The Future of Media Is Data-Fueled: How Future PLC & Bombora Are Rewriting the Rules of Revenue

Oct 13, 2025

Guest

Jaime Schultheis

Guest

Allison Markert

Jaime Schultheis, Head of Global Data Partnerships at Bombora and 25-year media veteran focused on audience intelligence. Allison Markert, VP & Global Head of Strategy and Operations at Future B2B with two decades in media ops. They explore how intent and enriched first-party data reveal hidden B2B buyers. They discuss scaling audience solutions across 200+ brands, measuring impact beyond impressions, and leading teams through AI-driven change.

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ADVICE

Bring The Right Team To Each Sales Conversation

Meet clients where they are by tailoring sales conversations to varied sophistication levels and bring product, client service, and technical teams into sales meetings.
Future equips multi-role seller teams to explain audience-led programs to Fortune 500s and SMBs across 15 B2B brands.

ADVICE

Design ABM As A Multi-Touch Quarter Long Program

Run account-based audience programs as full-funnel, multi-touch quarter-long campaigns that progress awareness to conversion via media, nurture, webinars, and retargeting.
Allison describes using target account lists, intent signals, and retargeting to move accounts over ~3 months.

INSIGHT

Enrichment Turns First-Party Data Into A Feast

Enriched first-party data transforms publishers' permissioned visitor signals into high-value buyer profiles by adding intent, firmographics, and job role context.
Jaime Schultheis calls enriched first-party data "the whole feast" versus raw first-party as "the bread and butter."

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In this powerful conversation, Heather Holst-Knudsen sits down with two industry innovators—Allison Markert of Future PLC and Jaime Schultheis of Bombora—to unpack how data, AI, and intent intelligence are redefining the future of media and revenue growth.

Together, they reveal how Future PLC’s massive B2B portfolio is leveraging first-party and intent data to uncover hidden buyers, build audience intelligence, and measure real business impact—while also tackling the leadership and cultural shifts needed to thrive in an AI-driven economy.

Why Listen

This episode is essential listening for leaders in media, marketing, or technology who are:

Shifting from impressions to impact
Building data-fueled growth strategies
Navigating AI transformation
Leading teams through rapid change

If you’re a CEO, CMO, CRO, or data-driven decision maker redefining growth in 2025 and beyond, this episode is your playbook.

Resources & Mentions

RevvedUP 2026 is where CEOs and revenue-critical C-Suite leaders reset their growth playbook for the AI-first economy.

Across two intensive days — March 23–24, 2026 at The Vinoy Resort, St. Petersburg, FL — the event functions as a high-stakes strategy lab where leaders pressure-test how AI moves from cost center to growth driver.

From revenue engines to board expectations, RevvedUP equips executives to turn data, disruption, and intelligent reinvention into competitive advantage. Click here to learn more: https://info.h2klabs.com/revvedup-2026

About RevvedUP 2026
RevvedUP 2026 is where CEOs and revenue-critical C-Suite leaders reset their growth playbook for the AI-first economy. Taking place March 23–24, 2026 at The Vinoy Resort in St. Petersburg, FL, this two-day strategy lab helps leaders pressure-test how AI moves from cost center to growth driver and turn data and disruption into competitive advantage.

About Heather Holst-Knudsen
Heather Holst-Knudsen is the founder and CEO of H2K Labs and Revenue Room™ Connect. A seasoned executive and operator across media, marketplaces, events, and technology, she specializes in digital transformation, data-driven growth, and customer-centric value creation. Heather shares her insights on multisided business models through The Revenue Room™.

About Revenue Room™ CXO
Revenue Room™ CXO is a private executive community for CEOs and revenue-critical C-Suite leaders navigating growth in the data and AI economy. Through curated peer discussions and strategy sprints, members tackle real-world challenges in revenue transformation, customer intelligence, and business model innovation.

Learn more or apply for membership at info.h2klabs.com/apply-cxo.