B2B Marketing: The Provocative Truth

alan.
  • 5.0 (7)
  • MARKETING
  • UPDATED WEEKLY

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.

  1. ABM isn’t broken. Expectations are. with Lauren Daly and Andrew Shepherd, Palo Alto Networks

    15 JAN

    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, 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 bullet 00:03:50 The biggest misconceptions sales teams have about ABM 00:06:55 Why ‘account’ thinking misses buying groups 00:11:00 Account selection as the real point of alignment 00:17:45 The data problem no martech stack fully solves 00:24:50 When ABM just becomes good marketing 00:33:10 Personalisation, AI and cultural readiness 00:41:10 Why incentives, not intent, cause misalignment Learn more about alan. here. Hosted on Acast. See acast.com/privacy for more information.

    57 min
  2. Why B2B brands fail without trust (and how to build one that lasts) with Jigsaw’s Head of Marketing, Jason Miller

    01/10/2025

    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 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 broken 05:20 – Brand as more than just awareness 07:23 – How to measure brand impact creatively 09:32 – Crafting a simple, powerful brand story 15:30 – Why events and community matter more than ever 21:13 – Persuading sceptics to invest in brand 23:21 – The future of demand gen vs brand 33:04 – 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.

    35 min
  3. Client Centricity in B2B: Moving beyond data and understanding signals with Nicole German, Global CMO HSBC, CIB

    10/09/2025

    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, 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 opportunity 05:40 – Managing personas across multiple regions and cultures 07:03 – Moving from campaign mentality to always-on optimisation 09:59 – The trade report that moved HSBC from 8th to 3rd in share of voice 14:16 – Know me, value me, service me: the client centricity framework 18:16 – Why great marketing ideas mean nothing without business sponsorship 21:46 – Balancing brand consistency with personalised relevance 26:22 – 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.

    31 min
  4. How agentic AI will radically transform B2B marketing with Elsevier’s Craig Welsh

    29/07/2025

    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 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 AI 04:19 – Where the real value lies: analytics, not just content 07:03 – Defining the destination before picking the tool 11:18 – Bringing marketing, tech and finance together 17:32 – Why storytelling is still in short supply 21:32 – What agentic AI means for personalisation in B2B 26:15 – 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.

    30 min
  5. How emotion makes brands memorable (and why B2B marketers keep forgetting) with Beazley CMO Georgina Peters Venzano

    23/07/2025

    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 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 B2B 04:35 – What authenticity really means 07:50 – Rebranding Beazley during lockdown 13:15 – Understanding your audience as people, not just buyers 16:30 – Segmentation and finding your tribe 20:20 – Maintaining brand consistency across the funnel 22:25 – 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.

    30 min
  6. From the Pitch to the Funnel: Intuit’s West Ham sponsorship playbook with Martin Dyhouse

    09/05/2025

    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 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.

    31 min
  7. Personal vs. Corporate Brand: Linklaters Nick Rose on who really drives growth in professional services

    10/04/2025

    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 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.

    28 min
  8. Is the marketing persona dead? With Wipro's CMO, David Keene

    19/02/2025

    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 target' with authenticity. And what does Dominic Cummings have to do with it..? Hosted on Acast. See acast.com/privacy for more information.

    35 min
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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.

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