In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Haralds Gabrans Zukovs to discuss how complex B2B products require…
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…
In this first episode of B2B Marketing: The Provocative Truth in 2024, Benedict speaks to Chris Wade about how maturing B2B organisations need to…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Paul Afshar to discuss the practicalities of using AI in B2B…
In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Matthew Harper about redefining the role of the CMO.
In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Duarte Garrido about the importance of attribution in proving ROI.
As we explore the rapid advancements in AI technology, like ChatGPT, it sparks a crucial debate: Could our focus on these innovations potentially…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Simeon Lando to discuss the unique challenges of emerging into new…
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.
In this episode of B2B Marketing: The Provocative Truth, Benedict speaks with Karen Sage how businesses can go further with establishing their brand.
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Winfried Schultz to discuss how to bring ABM into the future.
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Mark Cullen about the need for B2B marketers to be brave.
Mirroring B2C marketing strategies might not be the best route for B2B success. Creative director, Daniele Pulega explores the unique challenges faced…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Jennifer Leggio to discuss how attribution for marketing and sales…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Archana Dhankar to discuss all things influencer marketing in B2B.
In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Laura Klysz about truly leading thought leadership.
In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Stuart Shingler about what performance really means in B2B.
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…
In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Jeroen Kuppens about how B2B marketers get caught up in online marketing…
How shifting the focus of B2B marketing for emotional resonance makes for effective brand building. alan. agency's Head of Strategy, Chris Illman…
In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Scott Gainey about the challenges of creating a new category as a…
There have been long-held misconceptions that creativity has no place in B2B. MD & CSO, Benedict Buckland makes the case for why this isn't true, and…
In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Pavlina Louki about the unique challenges of scaling a marketing function…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Uwe Hook to discuss the often overlooked issues around AI.
In this episode of B2B Marketing: The Provocative Truth, Benedict talks to David Remaud about how AI will affect the future of MarTech.
In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Ian Macleod about all things product proposition, and how B2B marketers can…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with John Huntinghouse to discuss how to build a culture of…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Steffen Hedebrandt to discuss what B2B marketers really need to know…
In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Kelly Brown about making every brand interaction count in B2B.
In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Andrea Linehan about marketing’s potential for driving revenue in B2B.
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…
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.
In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Andrew Davies to break down the implications of M&A on marketing.
In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Sam Shrager about what truly effective content and SEO marketing looks like…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Madlen Nicolaus to discuss how obsession with pipeline could have an…
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…
In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Birim Gonulsen about the consumerisation of B2B, and the lessons B2B can…
In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Malcolm Fried about the crucial need for evidence-based marketing.
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…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Ilaria Pasquinelli to discuss all things regarding the Creative B2B…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Faith Wheller about employee retention, coaching, and what the…
In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Melton Littlepage about how the B2B buying journey is evolving, and how…
Ready to provoke the truth?
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Adam Morgan, Executive Creative Director at Adobe, to talk about why…
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…
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.
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Nick Hughes to discuss building the value of purpose through a…
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…
There’s nothing more human than acknowledging your flaws, so why aren’t more brands doing it?
In episode 17 of B2B Marketing: The Provocative Truth, Benedict talks to Cheryl Guerin about authentically inclusive marketing for an increasingly…
In episode 16 of B2B Marketing: The Provocative Truth, Benedict speaks to Matthew Leopold, Head of Brand, PR & Content Marketing at LexisNexis UK…
Harnessing negative emotions in marketing communications could be the key to driving customers to act, but how do you call them out while keeping them…
In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Leeya Hendricks, CMO at Delta Capital about giving marketing a role at…
In episode 14 of B2B Marketing: The Provocative Truth, Benedict sits down with Nina Reschovsky, B2B Marketing Lead UK at Uber to discuss the…
Benedict Buckland, Chief Creative Officer at alan. examines how marketers can help brands adapt their approaches to ensure they survive the current…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Teri Donovan, Director of Partner Marketing at Cisco to discuss all…
Time is up. The games are over. B2B marketers can no longer deflect the blame for the industry’s lifelessness, or hide behind its status quo.
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…
Many in the profession feel stifled by their organisations, but business leaders would be delighted if their marketers were to seize the initiative…
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Gihan Hyde to discuss all things ESG for B2B marketing.
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…
Boring. Predictable. Repetitive. Incendiary adjectives threatening what’s left of B2B marketing’s credibility. Through research conducted by alan. we…
In this episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Katarina Nordin about finding a balance of knowledge in both…
As businesses face a potentially rocky start to the year ahead, here are five B2B marketing trends to watch out for (and follow) in 2023.
