In this special edition of B2B Marketing: The Provocative Truth, Benedict sits down with the team at alan. to discuss their new report, ‘The Power of Provocation’. In 2017, business decision-makers fired a warning shot when 71% voiced their discontent. Five years, on the mob is angry. This year, 82% chastised B2B marketing as boring, predictable, repetitive. Frustration is boiling over. Through research conducted by alan, we argue for marketers to make B2B electrifying, deeply moving, and we show what needs to be done in our report ‘The Power of Provocation’. The mandate for change is clear. A bolder B2B is there for the taking. You just need to decide if you’re up for the fight. Our panel for this special episode includes Josh Cohen, alan’s Senior Research & Intelligence Manager, Daniele Pulega, alan’s Creative Director, and Chris Illman, alan’s Head of Strategy. Find the full report HERE. 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.