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.

Subscribe here and be the first to know when new episodes drop.

You’re in 🎉
Thanks for signing up!
Oops! Something went wrong with the form submission.

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.

Brand Strategy

Technology

Organisational Alignment

Episode 82

Break the rulebook: how marketing helped Legora become the fastest to $100m ARR and flipped the script on set with Jude Law

Stuart Shingler
Senior Vice President of Brand and Communications
Legora
LISTEN NOW

Brand Strategy

Technology

Organisational Alignment

Episode 82

Break the rulebook: how marketing helped Legora become the fastest to $100m ARR and flipped the script on set with Jude Law

Stuart Shingler

Senior Vice President of Brand and Communications

Legora

Brand Campaigns

Brand

Technology

Episode 81

What AI misses about customer insight with Frances Fenemore, Vice President of Global Demand and AI Transformation at Delinea

Frances Fenemore

Vice President of Global Demand and AI Transformation

Delinea

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

View all
RESEARCH REPORT

Be the brand
everyone dittos

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

DOWNLOAD THE REPORT