In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Malcolm Fried about the crucial need for evidence-based marketing. With technology and data ever changing the B2B industry, marketers have more evidence than ever to effectively activate campaigns. However, it would certainly seem that marketers still don’t take a truly evidence-based approach to their marketing. Why have marketers not embraced decision-making qualified with data? And what are their concerns regarding utilising the plethora of information at their disposal? Malcolm Fried is the CMO of Ninety One, and he is a seasoned marketer with 20+ years of experience. Before becoming Ninety One’s CMO in the company’s demerge from Investec, Malcolm served as CMO at Investec. Additionally, he has worked as a marketing consultant as well as Head of Media & Broadcast EMEA for Bloomberg. You can find Malcolm Fried 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.