B2B Marketing: The Provocative Truth

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, complex organisation, they unpack the gap between how ABM is sold internally and what it actually demands operationally, culturally and commercially.Rather than treating ABM as a tactic, the discussion reframes it as a privilege that requires clarity on account selection, shared ownership of outcomes and a willingness to confront uncomfortable trade-offs. From data fragmentation and misaligned incentives to the limits of personalisation at scale, the episode is clear-eyed about what works and what does not.This is not a conversation about tooling or frameworks. It is about discipline, expectation-setting and why good ABM often looks a lot like good marketing done properly.00:01:20 Why ABM is sold as a silver bullet00:03:50 The biggest misconceptions sales teams have about ABM00:06:55 Why ‘account’ thinking misses buying groups00:11:00 Account selection as the real point of alignment00:17:45 The data problem no martech stack fully solves00:24:50 When ABM just becomes good marketing00:33:10 Personalisation, AI and cultural readiness00:41:10 Why incentives, not intent, cause misalignmentLearn more about alan. here. Hosted on Acast. See acast.com/privacy for more information.

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 story to challenging the over-reliance on AI-generated messaging, Jason shares how B2B marketers can build lasting trust – and why those who ignore brand risk being left behind.Highlights:02:11 – Why the traditional B2B playbook is broken05:20 – Brand as more than just awareness07:23 – How to measure brand impact creatively09:32 – Crafting a simple, powerful brand story15:30 – Why events and community matter more than ever21:13 – Persuading sceptics to invest in brand23:21 – The future of demand gen vs brand33:04 – Why protecting the core from AI is essential🎙️ Tune in to hear why brand isn’t just a marketing exercise, but the key to surviving and thriving in B2B today.Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast Hosted on Acast. See acast.com/privacy for more information.

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. She reveals how HSBC transforms the complexity of multiple personas across multiple regions into meaningful client insights, turning data into actionable insights that drive trust and deepen relationships.They discuss the evolution from campaign-driven marketing to always-on client engagement, why understanding business context matters in addition to having brilliant creative ideas, and how a global financial services giant moved the needle on share of voice from market insight to a podium position in just eight weeks during a period of trade uncertainty.Highlights:02:03 – With data comes signals and opportunity05:40 – Managing personas across multiple regions and cultures07:03 – Moving from campaign mentality to always-on optimisation09:59 – The trade report that moved HSBC from 8th to 3rd in share of voice14:16 – Know me, value me, service me: the client centricity framework18:16 – Why great marketing ideas mean nothing without business sponsorship21:46 – Balancing brand consistency with personalised relevance26:22 – How global brands avoid tension between local and global messaging Tune in to discover why signals matter more than data, and how speed can be your competitive advantage in client centricity. Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast  Hosted on Acast. See acast.com/privacy for more information.

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 engage. With trust, storytelling and human insight still at the core, this is a frank look at how AI can reshape marketing. Craig outlines what this means for the marketer’s role, the risks of getting it wrong and why human storytelling, trust and brand consistency are more important than ever.Highlights:02:05 – Why marketers are misusing generative AI04:19 – Where the real value lies: analytics, not just content07:03 – Defining the destination before picking the tool11:18 – Bringing marketing, tech and finance together17:32 – Why storytelling is still in short supply21:32 – What agentic AI means for personalisation in B2B26:15 – The human handover: why trust still matters🎙️ Tune in to hear why AI isn’t replacing marketers, it’s forcing them to get clearer on where they add value.Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast Hosted on Acast. See acast.com/privacy for more information.

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 audit during lockdown to building a differentiated identity in a conservative category, Georgina gives a behind-the-scenes look at Beazley’s brand evolution.Highlights:01:30 – Why emotion still matters in B2B04:35 – What authenticity really means07:50 – Rebranding Beazley during lockdown13:15 – Understanding your audience as people, not just buyers16:30 – Segmentation and finding your tribe20:20 – Maintaining brand consistency across the funnel22:25 – Is there still space for rational, serious brands?🎙️ Tune in to discover why humour isn’t off-limits in B2B, and how it can build stronger, more human brands.Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast Hosted on Acast. See acast.com/privacy for more information.

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 measured by more than just impressions—and how businesses can use them to drive brand salience, customer growth, and even sales cycle efficiency.🎙️ Tune in to discover why the best B2B sponsorships start with strategy, not tickets.Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast Hosted on Acast. See acast.com/privacy for more information.

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 becoming irrelevant.🎙️ Tune in to discover why balancing brand identity isn’t just a marketing challenge, it’s a strategic imperative.Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast Hosted on Acast. See acast.com/privacy for more information.

