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.

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.

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

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.

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