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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

6:20

Rich and Bene Speak the Truth: Welcome to the New Era!

B2B Marketing: The Provocative Truth ·

2022/07/06

In today's episode... wait, what podcast is this?Rich and Bene speak the truth about this new stage not only for the podcast, but for alan. agency as a whole. Welcome to the new provocative era!You can watch full video versions of the podcast on our YouTube channel.Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.

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49:10

How Can B2B Marketers Further Their Company's...

B2B Marketing: The Provocative Truth ·

2022/06/22

In today's episode of B2B marketing. Solved. Barney O’Kelly talks to Richard and Benedict about the importance of personal branding in B2B marketing.In marketing, personal branding goes beyond the idea of influencing the public perception of an individual. It is about understanding how people can become an extension of a brand and improve the perception of their organisation by using their own brand.Diving into the topic, we invited Barney O'Kelly, Digital Marketing Director at AlixPartners. Barney

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37:56

Creatively Leveling Up Your ABM Strategy with Mark...

B2B Marketing: The Provocative Truth ·

2022/06/08

In today's episode of B2B marketing. Solved. Mark Larwood talks to Richard and Benedict about how B2B marketers can inject creativity into the ABM process and express their unique characteristics as a brand within the parameters of ABM. Much of the time, marketers focus on generating more and more leads. But there is an issue with that. The funnel gets narrower towards the bottom, and more than 90% of those leads never become customers.ABM promises to fix this problem by adopting a new approach and

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40:14

Why Organisations Need To Get Their Positioning &...

B2B Marketing: The Provocative Truth ·

2022/05/25

In today's episode of B2B marketing. Solved. Matt Hooper talks to Richard and Benedict about the importance of defining your position before you do anything else in marketing and business and being clear about what you want to be famous for.Organisations often fail to grow because they don’t get the foundational aspects of their message or positioning right. But if you want to build a thriving business, getting them perfect is essential.But where to start and how to do it exactly? Matt Hooper, Chief

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50:28

How B2B Marketers Can Transition To Remote Work with...

B2B Marketing: The Provocative Truth ·

2022/05/11

In today's episode of B2B marketing. Solved. Inken Kuhlmann-Rhinow talks to Richard and Benedict about effectively managing a remote, international B2B marketing team.Thanks to its many benefits, remote work is now a trend that shows no signs of letting up, especially in the B2B marketing space. But moving to remote working isn’t as simple as you might think — you need to have the right infrastructure, resources, and people to make it work. To understand how you can effectively transition to remote

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44:55

How To Creatively Escape Your B2B Marketing Budget...

B2B Marketing: The Provocative Truth ·

2022/04/27

In today's episode of B2B marketing. Solved. Kate Owen talks to Richard and Benedict about how marketers can get the best from their marketing budgets.Marketers constantly come up with good ideas that they want to apply to their organizations. However, most of them remain on the shelf because budgets limit a marketer's ability to implement their plans. These moments are when B2B marketers need to think outside the box and creatively escape B2B marketing budget limitations.When talking about budgets,

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47:49

Sculpting The Perfect Marketing Tech Stack with Komal...

B2B Marketing: The Provocative Truth ·

2022/04/13

In today's episode of B2B marketing. Solved. Komal Thadani talks to Richard and Benedict about the impact of a marketing tech stack and how to build one successfully.Marketers have many fantastic tools and technologies they can apply in their daily activities. There are many resources to help you build and execute marketing campaigns, but it’s just as important to collect and analyse insights from these campaigns and their impact on your customers. The problem is that tech stacks are not being

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44:40

How B2B Marketers Can Establish Commercial...

B2B Marketing: The Provocative Truth ·

2022/03/30

In today's episode of B2B marketing. Solved. Áine Bryn talks to Richard and Benedict about how we can get sales and marketing departments working together to turn marketing into a high value business generation engine.The marketing team doesn’t always have commercial credibility within an organisation. Why? Because it has always been challenging to quantify marketing's contribution to a company. There has often been rivalry between marketing and sales over who is responsible for generating

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36:05

Dominating ABM with Chris Willman, Director EMEA...

