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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

34:38

Why B2B brands fail without trust (and how to build...

B2B Marketing: The Provocative Truth ·

2025/10/01

In this episode of B2B Marketing: The Provocative Truth, Benedict talks with Jigsaw's Head of Marketing, Jason Miller about the renewed importance of brand in B2B marketing. Once seen as “fluffy” or reserved for consumer giants, brand is now the foundation for differentiation, trust and long-term growth. Jason argues that lead gen and performance marketing alone can’t cut it, and explains how clarity of message, consistency and community are what really drive results.From defining a singular brand

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30:33

Client Centricity in B2B: Moving beyond data and...

B2B Marketing: The Provocative Truth ·

2025/09/10

In this episode of B2B Marketing: The Provocative Truth, Benedict explores a striking paradox with Nicole German, Global Chief Marketing Officer for Corporate and Institutional Banking at HSBC. His challenge is that despite having unprecedented amounts of customer data, many B2B organisations seem further away from truly understanding their clients than ever before.Nicole refutes this assumption, articulating that the real opportunity lies in moving beyond raw data to decode the signals it creates

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29:52

How agentic AI will radically transform B2B marketing...

B2B Marketing: The Provocative Truth ·

2025/07/29

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Craig Welsh, Head of Research Marketing at Elsevier, about why most B2B teams are still stuck using AI as a content tool, and what they’re missing. Craig argues that the bigger opportunity lies in data, analytics and lead scoring, where AI can solve real marketing problems and help marketers become more strategic.Craig discusses where generative AI is falling short and how agentic AI could fundamentally change how brands

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29:52

How emotion makes brands memorable (and why B2B...

B2B Marketing: The Provocative Truth ·

2025/07/22

In this episode of B2B Marketing: The Provocative Truth, Benedict asks a leading insurance CMO what it takes to build a meaningful brand in a category known for conservatism. In this episode, Georgina Peters Venzano, CMO at Beazley, joins us to challenge the long-held assumption that B2B must be strictly rational. She shares how authenticity, emotional resonance and brand consistency are key to modern B2B success, and why the industry needs to embrace more human storytelling.From running a brand

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31:01

From the Pitch to the Funnel: Intuit’s West Ham...

B2B Marketing: The Provocative Truth ·

2025/05/09

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks with Martin Dyhouse, Head of Sponsorship at Intuit, to challenge the notion that B2B sponsorship is little more than overpriced hospitality. Martin shares his framework for building effective sponsorship strategies—from audience and brand alignment to commercial value and long-term integration. Drawing on his experience leading Intuit QuickBooks’ partnership with West Ham United, he explains why the best sponsorships are

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28:27

Personal vs. Corporate Brand: Linklaters Nick Rose on...

B2B Marketing: The Provocative Truth ·

2025/04/10

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks with Nick Rose, Head of Brand Marketing and Digital Communications at Linklaters, to unpack the complex (and often misunderstood) relationship between personal and corporate branding in professional services. From law firm conservatism to the growing influence of digital-native employees, Nick shares how modern firms must align internal values, embrace personal brands, and evolve their corporate brand strategies, or risk

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34:32

Is the marketing persona dead? With Wipro's CMO,...

B2B Marketing: The Provocative Truth ·

2025/02/19

Are marketing personas as we know them extinct? Or do we just need to change the way we understand them? David Keene, Wipro's CMO, has the answers.In this episode of B2B Marketing: The Provocative Truth, host Benedict Buckland speaks with David about what brand building should really look like for B2B marketers in 2025, from establishing a focused buying committee to using content to 'mirco target' with authenticity. And what does Dominic Cummings have to do with it..? Hosted on Acast. See

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30:58

Why playing it safe is the riskiest move with Dan...

B2B Marketing: The Provocative Truth ·

2024/12/16

In this episode of B2B Marketing: The Provocative Truth, host Benedict Buckland speaks with Dan Roche, CMO of Workbooks CRM, to uncover the uncomfortable truth about conservative B2B marketing. Dan shares candid insights from running bold campaigns, including a Minions partnership at SCORO and the provocative "No Bullsh*t CRM" campaign at Workbooks. He challenges the industry's risk-averse culture, demonstrating how brave brand-led campaigns can drive immediate business results - even within

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22:51

Redefining growth marketing with Joel Harrison,...

B2B Marketing: The Provocative Truth ·

2024/10/17

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Joel Harrison, Editor-in-Chief and co-founder of B2BMarketing.net, the leading community for B2B marketers, to explore the shift from lead generation to growth marketing, drawing insights from B2B Ignite, their flagship event. He challenges the ambiguity of "growth marketing" and introduces the concept of the "commercial marketer" as a more holistic approach to B2B marketing success. Tune in to hear Joel's perspective on

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32:53

Shaping commercial strategy with Kayleeann Maritz,...

B2B Marketing: The Provocative Truth ·

2024/08/13

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Kayleeann Maritz to define marketing's role in shaping commercial strategy.Kayleeann makes the compelling case for over investment in tier two accounts and provides multiple practical tips for how marketers can transform lead generation. Tune in to learn how a diversified approach built on robust segmentation and targeting is the bedrock of successful B2B marketing.Kayleeann is experienced global marketer with expertise

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29:01

Exposing the truth about Linkedin with Katrina...

