In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Jeroen Kuppens about how B2B marketers get caught up in online marketing theories.  Obviously everyone in a business knows that their work has to relate to business goals, right? …Right? Well, in the social media age, it is easy to get distracted, and B2B marketers are not immune to this. While marketers know their work has to contribute to the business goals, it’s very easy to read the success stories and endless hacks and tips online and think that’s what’s best for the business. They may be useful pointers, but every business needs something different. How can marketers critically approach their practice to fit their business while appropriately incorporating new ideas from online? Jeroen Kuppens is the CMO of Sana Commerce, and he has been with the business for 8+ years. As CMO, he has led an international team and focuses on driving the growth of the business, which is one of the most rapidly growing in the Netherlands. Prior to serving as CMO, Jeroen has also served as Global Marketing Manager and Marketing Coordinator at Sana Commerce. Prior to this, Jeroen has worked as an Ambassador, Scout, Sales, Promotion & Marketing for Tecnifibre. You can find Jeroen Kuppens 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.