Why playing it safe is the riskiest move with Dan Roche, CMO of Workbooks

Episode notes

In this episode of B2B Marketing: The Provocative Truth , host Benedict Buckland speaks with Dan Roche, CMO of Workbooks CRM, to uncover the uncomfortable truth about conservative B2B marketing. Dan shares candid insights from running bold campaigns, including a Minions partnership at SCORO and the provocative "No Bullsh*t CRM" campaign at Workbooks. He challenges the industry's risk-averse culture, demonstrating how brave brand-led campaigns can drive immediate business results - even within traditional organisations like KPMG. Through real examples, Dan makes a compelling case for why B2B marketers must break free from conventional digital-only approaches to achieve meaningful differentiation in crowded markets.