B2B Marketing: The Provocative Truth
B2B marketing has the potential to be electrifying, but the industry is paralyzed by a culture of conservatism. This podcast aims to change that by making B2B marketing visceral and provocative. Host Benedict from alan. agency explores the truth with leading B2B marketers, challenging conventional wisdom and encouraging bold thinking.
Episodes
What it takes to align brand, people and strategy in professional services with Paola Garbini, Head of Marketing Europe at Oliver Wyman
In B2B organisations, "one brand voice" often sounds straightforward. In practice, it is far more complex - especially in firms where reputation is carried by people, expertise and relationships.This week, Benedict speaks to Paola Garbini, Head of Marketing Europe at Oliver Wyman, about the realities of building brand coherence inside a global consulting business. As Oliver Wyman strengthens its a
How brand drives growth in reputation-led legal markets with Lee Grunnell, CMO at Womble Bond Dickinson [Special Edition: Law Firms]
Welcome to the first episode of the Special Edition: Law Firms podcast, where we speak with CMOs and senior marketers at leading law firms about how brand actually drives growth in legal services. Law firm marketers speak about differentiation, but most still communicate trust, expertise and experience in near identical ways.The underlying buying behaviour has not dramatically changed. Legal servi
Navigating B2B brand
architecture: house of
brands vs. branded house with Ifeoma Jibunoh, Group CMO of Cassava Technologies
Brand architecture is often treated as a structural or design choice. In reality, it is a leadership decision with emotional, political and commercial consequences.Benedict Buckland hosts Ify Jibunoh, Group CMO of Cassava Technologies, to discuss house of brands versus branded house through a human and change-management lens. Jibunoh explains that Cassava’s brand architecture decision was a leader
ABM isn’t broken. Expectations are. with Lauren Daly and Andrew Shepherd, Palo Alto Networks
ABM is still spoken about as a silver bullet. A way to open doors, personalise at scale and finally align sales and marketing. The problem is that most organisations expect it to behave like magic rather than work.In this conversation, Benedict speaks with Lauren Daly and Andrew Shepherd from Palo Alto Networks about where ABM breaks down in reality. Drawing on experience running ABM in a large, c
Why B2B brands fail without trust (and how to build one that lasts) with Jigsaw’s Head of Marketing, Jason Miller
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 clar
Client Centricity in B2B: Moving beyond data and understanding signals with Nicole German, Global CMO HSBC, CIB
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,
How agentic AI will radically transform B2B marketing with Elsevier’s Craig Welsh
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 dis
How emotion makes brands memorable (and why B2B marketers keep forgetting) with Beazley CMO Georgina Peters Venzano
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 mo
From the Pitch to the Funnel: Intuit’s West Ham sponsorship playbook with Martin Dyhouse
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 leadi
Personal vs. Corporate Brand: Linklaters Nick Rose on who really drives growth in professional services
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 ali
Is the marketing persona dead? With Wipro's CMO, David Keene
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
Why playing it safe is the riskiest move with Dan Roche, CMO of Workbooks
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
Redefining growth marketing with Joel Harrison, Editor-in-Chief at B2B Marketing
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 "commercia
Shaping commercial strategy with Kayleeann Maritz, Global VP Marketing at Memory Blue and Operatics
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 target
Exposing the truth about Linkedin with Katrina Nichols, CMO at Sannam S4 Group
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 platfo
Interrogating D&I as a brand asset with Efi Naskou, CMO at Zenus Bank
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
Reworking the B2B sales model with Kate Cox, CMO at BrightBid
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 the
Breaking Through the B2B Market, with Haralds Gabrans Zukovs, Head of Marketing at Mindgard
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 t
The Truth About B2B Marketing Specialisms, with Will Sturgeon, Head of Content and Thought Leadership at PwC UK
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
The Growing Pains of a Maturing B2B Organisation, with Chris Wade, Chief Marketing and Product Officer at Gamma
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. Comp
B2B Marketing Expo Panel Discussion: Marketing + Sales A Winning Combination?
