In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Madlen Nicolaus to discuss how obsession with pipeline could have an impact on brand awareness. With an impending recession, there are valid concerns about how companies are going to hit targets. There has been a growing concern on how to optimise pipelines and ensure short-term results. Focusing too much on pipeline will take time and budget away from long-term brand building. There needs to be a balance of the two in order to be truly successful. What changes does B2B marketing need to make in order to turn it around? Madlen Nicolaus is an accomplished marketer in both B2B and B2C businesses, and she has over 18 years of experience. She has a proven history of implementing and managing successful marketing plans. She is VP Marketing EMEA for SAP Concur, and she has been with the business for almost six years. Prior to joining SAP Concur, she held several positions at Salesforce including Head of EMEA Cloud Marketing. Madlen has also previously worked at Kodak and Ketchum PR. You can find Madlen Nicolaus 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.