E94: Aligning Channels, Data, and Sales for Pipeline Growth — B2B Marketing Futures

B2B marketers are under more pressure than ever to build pipeline across multiple channels while keeping messaging, data, and sales strategy perfectly aligned. In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by three experienced marketers to explore what it really takes to run successful multi-channel demand generation programs in 2025.

Guests:

Craig Abramson – Senior Demand Generation Manager, Workday

Sarah Barbod – Demand Generation Manager, Kognitiv

Sarah Thomas – Revenue Technology Automation Manager, ConnectWise

Together, they discuss:

How to orchestrate paid, organic, ABM and event marketing campaigns
What predictive tools like Demandbase and ZoomInfo bring to pipeline acceleration
Real-world lead scoring, sales alignment, and automation strategies
The dangers of “set-and-forget” marketing operations
How to measure attribution across complex journeys
Lessons learned from scaling demand gen in both startups and global enterprises

Whether you're running demand gen at a scrappy SaaS startup or a large-scale enterprise, this episode is packed with practical insights on what works—and what doesn’t—in modern B2B marketing.

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