Benedict Buckland is Managing Director of alan. Agency, a B2B brand agency he has transformed from a content marketing outfit into a category leader in brand strategy and campaigns.

With a background in brand and strategy, Benedict is a vocal advocate for brand as the most powerful force for change in B2B. He challenges the industry’s default to imitate B2C, arguing instead for a distinct approach – one that balances emotional resonance with intellectual depth to reflect the complexity, risk and long-term nature of B2B decision-making.

Benedict also hosts The Provocative Truth, a long-running podcast exploring the tensions, misconceptions and opportunities shaping B2B marketing. Through candid conversations with CMOs, he makes the case for a more ambitious, strategic role for brand in driving business impact.