A Very Provocative Christmas Special: Part 1

B2B Marketing: The Provocative Truth

In this special holiday edition of B2B Marketing: The Provocative Truth, Benedict invites Barney O’Kelly and Komal Thadani to discuss and look back at the most provocative truths in B2B Marketing for 2022.

Looking back at B2B Marketing in 2022, it’s evident that we’ve made a lot of progress, but there’s still more to do. According to alan.’s research, 82% of business decision makers still think B2B is boring and predictable. However, we also know that the appetite for change is much greater than it has been in previous years. The same study found 88% of business decision makers want a bolder and contrarian approach to B2B marketing. So what can we learn from the previous year that will propel us into a bright new future?

Komal Thadani is the Marketing Campaigns Director at ServiceNow, and her previous experience includes working as Marketing Director - Small & Medium Business, Cloud Platform, JAPAC and Marketing Head - Open Cloud Infrastructure, Asia Pacific & Japan at Oracle, and Portfolio Marketing Leader, ASEAN and Channel & Digital Marketing, ASEAN & India at IBM, as well as positions at Accenture Services and Lowe Lintas.

Barney O'Kelly is the Digital Marketing Director at AlixPartners, and his previous roles include Managing Director at Hagen Communications Ltd, Associate Contractor at Deloitte, Global Head of Communications at Freshfields Bruckhaus Deringer, and Head of Communications, Strategic and Digital at BAE Systems.

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.

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