In this episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Shallu Behar-Sheehan about the importance of mindfulness for marketers.

Nowadays, marketers struggle to remember what’s most important because they’re caught up in data streams, stakeholders’ input, etc. They are lacking the ability to reflect on their work, and therefore need to develop their presence of mind. But how do you cultivate mindfulness? What does it even mean to be mindful?

Shallu Behar-Sheehan is Vice President, Group Marketing and Chief of Staff at Capgemini, and she has 20+ years in marketing in the technology sector. Prior to joining Capgemini, she was CMO at Trūata, VP EMEA Marketing & Global Campaigns at F5 Networks, and Head of Marketing Communications, Partner Communications & Distribution Marketing EMEAR at Cisco. She has won several awards including Top 20 Women in Tech (B2B Marketing, 2019), Top 100 Most Impactful B2B Marketing Leaders in Europe (Hot Topics, 2019), and Top 100 Most Influential B2B Marketing Leaders in Europe (Hot Topics, 2016).

You can find Shallu Behar-Sheehan 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, Richard and Benedict talk to Brian Macreadie about the truth behind bravery, or a lack thereof, in B2B.

The reputation of B2B marketing being stuffy and overly corporate is well-known, and it is often reinforced by businesses. Marketers can feel stifled by this assumption, and it can prevent marketers from releasing more provocative and captivating campaigns. What’s the truth behind being brave? And how do marketers break out of the vicious cycle?

Brian Macreadie is the Head of Marketing at Addleshaw Goddard, and he has a breadth of experience as a senior marketer across the last 20+ years. In addition to his current role, Brian has been the Head of Brand & Campaign Marketing at Bryan Cave Leighton Paisner LLP as well as the Head of Brand & Campaign Marketing at Berwin Leighton Paisner. He has additional experience at Getty Images, FLAG Telecom (now Reliance Globalcomm), and more. Brian has won a variety of B2B Marketing awards and is a regular public speaker where he delivers his poetry.

You can find Brian Macreadie 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, Richard and Benedict talk to Annabelle Atchison to discuss the pros and cons of being a generalist in marketing.

Nowadays, what is the right way to approach marketing? Is it optimal to become a generalist in order to be most adaptable and potentially progress faster in your career? Or is it better to become a specialist in a particular field of interest in order to become an expert in your field? There’s clear pros and cons to both, making this question difficult to answer. It’s incredibly important to uncover the truth here in order to find the right choice.

Annabelle Atchison has served as the Head of Communications for the last couple years at IONOS, and prior to this role, she served for five years as the CEO and co-founder of 42ponies. Additionally, she has served as a Director and Head of Social Media and Digital Communications at 33 Digital as well as Social Media Lead at Microsoft Deutschland. She has significant experience in managing teams in PR, social media, brand experience, and brand strategy.

You can find Annabelle Atchison 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, Richard and Benedict are joined by Cat Dutton to discuss all things creative within the current state of B2B Marketing.

Where it stands in B2B Marketing currently is that marketers need to be strategic in their approach in order to show a return on investment. It’s more important than ever to bring the key stakeholders on a ‘journey’ to truly understand and invest in marketing. This can be extremely difficult however if the constant bureaucracy is stifling creativity. Marketers need to use creativity to fuel growth and get stakeholders on board.

Cat Dutton recently joined Pegasystems as their VP of EMEA Marketing, but prior to Pegasystems, she has held several senior positions at Atos, including Global CMO, and at Fujitsu. She has almost 20 years of experience in B2B marketing, particularly in client facing roles. She has a proven track record of delivering significant growth and value to organisations, and she has been named in B2B Marketing’s Top 20 Women in Technology.

You can find Cat Dutton 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, Richard and Benedict speak with Gonzalo Garcia Villanueva to discuss the importance of balancing art and science as a CMO.

The role of the CMO has changed. Being a CMO now more than ever involves providing data-driven leadership and showing the board how marketing directly influences the business. However, this doesn’t mean that a creative approach can be thrown to the wayside. How can an effective CMO truly balance art and science?

Gonzalo Garcia Villanueva has been the Global CMO at GfK for two years, and prior to that he has held various senior positions at Bloomberg LP and Fujitsu. He has over 20 years of experience as a marketer, and he has managed a variety of disciplines across a range of different markets around the globe. In particular, he has significant expertise in the financial and technology industries, and he maintains a highly creative approach to his style of leadership.

You can find Gonzalo Garcia Villanueva 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 today's episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Mitali Israni about aligning sales and marketing, and the truth behind communicating the value of marketing.

Understanding the relationship between marketing and sales requires more than meets the eye. It’s not just about marketers going after the accounts that sales want; it’s about carefully crafting a strategy that allows marketing to make their impact on pipeline and gives sales the opportunities to win.

Mitali Israni is the Director of Marketing at Medallia, and she has 12+ years experience in demand generation in financial services. Prior to working at Medallia, she served as the Assistant Director of Brand, Marketing and Communications at EY. Additionally, Mitali previously was a journalist and content producer reporting on financial and corporate news. She has worked around the world across B2B SaaS, Enterprise Software, Professional, and Financial Services marketing campaigns.

You can find Mitali Israni 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, Richard and Benedict sit down with Adrian Coxon to chat about all things B Corp, and the significance of being a B Corp in marketing.

Having the B Corp badge makes a clear statement about a company's practices. However, does it have any meaning when it comes to B2B? And how does it affect the practices of marketing in said company?

Adrian Coxon is the Brand and Marketing Director at Octopus, and he is an experienced CMO with a proven track record of delivering significant growth across retail and institutional financial services, e-commerce and tech companies. He’s previously served as CMO at the Equiti Group and as a Marketing Consultant at ARC Interact. He also held leadership roles at Circus Street, Gain Capital, and more.

You can find Adrian Coxon 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 today's episode of B2B Marketing: The Provocative Truth, Aine Long talks to Richard and Benedict about how B2B marketers can balance short-term lead generation versus long-term brand building.

Developing an effective marketing plan is one of the most vital things B2B marketers can do to ensure the success and growth of their organisations. But should you focus more on a short-term or a long-term marketing strategy?

Aine Long recently joined Sysdig as the Marketing Campaigns Lead - EMEA Field, and she has significant experience as a marketer in the technology industry. Her previous experience includes serving as the Senior Regional Marketing Manager EMEA at F5 and Marketing Manager EMEA at NGINX, as well as previous experience at Trend Micro, PGi, and more.

You can find Aine Long 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 today's episode of B2B Marketing: The Provocative Truth, Richard and Benedict talk to Amie Stankiste about content marketing strategy, and the truth behind creating a strategy with an impact. 

Without a doubt, content is essential to any marketing campaign or strategy. But it’s not enough to just produce plenty of content; it has become more important than ever to ensure that content marketing aligns with a company’s story, its intended audience, and most importantly, creates a meaningful impact.

Amie Stankiste recently joined ION as their CMO, and she has significant experience in financial services and technology marketing. Prior to joining ION, she has served as Global Head of Marketing at S&P Global Market Intelligence and the Global Marketing Director at Thomson Reuters, as well as previous experience working at BNY Mellon, Dow Jones, and more.

You can find Amie Stankiste on Linkedin and Twitter.

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 today's episode... wait, what podcast is this?

Rich and Bene speak the truth about this new stage not only for the podcast, but for alan. agency as a whole. Welcome to the new provocative era!

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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