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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

33:07

Creating the Ideal B2B Customer Experience, with...

B2B Marketing: The Provocative Truth ·

2023/05/03

In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Kelly Brown about making every brand interaction count in B2B.While the current viewpoint is that B2C and B2B are more similar than ever before, there are still distinct differences that shouldn’t be neglected. One such difference is relating to customer experience. Unlike B2C, B2B has a finite pool of potential customers, so ensuring that every touchpoint with a customer is as optimised as possible for both the customer and

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26:58

Marketing as a B2B Revenue Driver, with Andrea...

B2B Marketing: The Provocative Truth ·

2023/04/26

In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Andrea Linehan about marketing’s potential for driving revenue in B2B.There’s a problem with revenue in B2B marketing. Marketers are not maximising the potential for marketing to drive revenue when it is so crucial to the business’s success. Is the issue down to marketers not willing to put their reputation on the line, or are there bigger problems with current strategies? Either way, in order for marketing to justify its

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30:57

Marketing in a Divestment and Re-Brand, with Lucy...

B2B Marketing: The Provocative Truth ·

2023/04/19

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Lucy Birch about what a divestment means for B2B marketing, and the CMO’s role in guarding the business’s values.Divestments are unique opportunities as it provides a chance for marketing to re-shape the brand values so that they align with the business’s future. However, this is much easier said than done; it’s tricky to balance establishing new, authentic principles that will guide the business going forward and managing

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30:51

Brand-Building for the Board Level, with Nandik...

B2B Marketing: The Provocative Truth ·

2023/04/12

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Nandik Barbhaiya to discuss how to get the board on board with brand.It’s fair to say that most marketers understand the intrinsic value of brand-building. Even if they are not prioritising it for their business, marketers know how building a strong brand helps the business longer-term. However, it can often be difficult for marketers, and even the CMO to articulate that importance to the board, especially if there’s no

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29:18

Unifying a B2B Marketing Department after M&A, with...

B2B Marketing: The Provocative Truth ·

2023/04/05

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Andrew Davies to break down the implications of M&A on marketing.Mergers and acquisitions put companies in unique positions regarding their brand. When integrating marketing teams together, there is both an exciting and daunting opportunity to unify the new business and create a bulletproof brand that will progress the company forward post-M&A. But what do you really need to know about how to appropriately move

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24:19

The Truth Behind Effective Content and SEO, with Sam...

B2B Marketing: The Provocative Truth ·

2023/03/29

In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Sam Shrager about what truly effective content and SEO marketing looks like.It’s really easy to get caught up in the idea that you have to push out content to keep up certain appearances, but if you’re approaching content strategy this way, it becomes increasingly difficult to actually give your audience what they want. And it definitely becomes harder to make an impact on them. What do B2B marketers really need to consider

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22:33

Pipeline Obsession in B2B, with Madlen Nicolaus, VP...

B2B Marketing: The Provocative Truth ·

2023/03/22

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Madlen Nicolaus to discuss how obsession with pipeline could have an impact on brand awareness.With an impending recession, there are valid concerns about how companies are going to hit targets. There has been a growing concern on how to optimise pipelines and ensure short-term results. Focusing too much on pipeline will take time and budget away from long-term brand building. There needs to be a balance of the two in

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30:18

The Consumerization of B2B with Birim Gonulsen, CMO,...

B2B Marketing: The Provocative Truth ·

2023/03/15

In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Birim Gonulsen about the consumerization of B2B, and the lessons B2B can learn from B2C.Historically, there was the assumption that B2B and B2C marketing are completely different and separate from each other. However, this is becoming increasingly less true. There will always be a distinction, but as it becomes more important to market to the individuals of a business as opposed to the vague idea of the business as a whole,

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31:56

Educating B2B Industries with Thought Leadership,...

B2B Marketing: The Provocative Truth ·

2023/03/08

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with James Watson to discuss all things thought leadership, and how it can educate B2B industries.Thought leadership is everywhere in B2B industries. However, it doesn’t always make a lasting impact on its target audience, and it almost never actually educates the target audience on a given concept. Effective thought leadership has to leave the audience with a piece of insight, and that they are walking away with more

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34:15

The Importance of Evidence-Based B2B Marketing, with...

B2B Marketing: The Provocative Truth ·

2023/03/01

In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Malcolm Fried about the crucial need for evidence-based marketing.With technology and data ever changing the B2B industry, marketers have more evidence than ever to effectively activate campaigns. However, it would certainly seem that marketers still don’t take a truly evidence-based approach to their marketing. Why have marketers not embraced decision-making qualified with data? And what are their concerns regarding

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15:37

The Truth About Ambition in B2B Marketing, with Ben...

