B2B Marketing: The Provocative Truth – Détails, épisodes et analyse

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/joelharrison

Ready to provoke the truth? Get in touch at alan-agency.com.

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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.

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In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Paul Afshar to discuss the practicalities of using AI in B2B marketing.

AI has been at the forefront of everyone’s minds in the B2B marketing space. Even on this podcast, there has been much discussion about how AI has the potential to completely reinvent the industry. However, there’s only so much hypothesising one can do before taking action and start implementing. But does the theoretical discussion thus far actually contribute to how we should utilise AI? What are the considerations that still need to be addressed?

Paul Afshar is a seasoned senior marketer with experience in both B2B and B2C. With 10 years in B2B specifically, he has led world-class campaigns with the most sophisticated martech stacks. Prior to joining Unlimit, Paul has held several senior roles including Acting CMO of OSOME, Marketing Director of Dext, and more. He has also previously been a Board Member for Circl and a Partner for FleishmanHillard Fishburn. 

You can find Paul Afshar 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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In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Matthew Harper about redefining the role of the CMO.

Not only is the role of the CMO not understood by the rest of the business, the CMOs themselves sometimes hardly know how to be effective leaders for their company. This has led to the CMO having the shortest tenure of any role in the C-suite. But it doesn’t have to be like this. What it means to be an effective CMO has changed, and it’s within reach of CMOs to excel at their role, but this does require reevaluating what are the priorities and what relationships with the rest of the business need to look like.

Matthew Harper is a dynamic, results-driven senior marketing professional with 20 years of experience across the international technology industry. Primarily, Matt has worked in enterprise SaaS, developer tools, AI platforms, and more. Matt is CMO of LinearB, and his previous experience includes VP of Marketing at Mattermost, VP of Marketing at Nylas, VP of Marketing at Moogsoft, and more.

You can find Matthew Harper 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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In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Duarte Garrido about the importance of attribution in proving ROI.

There’s no denying that the topic of attribution has been simmering at the top B2B marketers’ minds. There are conflicting views among marketers about what attribution should look like, but with the current state of B2B, it seems like the push to prove ROI is becoming increasingly important. So what kind of attribution model is going to work best for the business’s needs? And how does marketing need to align with other departments to effectively tie activities back to revenue?

Duarte Garrido is the VP of Growth Marketing at real-time payment network business Volt, and he has been in B2B growth marketing for 10+ years. As a marketer, Duarte focuses on social and omnichannel strategy and digital transformation across many sectors internationally. His previous experience includes Global Head of Social and Omnichannel at Standard Chartered Bank, Group Head of Social Media at Coca-Cola HBC, and additional roles at Philip Morris International, Sky, and more. In addition to his role at Volt, he also serves as a Corporate Advisor for Handprint.

You can find Duarte Garrido 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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In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Simeon Lando to discuss the unique challenges of emerging into new foreign markets.

If your business is fortunate enough to expand internationally, there are a handful of new considerations for marketers to take on. It is not just as simple as dropping an existing proposition into a new market, and that (lack of) strategy, if implemented, often goes awry. Marketers need to adapt their messaging and approach when entering new markets around the world, but what other considerations need to be thought about? How can marketing take ownership of this element of a business’s growth?

Simeon Lando is the CMO at FORM3, and throughout his career, he has built and implemented strategies that deliver results both in the UK and internationally. Before joining FORM3 in 2021, Simeon has previously served as Senior Director, Marketing at Finastra, Marketing Director at Refinitiv, and Head of Digital Engagement, Global Business Solutions at Barclaycard. He has also worked at Stylesight, PayPal, Dun & Bradstreet, and more.

You can find Simeon Lando 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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In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Madhukar Kumar about what a product-led growth strategy looks like in B2B.

Marketers in most businesses, especially in the SaaS space, understand their need to collaborate with their product teams to have an effective strategy. However, what B2B marketers might be missing out on is a “product-led” growth strategy, and it might be because they just don’t know about how PLG could impact their business. So what exactly are B2B marketers missing out on? In what ways can marketers include a PLG strategy among their wider marketing activities, and how could it uniquely support business objectives?

Madhukar Kumar is the CMO of Singlestore, and he has 15+ years of experience in leading product and marketing teams for global organisations. Prior to joining Singlestore, Madhukar has served as Head of Growth and Marketing at DevRev, VP Product and Solutions Marketing at Nutanix, VP Product and Developer Marketing at Redis Labs, and more. In addition to his career, Madhukar has previously guest lectured at Duke University’s Fuqua School of Business in which he teaches New Product Development. He also is currently writing a book which he publishes chapter by chapter on Substack called “<code> Growth”.

You can find Madhukar Kumar on Linkedin.

You can subscribe to Madhukar’s Substack 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.

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In this episode of B2B Marketing: The Provocative Truth, Benedict speaks with Karen Sage how businesses can go further with establishing their brand.

Businesses understand that it’s important to have an identity that their customers align with, but quite often, their priorities are about generating revenue as quickly as possible and disregard brand. Because of this, brand often becomes generic so as to appeal to as many people as possible. But it is proven over and over again how a unique brand that stands for something actually drives growth long term and brings your ideal customer to you sooner. So the question becomes, why aren’t companies doing more? What is stopping them from ensuring their long-term success?

Karen Sage is the CMO of Shipwell, and she is a hands-on leader who has used her “out-of-the-box” strategies to strongly deliver to revenue. Prior to joining Shipwell last year, Karen has served as CMO of Syncron, CMO of Transplace, CMO of MercuryGate International, and many other senior marketing roles. In addition to her role at Shipwell, Karen also serves as an Advisory Board Member for Service Council and as a Member at HYPCCCYCL.

You can find Karen Sage 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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In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Winfried Schultz to discuss how to bring ABM into the future.

ABM had its moment in B2B marketing not that long ago. Many marketers, including those on this podcast have discussed how ABM can be a transformative strategy. However, it seems the trendiness of ABM resulted in many marketers not understanding what makes it truly powerful and engaging in activities that value quantity and efficiency over quality and authenticity. What do B2B marketers need to know in order to decide if ABM is right for their business and how to effectively connect with their audience? What needs to change to bring ABM into the future?

Winfried Schultz is the VP of Marketing EMEA at Teradata, and throughout his 20+ year career, he has led transformative marketing to many businesses across sectors. Prior to joining Teradata in 2019, Win served as VP Marketing TPS and Marketing Director EMEA & APAC for Black Box as well as Sales and Marketing Director for RADIODATA GmbH. He has also held senior marketing roles at Danaher Corporation, Tektronix/Danaher, and more. Win also currently serves as Managing Director of @mktginouterrim Consulting. 

You can find Winfried Schultz 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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In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Mark Cullen about the need for B2B marketers to be brave.

The key to marketing with an impact is saying something authentic about your company and delivering it in an emotive way. Most marketers understand that it takes a level of emotional impact to make a significant impression on your audience. However, there seem to be many factors that inhibit marketers ability to create something that shines. So what’s holding them back? What’s preventing B2B marketers from being emotive and brave in their work? And how do you create something really memorable?

Mark Cullen is the CMO of Simon-Kucher & Partners and has over 20 years in marketing and communications. He is an innovative and creative leader with a proven record of transforming international clients across different industries. Prior to joining Simon-Kucher in 2021, Mark has held other senior marketing roles including Marketing Director, UK & Europe for Alvarez & Marsal, Director Brand, Marketing, & Communications - EY Financial Service for EY, and Group Head of Internal Communications at Aviva. 

You can find Mark Cullen 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.

Hosted on Acast. See acast.com/privacy for more information.