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

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

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

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

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

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

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.

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

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.

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

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.

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

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.

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