In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Hayley Brooksbank, Group Marketing Director at TTP (The Technology Partnership). With a background spanning professional services and agency roles, Hayley shares valuable insights on the unique challenges of developing thought leadership in a highly technical organization where confidentiality is paramount and PhDs abound.

Topics Covered

• TTP's unique position as a technology and product development consultancy working with clients from space tech companies to biotech firms
• The "nose wrinkle" phenomenon when technical experts hear the term "thought leadership"
• Creating a three-tier approach to content that distinguishes between routine content, insight articles, and true thought leadership
• Balancing SEO requirements with technical experts' desire to only publish groundbreaking content
• The role of scientific editors and ghostwriters in creating accessible yet technically accurate content
• How confidentiality requirements create additional challenges for marketing highly specialized services
• Recent breakthrough in room-temperature stable mRNA therapeutics as an example of genuine thought leadership
• The concept of "black ops thought leadership" - keeping valuable insights exclusive for key clients

Key Conclusions

1. Redefining Thought Leadership: True thought leadership should be original, commercially relevant, and genuinely disruptive. Distinguishing between different types of content helps technical experts understand what's being asked of them and why, removing resistance to content creation.
2. Building Internal Trust: For marketers in technical organizations, building trust with internal experts is just as important as building trust with clients. Being transparent about marketing objectives and respecting technical integrity helps foster this trust and partnership.
3. Finding the Balance: The most effective approach combines technical depth with commercial relevance. As Brooksbank explains: "It's about us being truthful about which type of content we need and then not over-claiming, because technical experts hate that—they can see through it."
4. Content Evolution: Even in highly technical environments, there's room for more accessible, business-focused content that provides practical value. Developing tools and insights that help clients build internal cases for budgets can be just as valuable as purely technical content.

For B2B marketers struggling to engage technical experts, Brooksbank's advice is clear: understand which "lane" your content belongs in, don't misrepresent marketing objectives, show respect for technical expertise, and build trust through genuine partnership.

This conversation offers valuable insights for any marketer navigating the complexities of thought leadership in highly specialized B2B environments where technical credibility and marketing effectiveness must coexist.

In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Benedict Buckland, who leads Alan Agency, a B2B brand building agency focused on helping clients in financial services, technology, and professional services sectors. Alan Agency operates at the intersection of thought leadership and advertising, helping brands use the power of brand to provoke change in how audiences think and how industries work. Benedict shares insights from their report "Thought Leadership: A Brand Building Manifesto," which explores what makes a leading brand in B2B and how companies can engage more effectively with their audiences.

Topics Covered

· The role and evolution of thought leadership as a powerful brand-building tool in B2B

· Why being an "activist" brand matters to B2B audiences and how it shapes industry perceptions

· The relationship between provocative messaging and positivity in B2B communications

· The growing credibility and sophistication of thought leadership in the B2B space

· The convergence of brand building and demand generation activities

· The shift toward consumer-grade, high-production value formats for thought leadership content

· Why having a clear brand purpose and long-term vision is essential for effective thought leadership

Key Conclusions

1. B2B Brands as Industry Activists: Benedict's research revealed that 3 in 5 business decision-makers consider "a role in defining the sector" as the most important criterion for being a leading B2B brand—ranking above market share, client list, or heritage. This suggests B2B audiences want brands to be active, not passive participants in their industries: "It's about being an active part of your sector, not a passive part of your sector."

2. Balancing Provocation with Positivity: Effective thought leadership needs to challenge existing thinking while offering constructive solutions. As Benedict explains, "What the value of provocation is... it can be a catalyst. I think if you're going to get people to think differently or to conceptually change their understanding of something, there probably does need to be that initial provocation." However, this must be balanced with a positive, solutions-oriented approach.

3. Purpose-Driven Content: In the increasingly crowded thought leadership landscape, having a clear "North Star" or purpose drives consistency and impact. Benedict distinguishes between "big P Purpose" (social good) and "small p purpose" (having intent and focus in your messaging), noting that the latter is essential for effective thought leadership: "It's about this idea of just having intent behind what you're doing, having a real sort of focus in terms of what it is I want to achieve."

For B2B marketers looking to improve their thought leadership efforts, Benedict emphasizes the importance of clarity and focus: "Don't bury the lead." Marketers should seek to move conversations forward with original insights that are relevant to their audience while maintaining a distinctive brand voice that could only come from their organization.

In this episode of the B2B Trust and Influence podcast, host Joel Harrison speaks with Vito Labate, VP of Global Industry Marketing at Capgemini, a $23 billion global tech consulting firm. Capgemini recently won gold in the thought leadership category at the B2B Marketing Awards in London for their "Building Trust in Data" campaign. With over 20 years at Capgemini, Labate offers valuable insights on how thought leadership has evolved from a support function to become a strategic growth driver for professional services firms.

Topics Covered

• The transformation of marketing in professional services firms over the past decade
• Capgemini's approach to thought leadership and the role of their Research Institute
• The award-winning "Building Trust in Data Sharing" campaign targeting public sector organizations
• Balancing brand building and demand generation through thought leadership
• The power of executive advocacy and social media in amplifying thought leadership
• Integration with account-based marketing strategies
• The shift toward more digestible, multi-format content
• How thought leadership builds trust in professional services relationships
• Measuring the impact and ROI of thought leadership initiatives

Key Conclusions

1. Strategic Evolution of Marketing: "Ten years ago, marketing organizations were almost perceived as a support function. Now we're seen as a strategic growth driver," notes Labate. This shift has moved marketing from predominantly brand awareness to becoming a central part of business growth strategy, incorporating analytics, data-backed strategies, and storytelling.
2. Trust as Foundation: In professional services, thought leadership builds critical credibility with decision-makers. "In our industry, it's all about credibility," Labate emphasizes. "The value we're bringing is around our expertise, our insight, our ability to counsel our clients on how to navigate their transformational journeys."
3. Content That Cuts Through: In an environment saturated with information, thought leadership provides genuine value rather than just sales messaging. "Thought leadership cuts through that noise because it feels like real value... that someone can take away and either learn from or have a further conversation about," explains Labate, noting the growing preference for expert-led, digestible content over corporate messaging.
4. Long-Term Approach: The most successful thought leadership isn't treated as a one-off campaign but as part of a comprehensive strategy. "What I've seen work most is when you consider it part of a longer-term journey. You get more value out of that, and you have more impact on your audience," advises Labate.

For B2B marketers embarking on their thought leadership journey, Labate recommends starting with your "why," ensuring authentic expertise, and developing a holistic content strategy that supports long-term business objectives rather than viewing thought leadership as isolated campaigns.

For B2B businesses seeking to rise above commodity status and establish themselves as strategic partners, thought leadership has become an essential capability. But what separates truly impactful thought leadership from the flood of content that overwhelms decision-makers daily?

