B2B Marketing:
The Provocative Truth

alan. MD Benedict Buckland speaks to CMOs and marketing leaders to uncover the most uncomfortable truths in the world of B2B brand. Listen here, or wherever you get your podcasts.

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About the podcast

Hosted by Benedict Buckland, Managing Director of alan., B2B Marketing: The Provocative Truth brings together CMOs and senior marketing leaders from some of the world's most recognised B2B brands across financial services, professional services and technology — including HSBC, Linklaters, Palo Alto Networks, Oliver Wyman, Beazley, Intuit, Elsevier, and Workday — to surface the most uncomfortable truths in B2B brand and marketing.

In these episodes, we explore brand strategy, organisational alignment, thought leadership and what it really takes to drive change from the marketing function in a complex B2B organisation.

Professional Services

Brand

Episode 79

Why reputation alone is no longer enough in legal marketing

Tricia Weener
Chief Marketing & Business Development Officer
Linklaters
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Episode 80

AI isn’t killing B2B agencies – it’s exposing what clients really value with Annabel Atchison of IONOS Group

Annabel Atchison

Head of Communications and Product Marketing

IONOS

Professional Services

Brand

Episode 79

Why reputation alone is no longer enough in legal marketing

Tricia Weener

Chief Marketing & Business Development Officer

Linklaters

Episode 78

What it takes to align brand, people and strategy in professional services with Paola Garbini, European Head of Marketing at Oliver Wyman

Episode 77

How brand drives growth in reputation-led legal markets with Lee Grunnell, CMO at Womble Bond Dickinson [Special Edition: Law Firms]

Episode 76

Navigating B2B brand
architecture: house of
brands vs. branded house with Ifeoma Jibunoh, Group CMO of Cassava Technologies

Episode 75

ABM, alignment and the myth of personalisation (at scale) with Lauren Daly and Andrew Shepherd, Palo Alto Networks

Episode 74

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

Episode 73

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

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RESEARCH REPORT

Be the brand
everyone dittos

Discover how thought leadership can be a manifesto for change in B2B.

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