ITech Series

In today’s competitive B2B landscape, buyers expect more than generic outreach and disconnected interactions. They want personalized experiences, relevant communication, and seamless engagement across every touchpoint. This shift has given rise to Account-Based Experience (ABX), a customer-centric approach that goes beyond traditional account-based marketing by aligning sales, marketing, and customer success around the entire B2B buyer journey.

In 2026, lead prospecting is about identifying high-value opportunities and building meaningful customer relationships. As businesses embrace AI-driven tools, data analytics, and personalized outreach, prospecting has evolved into a smarter and more strategic process. Effective b2b lead generation and b2b lead prospecting help companies connect with the right audience, improve conversion rates, and strengthen their sales pipeline.

Juveria Samrin, Vice President and Head of Marketing at TerraPay, shares her perspectives on modern marketing leadership, brand building, revenue growth, and global strategy. She discusses aligning marketing with business goals, balancing global consistency with local relevance, measuring success beyond metrics, and why today’s marketers must think like business leaders to drive lasting impact. Welcome to the interview series, Juveria.

In this interview edition, Ayaan Mohamud, Regional Vice President, Marketing – APJ at impact.com, shares her journey from storytelling and consumer behaviour to building high-impact regional marketing functions. She discusses scaling global strategies across APAC, aligning GTM teams, driving B2B growth through ABM, and balancing AI innovation with human connection, trust, and authentic customer experiences. Welcome to the interview series, Ayaan.

Tara Corey, Senior Vice President of Marketing at Optimizely, shares her perspective on leading modern marketing in the AI era. In this interview, she discusses balancing brand and demand, turning data into business decisions, strengthening cross-functional alignment, scaling marketing with innovation, and using AI to empower creativity while driving sustainable business growth. Welcome to the interview series, Tara. Could you tell us about yourself and your journey as a marketer? Absolutely.

Building sustainable growth requires more than generating leads. Meet Connie Sellaro, Head of Marketing, ANZ, at Asana, who shares her insights on building go-to-market strategies that deliver sustainable revenue growth. She discusses sales and marketing alignment, revenue-driven field marketing, enterprise GTM in ANZ, strategic leadership, and how AI is reshaping modern B2B marketing and driving business growth. Welcome to the interview series, Connie.

In this edition of the interview series, Kunnal Arora, Director of Marketing at Brillio, shares his perspectives on transforming marketing into a strategic growth engine. He discusses account-based marketing, go-to-market execution, sales alignment, AI-driven decision-making, customer expansion, and the leadership qualities modern marketers need to drive measurable business outcomes. Welcome to the interview series, Kunnal. Could you tell us about yourself and your journey as a marketer? Thank you.

Marketing leaders are under increasing pressure to demonstrate measurable business impact while managing tighter budgets and rising customer expectations. Improving marketing ROI requires more than launching additional campaigns. It demands smarter decisions about where to invest, who to target, and how to engage buyers effectively.

As AI reshapes marketing and enterprise teams prioritize revenue alignment, marketers must rethink how they create value. In this interview, Nicholas Braman, Marketing Director APJ at Kyriba, shares insights on aligning marketing with sales, leveraging AI for strategic advantage, building scalable demand generation and ABM programs, measuring meaningful outcomes, and developing the leadership mindset for long-term success. Welcome to the interview series, Nicholas.

Matthew Danese, Senior Enterprise Growth Marketing Manager at Webflow, shares his perspective on building demand generation programs that drive real pipeline growth. He discusses the importance of ICP clarity, full-funnel accountability, scalable global growth strategies, evolving enterprise buying journeys, AI-powered personalization, and cross-functional alignment in modern B2B marketing. Welcome to the interview series, Matthew. Could you tell us about yourself and your journey as a marketer?