In a recent episode of the Trust and Influence in B2B podcast, host Joel Harrison spoke with Ananda Roy, VP of Thought Leadership at Circana—a market research powerhouse formed from the merger of IRI Worldwide and NPD that recently won gold in the thought leadership category at the 2024 B2B Marketing Awards. Their conversation revealed how thought leadership can evolve from marketing activity to strategic business function.

Unlike many organizations where thought leadership operates as a marketing subfunction, Circana positions it as a core strategic capability with representation at the executive level.

"I get the feeling that I'm an outlier," notes Roy about his senior position. "You don't necessarily see the leaders of thought leadership practices getting a seat at the strategy table. Thought leadership is pretty much central to what we do in our advisory role with our clients."

This positioning reflects Circana's broader objective: transitioning from data provider to strategic growth advisor for its 7,000+ global clients across consumer goods, retail, technology and other sectors.

Despite analyzing $4 trillion of retail sales data annually and investing $500 million in AI capabilities over six years, Circana recognizes that data alone doesn't drive decisions.

"Data is increasingly becoming a commodity," Roy explains. "It's really what you do with it that is the difference between success and significant impact on client behavior."

The company's award-winning approach transforms their comprehensive "Demand Signals" report from dense data into story-driven, commercially relevant insights. Instead of overwhelming executives with statistics, they provide "tools for thinking" and strategic options that inform decision-making.

Roy shared the elegantly simple framework guiding their thought leadership strategy:

1. What are the big business questions clients are grappling with, and do we have answers?
2. Where do clients go when seeking these answers?
3. Wherever they go, are we the easiest to find?

This approach ensures their content appears precisely where decision-makers look for guidance on pressing business challenges.

While traditional thought leadership often struggles with ROI measurement, Circana takes a more sophisticated view of success:

• Invitations to bid opportunities previously closed to them
• Ability to command premium pricing
• Successful negotiations despite competitive disadvantages
• Establishment of domain authority (their content generated 2.1 billion views and engagements)
• Expanded access across client organizations

"We don't attribute sales directly to thought leadership," Roy notes. "But when we are invited to bids where Circana would not have been otherwise invited, where we are able to justify a premium on our fees... those are the areas where thought leadership is one among many enablers towards a decision."

With growing concerns about data veracity and AI biases, establishing trust has become increasingly critical. Circana builds credibility through:

• Evidence-based, independent viewpoints
• Creative, accessible presentation of complex data
• Team-based approach rather than individual "guru" voices
• Cross-functional relevance that extends beyond insights teams

"We are not flash-in-the-pan data analysts," Roy emphasizes. "We take great pleasure in the fact that we get invited again and again to those meetings."

In 2025, Circana will focus on demonstrating practical AI applications while highlighting potential model biases. They'll also reexamine category assumptions around pricing and media relationships disrupted by recent economic shifts.

Roy offers several insights for marketers looking to elevate their thought leadership:

Listen before leading: Understanding stakeholder challenges precedes offering solutions

Prioritize evidence: Ground perspectives in solid data and analysis

Connect emotionally: Engage audiences beyond intellectual understanding

Remain authentic: "Be interesting, don't take yourself too seriously"

For B2B companies seeking to transcend commodity status, Circana's approach demonstrates how thought leadership can become a strategic business asset that builds trust, establishes authority, and drives commercial success beyond what traditional marketing alone can achieve.

In this first episode of the Trust & Influence in B2B podcast, host Joel Harrison speaks with Andrew Mildren, Managing Director of Edelman Business Marketing for EMEA about the agency's 2025 Trust Barometer report, which is an indepth evaluation of the state of trust in society and has compelling implications for B2B marketers. Edelman is one of the world's largest integrated communications agencies and has established itself as a leading authority on thought leadership and trust in business. With decades of experience working with major brands like Shell, Microsoft, and Samsung, Andrew shares valuable insights on how B2B companies can leverage thought leadership to build trust and drive business growth.

• The six key components of effective thought leadership: white space, relevance, vision, trust, brevity, and attribution
• How businesses can measure and demonstrate ROI from thought leadership initiatives
• The impact of AI on content quality and the growing importance of credibility
• Why businesses are currently more trusted than government, media, and NGOs
• Edelman's approach to B2B marketing and the evolution of thought leadership
• Case studies of successful thought leadership campaigns, including DP World's "Move to Minus 15" initiative and Halion's Health Inclusivity Index

1. Trust as Business Currency: Trust functions as the fundamental currency of B2B relationships. As Andrew notes, "Trust is what helps you get invited to bid more often. It's what helps you close deals, helps you cross and upsell, helps you charge a better margin for your products and services." Well-executed thought leadership is one of the most effective tools for building this trust.
2. Thought Leadership's Evolving Measurement: While many companies struggle to measure thought leadership effectiveness (only 30% link sales leads to specific content), those who implement proper measurement see "double digit differences" in both brand impact and sales performance. This includes improved ability to break into new markets, define new categories, and reach new buyers.
3. Business as Trust Leader: In today's polarized environment, businesses have emerged as one of society's most trusted voices. This presents a significant opportunity for companies to fill the trust vacuum through authentic, purposeful thought leadership that addresses real challenges faced by their audiences.

For more insights on building trust through thought leadership, download Edelman's latest Trust Barometer and Thought Leadership Impact Study, and subscribe to the Trust and Influence in B2B Marketing podcast for future episodes exploring this critical topic.

In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Chris Bailey, who brings perspectives from both client-side experience (as senior director of integrated campaigns at ServiceNow) and agency-side work (at The Marketing Practice). Bailey shares valuable insights on how B2B organizations can develop and deploy thought leadership strategically to drive business outcomes and create memorable impact.

• The four distinct dimensions of thought leadership and how they interconnect.
• Differentiating true thought leadership from standard content marketing.
• How research and data should support storytelling, not lead it.
• Resolving the false dichotomy between brand-building and demand generation.
• Extending thought leadership consistently across the entire customer journey.
• Creating compelling B2B stories that lodge in memory and drive action
• The transformative impact of AI on thought leadership development and deployment.
• Balancing individual thought leaders with organizational positions.

1. Thought Leadership as a Strategic Asset: Bailey positions thought leadership alongside brand as a fundamental business asset that should influence communications at every level. "The power of thought leadership is when you are connecting [all four dimensions] end to end," Bailey asserts, emphasizing its role in shaping perceptions and influencing customer relationships.
2. Story Before Statistics: While data plays a crucial role in supporting thought leadership, Bailey warns against beginning with research: "You could start by doing a piece of research... but sometimes you can get to the end of the piece of research and still realize you don't have the story." The most effective approach starts with identifying the unique customer value narrative, then determining what research will support it.
3. Bridging Brand and Demand: Bailey challenges the common tension between brand-building and demand generation, seeing thought leadership as "the thread that actually pulls the two things together." This integrated approach creates coherent customer experiences where thought leadership narratives flow consistently from awareness through sales conversations to post-purchase success.

