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.