CHALLENGE ACCEPTED:
THE PODCAST SERIES.

Two series. One purpose.

Challenge Accepted is a B2B marketing podcast exploring what drives real engagement. From content marketing and creativity to ABM, behavioural science and marketing strategy, each episode breaks down what actually works in practice.

Across two series, we cover the fundamentals behind effective marketing, from how to create engaging content to how to build strategies that deliver measurable impact.

Whatever It Takes focuses on the traits behind engaging content, including clarity, insight, originality and consistency.

The Engagement Playbook explores modern marketing strategy in practice, from account-based marketing (ABM) to planning, execution and alignment between sales and marketing.

Built for marketers who want clarity, not theory.

Whatever It Takes The Engagement Playbook

Whatever It Takes: the traits behind engaging marketing content

A podcast series exploring what actually makes marketing content work. Across seven episodes, we break down the key traits behind engagement, from clarity and creativity to empathy, insight and consistency. Each episode combines behavioural science, real-world examples and honest conversation about what cuts through and what gets ignored.

Challenge Accepted podcast episode 1 - Clarity

Episode 1

Clarity: why clear messaging drives engagement

Most marketing doesn’t fail because it’s bad. It fails because it isn’t clear. In this episode, Lucy is joined by Dr Anton Grashion, a seasoned cybersecurity and IT marketing expert used to dealing with complex, acronym-heavy subject matter where clarity is essential. Together, they unpack why clarity is the foundation of engagement, how jargon and overcomplication get in the way, and why our brains are wired for simplicity. Because if people can’t quickly understand what you do and why it matters, they won’t engage.

Speakers: Lucy Allen, CEO, Challenge Marketing  |  Ginny Follen, MSc., Behavioural Science & Marketing Strategist  |  Anton Grashion, Cybersecurity and IT Marketing Expert

Challenge Accepted podcast episode 2 - Insights

Episode 2

Insights: why data alone doesn’t drive engagement

Data tells you what is happening. Insight tells you why it matters. In this episode, we explore the difference between data and insight, and why misreading metrics can lead to the wrong conclusions. From dwell time being mistaken for engagement to understanding emotional drivers, we break down how real insights shape better marketing decisions.

Speakers: Lucy Allen, CEO, Challenge Marketing  |  Ginny Follen, MSc., Behavioural Science & Marketing Strategist  |  Mohit Sikka, Global Marketing Specialist

Challenge Accepted podcast episode 3 - Originality

Episode 3

Originality: how to stand out in a crowded market

Originality is not about being outrageous for the sake of it. It is about doing something recognisably different in a way that makes people stop, notice and remember. In this episode, Scott Taylor shows what that looks like in practice, bringing originality to one of the driest corners of B2B, data. Through humour, storytelling and his brilliantly offbeat Data Puppets, he proves that even complex, technical subjects can become engaging when they are communicated in a fresh, distinctive way.

Speakers: Lucy Allen, CEO, Challenge Marketing  |  Ginny Follen, MSc., Behavioural Science & Marketing Strategist  |  Scott Taylor, Chief Puppet Officer, MetaMeta Consulting (The Data Whisperer)

Challenge Accepted podcast episode 4 - Individuality

Episode 4

Individuality: how brands build genuine connection

Most brands think individuality means being different. It doesn’t. Lucy is joined by Laura Pye, SVP Marketing, Media & Creative at Paramount, and behavioural scientist Ginny Follen to explore why individuality is about being recognisable, consistent and human, and how brands act as identity signals that build trust and connection. We unpack the balance of being “different, but not exclusive” and why clarity on who you are not is just as important as who you are.

Speakers: Lucy Allen, CEO, Challenge Marketing  |  Ginny Follen, MSc., Behavioural Science & Marketing Strategist  |  Laura Pye, SVP Marketing, Media & Creative at Paramount UK

Challenge Accepted podcast episode 5 - Empathy

Episode 5

Empathy: the trait that turns messaging from functional to meaningful

Empathy isn’t soft. It’s a competitive advantage. Lucy is joined by Tony Larks, Senior Director of Marketing at Tanium EMEA and community first responder, and behavioural scientist Ginny Follen to explore why empathy is marketing's most underrated competitive advantage. From the psychology of fight-or-flight in B2B buying, to what responding to a cardiac arrest teaches you about communication under pressure, this episode makes the case that understanding how people feel — not just what they click — is what separates memorable marketing from noise.

Speakers: Lucy Allen, CEO, Challenge Marketing  |  Tony Larks, Senior Director of Marketing EMEA, Tanium  |  Ginny Follen, MSc., Behavioural Science & Marketing Strategist

Challenge Accepted podcast episode 6 - Consistency

Episode 6

Consistency: unlocking engagement through staying the course

Brands that maintain consistent messaging deliver 28% more business effect and grow market share twice as effectively as less consistent ones. That was the headline finding from Cannes Lions — the single biggest insight from the industry's biggest stage. Lucy is joined by Emma Dyer, Chief Revenue and Brand Officer at the Royal Kennel Club, and behavioural scientist Ginny Follen to explore why consistency isn't the safe choice — it's the brave one. From Birds Eye bringing back the Captain to the psychology of why rebrands are riskier than most people realise, this episode makes the case that showing up the same way, for long enough, is what makes content compound over time.

Speakers: Lucy Allen, CEO, Challenge Marketing  |  Ginny Follen, MSc., Behavioural Science & Marketing Strategist  |  Emma Dyer, Chief Revenue and Brand Officer, Royal Kennel Club

The Engagement Playbook: practical marketing strategy

A series focused on how modern marketing actually works in practice. From account-based marketing (ABM) to strategy, planning and execution, these episodes unpack the decisions, trade-offs and realities behind effective marketing. Built for marketers who want clarity, not theory.

Challenge Accepted: The Engagement Playbook - ABM episode

The Engagement Playbook — Episode 1

ABM: is account-based marketing right for your business?

A practical look at account-based marketing (ABM), what it involves, when it works and how to know if your business is ready. We break down the realities of ABM strategy, including sales and marketing alignment, targeting high-value accounts and the long-term investment required to make it effective.

Speakers: Lucy Allen,CEO, Challenge Marketing  |  Robert Norum, Global ABM expert

Challenge Accepted: The Engagement Playbook - ABM Art of the Possible

The Engagement Playbook — Episode 2

Challenge Accepted: ABM — The art of the possible

When ABM connects every customer-facing team around the accounts that matter most, the commercial ceiling shifts entirely. This is what full commitment to ABM actually looks like.

Speakers: Lucy Allen,CEO, Challenge Marketing  |  Robert Norum, Global ABM expert