B2B Marketing: The Provocative Truth

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11/9/2022

Diversity and Inclusion in Marketing and Solution Design, with Cheryl Guerin, EVP, Global Brand Strategy & Innovation at Mastercard

Ep. 17

In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Cheryl Guerin about authentically inclusive marketing for an increasingly diverse world.

Businesses need to be inclusive not just in their marketing campaigns, but in their companies as a whole. It is the responsibility of every company to recognise that the world is more diverse than ever, and that it is necessary to elevate diverse voices and experiences authentically. But what is marketing’s role in this? And how can marketers reflect a deeper understanding and meaningfully incorporate diverse experiences and perspectives?

Cheryl Guerin is an accomplished senior marketer with 20+ years of experience. She is currently serving as the EVP, Global Brand Strategy & Innovation, but since joining Mastercard in 2000, she has held several senior marketing positions including EVP, North America Marketing and Communications, EVP, Global Credit Products, and more. Additionally, Cheryl serves as a Board Member for Ronald McDonald House New York, the Crohn’s & Colitis Foundation, and the Advertising Club of New York.

You can find Cheryl Guerin 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.

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How Data Proves the Need for Creativity in B2B, with Adam Morgan, Executive Creative Director at Adobe

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Adam Morgan, Executive Creative Director at Adobe, to talk about why the future of B2B is creative.In B2B, it’s already difficult enough to prove to businesses that creativity is a better long-term investment despite having ample well-researched studies stating exactly that. Then there’s the additional hurdle of companies not truly understanding what it means to be creative. Is there a traditional point of view that’s preventing a more creative, emotional approach from becoming more commonplace? Or are marketers finally embracing a proven method to make real connections with clients?Adam Morgan is the Executive Creative Director and Brand Leader at Adobe, and he has a proven track record of creating brand value for Adobe’s B2B business. Prior to joining Adobe, Adam has worked as Executive Creative Director at ThomasArts, Creative Director at McCann Erickson, and more. In addition, Adam is the host of the Real Creative Leadership podcast, which provides insight and guidance for creative leaders, and the author of Sorry Spock, Emotions Drive Business: Proving the Value of Creative Ideas with Science, which provides thorough research as to why emotional ideas are better for business.You can find Adam Morgan on Linkedin and on his website.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.

The Power of Provocation Report: The Research Special

In this special edition of B2B Marketing: The Provocative Truth, Benedict sits down with the team at alan. to discuss their new report, ‘The Power of Provocation’.In 2017, business decision-makers fired a warning shot when 71% voiced their discontent. Five years, on the mob is angry. This year, 82% chastised B2B marketing as boring, predictable, repetitive. Frustration is boiling over.Through research conducted by alan, we argue for marketers to make B2B electrifying, deeply moving, and we show what needs to be done in our report ‘The Power of Provocation’. The mandate for change is clear. A bolder B2B is there for the taking. You just need to decide if you’re up for the fight.Our panel for this special episode includes Josh Cohen, alan’s Senior Research & Intelligence Manager, Daniele Pulega, alan’s Creative Director, and Chris Illman, alan’s Head of Strategy.Find the full report HERE.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.

A Very Provocative Christmas Special: Part 2

In this final episode of B2B Marketing: The Provocative Truth of the year, Benedict and our lovely guests will bring us the thrilling conclusion to our provocative breakdown of B2B Marketing in 2022.With the world being so unpredictable, it is hard to truly know what’s coming next. But it’s important to think about the possibilities that come with the new year as it might have a bigger impact on marketers than initially thought. To conclude 2022, we reflect on what has and hasn’t stuck with us over the past year, and we determine what will be important to look out for in 2023.Thank you to all of our listeners for the past year! We look forward to bringing more of the podcast to you in 2023. Until then, Merry Christmas and a Happy New Year!Komal Thadani is the Marketing Campaigns Director at ServiceNow, and her previous experience includes working as Marketing Director - Small & Medium Business, Cloud Platform, JAPAC and Marketing Head - Open Cloud Infrastructure, Asia Pacific & Japan at Oracle, and Portfolio Marketing Leader, ASEAN and Channel & Digital Marketing, ASEAN & India at IBM, as well as positions at Accenture Services and Lowe Lintas.Barney O'Kelly is the Digital Marketing Director at AlixPartners, and his previous roles include Managing Director at Hagen Communications Ltd, Associate Contractor at Deloitte, Global Head of Communications at Freshfields Bruckhaus Deringer, and Head of Communications, Strategic and Digital at BAE Systems.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.