For B2B marketers seeking to elevate their thought leadership efforts, Bailey offers this straightforward advice: focus on purpose rather than outputs, and remember that truly effective thought leadership connects an organization's unique insights about customer value to compelling narratives that resonate throughout the buyer journey.

For the past two decades, Claire Mason has been at the forefront of thought leadership in B2B marketing. As the founder and CEO of Man Bites Dog—celebrating its 20th anniversary in 2024—Mason has pioneered an approach that transforms intelligent ideas into business growth for complex B2B brands.

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Mason about her journey establishing "the world's first thought leadership consultancy" and explores how organizations can harness thought leadership to build authority, differentiate their offerings, and drive measurable commercial outcomes in today's market.

• The origin story of Man Bites Dog and its evolution from "PR agency by stealth" to specialized thought leadership consultancy
• Research findings on how C-suite leaders consume and trust B2B thought leadership
• The thought leadership classification system: thought makers, thought shapers, and thought followers
• Examples of successful thought leadership campaigns, including Arcadis' Sustainable Cities Index and Intel's Sustainable CTO initiative
• How thought leadership bridges the gap between brand building and sales enablement
• The role of centralized content assets in creating alignment across organizations
• Common pitfalls that undermine thought leadership effectiveness
• The impact of AI and emerging formats on thought leadership strategy

1. B2B brands have emerged as trusted sources of information: Mason's research shows that "97% of C-suite leaders are consuming content from B2B brands every week, more than half of them daily." Remarkably, these executives now trust content from B2B brands more than media, government, or public institutions.
2. Thought leadership directly influences buying decisions: "74% of C-suite leaders always consider a strategic supplier's thought leadership when making a buying decision," underscoring its importance throughout the sales cycle. Rather than merely generating awareness, effective thought leadership guides prospects from initial engagement through to purchase.
3. Bold, differentiated ideas drive greater impact: Mason emphasizes that "having a bold idea, it will travel further. The more you dilute that idea, it becomes kind of homeopathy and is no longer bold." Organizations that develop distinctive perspectives on industry challenges achieve significantly better results than those recycling conventional wisdom.
4. Future-focused content creates competitive advantage: "You don't want to market where you are today. You want to market what you want to be for clients in the future," Mason advises. By addressing emerging challenges rather than just current pain points, companies can differentiate themselves in crowded markets and position themselves as strategic partners.
5. Alignment is critical for organizational impact: With many companies housing numerous experts, Mason stresses the importance of creating "a golden thread that joins everything up." Without this alignment, individual thought leadership efforts may fragment rather than reinforce the brand narrative.

For organizations selling high-value, knowledge-based solutions, thought leadership has evolved from a peripheral marketing activity to a central business strategy. As Mason concludes: "You're only as good as the thinking that you're sharing. And I think a lot of companies really have a lot of work to do to make sure they're really showcasing the intelligence that they're selling in the right way."

In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Ash Lockett, Head of B2B marketing at Babel PR. They discuss findings from Babel's second annual research study examining what influences B2B technology buying decisions among enterprise organizations in the UK and US.

Topics Covered

• Babel PR's positioning as an integrated PR and marketing agency for B2B technology brands
• Research methodology focusing on 403 technology buyers from organizations with 1,000+ employees
• The continued importance of long-form thought leadership content in B2B tech purchasing decisions
• Trade media's position as the most influential information source for tech decision-makers
• The integration of different marketing channels and tactics for maximum effectiveness
• The relationship between trust and brand awareness in B2B purchasing decisions
• The potential impact of AI-generated content on thought leadership quality
• The critical role of technical champions in the B2B buying process

Key conclusions

1. Long-Form Content Remains Essential: Despite trends toward shorter content formats, one-third of B2B technology buyers prefer reading long-form thought leadership. For high-value, complex purchases, buyers need comprehensive information to build business cases and justify investments to senior leadership.
2. Trade Media Provides Critical Validation: One in five B2B tech buyers regularly consume news from industry trade publications. These specialized outlets offer more targeted impact than mainstream media by providing third-party validation that helps establish credibility and trustworthiness.
3. Consistency Across Channels Drives Results: Success requires an integrated approach where messaging remains consistent across all marketing touchpoints. As Lockyer notes, "68% in our research said consistency is ultimately really important in their purchasing decisions."
4. The "Rule of Three" in B2B Purchasing: Buyers typically only consider three brands when beginning a purchase journey. Establishing brand awareness is crucial to making this shortlist, with trust becoming the deciding factor between finalists: "You might be the most trusted brand on the planet...but if no one knows who you are, they're not going to purchase you."
5. Technical Champions Are Key Influencers: While marketing often targets C-suite executives, Babel's research found technical teams are almost as influential as CIOs and CTOs. These champions typically research vendors, create shortlists, and build the business cases that executives ultimately approve.

For B2B marketers looking to influence complex technology purchases, focusing on substantive, consistent messaging through targeted channels— particularly trade media and long-form content — while addressing both decision-makers and technical champions remains a winning strategy in 2025 and beyond.

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Rob Mitchell, thought leadership expert and founder of Longitude, which later became part of the Financial Times Group. Having recently moved on from FT Longitude, Rob brings unique insights from his experience working with major B2B brands including Deloitte, Siemens, and Credit Suisse. With his background in journalism at both the Economist and the Financial Times, Rob offers a distinctive perspective on thought leadership as a sophisticated marketing discipline.

Topics Covered

• The evolution of thought leadership from a niche activity to a mainstream B2B marketing approach.
• The three essential ingredients that define effective thought leadership.
• The distinction between "purist" and "pragmatist" approaches to thought leadership.
• Common mistakes organizations make when developing thought leadership programs.
• How to develop a portfolio approach that aligns with different stages of the buyer journey.
• The impact of AI on both content production and consumption.
• The growing importance of trust and authenticity in the AI era.
• When thought leadership is (and isn't) the right investment for B2B organizations.

Key conclusions

1. Thought leadership as a craft: Effective thought leadership requires three key ingredients: fresh thinking (though not necessarily groundbreaking), relevance to the audience's needs, and brand distinctiveness. "If you're just coming up with messaging or insights that are generic or could be produced by anybody, that's not thought leadership in my book," Mitchell emphasizes.
2. The pragmatist approach: While "purist" thought leadership focuses on intellectual exploration without explicit commercial ties, Mitchell advocates for a more pragmatic approach that aligns with business objectives. This doesn't mean sacrificing quality but rather ensuring content supports specific marketing or commercial goals.
3. Portfolio strategy: Rather than expecting a single piece of thought leadership to accomplish multiple objectives, organizations should develop a portfolio approach. This begins with defining "what you want to be famous for" and cascades from high-level thought leadership to more technical content addressing specific buyer needs.
4. Trust as differentiator: As AI makes content production easier and potentially floods the market with mediocre material, trustworthiness becomes the critical differentiator. "That's going to be a massively important currency going forward for thought leadership," Mitchell notes, emphasizing consistency and credibility as essential attributes.
5. Audience-centric simplicity: Many organizations sabotage their thought leadership by taking an "inside-out" view, assuming audiences share their interests, or by overcomplicating their messages. Mitchell advocates for simplicity, clarity, and an outside-in perspective that starts with audience problems rather than organizational messages.

