Multi-Channel Demand Generation
The evolving demands of multi-channel marketing in B2B
As B2B marketers work to maintain momentum and build meaningful pipeline in 2025, multichannel orchestration remains a pressing challenge. In this latest B2B Marketing Futures podcast, hosted by Joaquin Dominguez, three experienced marketers came together to explore how demand generation is evolving across paid, organic, and account-based channels. Their discussion revealed a shared focus on data integrity, inter-team collaboration, and adaptable campaign design that responds to fast-changing buyer behaviour.
Host
Joaquin Dominguez , Head of Marketing at Adzact
Guests
Craig Abramson, Senior Demand Generation Manager at Workday
Sarah Barbod, Demand Generation Manager at Kognitiv
Sarah Thomas, Revenue Technology Automation Manager at ConnectWise
Orchestration at Scale: Moving From Siloes to Cohesion
The transition from startup agility to enterprise scale was a theme Craig Abramson spoke to in depth. At Workday, his ABX team runs targeted campaigns against high-scoring accounts predicted to convert—using platforms like Demandbase and working closely with paid media, social, and content teams to unify messaging across touchpoints. This cross-functional effort is vital to ensuring the same narrative is carried from an ATL Super Bowl campaign to personalised LinkedIn outreach.
This alignment also extends to sales. High-scoring accounts can now be activated before they reach the MQL stage, enabling SDRs to engage earlier with decision-makers. In one example, targeting the office of the CIO led to a significantly higher conversion rate and average deal size. It marked a deliberate move towards engaging buyers as collectives, not just individuals.
“When I was running marketing at Zimit, we were in a niche space so we were able to use intent data to target the right accounts. This helped us quickly shift from sales-driven to marketing-driven pipeline. But intent data alone won’t work for a company like Workday so we’ve developed innovative scoring models on our ABX team to find accounts that are in market and this has been a game changer.”” – Craig Abramson, Workday
Manual Rigor Behind Automated Systems
Sarah Barbod highlighted a common reality: even with automation tools like HubSpot or Salesforce, marketers can’t rely on set-and-forget systems. Whether implementing lead scoring or syncing marketing and sales data, ongoing manual monitoring remains critical. Misaligned form submissions, lead scoring anomalies, and incorrect campaign routing can quietly erode performance if left unchecked.
Both Sarahs referenced the importance of working hand-in-glove with sales to define and refine ICP parameters. Clean data, particularly around job titles and company fit, remains a foundational need. For Barbod, this effort has proven especially urgent at Cognitive, where many inbound leads require rapid sales engagement due to the urgent nature of support enquiries.
“Just because you’ve set up lead scoring in HubSpot doesn’t mean you can let it run on autopilot. You still need to monitor what’s coming in and adjust manually—otherwise, things slip through the cracks.” – Sarah Barbod, Kognitiv
Choosing the Right Channel – and the Right Time
Channel orchestration hinges on campaign goals. For high-intent leads, the website and demo assets take priority. For broader lead generation, webinars, partner co-marketing, and community events play a pivotal role.
Sarah Thomas stressed the value of speed-to-lead models, where Marketo automation scores inbound form fills and routes the most promising ones directly to sales. Salesforce campaigns and Power BI dashboards support this with attribution and segmentation logic.
Meanwhile, Barbod pointed to co-marketing with partners like Workday and Meta as a highly effective lead-gen lever. Webinars, particularly when jointly promoted, offer a dual benefit—widened reach and accelerated credibility.
“Speed-to-lead is everything. We use Marketo to score form fills and push the hottest leads straight to sales, then rely on Salesforce and Power BI to track what’s working and where we can optimise.” – Sarah Thomas, ConnectWise
Data Hygiene and Human Touch: Lessons from Past Mistakes
Data quality emerged repeatedly as a non-negotiable. Craig recalled an incident from his startup days where a single misaligned contact record caused friction with leadership. It led him to prioritise hiring for data quality roles and highlighted how poor contact targeting can undermine even the strongest content.
Across all three participants, there was consensus that automation only works when backed by tight data hygiene, effective campaign tagging, and clear operational processes. The risks of leads being misrouted, misattributed, or poorly followed up were seen as too great to ignore.
Optimising Demos, Attribution, and Insight Loops
At ConnectWise, Thomas is leading a Lean project to overhaul the live demo process. With no prior infrastructure in place, her team has introduced charting methods like Pareto analysis to identify common errors and inefficiencies. Attribution is tracked through a multi-platform journey—from On24 to Marketo, then Salesforce and Power BI—allowing for more precise pipeline influence measurement.
In larger enterprises like Workday, attribution is modelled through weighted systems developed by dedicated teams. But in startup environments, Barbod and Abramson both stressed the need for manual mapping of engagement journeys. Whether through last-touch methods or holistic engagement analysis, the goal remains the same: understanding what moves accounts from cold to closed.
Final Thoughts: Simplicity, Intent, and the Value of Creative Focus
TThe session closed with practical advice for marketers looking to raise their demand generation game in the year ahead. For Barbod, the emphasis was on alignment—between campaigns, platforms, and sales objectives. Craig advised adaptability, noting the importance of tailoring strategies to the organisation’s stage and budget. Whether deploying sponsored content across LinkedIn or mapping micro-touch engagement in HubSpot, success comes from responding dynamically to what the data reveals.
Sarah Thomas reiterated the value of having the right people and systems in place to surface insights and act on them quickly. As new channels and tools continue to emerge, the marketers best positioned to lead in 2025 will be those who combine the creative with the operational, the human with the automated.
Conclusion
As multi-channel complexity grows, the marketers leading the way are those who blend creativity with data, keep teams aligned around consistent narratives, and measure contribution without losing sight of what truly resonates.
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