alan. agency

What does it take to truly bring about change in B2B marketing? We’re excited to introduce Matthew Leopold, Head of Brand, PR and Content Marketing at LexisNexis, as our latest #Changemaker. At Lexis Nexis, Matthew is reshaping perceptions and pushing boundaries in B2B marketing. From leveraging the transformative potential of AI to reframing the emotional dynamics of B2B decision-making, his work is a masterclass in using marketing to drive meaningful impact. Here’s what sets Matthew apart: ➡️ He’s challenging outdated beliefs—such as the idea that B2B buying is purely rational—and highlighting the critical role of trust and emotion in complex decisions. ➡️ He’s championing AI to streamline processes and free marketers to focus on what really matters: creating work that moves people. ➡️ He’s driving the case for long-term brand-building, balancing it with the demands of short-term performance. What assumptions in B2B marketing need to be challenged next? Find the full interview in the comments ↙️ #Changemakers #B2BMarketing #BrandBuilding

We're #hiring a new Senior Brand Strategist and a Midweight Strategist to join the team! 🎯

When everyone follows the same B2B marketing playbook, how do you stand out? In our latest episode of B2B Marketing: The Provocative Truth, Workbooks CRM's CMO Dan Roche shares how their 'No bullshi*t CRM' campaign is driving direct enquiries and demos in just four weeks - proving that bold B2B marketing delivers measurable results. From partnering with Minions at Scoro to reshaping KPMG's approach to entrepreneurs, Dan reveals the commercial impact of breaking industry conventions. Listen now to discover: ➡️ Why digital-only marketing limits your growth potential ➡️ How to build the business case for brave campaigns ➡️ Real metrics that prove provocative marketing drives results 🎧 New episode available now on Apple Podcasts, Spotify and all major platforms (and in the link in comments) #B2BMarketing #BrandStrategy #MarketingLeadership #ProvocativeTruth

Want to work on sector-shifting B2B campaigns with an amazing team in one of the coolest offices in East London? Check out our new roles below 👇 #JobOpportunity #Hiring #Strategists

Who says cartoon characters kill B2B credibility? Not Dan Roche, that's for sure. In the next episode of B2B Marketing: The Provocative Truth podcast, Dan reveals how a decision that made leadership nervous - deploying Universal's Minions in a B2B software campaign in the guise of a movie trailer - transformed their marketing performance and delivered serious results for Scoro. Hear how excellent brand storytelling ensured Scoro didn't just fade into the crowd, and how Dan has brought this imaginative and bold approach to his current role at Workbooks CRM. Episode out tomorrow! 🎙️

"Sincere, purpose-driven work" 👀 Check out the winners of Eurobest #creative #b2b 👏 DP World for The Move to -15 https://lnkd.in/efaFhZ7h hghg

We're not B2B, we're professional services. The two things are not the same and we are all too often lumped in with B2B tech businesses. I cannot tell you how much this annoys me. Not only does it not reflect the nuanced and esoteric world we work in, but it also drives people to make the wrong decisions and measure the wrong things. Poor Alex Segger and Alice Leahy over at alan. agency had to listen to me rant about this and many other topics when I sat down with them to chat about this, b2b marketing generally, and (surprise, surprise) the power of personal branding. Good B2B marketing is about building relationships that last so we should put time into fostering personal connection for longevity. We’re too often scared to be original, try new things and, maybe most importantly, bring our personality into what we do. It's all about 'being seen and making friends!

What's a Christmas party without a little creativity and strategy thrown in? Very alan. after all... The whole team had an amazing day that began in our festively decorated office (bravo, social committee!) with designing personalised tree decorations, a very competitive quiz, and - naturally - a competition to deliver the best re-brand of Santa Claus! 🎅 Happy Christmas from everyone here at alan. agency - wishing our clients and friends a restful holiday season 🎄

"It could be one of the most powerful strands of your marketing strategy" What is our latest #Changemaker, AlixPartners' Head of Solutions and Products Marketing - and leading advocate of the power of the personal brand – Barney O'Kelly talking about here? Barney shares why professional services marketing needs to move beyond: ➡️ Generic marketing in a sea of sameness ➡️ Data obsession without insight ➡️ Corporate speak that masks humanity Instead, his radical simplification? "Be seen, make friends." Discover how this approach is transforming marketing at AlixPartners, where he's advocating for: • Personal brand as a marketing strategy • Storytelling that captures real human expertise • Creating psychological safety for marketing innovation • Building lasting relationships vs short-term wins Full interview in comments ⬇️ You don't want to miss this one... #ProfessionalServices #B2BMarketing #Leadership #Changemakers

One word to describe the future of B2B marketing? "Evolved." - Komal Thadani, International Marketing Leader at ServiceNow Why? Because your customers have evolved. Their needs have evolved. Their buying journey has evolved. And if you're still using the same B2B marketing playbook from 5 years ago... you're already behind. In our latest #Changemaker interview, Komal shares how ServiceNow adapted their marketing for today's evolved B2B buyer - achieving: ➡️ 20% lead conversion rates ➡️ 600% pipeline growth ➡️ 1000% new lead generation Full interview in comments ⬇️ What one word would you use to describe the future of B2B marketing? #B2BMarketing #B2BChangemakers #FutureOfMarketing