For B2B marketers navigating complex sales cycles with multiple stakeholders, thought leadership offers a powerful way to build the trust necessary for both initial engagement and long-term relationships. By applying Mitchell's frameworks, organizations can transform their approach from generic content marketing to strategic thought leadership that drives genuine business value.

In this thought-provoking episode of the Trust and Influence Podcast, host Joel Harrison speaks with Steve Mudd, CEO of Talentless AI, about the transformative impact of artificial intelligence on B2B thought leadership and marketing.

With a colorful career spanning roles as Marketing Director at NetApp and positions at Ogilvy & Mather, Mudd has emerged as a prominent voice in the AI marketing space. His company name "Talentless AI" encapsulates his philosophy: "You don't have to be talented to use AI. You don't have to have any particular skill. It kind of allows you to level up in a number of ways."

Mudd argues that AI is fundamentally dismantling traditional information hierarchies: "Every website out there is crap compared to the information that I can get out of GPT right now." This forces marketers to reconsider where and how they provide value when AI can synthesize information more efficiently than traditional content platforms.

One of the most concerning trends Mudd identifies is what he calls "thought farming" – the industrial-scale production of AI-generated content that mimics thought leadership but exists primarily to drive engagement. This proliferation of content is diluting platform value and driving audiences away from traditional information sources like LinkedIn.

The most effective thought leadership is shifting from corporate publications to individual voices who consistently contribute to ongoing conversations. Mudd surprisingly identifies TikTok as his primary source for thought leadership content, noting figures like Scott Galloway and Rory Sutherland who leverage the platform's format for personal connection.

As someone who regularly experiments with AI avatars, Mudd offers fascinating insights into how synthetic media is blurring the lines between human and artificial communication. He describes creating videos so convincing that "people can't tell" they're AI-generated, while emphasizing that transparency remains crucial for maintaining trust.

"It's the rise of the English major," Mudd suggests when discussing the skills future marketers will need. Success in an AI-augmented world requires two critical capabilities: "First, the ability to communicate with language... Second, understanding if the output is good or not – that discernment of quality."

While acknowledging legitimate concerns about AI's impact on trust, Mudd maintains a fundamentally optimistic outlook. He views AI not as a threat to marketing jobs but as a creative opportunity to transcend limitations and explore new forms of communication.

His warning to B2B organizations is clear: "There will be a lot of companies who use AI as an excuse to do what they've always done, which is downsize every so often or cut budgets. But the reality is, if you don't lean in, it's just a matter of time before you're disrupted."

In an era where anyone can generate content at scale, the competitive advantage comes not from quantity but from quality, authenticity, and the ability to genuinely move conversations forward. That's the true challenge and opportunity of thought leadership in the AI era.

Listen to the full episode to discover how kittens, digital twins, and the future of B2B marketing intersect in ways you never imagined.

In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Cat Dutton, VP of Global Growth at Pega. Drawing from her experience in senior positions at three global tech companies, Dutton shares how trust serves as the foundation for effective marketing leadership—from stakeholder relationships to team management and customer engagement.

Topics Covered

• Building credibility with skeptical stakeholders (finance, IT, sales)
• Transparent approaches to demonstrating marketing ROI
• Trust dynamics in account-based marketing
• Creating authentic team cultures
• Evolution of thought leadership and partner strategies
• Customer advocacy as a trust multiplier

Key Conclusions

Listen First, Speak Second: Dutton emphasizes that truly understanding stakeholder needs requires genuine listening rather than assumption. "Take time to listen to what they're actually saying to you," she advises. This extends to language choices—her team replaced "leads" with "unqualified opportunities" when speaking with sales, transforming relationship dynamics.

Transparent ROI Reporting: Rather than highlighting only successes, Dutton advocates showing both wins and challenges in marketing performance. Her team's CMO dashboard explicitly identifies underperforming investments alongside proposals for improvement, building finance stakeholder trust through honesty.

Co-Creation Builds Trust: For account-based marketing, Dutton rejects isolation in favor of collaboration with customers. "Spend time with customers. Create plans together, not in isolation," she recommends. This approach has been so successful that Pega's ABM initiatives are often promoted on client intranets—reaching broader audiences than initially targeted.

For marketers stepping into leadership roles, Dutton's parting advice is simple: Spend more time with people than seems necessary, over-communicate consistently, delegate confidently, and above all, "Don't lie to people, just don't do it."

In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Antonia Wade, Global Chief Marketing Officer at PwC. Fresh from unveiling a major brand revitalization, Antonia shares insights on how one of the world's leading professional services firms approached the complex challenge of evolving their brand while maintaining the trust and credibility that underpins their business model.

• The strategic rationale behind PwC's recent brand revitalization and the "catalyst for momentum" positioning.
• How to balance brand evolution with heritage preservation in professional services
• The three-year transformation program encompassing client experience, people experience, and market experience
• Internal change management strategies for gaining buy-in from thousands of partners globally
• The role of thought leadership in professional services, including PwC's "Value in Motion" research
• Building trust through transparency, data-driven decision making, and course correction
• Marketing as a commercial discipline and the importance of understanding business fundamentals
• Strategies for sustaining long-term brand transformation across global markets

1. Trust Requires Authenticity in Brand Evolution: Antonia emphasizes that successful rebranding isn't about becoming an entirely different organization, but about signaling broader capabilities while preserving core credibility. As she notes, "Creating that credibility gap is actually bad for brand and bad for business, because we are a business where credibility is actually part of our core value."
2. Marketing Must Be Commercially Grounded: Throughout the conversation, Antonia reinforces that effective B2B marketing requires deep understanding of business fundamentals. Marketing leaders must "speak the language of finance, be able to make business cases, understand how your business makes money, understand the cost of marketing and why."
3. Change Management Requires Hearts and Minds: The three-year transformation program succeeded because it combined rigorous data analysis with emotional engagement. By consulting widely across the organization and giving employees space to "own" the new brand before external launch, PwC created genuine internal buy-in rather than imposed change.
4. Thought Leadership Drives Strategic Conversations: In professional services, thought leadership isn't just about brand awareness—it's about earning permission to have more strategic, upstream conversations with clients. The launch of "Value in Motion" research alongside the rebrand demonstrates how proprietary insights can support both brand positioning and commercial objectives.

