Encouraging Experimentation in B2B Marketing, with John Huntinghouse, VP of Marketing at TAB Bank

Episode notes

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with John Huntinghouse to discuss how to build a culture of experimentation within B2B marketing. Within B2B, it’s very easy for marketing to fall in line. The status quo has an unhealthy grip on marketers. This isn’t necessarily due to a lack of desire to shake it up, but rather a series of hurdles that make it much more difficult. However, in order to break the mould and create marketing with an impact, it’s crucial to experiment in marketing and find new, innovative ways to approach one’s work. How can B2B marketers not only encourage a culture of experimentation but also experiment effectively to get a desired answer? John Huntinghouse is the VP of Marketing at TAB Bank, and he is an accomplished marketer with a background in digital marketing, demand generation, and more. In addition to his position at TAB Bank, John is an Adjunct Professor of Marketing at Weber State University and a Board Member for the American Red Cross. Prior to joining TAB Bank in 2019, John also worked at Epic Marketing and KSL 5 TV, and founded Huntinghouse Media.