In this episode of B2B Marketing Futures, we dive into how marketers are getting real value out of Clay — and where the pitfalls lie. Joaquin Dominguez is joined by Justin Noll (Sense) and Daniel Rodgers (Trainual) to unpack how this increasingly popular tool fits into modern MarTech stacks, and what it takes to use it well.

We explore:

• The original problems Clay helped solve
• How it now supports enrichment, scoring, outbound, and ABM
• Real-world wins and where the ROI actually comes from
• Common mistakes that lead to wasted credits
• Practical advice for marketers just getting started

If you’re experimenting with Clay, or trying to connect tools like HubSpot, n8n, and LinkedIn into a smarter GTM machine — this episode is full of lessons from the field.

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In this episode of B2B Marketing Futures, we explore how project marketing is becoming a game-changer for high-performing marketing teams. Joaquin Dominguez is joined by Alex Long (AlphaSense), Jacqueline Murphy (Reveal), and Raven McFarlane (Bluebeam) to discuss how structured project workflows, PMO-style operations, and smart tooling are helping marketers improve campaign speed, consistency, and impact.

We dig into:

• What project marketing really means in practice
• Common execution pitfalls and how to avoid them
• The real-world value of tools like ClickUp and Monday
• Whether it’s time for a dedicated Marketing PMO

If you’ve ever struggled with unclear briefs, missed handoffs, or campaign chaos—this one’s for you.

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Why does sales and marketing alignment remain so difficult and what actually works in practice? In this episode of B2B Marketing Futures, host Joaquin Dominguez brings together four experienced leaders to unpack one of the most debated challenges in B2B.

Join:

– David Flesh, Founder of DCF Consults (ex-Freshworks)

– Ariel Zommer, Senior Product Marketing Manager at Okta

– Josh Fu, VP Product Marketing at BeyondTrust

– Timothy Mitchell, Enterprise Director at Choreograph (GroupM)

Together, they share honest insights and practical frameworks covering:

• Where alignment usually breaks down
• How messaging, metrics, and content really land in the field
• What great collaboration looks like across functions
• The role of GenAI, real-time feedback, and shared KPIs
• Tactical advice for product marketers, sales leaders, and CMOs

Whether you're in marketing or sales, this conversation offers a candid look at how top teams stay aligned and where most still fall short.

🎧 Subscribe, listen, and learn how to turn alignment from theory into action.

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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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