In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Stuart Shingler about what performance really means in B2B. Despite performance marketing having been around for a while, there is still a lack of understanding about what it truly is, leading it to be conflated with and used interchangeably to digital marketing. But it’s much more nuanced than that. What will really help marketers is not to get bogged down by what it means. Rather, it’s important to build a culture of performance and use the metrics to inform marketing activities. How do you build that culture though? How can performance help build a reactive marketing function? Stuart Shingler is the VP of Brand and Product Marketing at Tink and has been a creative and driven marketer for 10+ years. Prior to his current role at Tink, he has also served as their Product Marketing Director and Demand Generation Director. Before Tink, Stuart held several positions at Klarna including Global Product Marketing Lead and Partner Marketing Manager. He has also held roles at Bythjul Norden AB, Brathay, and more. Before becoming a marketer, Stuart has also previously been a professional musician. You can find Stuart Shingler 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.