How emotion makes brands memorable (and why B2B marketers keep forgetting) with Beazley CMO Georgina Peters Venzano

Episode notes

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.