In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with John Huntinghouse to discuss how to build a culture of experimentation within B2B marketing. Within B2B, it’s very easy for marketing to fall in line. The status quo has an unhealthy grip on marketers. This isn’t necessarily due to a lack of desire to shake it up, but rather a series of hurdles that make it much more difficult. However, in order to break the mould and create marketing with an impact, it’s crucial to experiment in marketing and find new, innovative ways to approach one’s work. How can B2B marketers not only encourage a culture of experimentation but also experiment effectively to get a desired answer? John Huntinghouse is the VP of Marketing at TAB Bank, and he is an accomplished marketer with a background in digital marketing, demand generation, and more. In addition to his position at TAB Bank, John is an Adjunct Professor of Marketing at Weber State University and a Board Member for the American Red Cross. Prior to joining TAB Bank in 2019, John also worked at Epic Marketing and KSL 5 TV, and founded Huntinghouse Media. Prior to marketing, John worked as a Genetic Researcher at Intermountain Healthcare. John has been recognised as Utah Business Magazine’s 2022 Marketer of the Year and has won the  2022 Stevie Award for Marketing Campaign of the Year - Financial Products & Services. You can find John Huntinghouse 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.