B2B Marketing: The Provocative Truth

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 approp...

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. B...

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 capt...

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...

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 trul...

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 a...

In today's episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Mitali Israni about aligning sales and marketing, and the truth behind communicating the value of marketing. Understanding the relationship between marketing and sales requires more than meets the eye. It’s not just about marketers going after the accounts that sales want; it’s about carefully crafting a strat...

In this episode of B2B Marketing: The Provocative Truth, Richard and Benedict sit down with Adrian Coxon to chat about all things B Corp, and the significance of being a B Corp in marketing. Having the B Corp badge makes a clear statement about a company's practices. However, does it have any meaning when it comes to B2B? And how does it affect the practices of marketing in said company? Adrian Co...

In today's episode of B2B Marketing: The Provocative Truth, Aine Long talks to Richard and Benedict about how B2B marketers can balance short-term lead generation versus long-term brand building. Developing an effective marketing plan is one of the most vital things B2B marketers can do to ensure the success and growth of their organisations. But should you focus more on a short-term or a long-ter...

In today's episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Amie Stankiste about content marketing strategy, and the truth behind creating a strategy with an impact.  Without a doubt, content is essential to any marketing campaign or strategy. But it’s not enough to just produce plenty of content; it has become more important than ever to ensure that content marke...

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.

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 br...

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...

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 bu...

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 infrastru...

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...

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 fro...

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....

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...

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 anal...

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 problems Subscribe on YouTube for video versions of B2B marketing. Solved. here Hosted on Acast. See acast.com/privacy for more informati...

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 problems S...

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 problems Subscribe on YouTube for video versions of B2B marketing. S...

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 al...

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 problems...