In this episode of B2B Marketing: The Provocative Truth, Benedict asks a leading insurance CMO what it takes to build a meaningful brand in a category known for conservatism. In this episode, Georgina Peters Venzano, CMO at Beazley, joins us to challenge the long-held assumption that B2B must be strictly rational. She shares how authenticity, emotional resonance and brand consistency are key to modern B2B success, and why the industry needs to embrace more human storytelling.

From running a brand audit during lockdown to building a differentiated identity in a conservative category, Georgina gives a behind-the-scenes look at Beazley’s brand evolution.

Highlights:

01:30 – Why emotion still matters in B2B

04:35 – What authenticity really means

07:50 – Rebranding Beazley during lockdown

13:15 – Understanding your audience as people, not just buyers

16:30 – Segmentation and finding your tribe

20:20 – Maintaining brand consistency across the funnel

22:25 – Is there still space for rational, serious brands?

🎙️ Tune in to discover why humour isn’t off-limits in B2B, and how it can build stronger, more human brands.

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