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B2B Marketing: The Provocative Truth

B2B has the potential to be electrifying. But… The industry is paralysed by a culture of conservatism. Scared stiff in a straitjacket of rational ideas. It’s time for change. It’s time to make B2B marketing visceral. Joi
Latest Episode11/23/2022

Why Marketers Need to Understand the Complexity of Modern Decision-Making, with Will Brookes, CEO of Raconteur

Ep. 19
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Will Brookes to discuss what marketers need to know about how their potential clients make decisions.Marketers often focus on singular audiences: the very people who would benefit from what they’re selling. However, it seems as though they are quite naive in their understanding of how their prospective clients’ decisions are made. In B2B especially, it’s not as simple as targeting a specific individual; the buying process involves stakeholders, other business leaders, and so on. With the buyer journey being so much more complex, marketers need to really consider how other businesses make their decisions in order to market to them more effectively. Will Brookes is the CEO of Raconteur and has held this role for almost two years. As CEO, Will has overhauled the business by reducing Raconteur’s reliance on print and growing the company’s digital offerings. Over the last 11 years, Will has held other senior positions at Raconteur such as Managing Director and Head of Publishing, and during that time oversaw a great deal of growth for the company. Under Will’s leadership, Raconteur won the PPA’s Business Media Brand of the Year Award for 2022.You can find Will Brookes on Linkedin.You can watch full video versions of the podcast on our YouTube channel.Ready to provoke the truth? Get in touch at alan-agency.com.
11/23/2022

Why Marketers Need to Understand the Complexity of Modern Decision-Making, with Will Brookes, CEO of Raconteur

Ep. 19
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Will Brookes to discuss what marketers need to know about how their potential clients make decisions.Marketers often focus on singular audiences: the very people who would benefit from what they’re selling. However, it seems as though they are quite naive in their understanding of how their prospective clients’ decisions are made. In B2B especially, it’s not as simple as targeting a specific individual; the buying process involves stakeholders, other business leaders, and so on. With the buyer journey being so much more complex, marketers need to really consider how other businesses make their decisions in order to market to them more effectively. Will Brookes is the CEO of Raconteur and has held this role for almost two years. As CEO, Will has overhauled the business by reducing Raconteur’s reliance on print and growing the company’s digital offerings. Over the last 11 years, Will has held other senior positions at Raconteur such as Managing Director and Head of Publishing, and during that time oversaw a great deal of growth for the company. Under Will’s leadership, Raconteur won the PPA’s Business Media Brand of the Year Award for 2022.You can find Will Brookes on Linkedin.You can watch full video versions of the podcast on our YouTube channel.Ready to provoke the truth? Get in touch at alan-agency.com.
11/16/2022

Building Employer Branding and Diversity Through Marketing, with Carrie Heath, Marketing Director, Europe at LexisNexis Risk Solutions

Ep. 18
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Carrie Heath to discuss the role that marketing can play in employer branding and how to build the most diverse teams possible.Industries like financial and professional services have been lagging behind other sectors in building diversity. And, as the world becomes an increasingly diverse place, it is essential that companies’ employees reflect this change. The marketing teams of these organisations can help develop appropriate strategies and initiatives that can revitalise an employer’s brand and recruit a diverse workforce that is keen to progress these industries.Carrie Heath is an experienced senior marketer with demonstrated experience in the data provisioning and information technology industry. She is the Marketing Director, Europe at LexisNexis Risk Solutions, and she has held several senior marketing positions at LexisNexis Risk Solutions in her six year tenure, including Head of Marketing, Europe, and Head of Marketing UK&I. She has also served as Marketing Manager at both 3T RPD Ltd and HPI Ltd, and she has previously worked at The Automobile Association, Regus, and The British School of Motoring. You can find Carrie Heath on Linkedin.You can watch full video versions of the podcast on our YouTube channel.Ready to provoke the truth? Get in touch at alan-agency.com.
10/26/2022

The Role and Value of Marketing at the Board Level and Beyond, with Leeya Hendricks, CMO of Delta Capita

Ep. 15
In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Leeya Hendricks about giving marketing a role at board level.Marketers are expected to do it all without the recognition. As provocative as it sounds, marketing for a while has felt that the board of their respective companies doesn’t respect what they do. While studies have shown that the C-suite relies on the CMO, they simultaneously do not consider marketing a strategic partner in the business. How can marketing change this culture and evolve to better show its irreplaceable value?Leeya Hendricks is the CMO for both Delta Capita and Prytek, and she has 15+ years of experience as a senior marketer. Prior to Delta Capita and Prytek, she served as the VP, Global Marketing at Kurtosys Cloud Solutions, and before that, Senior Marketing Director, Europe at Gartner. She has additional experience at companies such as Oracle, Accenture, IBM, BCX, and more. Additionally, Leeya works as a visiting lecturer at the University of Westminster and an official member and contributing author for the Forbes Communications Council. She also has experience as an awards judge for The Drum, the B2B Marketing Awards, and the Women in Marketing CIC Awards.You can find Leeya Hendricks on Linkedin.You can watch full video versions of the podcast on our YouTube channel.Ready to provoke the truth? Get in touch at alan-agency.com.