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 acast.com/privacy for more information.

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 traditional organisations like KPMG. Through real examples, Dan makes a compelling case for why B2B marketers must break free from conventional digital-only approaches to achieve meaningful differentiation in crowded markets. Hosted on Acast. See acast.com/privacy for more information.

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 how marketers can elevate their role within organisations by mastering five key dimensions: financial acumen, reporting effectiveness, market insights, cross-functional collaboration and agile decision-making.Joel Harrison is a veteran in the B2B marketing space, overseeing B2BMarketing.net's range of resources, events, and communities designed to empower marketers. His insights stem from years of experience and interactions with leading marketers across the industry.You can find Joel on LinkedIn here: linkedin.com/in/joelharrisonReady to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.

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 in brand building and growth. You can find Kayleeann on Linkedin.Ready to provoke change? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.

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 B2B products and services, with a digital, data-driven focus.. An expert in brand storytelling, she specialises in creating deep relationships and affinity between audiences and products and services.You can find Katrina on Linkedin.Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.

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 specialises in developing and implementing commercial strategies for businesses that view marketing as a strategic lever. She is a firm believer that smart marketing investment gives companies a clear edge, helps them grow faster, and secures their market position.You can find Efi on Linkedin.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.

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 experience driving strong growth for recurring revenue businesses in the B2B, B2B2C and B2C sectors especially companies with high value expectations requiring rapid growth. Worked in 3 businesses under private equity ownership across multiple marketing disciplines with a particular expertise in developing the right marketing mix and investment levels across brand and digital performance channels to increase business value within a specific timeframe such as driving to an exit date. Part of the senior leadership leading the HEG exit to GoDaddy; the second largest UK tech exit in 2016. HEG was Europe's largest privately owned domain registration and web hosting business with strong presence in the UK and Germany focusing on Start-ups, SMBs, web designers and developers.You can find Kate on Linkedin.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.

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 their business is and what they offer. Often this may include building out an entirely new marketing function, category creation, or even more involved activities. So where should a B2B marketer start?Haralds Gabrans Zukovs is Head of Growth at Mindgard, and he has quickly climbed the ranks into senior marketing leadership. His expertise is in creating high-impact digital marketing strategies for global markets and driving business growth through demand generation. Prior to joining Mindgard, Haralds has also served as Head of Marketing at credolab, Head of Marketing at the Hyve Group plc, Head of marketing for Nordigen, and other marketing roles at SAF Tehnika JSC, AranetloT, and more.You can find Haralds Gabrans Zukovs on Linkedin.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.

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 specialising becomes less important with the growth of generative AI. But how can a range of specialists create an effective team? What are best practices when utilising such a group of individuals on a marketing team?Will Sturgeon is the Head of Content and Thought Leadership and PwC UK. While Will has held this role for five years, he has a 20+ year career as an effective marketing leader. At PwC, Will is instrumental in shaping overall marketing strategy and leading a 100+ team. Prior to joining PwC UK, he has served as Executive Director for Golin, Director of Strategy and Planning at Harvard Public Relations, Director, Head of Media Strategy at Lewis PR, and more.You can find Will Sturgeon on Linkedin.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.

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 to help their customers. But knowing how to refocus a business’s direction takes careful consideration. Being adaptable doesn’t always mean starting from scratch. So what does a mature business need to do to stay relevant?Chris Wade is the Chief Marketing and Product Officer at Gamma Communications, and he has held that role since late 2020. As an established senior marketer, Chris has used his proven creative and innovative skills to find new strategic opportunities and drive businesses forward. Prior to joining Gamma, Chris has previously served as Chief Product and Marketing Officer for Aptitude Software and several positions at Sage including VP of Product,  Director of Strategic Operations, and more. Chris has also previously been Board Member for Dynamo North East, and he currently serves as Trustee at Valour MAT.You can find Chris Wade on Linkedin.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.

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 touch at https://www.alan-agency.com/. Hosted on Acast. See acast.com/privacy for more information.

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? Get in touch at https://www.alan-agency.com/. Hosted on Acast. See acast.com/privacy for more information.

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 contribute to how we should utilise AI? What are the considerations that still need to be addressed?Paul Afshar is a seasoned senior marketer with experience in both B2B and B2C. With 10 years in B2B specifically, he has led world-class campaigns with the most sophisticated martech stacks. Prior to joining Unlimit, Paul has held several senior roles including Acting CMO of OSOME, Marketing Director of Dext, and more. He has also previously been a Board Member for Circl and a Partner for FleishmanHillard Fishburn. You can find Paul Afshar on Linkedin.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.