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Excuses for Mediocrity in B2B, with Aiden Scusa, CEO of EXYT
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Aiden Scusa, Chief Excuse Officer at EXYT (EXcuse Yourself Today) to debate whether Aiden’s philosophy of excuse-making is still a viable option for B2B marketers.
For years, B2B marketers have made excuses. “The industry is too conservative”, “CEOs don't believe in brand-building”, “lack of budget” and “lack of creative talent” have all been go-to's for the industry to justify mediocre marketing.
Despite audiences demanding change, Aiden argues that B2B marketers should duck the challenge and double down with…
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