B2B Marketing: The Provocative Truth ·

2024/07/22

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Katrina Nichols to interrogate Linkedin as a platform.Katrina eviscerates much of the received wisdom about what works on Linkedin and advocates for a rebalance from influencers to evangelists. Tune in to hear a progressive perspective on how marketers can get value through novel, persona-led approaches to social platforms.Katrina is an experienced marketing, public relations, and brand director, across a varied range of

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30:24

Interrogating D&I as a brand asset with Efi Naskou,...

B2B Marketing: The Provocative Truth ·

2024/07/05

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Efi Naskou to discuss how misconceptions about D&I are holding B2B brands back.Efi challenges the sentiment behind the finding that B2B leaders don't think D&I is an important part of brand's narrative, making the case for a more nuanced and progressive approach. Listen to find out how B2B marketers have both a responsibility and opportunity to drive the D&I agenda within their brand communications.Efi

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32:07

Reworking the B2B sales model with Kate Cox, CMO at...

B2B Marketing: The Provocative Truth ·

2024/06/13

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Kate Cox to discuss how B2B sales models need to be reimagined as the purchase decision evolves.Kate provides a detailed analysis of the changing buying dynamics and convincingly makes the case for marketing to have jurisdiction over critical early sales activities. Listen to find out how B2B marketers can fine-tune their tech stack and take a progressive approach to business development.Kate is a proven CMO with

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20:41

Breaking Through the B2B Market, with Haralds Gabrans...

B2B Marketing: The Provocative Truth ·

2024/02/07

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Haralds Gabrans Zukovs to discuss how complex B2B products require sophisticated strategies and solutions.B2B products and services are oftentimes much more complex than many of our B2C counterparts. And even within B2B, some offerings are particularly complicated. This distinction puts the pressure on B2B marketers to effectively reach their target audience. Their main goal becomes making it easy to understand who

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27:39

The Truth About B2B Marketing Specialisms, with Will...

B2B Marketing: The Provocative Truth ·

2024/01/24

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Will Sturgeon to discuss how marketing needs to adapt to make better use of specialists.In a B2B marketing team, it’s crucial to have a well-rounded group that can tackle a variety of challenges that may come. Each individual needs to bring a unique skill set in order to make this happen. Many may say that specialising too much may not prepare the next generation of marketing leaders. Many more might suggest that

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26:03

The Growing Pains of a Maturing B2B Organisation,...

B2B Marketing: The Provocative Truth ·

2024/01/10

In this first episode of B2B Marketing: The Provocative Truth in 2024, Benedict speaks to Chris Wade about how maturing B2B organisations need to adapt.As a company grows and establishes itself firmly in the market, it can be easy for it to fall into an all too comfortable pattern. Once business settles into a groove, it can become hard to make changes that ultimately are better for progress. Companies become risk averse and hesitant to adapt when ultimately, a business needs to do all that they can

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37:39

B2B Marketing Expo Panel Discussion: Marketing +...

B2B Marketing: The Provocative Truth ·

2023/12/13

Benedict Buckland of alan. agency moderates PANEL: Marketing + Sales A Winning Combination? Thank you to everyone who attended the session!Benedict was joined by our lovely panel:- Tom Boston, Brand Awareness Manager at Salesloft- Julia Pikes, Senior Marketing Director, EMEA at Hubspot- Thomas Van der Staaij, Senior Marketing Manager at AWS- Freya Ward, Global Sales Director at Headley MediaYou can watch full video versions of the podcast on our YouTube channel.Ready to provoke the truth? Get in

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48:25

B2B Marketing Expo Keynote Session - Big B2B Brands...

B2B Marketing: The Provocative Truth ·

2023/12/13

We brought the podcast to you LIVE from the B2B Marketing Expo at the ExCeL London! Thank you to everyone who attended the session!Benedict is joined by our distinguished panel:- Áine Bryn, Partner & CMO at Marsh McLennan UK- Craig Welch, SVP, Head of Research Marketing at Elsevier- Gonzalo Garcia Villanueva, Global CMO at NielsenIQYou can find our panelists, Áine, Craig, and Gonzalo on Linkedin.You can watch full video versions of the podcast on our YouTube channel.Ready to provoke the truth

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31:24

How to Get the Most Out of AI for B2B Marketing, with...

B2B Marketing: The Provocative Truth ·

2023/11/29

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Paul Afshar to discuss the practicalities of using AI in B2B marketing.AI has been at the forefront of everyone’s minds in the B2B marketing space. Even on this podcast, there has been much discussion about how AI has the potential to completely reinvent the industry. However, there’s only so much hypothesising one can do before taking action and start implementing. But does the theoretical discussion thus far actually

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31:13

Redefining the Role of the CMO, with Matthew Harper,...

B2B Marketing: The Provocative Truth ·

2023/11/15

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Matthew Harper about redefining the role of the CMO.Not only is the role of the CMO not understood by the rest of the business, the CMOs themselves sometimes hardly know how to be effective leaders for their company. This has led to the CMO having the shortest tenure of any role in the C-suite. But it doesn’t have to be like this. What it means to be an effective CMO has changed, and it’s within reach of CMOs to excel at

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96 results

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