For marketing leaders navigating similar transformations, Antonia's approach offers a blueprint for balancing innovation with credibility, ensuring that brand evolution supports rather than undermines the trust that drives B2B relationships.

Summary:

In this podcast episode, Joel Harrison and Sarah Aird-Mash discuss the evolving landscape of B2B marketing, focusing on the impact of generative AI on search behavior, the importance of trust, and the metrics that matter. They explore how smaller brands can leverage their authenticity, the necessity of human engagement in sales, and the role of content in building relationships. The conversation also touches on the significance of third-party validation and the need for marketers to adapt their strategies in light of AI advancements.

Takeaways

• Generative AI is reshaping search behavior and content consumption.
• Businesses prioritize quality leads over traditional metrics.
• Smaller brands can leverage authenticity to stand out.
• Human engagement remains vital in B2B sales processes.
• Content is essential for building brand authority.
• Third-party validation is important for trust-building.
• Marketers need to optimize for generative AI in their strategies.
• Gated content may be losing its effectiveness.
• Building community is becoming a key focus in B2B marketing.

Chapters

00:00 - The Rise of Generative Engine Optimization

04:26 - Understanding the Shift in Search Behavior

09:29 - The Paradox of Trust in AI

12:32 - The Importance of Thought Leadership

16:13 - Building Trust with Indirect Channels

19:23 - Conducting a GEO Audit

22:14 - Evolving Content Strategy for GEO

24:28 - Rethinking Gated Content Strategies

25:22 - The Evolution of B2B Marketing Metrics

30:06 - The Authority Arms Race in B2B

31:00 - The Role of Humans in B2B Sales

33:12 - The Future of AI in Marketing

In this episode of the 'Trust & Influence' in B2B podcast, host Joel Harrison speaks with Dan Shaw of Funnel Fuel about the evolving challenges of trust in B2B marketing, particularly in the realm of digital advertising. They discuss the current crisis in digital advertising, the complexities faced by B2B marketers, and the importance of data integrity and transparency. Dan shares his journey in B2B media and the mission of Funnel Fuel to address these issues. The conversation highlights the need for B2B marketers to ask critical questions about their advertising spend and the importance of data sovereignty.

Takeaways

• Trust in B2B marketing is multi-dimensional and evolving.
• B2B advertising is currently facing a crisis of integrity.
• The B2B community is lagging behind in advertising innovation.
• Complexity in advertising leads to inefficiencies and poor results.
• B2B marketers must focus on data quality over quantity.
• Funnel Fuel aims to improve transparency in B2B advertising.
• Marketers should ask suppliers about their advertising spend.
• Data sovereignty is crucial for maintaining control over first-party data.
• The future of B2B advertising lies in omni-channel strategies.
• Asking questions is essential for understanding advertising effectiveness.

Is B2B influencer marketing finally ready for prime time? In this episode, host Joel Harrison tackles this question with two industry experts: Katie Howell (20 years B2B social media expertise) and Katie Martell (former B2B marketer turned successful influencer). Discover why 51% of B2B campaigns now include influencers, how LinkedIn's new tools are changing the game, and why customer advocacy remains the most underutilized opportunity.

Key Highlights:

• Why 51% of B2B campaigns now include influencers and 90%+ of CMOs plan to increase spending
• How LinkedIn's new advertising tools are changing the influencer game completely
• The surprising effectiveness of Facebook for reaching C-suite decision makers
• Why customer advocacy remains the most underutilized influencer opportunity
• The critical difference between transactional campaigns and relationship building

Guest Info:

Katie Howell has been a leading voice in B2B social media for two decades, helping brands develop influence strategies. Connect with Katie on Twitter and LinkedIn.

Katie Martell is a former B2B marketing executive now working as a top-tier influencer with brands like Adobe, Vimeo, and MailChimp. Connect with Katie on Twitter and LinkedIn.

Key Takeaways:

• B2B influencer marketing requires subject matter expertise, not just reach
• Long-term relationships outperform one-off campaigns every time
• Customer advocacy can generate millions in attributed pipeline when done strategically
• Platform strategy matters: C-suite executives may not be active on LinkedIn daily
• The future includes AI agents as part of the buyer journey

Chapters

00:00 Introduction to Influencer Marketing in B2B

02:23 The Current State of Influencer Marketing

05:45 Maturity and Creativity in Influencer Marketing

08:04 Trust and Visibility in Influencer Relationships

10:30 The Role of Technology in Influencer Marketing

14:39 Exploring Different Platforms for B2B Influencer Marketing

17:48 Defining Thought Leaders vs Influencers

21:42 The Essence of Thought Leadership

23:55 Influencer Marketing in B2B

26:37 The Role of Customer Advocacy

29:45 The Future of Influencer Marketing

34:47 Practical Steps for Marketers

For sceptical CMOs

Both Katies recommend asking your buyers directly who they follow and trust for industry insights. Research shows 89% of buyers trust peer recommendations over brand messaging.

For marketing managers getting started:

Start with one influencer and focus on building a genuine relationship. Co-create content together and think long-term partnership, not transactional campaign.

Call to action:

If you enjoyed this episode, please leave a review on Apple Podcasts and share the episode with friends! Subscribe to the Trust & Influence in B2B podcast for weekly episodes on influencer marketing, thought leadership, and building trust in B2B.

Subscribe:

• Apple Podcasts
• Spotify
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Connect with Our Guests:

• Katie Howell: [Social Media Links]
• Katie Martell: [Social Media Links]
• Joel Harrison: [Social Media Links]

Summary

In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Heather Barnett, a freelance copywriter known for her humorous approach to B2B marketing on LinkedIn. They discuss the importance of humour in engaging audiences, the challenges of using humor in a corporate environment, and how humour can help build a community among marketers. Heather shares her journey in B2B marketing, the evolution of her content creation, and the impact of her humorous videos on her professional reputation. The conversation emphasizes the need for authenticity and the potential for humour to break down barriers in communication.

Takeaways

• Humour is a powerful tool in B2B marketing.
• Building a community through humour can enhance engagement.
• Marketers often fear taking risks with humour due to corporate culture.
• Authenticity in communication is crucial for connection.
• Using simple language can make messages more relatable.
• Humour can help break down barriers in professional settings.
• Experimenting with humour can lead to innovative marketing strategies.
• The first attempt at humour may not always succeed, but it's a learning process.
• Supportive organizations encourage creative risk-taking.
• Humour can make the workplace more enjoyable and relatable.

