B2B has the potential to be electrifying. But… The industry is paralysed by a culture of conservatism. Scared stiff in a straitjacket of rational ideas. It’s time for change. It’s time to make B2B marketing visceral. Join Benedict of alan. agency as he uncovers and explores the truth with leading B2B marketers.
Ready to provoke the truth? Get in touch at alan-agency.com.
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B2B has the potential to be electrifying. But… The industry is paralysed by a culture of conservatism. Scared stiff in a straitjacket of rational ideas. It’s time for change. It’s time to make B2B marketing visceral. Join Benedict of alan. agency as he uncovers and explores the truth with leading B2B marketers.
Ready to provoke the truth? Get in touch at alan-agency.com.
Hosted on Acast. See acast.com/privacy for more information.
In this episode of B2B Marketing: The Provocative Truth, Benedict speaks with Martin Dyhouse, Head of Sponsorship at Intuit, to challenge the notion that B2B sponsorship is little more than overpriced hospitality. Martin shares his framework for building effective sponsorship strategies—from audience and brand alignment to commercial value and long-term integration.
Drawing on his experience leading Intuit QuickBooks’ partnership with West Ham United, he explains why the best sponsorships are measured by more than just impressions—and how businesses can use them to drive brand salience, customer growth, and even sales cycle efficiency.
🎙️ Tune in to discover why the best B2B sponsorships start with strategy, not tickets.
Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast
Hosted on Acast. See acast.com/privacy for more information.