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PODCAST

B2B Marketing: The Provocative Truth

B2B has the potential to be electrifying. But… The industry is paralysed by a culture of conservatism. Scared stiff in a straitjacket of rational ideas. It’s time for change. It’s time to make B2B marketing visceral. Join Benedict of alan. agency as he uncovers and explores the truth with leading B2B marketers.Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.

business marketing

All Episodes

24:40

How to Prioritise ROI in B2B Marketing, with Duarte...

B2B Marketing: The Provocative Truth ·

2023/11/01

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Duarte Garrido about the importance of attribution in proving ROI.There’s no denying that the topic of attribution has been simmering at the top B2B marketers’ minds. There are conflicting views among marketers about what attribution should look like, but with the current state of B2B, it seems like the push to prove ROI is becoming increasingly important. So what kind of attribution model is going to work best for the

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30:36

Breaking into International B2B Markets, with Simeon...

B2B Marketing: The Provocative Truth ·

2023/10/18

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Simeon Lando to discuss the unique challenges of emerging into new foreign markets.If your business is fortunate enough to expand internationally, there are a handful of new considerations for marketers to take on. It is not just as simple as dropping an existing proposition into a new market, and that (lack of) strategy, if implemented, often goes awry. Marketers need to adapt their messaging and approach when entering

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32:40

Product-Led Growth for B2B Marketing, with Madhukar...

B2B Marketing: The Provocative Truth ·

2023/09/27

In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Madhukar Kumar about what a product-led growth strategy looks like in B2B.Marketers in most businesses, especially in the SaaS space, understand their need to collaborate with their product teams to have an effective strategy. However, what B2B marketers might be missing out on is a “product-led” growth strategy, and it might be because they just don’t know about how PLG could impact their business. So what exactly are B2B

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26:28

Going Boldly Forward with B2B Brand, with Karen Sage,...

B2B Marketing: The Provocative Truth ·

2023/09/20

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks with Karen Sage how businesses can go further with establishing their brand.Businesses understand that it’s important to have an identity that their customers align with, but quite often, their priorities are about generating revenue as quickly as possible and disregard brand. Because of this, brand often becomes generic so as to appeal to as many people as possible. But it is proven over and over again how a unique brand that

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28:12

ABM for the Future and Beyond, with Winfried Schultz,...

B2B Marketing: The Provocative Truth ·

2023/09/13

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Winfried Schultz to discuss how to bring ABM into the future.ABM had its moment in B2B marketing not that long ago. Many marketers, including those on this podcast have discussed how ABM can be a transformative strategy. However, it seems the trendiness of ABM resulted in many marketers not understanding what makes it truly powerful and engaging in activities that value quantity and efficiency over quality and

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35:01

Answering the Call for Emotive B2B Marketing, with...

B2B Marketing: The Provocative Truth ·

2023/09/06

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Mark Cullen about the need for B2B marketers to be brave.The key to marketing with an impact is saying something authentic about your company and delivering it in an emotive way. Most marketers understand that it takes a level of emotional impact to make a significant impression on your audience. However, there seem to be many factors that inhibit marketers ability to create something that shines. So what’s holding them

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28:47

A Review of 2023... So Far

B2B Marketing: The Provocative Truth ·

2023/08/09

In this episode of B2B Marketing: The Provocative Truth, we look back at some of the provocative topics we have talked about in 2023 so far!Episode Clips Included:How Data Proves the Need for Creativity in B2B, with Adam Morgan, Executive Creative Director at AdobeEducating B2B Industries with Thought Leadership, with James Watson, CMO of The Glimpse GroupUnifying a B2B Marketing Department after M&A, with Andrew Davies, CMO of PaddleMarketing in a Divestment and Re-Brand, with Lucy Birch,

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30:56

Reimagining B2B Marketing Attribution for the New...

B2B Marketing: The Provocative Truth ·

2023/08/02

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Jennifer Leggio to discuss how attribution for marketing and sales needs to change with the buyer journey.Nowadays, it’s extremely important for sales and marketing to work together to achieve the same goal of creating pipeline. However, it would seem many B2B businesses are functioning as if marketing and sales can be accurately measured with the same KPIs. Using the same metrics for marketing as sales will undoubtedly

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25:45

Unlocking B2B Influencer Marketing, with Archana...

B2B Marketing: The Provocative Truth ·

2023/07/26

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Archana Dhankar to discuss all things influencer marketing in B2B.There’s no denying the differences between B2B and B2C marketing. However, it’s all too easy to have a closed mindset as to what could work for your business. Influencer marketing has made waves in B2C as a viable and effective strategy, but B2B has yet to understand and embrace how influencer marketing could work for them. Influencer marketing for

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29:22

Thought Provoking B2B Thought Leadership, with Laura...

