B2B Marketing: The Provocative Truth

From the Pitch to the Funnel: Intuit’s West Ham sponsorship playbook with Martin Dyhouse

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Episode notes

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks with Martin Dyhouse, Head of Sponsorship at Intuit, to challenge the notion that B2B sponsorship is little more than overpriced hospitality. Martin shares his framework for building effective sponsorship strategies—from audience and brand alignment to commercial value and long-term integration.

Drawing on his experience leading Intuit QuickBooks’ partnership with West Ham United, he explains why the best sponsorships are measured by more than just impressions—and how businesses can use them to drive brand salience, customer growth, and even sales cycle efficiency.

🎙️ Tune in to discover why the best B2B sponsorships start with strategy, not tickets.

Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast

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