Andrea Sexton, CEO of Ledger Bennett

In this episode of The Business of Marketing, John Horsley sits down with Andrea Sexton, CEO of Ledger Bennett, to explore why B2B marketing needs to move beyond obsessing over the measurable 40% of the funnel and start investing in the moments that shape buying decisions long before prospects become leads.

Andrea shares why the industry's fixation on MQLs, attribution and short-term performance is holding brands back, how AI is changing the buying journey, and why the future belongs to marketers who understand human behaviour as well as technology.

Whether you're a CMO, demand generation leader or B2B marketer, this conversation challenges many of the assumptions that have shaped marketing over the past decade.

Topics include:

• Why B2B marketing has become too focused on what it can measure
• The growing importance of brand in complex buying journeys
• How AI and LLMs are changing vendor discovery and buyer behaviour
• Why buying groups, not individual buyers, should shape marketing strategy
• The shift from campaign thinking to always-on demand generation
• Why content distribution matters more than simply creating content
• The future skills every modern B2B marketer will need

A thought-provoking discussion on building brands that are remembered long before buyers enter the market, and why human insight remains marketing's greatest competitive advantage.