B2B Marketing: The Provocative Truth ·

2023/07/19

In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Laura Klysz about truly leading thought leadership.There are a lot of problems with how thought leadership is done in B2B. Not only is it underutilised as a tool for businesses, but fundamentally, it isn’t actually doing what it suggests. Very little thought leadership actually leads any thought in a given space. Certainly there are interesting insights to be shared, but what does it really mean to provoke new and interesting

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33:11

Misconceptions About Performance Marketing, with...

B2B Marketing: The Provocative Truth ·

2023/07/12

In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Stuart Shingler about what performance really means in B2B.Despite performance marketing having been around for a while, there is still a lack of understanding about what it truly is, leading it to be conflated with and used interchangeably to digital marketing. But it’s much more nuanced than that. What will really help marketers is not to get bogged down by what it means. Rather, it’s important to build a culture of

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30:06

Balancing Performance and Brand Marketing in B2B,...

B2B Marketing: The Provocative Truth ·

2023/07/05

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Dan O’Hara to discuss the need for art and science to not only coexist, but work together in marketing.Nowadays, marketers have access to a wealth of data to make sense of marketing activities. However, even in B2B marketing, strictly going off the data doesn’t provide the whole picture, especially because of how hard it can be to actually track and attribute specific marketing activities. Yes, data has to justify a

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30:02

The Urgent Need to Focus on Business Goals, with...

B2B Marketing: The Provocative Truth ·

2023/06/28

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Jeroen Kuppens about how B2B marketers get caught up in online marketing theories.Obviously everyone in a business knows that their work has to relate to business goals, right? …Right? Well, in the social media age, it is easy to get distracted, and B2B marketers are not immune to this. While marketers know their work has to contribute to the business goals, it’s very easy to read the success stories and endless hacks and

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24:50

Disrupting the System with Category Creation, with...

B2B Marketing: The Provocative Truth ·

2023/06/21

In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Scott Gainey about the challenges of creating a new category as a disruptive company.In order for a company to be an innovator in the world today, it requires significant effort into creating something truly new for the industry you’re in. In the case of many B2B companies, this effort is put into creating a whole new category within the sector by offering a solution that reshapes how people view a type of product or service

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27:35

Scaling a B2B Marketing Function at Rapid Pace, with...

B2B Marketing: The Provocative Truth ·

2023/06/14

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Pavlina Louki about the unique challenges of scaling a marketing function at pace.There are several considerations when it comes to scaling a marketing function. The biggest of these is most likely bringing in exceptional talent that will help build the business. But when the business scales much more rapidly than average, everything changes. How can marketing leaders in such positions prioritise effectively in order to

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31:27

The Unspoken Problem of AI in Business, with Uwe...

B2B Marketing: The Provocative Truth ·

2023/06/07

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Uwe Hook to discuss the often overlooked issues around AI.It’s impossible to deny that AI has become one of the most hot-button topics in the world of business this year. There’s so much talk around how AI is going to change how people work across a variety of sectors. But concerningly, the conversation hasn't spent enough time focusing on the implications of AI on people’s jobs. It’s important to not let people fall to

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31:47

The Future of B2B Martech, with David Remaud, CMO of...

B2B Marketing: The Provocative Truth ·

2023/05/31

In this episode of B2B Marketing: The Provocative Truth, Benedict talks to David Remaud about how AI will affect the future of MarTech.It’s no secret that AI is one of, if not the most talked about topic in business spaces. There is a lot to discuss regarding AI because it has the potential to totally change how we view marketing and how we work. But, while everyone tries to get their two cents on the matter, are we actually considering in what ways AI will be useful to us? What are the actual

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30:19

Mastering Product Proposition in B2B Marketing, with...

B2B Marketing: The Provocative Truth ·

2023/05/24

In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Ian Macleod about all things product proposition, and how B2B marketers can step up their product marketing.There’s no denying that there’s some incredible products available in B2B industries. However, a great product alone will not guarantee excellent marketing, let alone reaching the right audience for the product. That’s where the ideal product proposition comes in. But creating an effective proposition that will resonate

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28:56

Encouraging Experimentation in B2B Marketing, with...

B2B Marketing: The Provocative Truth ·

2023/05/17

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with John Huntinghouse to discuss how to build a culture of experimentation within B2B marketing.Within B2B, it’s very easy for marketing to fall in line. The status quo has an unhealthy grip on marketers. This isn’t necessarily due to a lack of desire to shake it up, but rather a series of hurdles that make it much more difficult. However, in order to break the mould and create marketing with an impact, it’s crucial to

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26:21

Empowering Data Analysis for B2B with Steffen...

B2B Marketing: The Provocative Truth ·

2023/05/10

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Steffen Hedebrandt to discuss what B2B marketers really need to know about the buyer journey and data analysis.While it may seem that B2B marketers are masters of data, the reality is that very few actually understand what’s happening at any given moment in the buyer journey. This mostly comes down to marketers not having precise tools and accurate analysis methods to get a clear picture of what’s happening. Marketers

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