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…
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…
In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Shallu Behar-Sheehan, VP Group Marketing & Chief of Staff at Capgemini…
Too many marketers are coming up with the wrong research answers, leading to some incredibly wasteful decisions. That’s partly because they aren’t…
In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Brian Macreadie, Head of Marketing at Addleshaw Goddard about the truth…
alan. in partnership with our client London Stock Exchange Group (LSEG) have been awarded Bronze by B2B Marketing at the B2B Awards for the 'Best use…
In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Annabelle Atchison to discuss the pros and cons of being a generalist in…
In episode 6 of B2B Marketing: The Provocative Truth, Benedict is joined by Cat Dutton to discuss all things creative within the current state of B2B…
On episode 5 of B2B marketing: The Provocative Truth Benedict speaks with Gonzalo Garcia Villanueva to discuss the importance of balancing art and…
In this special episode of B2B Marketing: The Provocative Truth, Benedict sits down with Aiden Scusa, Chief Excuse Officer at EXYT (EXcuse Yourself…
B2B marketers can no longer deflect the blame for the industry’s lifelessness, it’s time to stand up and be counted. In this article, Benedict…
In today's episode of B2B Marketing: The Provocative Truth, we talk to Mitali Israni about aligning sales and marketing, and the truth behind…
Twitter needs a rebrand. A truth before we consider just two years of profit in the past decade. Benedict Buckland, Chief Creative Officer at alan…
In this episode of B2B Marketing: The Provocative Truth, Richard and Benedict sit down with Adrian Coxon, Brand and Marketing Director at Octopus to…
On episode 2 of B2B Marketing: The Provocative Truth, Aine Long talks to Richard and Benedict about how B2B marketers can balance short-term lead…
The pandemic really set the tone for solemn, deeply sincere condolences from brands. And, whilst some were poignant, most were simply platitudes. This…
On episode one of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Amie Stankiste about content marketing strategy, and the truth…
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!
In this blog post, Michael Richards, Chief Growth Officer at alan. discuss how audiences play a vital role in supporting an organisation through an M…
In episode 14 of B2B marketing. Solved. Barney O’Kelly talks to Richard and Benedict about the importance of personal branding in B2B marketing.
alan. is excited to announce that we have been appointed by Knight Frank, the UK’s leading independent real estate consultancy, to launch Active…
In episode 13 of B2B marketing. Solved. Mark Larwood talks to Richard and Benedict about how B2B marketers can inject creativity into the ABM process…
In this episode of B2B marketing. Solved. Matt Hooper talks to Richard and Benedict about the importance of defining your position before you do…
Branding is not a dirty word. Branding is sustainable. Branding is growth. Branding is the powerhouse behind demand generation. Below we discuss how…
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…
Financial services B2B marketing is dead. A bold statement with B2B ad spend set to pass $30bn next year in the US alone. But it is dead, or at least…
In episode 10 of B2B marketing. Solved. Kate Owen talks to Richard and Benedict about how marketers can get the best from their marketing budgets…
An open invitation to a wake...-up call.
B2B marketing already has a reputation for being uninspiring and dull, particularly when compared with its consumer counterpart. In this interview…
On episode 9 of B2B marketing. Solved. Komal Thadani talks to Richard and Benedict about the impact of a marketing tech stack and how to build one…
alan. agency in partnership with our client GfK have been awarded Silver by the prestigious ANA B2 Awards. The B2 Awards celebrate excellence in B2B…
In episode 8 of B2B marketing. Solved. Áine Bryn talks to Richard and Benedict about how we can get sales and marketing departments working together…
In many financial institutions marketers continue to battle against perceptions of marketing as the “colouring in department” and as a cost rather…
In episode 7 of B2B marketing. Solved. Chris Willman talks to Richard and Benedict about account-based marketing, how to define and implement ABM, and…
In episode 6 of B2B marketing. Solved. Darren Atkins, Marketing Director at Sabre Corporation talks to Richard and Benedict about how to tackle the…
In episode 4 of B2B marketing. Solved. Miguel Avalos, EMEA Group Head of B2B marketing for Commerce and Vertical Revenue Programs at Google, talks to…
In episode 3 of B2B marketing. Solved. Paul Collier talks about marketing dynamics in hyper-growth organisations and the impacts it has.
In episode 2 on the alan. podcast: B2B marketing. Solved. Ruth Connor, Global VP of Marketing at Kalibrate discussed how to create an agile marketing…
To solve the biggest, most complex B2B marketing problems you have to blur the lines between intuition and reason. Imagination and logic. The…
Introducing the new alan. podcast: B2B marketing. Solved. A brand new podcast where we talk about today’s biggest and most pertinent B2B marketing…
In this episode of The CMO Show, we’ll be speaking to Mireille Adebiyi, CMO, Head of Marketing & Communications at leading global capital markets…
In our latest blog post, Richard Hadler, CEO of alan. agency describes the idea of 'luck' in marketing. "Luck in B2B marketing typically favours…
How can finance marketers move away from cliches like feel-good pictures of forests, windmills and polar bears, to create a meaningful dialogue with…
The challenge of ESG. Hear from panelists Sarah Aird, Global Head of ESG Marketing, S&P Global Sustainable1; Cynthia Birchler, Director Sustainability…
Our step-by-step guide to kick-start your content marketing. We cover: trends for 2022, the importance of planning, how you build the framework and…
Listen again to episode 8 of The CMO Show, the interview series with leading B2B marketers. We speak with James Whitemore, EVP and CMO at global…
Take a look at most marketing calendars and the month of August will typically be left empty, but will this be the case this year? alan. MD Richard…
Are you sitting comfortably? alan. Head of Business Development Alex Segger explains why storytelling is an essential tool for B2B marketers and to…
Creative Director Benedict Buckland explores the role brand can play in helping businesses meet their strategic objectives and discusses the tools you…
Successful social lead generation requires careful planning and an in-depth understanding of customer needs, says Richard Hadler, CEO of alan.