B2B Marketing: The Provocative Truth ·

2022/03/16

In today's episode of B2B marketing. Solved. Chris Willman talks to Richard and Benedict about account-based marketing and how B2B companies can use it successfully.Account-based marketing (ABM) is an increasingly popular business marketing strategy for B2B companies, and while it comes with many advantages, ABM is both poorly defined and implemented within numerous B2B organizations. As a result of this, many marketers struggle with ABM and this can have negative consequences on their overall B2B

en

43:08

Tackling The Relationship Between Sales & Marketing...

B2B Marketing: The Provocative Truth ·

2022/03/02

In today's episode of B2B marketing. Solved. Darren Atkins talks to Richard and Benedict about how to tackle the gap between marketing and sales. Darren talks about how important it is to sit down with sales teams and find exactly what the customers are telling them directly, using a mixture of manual and technological techniques to integrate the two departments, and following the insight and analytical data to shape these relationships.Visit alan. for more information on how you can solve your

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30:11

Brand Building Post M&A with Mireille Adebiyi, Chief...

B2B Marketing: The Provocative Truth ·

2022/02/16

In today's episode of B2B marketing. Solved. Benedict is joined by Mirelle Adebiyi, Chief Marketing Officer at Itiviti to talk about how to go about brand building, post merger and acquisition.Visit alan. for more information on how you can solve your marketing problemsSubscribe on YouTube for video versions of B2B marketing. Solved. here Hosted on Acast. See acast.com/privacy for more information.

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47:54

How To Adapt Your Strategy To Different Environments...

B2B Marketing: The Provocative Truth ·

2022/02/02

In today's episode of B2B marketing. Solved. Miguel Avalos talks to Richard and Benedict about solid marketing strategies built on 3 key ideas, how and why companies should adapt a glocal (think global, act local) approach when it comes to marketing segments, and adapting different strategies to different environments.Visit alan. for more information on how you can solve your marketing problemsSubscribe on YouTube for video versions of B2B marketing. Solved. here Hosted on Acast. See

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39:51

B2B Marketing Dynamics In Hypergrowth Organizations...

B2B Marketing: The Provocative Truth ·

2022/01/19

In today's episode of B2B marketing. Solved. Paul Collier talks to Richard and Benedict about hypergrowth within companies, how this impacts marketing, what pressures it creates, and how you should structure a marketing department to keep pace with the business.Visit alan. for more information on how you can solve your marketing problemsSubscribe on YouTube for video versions of B2B marketing. Solved. here Hosted on Acast. See acast.com/privacy for more information.

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44:25

Creating Agile Marketing Strategies That Deliver with...

B2B Marketing: The Provocative Truth ·

2021/12/29

In today's episode of B2B marketing. Solved. Ruth Connor talks to Richard and Benedict about the challenges most marketing teams face in creating actionable marketing strategies, what role marketing plays in delivering business initiatives and achieving goals and how an overly scripted marketing tactic can stifle creativity and why you should try to be more responsive instead of reactive.Visit alan. for more information on how you can solve your marketing problems.Subscribe on YouTube for video

en

40:29

How To Balance Brand Building & Short Term Targets...

B2B Marketing: The Provocative Truth ·

2021/12/22

In the very first Episode of B2B marketing. Solved. David Turner talks to Richard and Benedict about why people need to strike a balance between short term gains and long term brand building, and how you can manage the pressure from various departments that can be too to focused on demand generation and sales activation.Visit alan. for more information on how you can solve your marketing problemsSubscribe on YouTube for video versions of B2B marketing. Solved. here Hosted on Acast. See

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10:41

Welcome to B2B marketing. Solved.

B2B Marketing: The Provocative Truth ·

2021/12/15

If you're looking for practical, actionable solutions to your B2B marketing problems then B2B marketing. Solved. is here for you. In the first ever episode Richard and Benedict walk you through the impetus behind the creation of the podcast, why long term strategies are vital and why having your business invest in that strategy is key to building a brand.Visit alan. for more information on how you can solve your marketing problems.Subscribe on YouTube for video versions of B2B marketing. Solved

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