI to unlock new targeting and creative opportunities

How to avoid the pitfalls that lead to generic, undifferentiated campaigns

Frameworks for keeping your skills, strategies, and outputs ahead of the curve

In this upcoming episode, we’ll explore how high-performing B2B teams are built through strong collaboration between functions like product, sales, operations, paid media, content, and field marketing. We’ll hear from leaders working across these areas and dig into how they align day-to-day execution, share context, and work toward shared outcomes. The final topics will be shaped by guest conversations, but we’ll focus on what actually drives performance across teams.

This episode is designed for businesses redefining their content marketing strategy. We’ll explore the art of creating content that not only engages but also sells, by directly addressing your audience’s most pressing questions.

You’ll learn how to optimize your content for clarity, engagement, and conversion, making your brand a trusted authority in your field. The discussion will cover proven frameworks like Jobs To Be Done and Agile content creation methods to help you generate messaging that resonates.

Join us to discover practical insights that can elevate your content strategy, boost brand visibility, and drive meaningful engagement across any market. You’ll also have the opportunity to share what’s worked for you and learn from others navigating similar challenges.

Join a panel of B2B marketers as we explore how to achieve Strategic Alignment between sales and marketing leadership to create unified growth strategies. We’ll discuss the importance of collaboration at the leadership level, sharing insights on navigating organizational shifts, maintaining political power, and demonstrating the value of marketing-driven leads

Explore the fascinating world of behavioural science and its application in B2B marketing. In this session, we'll explore how understanding the psychological factors influencing decision-making can transform your marketing strategies. Learn from Nancy Harhut, author of 'Using Behavioral Science in Marketing', who will share insights on leveraging behavioural economics to drive better customer engagement and conversion rates.

Dive into demand generation by leveraging multi-channel strategies. In this episode, we’ll explore how LinkedIn sequential targeting, sponsored thought leader ads, and conversational ads can supercharge your campaigns. Learn how email personalization can complement these tactics for deeper audience engagement. We’ll also discuss testing on platforms like Reddit and maximizing performance through AI-driven personalization and predictive analytics. Uncover how to create cohesive, impactful campaigns that work seamlessly across LinkedIn, Clay, Reddit, and beyond.

Intent data shows you who’s clicking. Fit data shows you who’s right. Both can be powerful, but each comes with trade-offs. Which approach delivers more consistent results, and when should one take priority over the other?

We’ll explore:

When intent data is a reliable predictor of opportunity and when it falls short

How fit-based targeting can uncover high-value accounts that aren’t yet signalling intent

The role of firmographic, technographic, and behavioural data in building a balanced strategy

How leading marketers combine fit and intent to maximise conversion and deal size

Join senior marketers for a candid discussion on the future of B2B targeting and walk away with practical frameworks to rethink your approach.