B2B Marketing: The Provocative Truth

In this episode of B2B Marketing: The Provocative Truth, Benedict talks with Jigsaw's Head of Marketing, Jason Miller about the renewed importance of brand in B2B marketing. Once seen as “fluffy” or reserved for consumer giants, brand is now the foundation for differentiation, trust and long-term growth. Jason argues that lead gen and performance marketing alone can’t cut it, and explains how clarity of message, consistency and community are what really drive results.From defining a singular brand story to challenging the over-reliance on AI-generated messaging, Jason shares how B2B marketers can build lasting trust – and why those who ignore brand risk being left behind.Highlights:02:11 – Why the traditional B2B playbook is broken05:20 – Brand as more than just awareness07:23 – How to measure brand impact creatively09:32 – Crafting a simple, powerful brand story15:30 – Why events and community matter more than ever21:13 – Persuading sceptics to invest in brand23:21 – The future of demand gen vs brand33:04 – Why protecting the core from AI is essential🎙️ Tune in to hear why brand isn’t just a marketing exercise, but the key to surviving and thriving in B2B today.Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast

In this episode of B2B Marketing: The Provocative Truth, Benedict explores a striking paradox with Nicole German, Global Chief Marketing Officer for Corporate and Institutional Banking at HSBC. His challenge is that despite having unprecedented amounts of customer data, many B2B organisations seem further away from truly understanding their clients than ever before.Nicole refutes this assumption, articulating that the real opportunity lies in moving beyond raw data to decode the signals it creates. She reveals how HSBC transforms the complexity of multiple personas across multiple regions into meaningful client insights, turning data into actionable insights that drive trust and deepen relationships.They discuss the evolution from campaign-driven marketing to always-on client engagement, why understanding business context matters in addition to having brilliant creative ideas, and how a global financial services giant moved the needle on share of voice from market insight to a podium position in just eight weeks during a period of trade uncertainty.Highlights:02:03 – With data comes signals and opportunity05:40 – Managing personas across multiple regions and cultures07:03 – Moving from campaign mentality to always-on optimisation09:59 – The trade report that moved HSBC from 8th to 3rd in share of voice14:16 – Know me, value me, service me: the client centricity framework18:16 – Why great marketing ideas mean nothing without business sponsorship21:46 – Balancing brand consistency with personalised relevance26:22 – How global brands avoid tension between local and global messaging Tune in to discover why signals matter more than data, and how speed can be your competitive advantage in client centricity. Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast 

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Craig Welsh, Head of Research Marketing at Elsevier, about why most B2B teams are still stuck using AI as a content tool, and what they’re missing. Craig argues that the bigger opportunity lies in data, analytics and lead scoring, where AI can solve real marketing problems and help marketers become more strategic.Craig discusses where generative AI is falling short and how agentic AI could fundamentally change how brands engage. With trust, storytelling and human insight still at the core, this is a frank look at how AI can reshape marketing. Craig outlines what this means for the marketer’s role, the risks of getting it wrong and why human storytelling, trust and brand consistency are more important than ever.Highlights:02:05 – Why marketers are misusing generative AI04:19 – Where the real value lies: analytics, not just content07:03 – Defining the destination before picking the tool11:18 – Bringing marketing, tech and finance together17:32 – Why storytelling is still in short supply21:32 – What agentic AI means for personalisation in B2B26:15 – The human handover: why trust still matters🎙️ Tune in to hear why AI isn’t replacing marketers, it’s forcing them to get clearer on where they add value.Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast

In this episode of B2B Marketing: The Provocative Truth, Benedict asks a leading insurance CMO what it takes to build a meaningful brand in a category known for conservatism. In this episode, Georgina Peters Venzano, CMO at Beazley, joins us to challenge the long-held assumption that B2B must be strictly rational. She shares how authenticity, emotional resonance and brand consistency are key to modern B2B success, and why the industry needs to embrace more human storytelling.From running a brand audit during lockdown to building a differentiated identity in a conservative category, Georgina gives a behind-the-scenes look at Beazley’s brand evolution.Highlights:01:30 – Why emotion still matters in B2B04:35 – What authenticity really means07:50 – Rebranding Beazley during lockdown13:15 – Understanding your audience as people, not just buyers16:30 – Segmentation and finding your tribe20:20 – Maintaining brand consistency across the funnel22:25 – Is there still space for rational, serious brands?🎙️ Tune in to discover why humour isn’t off-limits in B2B, and how it can build stronger, more human brands.Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks with Martin Dyhouse, Head of Sponsorship at Intuit, to challenge the notion that B2B sponsorship is little more than overpriced hospitality. Martin shares his framework for building effective sponsorship strategies—from audience and brand alignment to commercial value and long-term integration. Drawing on his experience leading Intuit QuickBooks’ partnership with West Ham United, he explains why the best sponsorships are measured by more than just impressions—and how businesses can use them to drive brand salience, customer growth, and even sales cycle efficiency.🎙️ Tune in to discover why the best B2B sponsorships start with strategy, not tickets.Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks with Nick Rose, Head of Brand Marketing and Digital Communications at Linklaters, to unpack the complex (and often misunderstood) relationship between personal and corporate branding in professional services. From law firm conservatism to the growing influence of digital-native employees, Nick shares how modern firms must align internal values, embrace personal brands, and evolve their corporate brand strategies, or risk becoming irrelevant.🎙️ Tune in to discover why balancing brand identity isn’t just a marketing challenge, it’s a strategic imperative.Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast

Are marketing personas as we know them extinct? Or do we just need to change the way we understand them? David Keene, Wipro's CMO, has the answers. In this episode of B2B Marketing: The Provocative Truth, host Benedict Buckland speaks with David about what brand building should really look like for B2B marketers in 2025, from establishing a focused buying committee to using content to 'mirco target' with authenticity. And what does Dominic Cummings have to do with it..?

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.