Chapters

00:00 - Introduction to Humour in B2B Marketing

02:42 - Heather Barnett's Journey in B2B Marketing

05:33 - The Impact of Humour on Social Media Engagement

08:18 - Navigating Humour in Professional Settings

11:16 - The Role of Creativity in B2B Marketing

14:08 - Client Receptiveness to Humour in Copywriting

15:30 - The Role of Humour in B2B Marketing

18:28 - Breaking the Jargon Barrier

21:10 - From Digital to Live: The Evolution of Performance

25:23 - Encouraging Humour in Marketing

28:50 - The Power of Humour in B2B

In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Saima Rashid, CMO of Sixth Sense, about the multifaceted challenges of building trust in B2B marketing. They discuss the role of the CMO in establishing credibility, the balance between brand and demand, and the importance of sales and marketing alignment. Saima shares insights on navigating intent data while respecting customer privacy, leveraging customer advocacy, and making informed martech decisions. The conversation also touches on the impact of AI on trust, the significance of post-sale trust, and the importance of transparent reporting and metrics in building trust within teams.

Takeaways

• Marketing must show the value of its contributions.
• Strong brands lead to lower customer acquisition costs.
• Sales and marketing alignment is crucial for success.
• Intent data should be used responsibly to build trust.
• Customer advocacy is a powerful tool in B2B marketing.
• Transparency in reporting builds trust within teams.
• AI can create trust issues if not used properly.
• Choosing the right martech partner is essential.
• Post-sale trust is vital for customer retention.
• Building a culture of trust starts with hiring the right people.

Chapters

00:00 Introduction to Trust in B2B Marketing

02:09 The Role of the CMO in Building Credibility

05:52 Balancing Brand and Demand in Marketing

09:50 Sales and Marketing Alignment for Trust

12:14 Navigating Intent Data and Customer Privacy

14:55 Harnessing Customer Advocacy in Marketing

17:06 Building Trust in Martech Decisions

19:46 AI's Impact on Trust in Marketing

25:06 Post-Sale Trust and Customer Retention

28:00 Building Trust Through Reporting and Metrics

30:57 Personal Trust and Team Dynamics

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Paul Collier, CMO of Funnel Fuel, and Preeti Saini, Global Marketing Leader at IFS, about the critical need for transparency and accountability in B2B digital advertising. The conversation, recorded live at Marketing Ignite, explores the widespread lack of visibility into where digital advertising budgets actually go and how much reaches target audiences. Paul shares his personal journey from ignorance to awareness after experiencing a costly digital advertising failure, while Preeti discusses IFS's approach to taking control of their digital destiny. Together, they examine why the traditional B2C-focused digital advertising model doesn't work for B2B, the importance of challenging agency relationships, and practical steps marketers can take to regain control of their digital spend. Join them as they advocate for a fundamental shift from blind trust to informed scrutiny in digital marketing.

Takeaways:

🔍 Challenge what you've been doing and why - question your current digital advertising approach

💰 Understand where your advertising dollars actually go in the supply chain

📊 Demand transparency from agencies beyond impression data and eyeball metrics

🎯 Start with inclusion lists rather than exclusion lists when targeting audiences

🧪 Test small, learn fast, and scale successful campaigns gradually

🤝 Take back control of your digital destiny rather than outsourcing blindly

📈 Focus on conversion into your funnel, not just media conversion metrics

🔄 Use multiple data sources to piece together the complete customer journey

💡 Fail faster to identify where to place confident bets with your budget

⚖️ Balance agency expertise with internal control and oversight

Chapters:

00:00 - Introduction and Setting the Stage

01:50 - Guest Introductions: Preeti Saini and Paul Collier

03:20 - The Problem: Inefficiencies in Digital Advertising Spend

04:56 - Paul's Journey: From Ignorance to Awareness

08:12 - Preeti's Perspective: Moving Beyond Tick-Box Marketing

11:09 - The Industry Structure Problem: B2C Models Applied to

B2B 15:19 - Taking Back Control: Agency vs In-House Approaches

18:40 - Q&A: Making Data Meaningful in Digital Advertising

23:40 - Preeti's Practical Approach: Breaking Down the Elephant

26:23 - Q&A: Showing Value in Programmatic Advertising

28:22 - Final Thoughts: Challenge Yourself and Fail Faster

Resources Mentioned:

🔍 Gartner CMO Survey - Latest research on digital marketing spend priorities 📊 Funnel Fuel - funnelfuel.com 🏢 IFS - ifs.com

Follow the Guests:

Follow Paul Collier https://linkedin.com/in/paul-collier-cmo/ Funnel Fuel - funnelfuel.com

Follow Preeti Saini https://linkedin.com/in/preeti-saini/ IFS - ifs.com

Follow Joel Harrison https://linkedin.com/in/joelharrison/

B2B Marketing - https://linkedin.com/company/b2b-marketing/

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Chris Wickson, serial entrepreneur and founder of ReelFlow, about the future of B2B websites and how AI can make them more human and trusted. Chris, who has experience building two pioneering MarTech firms and selling one to a US parent company, shares his insights on how websites must evolve to serve as both AI training data sources and enhanced visitor experiences. They discuss the declining effectiveness of traditional SEO-driven content, the rise of video consumption in B2B, the importance of humanization in digital experiences, and how interactive video overlays can transform website engagement. The conversation also explores the role of AI avatars, the integration challenges companies face, and practical steps for implementing video-first website experiences. Join them for this forward-looking discussion on the intersection of AI, trust, and human connection in B2B marketing.

Takeaways

🎯B2B websites must evolve to serve dual purposes: AI training data sources and enhanced visitor experiences

📱Visitors arriving at websites today have higher intent but shorter attention spans, requiring more effective engagement

🎬Video content dramatically outperforms traditional text-based content for engagement and trust-building

👥Humanization becomes more critical as digital advancement increases, with authentic video helping build trust

🔄 Traditional website navigation is becoming obsolete in favor of guided, personalized experiences

📊 Interactive video overlays can achieve 20-40% engagement rates compared to 1-2% for chatbots

⚡ Modern video creation barriers are lower than ever, requiring minimal technical setup and budget

🤖 AI avatars and voice synthesis can enable video content creation while maintaining transparency about usage

🚀 Future websites will combine immersive video experiences with AI-powered live chat for better buyer enablement

📈 Video-enhanced websites show improved metrics: lower bounce rates, higher time on site, and deeper page engagement

Chapters:

00:00 - Introduction to B2B Website Evolution

01:21 - The Changing Role of Websites in AI Era

02:24 - Website Complexity and Political Challenges

03:44 - Simplifying Buyer Journeys and User Experience

05:56 - Higher Intent Visitors and Better Engagement

07:23 - The Importance of Humanization in B2B

09:35 - Why Human Connection Matters More Than Ever

10:08 - Video vs Text-Based Content Consumption

12:03 - Video's Impact on Website Engagement Metrics

14:36 - Building Trust Through Authentic Video Content

16:16 - Overcoming Executive Resistance to Video

18:12 - The Rise of Media-Savvy Workforce

19:25 - Future of Website Experiences and Navigation

23:24 - Getting Started with Enhanced Video Experiences

25:59 - Integration Challenges and Technical Solutions

26:58 - Results and Performance Data from Video Overlays

29:08 - AI Avatars and Authenticity in Video Content

33:04 - The Future Intersection of AI and Human Marketing

Resources Mentioned

🎬 ReelFlow - Interactive video overlay platform

📊 Story Lane - Interactive product demo platform 

💬 Intercom - AI-powered customer support platform

📈 B2B Marketing Trends Report - Anti-corporate creativity insights

Connect with Our Guest and Host

Follow Chris Wickenson

https://linkedin.com/in/chriswickenson/

ReelFlow

https://reelflow.com

Follow Joel Harrison

https://linkedin.com/in/joelharrison/](https://linkedin.com/in/joelharrison/

B2B Marketing -

https://linkedin.com/company/b2b-marketing/

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Annie Dunleavy, EVP of Content Strategy at Edelman, about the critical role of internal influencers in B2B purchasing decisions. They explore Edelman's latest research revealing that over 40% of B2B deals stall due to internal misalignment, and how thought leadership can serve as a "Trojan horse" to reach hidden stakeholders who hold 50% of decision-making power but rarely interact with sales teams. Annie shares insights on why internal influencers prefer provocative content over validation, how quality thought leadership outperforms traditional marketing materials, and practical strategies for B2B marketers to engage these otherwise inaccessible audiences. Join them as they discuss the evolving complexity of B2B buyer groups and the future of thought leadership strategy.

🎯 Hidden buyers hold 50% of decision-making power but are often overlooked by marketing efforts

📊 Internal influencers consume just as much thought leadership as formal decision makers (64% vs 63%)

🧠 86% of internal influencers want provocative ideas that challenge assumptions rather than validate existing thinking

🔓 95% say strong thought leadership makes them more receptive to future sales outreach

💪 71% view thought leadership as more effective than traditional marketing materials for demonstrating vendor capabilities

🤝 79% of internal influencers are more likely to champion RFP proposals from companies with strong thought leadership

🎨 60% of internal influencers prefer unique formats compared to 51% for target buyers

⚖️ 53% of both audiences agree that high-quality thought leadership matters more than brand recognition

📈 41% of decision makers have been encouraged by C-suite executives to consider vendors based on their thought leadership

🔄 Thought leadership creates internal virality, helping stakeholders advocate for vendors in closed-door conversations

00:00 - Introduction to Trust in B2B Marketing

01:32 - The Challenge of Internal Misalignment in B2B Deals

02:39 - Understanding Hidden Buyers vs Target Buyers

04:23 - Content Strategy for Internal Influencers

06:10 - Why Internal Influencers Want Provocative Content

08:58 - Thought Leadership as a Trojan Horse Strategy

12:09 - Building Credibility vs Traditional Marketing Materials

13:23 - Transforming Skeptics into Internal Advocates

15:10 - Creating Human-Accessible Content Formats

18:01 - Leveling the Playing Field for Challenger Brands

19:08 - C-Suite Influence and Top-Down Momentum

20:17 - Measuring Impact on Internal Influencers

25:28 - Three Key Recommendations for B2B Marketers

27:59 - The Future of Internal Influences and Buyer Complexity

🔎 The Jolt Effect by Matt Dixon - amazon.com/Jolt-Effect-Hard-Customers-Decide/dp/059308076X

🔎 LinkedIn and Bain Research on Buying Committees - business.linkedin.com  

🔎 Edelman's 2025 B2B Thought Leadership Report - edelman.com 

https://linkedin.com/in/anniedunleavy/

Edelman - https://edelman.com

https://linkedin.com/in/joelharrison/

B2B Marketing - https://linkedin.com/company/b2b-marketing/

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Roland Glass, CCO of Hello Kindred, and Shane Redding, a prominent B2B marketing expert, about building future-fit marketing teams in an AI-driven world. They explore the challenges of managing distributed teams, the evolution from traditional hierarchical structures to agile pod-based models, and the critical importance of building trust while navigating resource constraints. The conversation delves into the "Rubik's cube" approach to talent allocation, the rise of star-shaped marketers, and how AI is reshaping skill requirements across different experience levels. Roland and Shane share insights on maintaining culture in decentralized teams, the ethics of AI implementation, and practical strategies for CMOs looking to transform their operations while proving commercial value to stakeholders.

Takeaways:

🎯 CMOs must shift from functional design to outputs and value-driven team structures

🧩 The "Rubik's cube" talent model combines full-time, freelance, agency, and specialist resources dynamically

⭐ Star-shaped marketers need both deep specialization and commercial breadth across marketing functions

🏗️ Pod-based structures enable agile, multidisciplinary teams for specific projects and outcomes

🤖 AI augments experienced marketers more effectively than replacing junior talent entirely

🌍 Distributed teams require intentional culture-building and inclusive environments regardless of contract type

⚖️ Ethical AI usage and thinking skills are paramount for responsible marketing automation

📊 Sharp instruments (specialized teams) deliver better results than blunt tools (generalized approaches)

🔄 Change management has become the #1 skill for modern CMOs navigating constant transformation

🚀 Start small with pilot projects to prove value before scaling new operating models

Chapters:

00:00 - Introduction to Future-fit Marketing Teams

01:59 - The Catalyst for Change in Marketing Talent Strategies

04:34 - From Crisis to Smart Adaptation

06:22 - The Rubik's Cube Approach to Team Building

09:09 - Star-shaped Marketers vs Deep Specialists

12:34 - Skills Polarization and the Missing Middle Layer

17:04 - Pod-based Structures and Agile Operating Models

21:38 - AI's Role Across Different Experience Levels

27:57 - Maintaining Culture in Distributed Teams

30:19 - Future-proofing Marketing Organizations

38:12 - Practical First Steps for Transformation

Resources:

📚 The Culture Map by Erin Meyer - Essential reading for global teams

🏢 Hello Kindred - Digital talent management specialists

🎓 Cambridge University Faculty - IT ethics, law and business program

Follow Roland Glass:

https://linkedin.com/in/rolandglass

Hello Kindred - hellokindred.com

Follow Shane Redding:

https://linkedin.com/in/shaneredding

Follow Joel Harrison:

https://linkedin.com/in/joelharrison/

B2B Marketing:

https://linkedin.com/company/b2b-marketing/

Listen to Trust & Influence in B2B:

🎧https://open.spotify.com/show/trust-influence-b2b

🍎 https://podcasts.apple.com/podcast/trust-influence-b2b

📺 https://youtube.com/c/trustinfluenceb2b 

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Vanessa Schotes, CMO at Enfuse. Together, they explore one of the most audacious brand experiences in B2B history: a FinTech company that purchased an actual island in the Nordic Sea between Sweden and Finland. When most B2B brands are doubling down on digital-only strategies, how does investing in a physical island translate into deeper customer trust and accelerated deal velocity?

