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.
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
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
Episode 72
How agentic AI will radically transform B2B marketing with Elsevier’s Craig Welch
Episode 71
How emotion makes brands memorable (and why B2B marketers keep forgetting) with Beazley CMO Georgina Peters Venzano
Episode 70
From the Pitch to the Funnel: Intuit’s West Ham sponsorship playbook with Martin Dyhouse
Episode 69
Personal vs. Corporate Brand: Linklaters Nick Rose on who really drives growth in professional services
Episode 68
Is the marketing persona dead?
Episode 67
Why playing it safe is the riskiest move
Be the brand
everyone dittos
Discover how thought leadership can be a manifesto for change in B2B.
