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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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