B2B Marketing: The Provocative Truth ·

2023/02/22

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Ben O’Connor of alan. agency to discuss the truth behind B2B marketers’ ambitions and convictions.In alan. agency’s recent research report, ‘The Power of Provocation’, business leaders agreed that marketers needed to raise their ambitions and take charge of their work. However, is it true that B2B marketers have no ambition? Or are there numerous factors inhibiting a marketer’s ability to pursue and create compelling

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28:25

The Creative B2B Lion and Its Impact on the Industry,...

B2B Marketing: The Provocative Truth ·

2023/02/15

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Ilaria Pasquinelli to discuss all things regarding the Creative B2B Lions.B2B isn’t really known for being all that creative, at least historically, and the industry as a whole doesn’t fully understand its value. However, the advent of the Creative B2B Lions is signalling not only that creativity in B2B should be uplifted and celebrated, but also that there is a shift toward a more creative industry overall. But will

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27:59

Fostering the Next Generation of Marketers, with...

B2B Marketing: The Provocative Truth ·

2023/02/08

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Faith Wheller about employee retention, coaching, and what the pandemic means for the future of working in marketing.It’s no secret that the working world is forever changed by the COVID-19 pandemic. Almost two years of working from home has changed the way employees want to work, how they collaborate with their teams, and what expectations they have of their employers. Businesses are required to reconsider their past

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38:47

Changing the B2B Buyer Journey for the Better, with...

B2B Marketing: The Provocative Truth ·

2023/02/01

In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Melton Littlepage about how the B2B buying journey is evolving, and how businesses can adapt to a new era.Buyers have more control over the process than ever before, and they could possibly go through the whole process without ever interfacing with the seller. Because of this and the buyer journey in B2B is so much more complicated than in B2C, marketers are discouraged from taking risks. But a new era is already here. So how

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31:16

How Data Proves the Need for Creativity in B2B, with...

B2B Marketing: The Provocative Truth ·

2023/01/25

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Adam Morgan, Executive Creative Director at Adobe, to talk about why the future of B2B is creative.In B2B, it’s already difficult enough to prove to businesses that creativity is a better long-term investment despite having ample well-researched studies stating exactly that. Then there’s the additional hurdle of companies not truly understanding what it means to be creative. Is there a traditional point of view that’s

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23:25

The Power of Provocation Report: The Research Special

B2B Marketing: The Provocative Truth ·

2023/01/18

In this special edition of B2B Marketing: The Provocative Truth, Benedict sits down with the team at alan. to discuss their new report, ‘The Power of Provocation’.In 2017, business decision-makers fired a warning shot when 71% voiced their discontent. Five years, on the mob is angry. This year, 82% chastised B2B marketing as boring, predictable, repetitive. Frustration is boiling over.Through research conducted by alan, we argue for marketers to make B2B electrifying, deeply moving, and we show what

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38:24

A Very Provocative Christmas Special: Part 2

B2B Marketing: The Provocative Truth ·

2022/12/21

In this final episode of B2B Marketing: The Provocative Truth of the year, Benedict and our lovely guests will bring us the thrilling conclusion to our provocative breakdown of B2B Marketing in 2022.With the world being so unpredictable, it is hard to truly know what’s coming next. But it’s important to think about the possibilities that come with the new year as it might have a bigger impact on marketers than initially thought. To conclude 2022, we reflect on what has and hasn’t stuck with us over

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37:20

A Very Provocative Christmas Special: Part 1

B2B Marketing: The Provocative Truth ·

2022/12/14

In this special holiday edition of B2B Marketing: The Provocative Truth, Benedict invites Barney O’Kelly and Komal Thadani to discuss and look back at the most provocative truths in B2B Marketing for 2022.Looking back at B2B Marketing in 2022, it’s evident that we’ve made a lot of progress, but there’s still more to do. According to alan.’s research, 82% of business decision makers still think B2B is boring and predictable. However, we also know that the appetite for change is much greater than it

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19:00

Understanding Brand Activation in B2B and B2C...

B2B Marketing: The Provocative Truth ·

2022/12/07

In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Simon Dodd about brand activation in companies that are both B2B and B2C.All marketers understand the importance of brand activation. Having a strong brand is how your company is salient in the minds of current or potential clients. However, there is a balance that must be found if a company is both B2B and B2C. Each arm of the company may need its own brand or maybe is there a unified approach? Is it hard to shape the

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25:59

Marketing’s Role in Building the Value of Purpose,...

B2B Marketing: The Provocative Truth ·

2022/11/30

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Nick Hughes to discuss building the value of purpose through a marketing lens.Purpose is now a topic hotly discussed at board level, but many argue it is still not properly understood. No matter the size of the company, from a single individual to thousands, purpose is absolutely necessary. Having that reason to get out of bed and go to work is crucial not only to establishing a company’s identity but also to guide

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