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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

26:50

Why Marketers Need to Understand the Complexity of...

B2B Marketing: The Provocative Truth ·

2022/11/23

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Will Brookes to discuss what marketers need to know about how their potential clients make decisions.Marketers often focus on singular audiences: the very people who would benefit from what they’re selling. However, it seems as though they are quite naive in their understanding of how their prospective clients’ decisions are made. In B2B especially, it’s not as simple as targeting a specific individual; the buying

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26:25

Building Employer Branding and Diversity Through...

B2B Marketing: The Provocative Truth ·

2022/11/16

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Carrie Heath to discuss the role that marketing can play in employer branding and how to build the most diverse teams possible.Industries like financial and professional services have been lagging behind other sectors in building diversity. And, as the world becomes an increasingly diverse place, it is essential that companies’ employees reflect this change. The marketing teams of these organisations can help develop

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28:51

Diversity and Inclusion in Marketing and Solution...

B2B Marketing: The Provocative Truth ·

2022/11/09

In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Cheryl Guerin about authentically inclusive marketing for an increasingly diverse world.Businesses need to be inclusive not just in their marketing campaigns, but in their companies as a whole. It is the responsibility of every company to recognise that the world is more diverse than ever, and that it is necessary to elevate diverse voices and experiences authentically. But what is marketing’s role in this? And how can

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31:38

Thought Leadership in B2B with Matthew Leopold, Head...

B2B Marketing: The Provocative Truth ·

2022/11/02

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Matthew Leopold about the key to good thought leadership.While businesses may understand that there is a need to contribute to thought leadership, they may not understand how to effectively bring it to market, which could mitigate its intended impact. Effective thought leadership has to be carefully considered and integrated into content marketing strategy in order to resonate with its intended audiences. So what can

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27:54

The Role and Value of Marketing at the Board Level...

B2B Marketing: The Provocative Truth ·

2022/10/26

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Leeya Hendricks about giving marketing a role at board level.Marketers are expected to do it all without the recognition. As provocative as it sounds, marketing for a while has felt that the board of their respective companies doesn’t respect what they do. While studies have shown that the C-suite relies on the CMO, they simultaneously do not consider marketing a strategic partner in the business. How can marketing change

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25:11

The True Difference Between B2B and B2C, with Nina...

B2B Marketing: The Provocative Truth ·

2022/10/19

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Nina Reschovsky to discuss the differences between B2B and B2C, and how experience in a start-up can inform working for a large corporation.It has become increasingly less important to make a strong distinction between B2B and B2C marketing, because ultimately, as marketers, we all are trying to reach that emotional connection with people, regardless of if they are a consumer or a business-decision maker. When taking

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30:03

The Importance of Data in B2B Marketing, with Teri...

B2B Marketing: The Provocative Truth ·

2022/10/12

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Teri Donovan to discuss all things data and how to make data work for marketers.There’s no question that data has become an integral part of marketing, especially in the advent of digital. However, with all this new data available, how can marketers utilise it to its maximum potential without it becoming a debilitating reliance? Does using data make the humanities obsolete, or can a hybrid, informed approach be

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26:31

The Value of Marketing and How to Scale, with Rosie...

B2B Marketing: The Provocative Truth ·

2022/10/05

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Rosie Guest to discuss how to build and scale a marketing department in a business that traditionally doesn't understand the value of marketing.Marketing brings so much more to a business than making a brand seem “sexy”. But it can be difficult to establish marketing as a truly strategic business partner when the business doesn’t fully value what marketing is capable of. What can be done to break from this? How can marketing

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11:33

Excuses for Mediocrity in B2B, with Aiden Scusa, CEO...

B2B Marketing: The Provocative Truth ·

2022/09/28

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Aiden Scusa, Chief Excuse Officer at EXYT (EXcuse Yourself Today) to debate whether Aiden’s philosophy of excuse-making is still a viable option for B2B marketers.For years, B2B marketers have made excuses. “The industry is too conservative”, “CEOs don't believe in brand-building”, “lack of budget” and “lack of creative talent” have all been go-to's for the industry to justify mediocre marketing.Despite audiences

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35:48

ESG for B2B Businesses with Gihan Hyde, CEO and...

B2B Marketing: The Provocative Truth ·

2022/09/21

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Gihan Hyde to discuss all things ESG for B2B marketing.More than ever, it is the responsibility of a business to seriously consider their ESG efforts because people are increasingly concerned with who and how they conduct their business. But what can marketing do to solidify ESG efforts? What misconceptions can we as marketers resolve around ESG?Gihan Hyde is an ESG expert with 20+ years of experience, and she has been

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34:15

Balancing Global and Local Markets in B2B with...