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 ca
B2B Marketing Expo Keynote Session - Big B2B Brands are Thought-Leading Brands
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 Linked
How to Get the Most Out of AI for B2B Marketing, with Paul Afshar, Deputy CMO of Unlimit
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 ca
Redefining the Role of the CMO, with Matthew Harper, CMO of LinearB
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 li
How to Prioritise ROI in B2B Marketing, with Duarte Garrido, VP of Growth Marketing at Volt
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 i
Breaking into International B2B Markets, with Simeon Lando, CMO of FORM3
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) strat
Product-Led Growth for B2B Marketing, with Madhukar Kumar, CMO of Singlestore
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 mig
Going Boldly Forward with B2B Brand, with Karen Sage, CMO of Shipwell
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 a
ABM for the Future and Beyond, with Winfried Schultz, VP Marketing EMEA at Teradata
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
Answering the Call for Emotive B2B Marketing, with Mark Cullen, CMO of Simon-Kucher
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 t
A Review of 2023... So Far
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
Reimagining B2B Marketing Attribution for the New Buyer Journey, with Jennifer Leggio, CMO of Netography
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 b
Unlocking B2B Influencer Marketing, with Archana Dhankar, Senior Director, Global Demand Generation at Sutherland
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 h
Thought Provoking B2B Thought Leadership, with Laura Klysz, Global Head of Marketing & Communications at Simmons & Simmons
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. Cert
Misconceptions About Performance Marketing, with Stuart Shingler, VP of Brand and Product Marketing at Tink
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 ma
Balancing Performance and Brand Marketing in B2B, with Dan O’Hara, Marketing Director at DEMICA
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
The Urgent Need to Focus on Business Goals, with Jeroen Kuppens, CMO of Sana Commerce
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 wor
Disrupting the System with Category Creation, with Scott Gainey, CMO of Nile
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
Scaling a B2B Marketing Function at Rapid Pace, with Pavlina Louki, VP of Marketing at Qualco Group
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 av
The Unspoken Problem of AI in Business, with Uwe Hook, Interim CMO/CDO at Chameleon Collective
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 s
The Future of B2B Martech, with David Remaud, CMO of iBanFirst
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
Mastering Product Proposition in B2B Marketing, with Ian Macleod, CMO of SALESmanago
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’
Encouraging Experimentation in B2B Marketing, with John Huntinghouse, VP of Marketing at TAB Bank
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 d
Empowering Data Analysis for B2B with Steffen Hedebrandt, CMO and Co-Founder of Dreamdata
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 ha
Creating the Ideal B2B Customer Experience, with Kelly Brown, CMO of Teckro
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,
Marketing as a B2B Revenue Driver, with Andrea Linehan, Global CMO of CurrencyFair.com
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
Marketing in a Divestment and Re-Brand, with Lucy Birch, CM&CO at Kantar Public
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
Brand-Building for the Board Level, with Nandik Barbhaiya, Ex-CMO at Moneyfarm and MD / Founder of Mr. Brand Genie
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 diffic
Unifying a B2B Marketing Department after M&A, with Andrew Davies, CMO of Paddle
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 progre
The Truth Behind Effective Content and SEO, with Sam Shrager, Executive Director, Marketing and Communications at BCB Group
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
Pipeline Obsession in B2B, with Madlen Nicolaus, VP Marketing EMEA at SAP Concur
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 w
The Consumerization of B2B with Birim Gonulsen, CMO, SE of Visa
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 importa
Educating B2B Industries with Thought Leadership, with James Watson, CMO of The Glimpse Group
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 leade
The Importance of Evidence-Based B2B Marketing, with Malcolm Fried, CMO of Ninety One
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 ma
The Truth About Ambition in B2B Marketing, with Ben O’Connor, Head of Client Services at alan. agency
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 am
The Creative B2B Lion and Its Impact on the Industry, with Ilaria Pasquinelli, VP of Marketing at LIONS
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 upli
Fostering the Next Generation of Marketers, with Faith Wheller, VP of Brand, Sponsorship, and Campaigns at TeamViewer
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
Changing the B2B Buyer Journey for the Better, with Melton Littlepage, CMO of Outreach
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 com
How Data Proves the Need for Creativity in B2B, with Adam Morgan, Executive Creative Director at Adobe
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 compa
The Power of Provocation Report: The Research Special
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 rese
A Very Provocative Christmas Special: Part 2
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 m
A Very Provocative Christmas Special: Part 1
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
Understanding Brand Activation in B2B and B2C Businesses, with Simon Dodd, Senior Marketing Manager at Coventry Building Society
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
Marketing’s Role in Building the Value of Purpose, with Nick Hughes, Director of Marketing and Communications at SEGRO
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 o
Why Marketers Need to Understand the Complexity of Modern Decision-Making, with Will Brookes, CEO of Raconteur
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’ decisi
Building Employer Branding and Diversity Through Marketing, with Carrie Heath, Marketing Director, Europe at LexisNexis Risk Solutions
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
Diversity and Inclusion in Marketing and Solution Design, with Cheryl Guerin, EVP, Global Brand Strategy & Innovation at Mastercard
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 elevat
Thought Leadership in B2B with Matthew Leopold, Head of Brand, PR, and Content Marketing at LexisNexis UK
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 integrat
The Role and Value of Marketing at the Board Level and Beyond, with Leeya Hendricks, CMO of Delta Capita
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 s
The True Difference Between B2B and B2C, with Nina Reschovsky, B2B Marketing Lead, UK at Uber
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 c
The Importance of Data in B2B Marketing, with Teri Donovan, Director of Partner Marketing at Cisco
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 debilitatin
The Value of Marketing and How to Scale, with Rosie Guest, Chief Marketing & Communications Officer at Apex Group
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
Excuses for Mediocrity in B2B, with Aiden Scusa, CEO of EXYT
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 creati
ESG for B2B Businesses with Gihan Hyde, CEO and Founder of Communique
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
Balancing Global and Local Markets in B2B with Katarina Nordin, Head of Global Marketing at Adyen
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 appropr
Mindfulness for the B2B Marketer with Shallu Behar-Sheehan, VP - Group Marketing & Chief of Staff at Capgemini
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. Bu
The Need for Bravery in B2B Marketing with Brian Macreadie, Head of Marketing at Addleshaw Goddard
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 capti
The Truth Behind Being a Generalist Versus a Specialist in B2B Marketing with Annabelle Atchison, Head of Communications at IONOS
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
Empowering Creative to Fuel Growth in B2B with Cat Dutton, VP EMEA Marketing at Pegasystems
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
Balancing Art and Science as a CMO with Gonzalo Garcia Villanueva, Global CMO of GfK
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 ap