Data visualisation done well can be a beautiful thing - but it can be easy to get wrong. alan. Art Director Joanna Bird reveals the good, the bad and…
We celebrate the many achievements of our namesake as a new £50 note with his face on it is launched into national circulation in the UK.
Find out what the TV show Friends can teach B2B marketers about the benefits of taking a long-term approach to your marketing strategy.
The coronavirus crisis has transformed the landscape. Market research and data insights gleaned from customers are invaluable to survive and thrive in…
Have you fallen into the trap of repeating the same old campaign conventions of your industry? alan. MD Richard Hadler explains why it’s time to take…
Listen again to our webinar The power of storytelling in tech to hear Kirsty Waller, VP Marketing UKI at Sage; Bryan Glick, Editor in Chief at…
Forget about the things that may stand in your way – and use this simple checklist to home in on the bold content ideas that will delight and inspire…
Listen again to episode 7 of The CMO Show, the interview series with leading B2B marketers. We speak with Rupert Bedell, VP Marketing, American…
An out of the blue invitation for a friendly football match makes alan. MD Richard Hadler consider how to keep your marketing match fit.
alan. Strategist Natalie Plowman explains why businesses should own the conversation around their ESG strategies and how to do it.
First the business card went by the wayside, now the handshake looks set to do the same. alan. MD Richard Hadler explores the alternatives.
Writing convincing case studies is an artform. Find out how to turn yours from mediocre to the important sales tool they should be.
Head of Business Development Alex Segger explains why all roads to good content start with a plan aligned to your audience.
As budgets dwindle, could market research be the answer for marketers looking for a cost-effective, year-long campaign? alan. Head of Financial…
True thought leadership says something that’s never been said before. Here are our tips for going that one step beyond the norm and stand out from the…
After lockdown caused a mad scramble for webinars, strategist Natalie Plowman discusses how to turn yours from an afterthought to a flagship brand.
We speak with CMO of Deloitte Annabel Rake on the art of emotion in B2B marketing, and how COVID-19 has heightened the need for brands to reflect on…
Technology marketers need to achieve bigger results with less, but Senior Content Strategist Tom Watts says they should see opportunity in adversity
From a potential vaccine, the economy and making virtual connections, MD Richard Hadler shares reasons for optimism.
Between navigating remote working and having to pivot marketing plans to be entirely digital, B2B marketers have had a lot of adapting to do. But is…
The best creative output starts with a brief. Strategist Sarah Callaghan makes the case for revisiting, and questioning, the basics.
An industry survey commissioned by alan. examines the challenges senior marketers face in the wake of Covid-19. The results paint a telling picture…
What’s it like when Covid-19 forces you to onboard virtually at your new agency? Content Marketing Manager Jion Legaspi talks about her experience.
With social distancing, remote working and bans on gatherings seemingly here to stay, is the marketing event dead? Or does it simply have to be…
Though businesses are under immense pressure, business-to-business (B2B) brands are using coronavirus as an opportunity to hit the reset button on…
After a year like no other B2B marketers are feeling the pressure. We surveyed 600 UK and Ireland-based marketing leaders to understand the impact of…
Partnership and investment in the long-term is key for a sustainable and creative future in B2B marketing
Our motto is more than just a buzzword. alan. Managing Director Richard Hadler explains why.
Richard Hadler, Managing Director at alan, talks heritage, how the agency name came to be and the five ways we plan on reinventing B2B marketing.
The pandemic has hit marketers hard. How can marketers make sure that they recover from this in a stronger position than ever before in 2021?
alan. creative director Benedict Buckland outlines the 3.5 steps to creating content that performs in a crisis.
Stephanie Buscemi, who leads a team of 1,200 marketers at the global CRM giant, says why B2B brands need to create two-way dialogue and explains how…
Richard Hadler outlines how both marketing and sales can use storytelling to move potential customers through the buyer's journey.
Having built a career in sales, marketing and strategic business development, Dirk Gauwberg, Global Operational Marketing Director at AXA Partners, is…
There are countless articles out there telling marketers that it will 'all be ok' once the UK's coronavirus lockdown lifts. However, Richard Hadler…
We speak with Craig Welch about the recent BLM movement and who is getting it right in the wake of so much social change this year.
In this opening episode, we speak with Eileen Lynch, CMO of Refinitiv, on making the brand one of the most recognised in Finance.
In this time of uncertainty and disruption, many marketers might take the opportunity to have some 'downtime'. However, as Richard Hadler outlines…
Every B2B brand would love to say that what they do is helping to change the world. For RS Components, this fact is a central part of their content…
