What B2B marketers can learn from Friends
Find out what the TV show Friends can teach B2B marketers about the benefits of taking a long-term approach to your marketing strategy.
Why you need to redefine your audience
The coronavirus crisis has transformed the landscape. Market research and data insights gleaned from customers are invaluable to survive and thrive in…
Write your own marketing "hits"
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…
The power of storytelling in tech webinar
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…
Don't let fear of failure stifle your creativity
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…
It’s time to get match fit
An out of the blue invitation for a friendly football match makes alan. MD Richard Hadler consider how to keep your marketing match fit.
The future of lead generation
Listen again to episode 7 of The CMO Show, the interview series with leading B2B marketers. We speak with Rupert Bedell, VP Marketing, American…
Breaking the sustainability glasshouse
alan. Strategist Natalie Plowman explains why businesses should own the conversation around their ESG strategies and how to do it.
Have you chosen your new handshake?
First the business card went by the wayside, now the handshake looks set to do the same. alan. MD Richard Hadler explores the alternatives.
The secret to creating case studies that convert
Writing convincing case studies is an artform. Find out how to turn yours from mediocre to the important sales tool they should be.
B2B content strategy: a five-point plan
Head of Business Development Alex Segger explains why all roads to good content start with a plan aligned to your audience.
Market research: the silver bullet of marketing
As budgets dwindle, could market research be the answer for marketers looking for a cost-effective, year-long campaign? alan. Head of Financial…
How to publish true thought leadership
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…
Reinventing the webinar post lockdown
After lockdown caused a mad scramble for webinars, strategist Natalie Plowman discusses how to turn yours from an afterthought to a flagship brand.
The art of emotion in B2B marketing
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…
Why technology marketing needs a hard reset in 2021
Technology marketers need to achieve bigger results with less, but Senior Content Strategist Tom Watts says they should see opportunity in adversity
Let’s be optimists without delusions
From a potential vaccine, the economy and making virtual connections, MD Richard Hadler shares reasons for optimism.
Rise of the marketing leader
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 importance of defining the brief in B2B marketing
The best creative output starts with a brief. Strategist Sarah Callaghan makes the case for revisiting, and questioning, the basics.
Cracking the creative code in B2B marketing
There have been long-held misconceptions that creativity has no place in B2B. CD Benedict Buckland makes the case for why this isn't true, and the…
Stress and cuts: exclusive poll on the state of marketing
An industry survey commissioned by alan. examines the challenges senior marketers face in the wake of Covid-19. The results paint a telling picture…
Navigating a new job remotely during the pandemic
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.
Reimagining events in B2B
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…
A bold, new dawn for B2B marketers
Though businesses are under immense pressure, business-to-business (B2B) brands are using coronavirus as an opportunity to hit the reset button on…
New report: B2B marketing 2021. Solved.
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…
B2B marketing through Covid and beyond
Partnership and investment in the long-term is key for a sustainable and creative future in B2B marketing
B2B marketing. Solved. Here's what we mean.
Our motto is more than just a buzzword. alan. Managing Director Richard Hadler explains why.
Reimagining the B2B marketing agency
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.
Navigating a data-led recovery
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?
Content ideas that cut through
alan. creative director Benedict Buckland outlines the 3.5 steps to creating content that performs in a crisis.
Salesforce's CMO on authenticity and the growing role of B2B influencers
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…
In B2B marketing, stories sell
Richard Hadler outlines how both marketing and sales can use storytelling to move potential customers through the buyer's journey.
Bringing sales insights into B2B marketing
Having built a career in sales, marketing and strategic business development, Dirk Gauwberg, Global Operational Marketing Director at AXA Partners, is…
Isolation home truths for B2B marketers
There are countless articles out there telling marketers that it will 'all be ok' once the UK's coronavirus lockdown lifts. However, Richard Hadler…
Making brand activism count
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.
B2B brand building
In this opening episode, we speak with Eileen Lynch, CMO of Refinitiv, on making the brand one of the most recognised in Finance.
B2B marketers: forget "downtime", it's marketing "uptime"
In this time of uncertainty and disruption, many marketers might take the opportunity to have some 'downtime'. However, as Richard Hadler outlines…