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 AI

04:19 – Where the real value lies: analytics, not just content

07:03 – Defining the destination before picking the tool

11:18 – Bringing marketing, tech and finance together

17:32 – Why storytelling is still in short supply

21:32 – What agentic AI means for personalisation in B2B

26:15 – 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

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

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 B2B

04:35 – What authenticity really means

07:50 – Rebranding Beazley during lockdown

13:15 – Understanding your audience as people, not just buyers

16:30 – Segmentation and finding your tribe

20:20 – Maintaining brand consistency across the funnel

22:25 – 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

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

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.