In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Ian Macleod about all things product proposition, and how B2B marketers can step up their product marketing. There’s no denying that there’s some incredible products available in B2B industries. However, a great product alone will not guarantee excellent marketing, let alone reaching the right audience for the product. That’s where the ideal product proposition comes in. But creating an effective proposition that will resonate with your target audience is much easier said than done. What are the considerations for creating a bulletproof proposition? Ian Macleod is a seasoned senior marketer and growth leader with 20+ years of experience. He has experience in both B2B and B2C businesses and specialises in start-ups, scale-ups, and more. Currently, Ian is the CMO of SALESmanago, but prior to this, he has served in many senior marketing roles, such as VP of Marketing at Linnworks, CMO of Triptease, VP of Marketing at Velocity Mobile and more. He also currently serves as an Advisor for Troupe and Outfts as well as a Mentor for Wiseup. You can find Ian Macleod 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.