B2B Marketing: The Provocative Truth

Feb 07 2024 2
B2B Marketing: The Provocative Truth Podcast artwork

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.
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Breaking Through the B2B Market, with Haralds Gabrans Zukovs, Head of Marketing at Mindgard

Feb 07 2024 20 mins  
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

The Truth About B2B Marketing Specialisms, with Will Sturgeon, Head of Content and Thought Leadership at PwC UK

Jan 24 2024 27 mins  
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

The Growing Pains of a Maturing B2B Organisation, with Chris Wade, Chief Marketing and Product Officer at Gamma

Jan 10 2024 26 mins  
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 fo

B2B Marketing Expo Panel Discussion: Marketing + Sales A Winning Combination?

Dec 13 2023 37 mins  
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 Hea

B2B Marketing Expo Keynote Session - Big B2B Brands are Thought-Leading Brands

Dec 13 2023 48 mins  
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

How to Get the Most Out of AI for B2B Marketing, with Paul Afshar, Deputy CMO of Unlimit

Nov 29 2023 31 mins  
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

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

Nov 15 2023 31 mins  
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

How to Prioritise ROI in B2B Marketing, with Duarte Garrido, VP of Growth Marketing at Volt

Nov 01 2023 24 mins  
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

Breaking into International B2B Markets, with Simeon Lando, CMO of FORM3

Oct 18 2023 30 mins  
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

Product-Led Growth for B2B Marketing, with Madhukar Kumar, CMO of Singlestore

Sep 27 2023 32 mins  
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