B2B Marketing: The Provocative Truth ·

2022/09/14

In this episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Katarina Nordin about finding a balance of knowledge in both global and local markets.Oftentimes, global marketing teams feel that they have total control over the knowledge and strategy for marketing and that local markets should just follow suit. However, this top-down approach can be unbalanced and not appropriately address the needs of the individual local markets. How can global and local marketing share

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35:15

Mindfulness for the B2B Marketer with Shallu...

B2B Marketing: The Provocative Truth ·

2022/09/07

In this episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Shallu Behar-Sheehan about the importance of mindfulness for marketers.Nowadays, marketers struggle to remember what’s most important because they’re caught up in data streams, stakeholders’ input, etc. They are lacking the ability to reflect on their work, and therefore need to develop their presence of mind. But how do you cultivate mindfulness? What does it even mean to be mindful?Shallu Behar-Sheehan is Vice

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39:56

The Need for Bravery in B2B Marketing with Brian...

B2B Marketing: The Provocative Truth ·

2022/08/31

In this episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Brian Macreadie about the truth behind bravery, or a lack thereof, in B2B.The reputation of B2B marketing being stuffy and overly corporate is well-known, and it is often reinforced by businesses. Marketers can feel stifled by this assumption, and it can prevent marketers from releasing more provocative and captivating campaigns. What’s the truth behind being brave? And how do marketers break out of the vicious

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37:32

The Truth Behind Being a Generalist Versus a...

B2B Marketing: The Provocative Truth ·

2022/08/24

In this episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Annabelle Atchison to discuss the pros and cons of being a generalist in marketing.Nowadays, what is the right way to approach marketing? Is it optimal to become a generalist in order to be most adaptable and potentially progress faster in your career? Or is it better to become a specialist in a particular field of interest in order to become an expert in your field? There’s clear pros and cons to both, making this

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34:36

Empowering Creative to Fuel Growth in B2B with Cat...

B2B Marketing: The Provocative Truth ·

2022/08/17

In this episode of B2B Marketing: The Provocative Truth, Richard and Benedict are joined by Cat Dutton to discuss all things creative within the current state of B2B Marketing.Where it stands in B2B Marketing currently is that marketers need to be strategic in their approach in order to show a return on investment. It’s more important than ever to bring the key stakeholders on a ‘journey’ to truly understand and invest in marketing. This can be extremely difficult however if the constant bureaucracy

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36:47

Balancing Art and Science as a CMO with Gonzalo...

B2B Marketing: The Provocative Truth ·

2022/08/10

In this episode of B2B Marketing: The Provocative Truth, Richard and Benedict speak with Gonzalo Garcia Villanueva to discuss the importance of balancing art and science as a CMO.The role of the CMO has changed. Being a CMO now more than ever involves providing data-driven leadership and showing the board how marketing directly influences the business. However, this doesn’t mean that a creative approach can be thrown to the wayside. How can an effective CMO truly balance art and science?Gonzalo

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30:16

Communicating the Value of Marketing with Mitali...

B2B Marketing: The Provocative Truth ·

2022/08/03

In today's episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Mitali Israni about aligning sales and marketing, and the truth behind communicating the value of marketing.Understanding the relationship between marketing and sales requires more than meets the eye. It’s not just about marketers going after the accounts that sales want; it’s about carefully crafting a strategy that allows marketing to make their impact on pipeline and gives sales the opportunities to

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37:04

The Significance of B Corps for Marketers with Adrian...

B2B Marketing: The Provocative Truth ·

2022/07/27

In this episode of B2B Marketing: The Provocative Truth, Richard and Benedict sit down with Adrian Coxon to chat about all things B Corp, and the significance of being a B Corp in marketing.Having the B Corp badge makes a clear statement about a company's practices. However, does it have any meaning when it comes to B2B? And how does it affect the practices of marketing in said company?Adrian Coxon is the Brand and Marketing Director at Octopus, and he is an experienced CMO with a proven track

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44:58

Balancing Short-Term & Long-Term Brand Building with...

B2B Marketing: The Provocative Truth ·

2022/07/20

In today's episode of B2B Marketing: The Provocative Truth, Aine Long talks to Richard and Benedict about how B2B marketers can balance short-term lead generation versus long-term brand building.Developing an effective marketing plan is one of the most vital things B2B marketers can do to ensure the success and growth of their organisations. But should you focus more on a short-term or a long-term marketing strategy?Aine Long recently joined Sysdig as the Marketing Campaigns Lead - EMEA Field, and

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39:52

Creating Content Marketing Strategy with an Impact...

B2B Marketing: The Provocative Truth ·

2022/07/13

In today's episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Amie Stankiste about content marketing strategy, and the truth behind creating a strategy with an impact.Without a doubt, content is essential to any marketing campaign or strategy. But it’s not enough to just produce plenty of content; it has become more important than ever to ensure that content marketing aligns with a company’s story, its intended audience, and most importantly, creates a meaningful

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96 results

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