B2B Marketing: The Provocative Truth

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Thought Leadership in B2B with Matthew Leopold, Head of Brand, PR, and Content Marketing at LexisNexis UK

Ep. 16

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Matthew Leopold about the key to good thought leadership.


While businesses may understand that there is a need to contribute to thought leadership, they may not understand how to effectively bring it to market, which could mitigate its intended impact. Effective thought leadership has to be carefully considered and integrated into content marketing strategy in order to resonate with its intended audiences. So what can marketing do to contribute meaningfully? 


Matthew Leopold is the Head of Brand, PR, and Content Marketing at LexisNexis UK, and he also serves as Non Executive Director at the European Sponsorship Association. Prior to joining LexisNexis UK, Matthew served as PR and Brand Director at RingCentral, and he has additional experience at British Gas, Galileo Watermark, and more. Outside of marketing, Matthew is also an ambulance volunteer, a charitable trustee, and school governor.


You can find Matthew Leopold 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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1/25/2023

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Ep. 22
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.
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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.