B2B Marketing: The Provocative Truth

In this episode of B2B Marketing: The Provocative Truth, host Benedict Buckland speaks with Dan Roche, CMO of Workbooks CRM, to uncover the uncomfortable truth about conservative B2B marketing. Dan shares candid insights from running bold campaigns, including a Minions partnership at SCORO and the provocative "No Bullsh*t CRM" campaign at Workbooks. He challenges the industry's risk-averse culture, demonstrating how brave brand-led campaigns can drive immediate business results - even within traditional organisations like KPMG. Through real examples, Dan makes a compelling case for why B2B marketers must break free from conventional digital-only approaches to achieve meaningful differentiation in crowded markets.

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Joel Harrison, Editor-in-Chief and co-founder of B2BMarketing.net, the leading community for B2B marketers, to explore the shift from lead generation to growth marketing, drawing insights from B2B Ignite, their flagship event. He challenges the ambiguity of "growth marketing" and introduces the concept of the "commercial marketer" as a more holistic approach to B2B marketing success. Tune in to hear Joel's perspective on how marketers can elevate their role within organisations by mastering five key dimensions: financial acumen, reporting effectiveness, market insights, cross-functional collaboration and agile decision-making.Joel Harrison is a veteran in the B2B marketing space, overseeing B2BMarketing.net's range of resources, events, and communities designed to empower marketers. His insights stem from years of experience and interactions with leading marketers across the industry.You can find Joel on LinkedIn here: linkedin.com/in/joelharrisonReady to provoke the truth? Get in touch at alan-agency.com.

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Kayleeann Maritz to define marketing's role in shaping commercial strategy.Kayleeann makes the compelling case for over investment in tier two accounts and provides multiple practical tips for how marketers can transform lead generation. Tune in to learn how a diversified approach built on robust segmentation and targeting is the bedrock of successful B2B marketing.Kayleeann is experienced global marketer with expertise in brand building and growth. You can find Kayleeann on Linkedin.Ready to provoke change? Get in touch at alan-agency.com.

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Katrina Nichols to interrogate Linkedin as a platform.Katrina eviscerates much of the received wisdom about what works on Linkedin and advocates for a rebalance from influencers to evangelists. Tune in to hear a progressive perspective on how marketers can get value through novel, persona-led approaches to social platforms.Katrina is an experienced marketing, public relations, and brand director, across a varied range of B2B products and services, with a digital, data-driven focus.. An expert in brand storytelling, she specialises in creating deep relationships and affinity between audiences and products and services.You can find Katrina on Linkedin.Ready to provoke the truth? Get in touch at alan-agency.com.

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Efi Naskou to discuss how misconceptions about D&I are holding B2B brands back.Efi challenges the sentiment behind the finding that B2B leaders don't think D&I is an important part of brand's narrative, making the case for a more nuanced and progressive approach. Listen to find out how B2B marketers have both a responsibility and opportunity to drive the D&I agenda within their brand communications.Efi specialises in developing and implementing commercial strategies for businesses that view marketing as a strategic lever. She is a firm believer that smart marketing investment gives companies a clear edge, helps them grow faster, and secures their market position.You can find Efi 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.

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Kate Cox to discuss how B2B sales models need to be reimagined as the purchase decision evolves.Kate provides a detailed analysis of the changing buying dynamics and convincingly makes the case for marketing to have jurisdiction over critical early sales activities. Listen to find out how B2B marketers can fine-tune their tech stack and take a progressive approach to business development.Kate is a proven CMO with experience driving strong growth for recurring revenue businesses in the B2B, B2B2C and B2C sectors especially companies with high value expectations requiring rapid growth. Worked in 3 businesses under private equity ownership across multiple marketing disciplines with a particular expertise in developing the right marketing mix and investment levels across brand and digital performance channels to increase business value within a specific timeframe such as driving to an exit date. Part of the senior leadership leading the HEG exit to GoDaddy; the second largest UK tech exit in 2016. HEG was Europe's largest privately owned domain registration and web hosting business with strong presence in the UK and Germany focusing on Start-ups, SMBs, web designers and developers.You can find Kate 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.

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Haralds Gabrans Zukovs to discuss how complex B2B products require sophisticated strategies and solutions.B2B products and services are oftentimes much more complex than many of our B2C counterparts. And even within B2B, some offerings are particularly complicated. This distinction puts the pressure on B2B marketers to effectively reach their target audience. Their main goal becomes making it easy to understand who their business is and what they offer. Often this may include building out an entirely new marketing function, category creation, or even more involved activities. So where should a B2B marketer start?Haralds Gabrans Zukovs is Head of Growth at Mindgard, and he has quickly climbed the ranks into senior marketing leadership. His expertise is in creating high-impact digital marketing strategies for global markets and driving business growth through demand generation. Prior to joining Mindgard, Haralds has also served as Head of Marketing at credolab, Head of Marketing at the Hyve Group plc, Head of marketing for Nordigen, and other marketing roles at SAF Tehnika JSC, AranetloT, and more.You can find Haralds Gabrans Zukovs 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.

In this episode of B2B Marketing: The Provocative Truth, Benedict is joined by Will Sturgeon to discuss how marketing needs to adapt to make better use of specialists.In a B2B marketing team, it’s crucial to have a well-rounded group that can tackle a variety of challenges that may come. Each individual needs to bring a unique skill set in order to make this happen. Many may say that specialising too much may not prepare the next generation of marketing leaders. Many more might suggest that specialising becomes less important with the growth of generative AI. But how can a range of specialists create an effective team? What are best practices when utilising such a group of individuals on a marketing team?Will Sturgeon is the Head of Content and Thought Leadership and PwC UK. While Will has held this role for five years, he has a 20+ year career as an effective marketing leader. At PwC, Will is instrumental in shaping overall marketing strategy and leading a 100+ team. Prior to joining PwC UK, he has served as Executive Director for Golin, Director of Strategy and Planning at Harvard Public Relations, Director, Head of Media Strategy at Lewis PR, and more.You can find Will Sturgeon 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.

In this first episode of B2B Marketing: The Provocative Truth in 2024, Benedict speaks to Chris Wade about how maturing B2B organisations need to adapt.As a company grows and establishes itself firmly in the market, it can be easy for it to fall into an all too comfortable pattern. Once business settles into a groove, it can become hard to make changes that ultimately are better for progress. Companies become risk averse and hesitant to adapt when ultimately, a business needs to do all that they can to help their customers. But knowing how to refocus a business’s direction takes careful consideration. Being adaptable doesn’t always mean starting from scratch. So what does a mature business need to do to stay relevant?Chris Wade is the Chief Marketing and Product Officer at Gamma Communications, and he has held that role since late 2020. As an established senior marketer, Chris has used his proven creative and innovative skills to find new strategic opportunities and drive businesses forward. Prior to joining Gamma, Chris has previously served as Chief Product and Marketing Officer for Aptitude Software and several positions at Sage including VP of Product,  Director of Strategic Operations, and more. Chris has also previously been Board Member for Dynamo North East, and he currently serves as Trustee at Valour MAT.You can find Chris Wade 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.