➡️ Vanessa brings a refreshingly bold perspective on experiential marketing that challenges the traditional B2B playbook. She reveals how Enfuse moved beyond "random acts of content" to create what they call the "Enfuse feeling"—a carefully crafted brand experience that combines subliminal sensory marketing with authentic Nordic heritage. Along the way, they unpack the practical realities of navigating anti-bribery regulations, the strategic use cases for island visits (from ABM workshops to thought leadership gatherings), and how physical experiences can create "big brand energy" that influences buyer perception. They also explore the delicate balance between digital hygiene factors and immersive relationship-building moments that generate lasting business impact. This isn't just about owning an island—it's about authentically bringing your brand values to life in ways that create memorable, trust-building moments with enterprise customers.

Follow Vanessa Schotes

https://linkedin.com/in/vanessaschotes/

Visit https://enfuce.com 

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to experiential marketing—whether you're a content creator, strategist, or brand leader.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/ 

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #ExperientialMarketing, #ABM, #AccountBasedMarketing, #FinTechMarketing, #BrandExperience, #CustomerTrust, #B2BEvents, #PhysicalMarketing, #NordicBusiness

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Luan Wise, social media expert and author of five books on social strategy, and Andy Lambert, content strategist at Adobe and co-organizer of the Social Media B2B Forum. Together, they tackle one of the most pressing shifts in modern B2B marketing: how Generative Engine Optimization (GEO) is fundamentally changing where and how your content gets discovered. With 60% of searches now ending without a click, are traditional gated content strategies becoming obsolete?

➡️ Luan and Andy bring decades of combined expertise in B2B social media strategy, and they don't hold back on the uncomfortable truths. They reveal why platforms like Reddit—often dismissed as "too niche" for B2B—are now driving disproportionate discovery through AI-powered search engines. Along the way, they unpack the dangerous gap between what marketing leadership expects (immediate MQLs) and what actually builds sustainable growth in this new landscape. They also explore why Instagram is quietly becoming more B2B-relevant, how community strategy trumps platform tactics every time, and why the era of "just post it on social" is definitively over. Most importantly, they share practical steps you can take today—starting with a 10-minute Reddit research exercise that could transform your understanding of what customers really think about your brand.

Follow Luan Wise

https://linkedin.com/in/luanwise/

Visit https://luanwise.com/

Follow Andy Lambert

https://linkedin.com/in/andylambert/

Visit https://www.andyrlambert.com/ 

If you care about building B2B marketing strategies that actually work in the age of AI-powered discovery, this conversation is essential listening. It's strategic, practical, and refreshingly honest about the challenges most marketing teams are facing right now—whether you're a social media manager, content strategist, or marketing leader trying to navigate this shifting landscape.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #GenerativeEngineOptimization, #RedditMarketing, #SocialMediaStrategy, #CommunityMarketing, #AISearch, #GEO, #B2BSocial, #DigitalMarketing, #ContentDiscovery

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Stuart Maister, author of "Choose Trust: Building Relationships for Successful Businesses" published by The Economist. Stuart brings a unique perspective as a former TV and radio journalist turned B2B marketing strategist, combining his background in distilling complex stories for broadcast with deep expertise in strategic narrative development. What happens when trust becomes the intentional foundation of every business relationship, rather than just a nice-to-have byproduct?

➡️ Stuart introduces his "Trust Triangle" framework—clarity, character, and capability—and explains why trust isn't just about being trustworthy, but about consciously designing high-trust relationships that can weather the inevitable changes and challenges in long-term B2B partnerships. He shares a compelling real-world example of how two major organizations on a mega infrastructure project nearly derailed their partnership when trust collapsed, and how rebuilding that trust became critical to project success. The conversation explores why clarity forms the foundation of trust (and how lack of alignment on ambitions guarantees disappointment), how to establish behavioral expectations that work both ways in true partnerships, and why monitoring relationship health is just as important as tracking technical deliverables. Stuart's jazz metaphor for modern business storytelling is particularly powerful—explaining why you need a central "tune" that people can riff on, rather than trying to control every message in classical symphony style.

Follow Stuart Maister

https://www.linkedin.com/in/stuartmaister/?originalSubdomain=uk

Visit  https://.strategic-narrative.com/  

If you care about building genuine partnerships rather than just winning transactions, this conversation is essential listening. Stuart's framework provides practical tools for intentionally designing trust into your relationships, while his journalism background brings clarity to how strategic narrative and consistent storytelling amplify trust-building efforts.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #TrustBuilding, #StrategicNarrative, #B2BRelationships, #BusinessPartnerships, #TrustTriangle

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tim Hughes, Co-founder of DLA Ignite and author of the seminal book "Social Selling." Together, they tackle one of the most pressing challenges facing modern B2B sales: how AI has fundamentally shifted the buyer's journey and what this means for building trust and winning deals. With buyers now starting 70% of their research with ChatGPT rather than Google, how do sales and marketing teams adapt to stay relevant in an AI-first world?

➡️Tim brings decades of sales experience and a no-nonsense perspective on what's working (and what's definitively dead) in today's market. He reveals why cold calling is becoming obsolete for complex B2B sales, how the "most human organization wins" in an increasingly automated landscape, and why your entire team—not just sales—needs to be actively building trust through social media. They dive deep into the psychology of modern buying behavior, the critical shift from interruption-based outreach to relationship-building, and how AI is creating both massive opportunities and dangerous blind spots for B2B organizations. Tim also shares real examples from clients like Salesforce who are achieving 187% growth while their competitors struggle, and explains the fundamental mindset shift needed to thrive in this new environment.

Follow Tim Hughes

https://linkedin.com/in/timothyhughessocialselling/

Visit  https://www.dlaignite.com/ 

If you care about staying ahead of the curve in B2B sales and marketing, this conversation is essential viewing. It's candid, data-driven, and packed with actionable insights that challenge conventional wisdom while providing a clear roadmap for success in the AI era.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/ 

💬What's your take—is cold calling really dead, or just evolving? Let us know in the comments below.

🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

___________________________________________________________________________

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/  

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ 

Instagram ▶ https://instagram.com/joelharrisonb2b/ 

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #SocialSelling, #AIinSales, #TrustBuilding, #ModernSelling, #SalesTransformation, #B2BInnovation, #DigitalSelling, #CustomerTrust, #SalesLeadership

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Katy Howell, one of the foremost experts in social media and influencer marketing at Immediate Future. Together, they explore YouTube's untapped potential in B2B marketing and why it deserves a bigger role in your marketing strategy. With YouTube now ranking as the UK's second most popular content destination (ahead of ITV and Channel 4), the question isn't whether B2B brands should be there—it's how to do it effectively.

➡️ Katy brings over 21 years of social media expertise and doesn't hold back on what it really takes to succeed on YouTube. She reveals why B2B marketers need to think like broadcasters, not just content creators, and how YouTube works hand-in-hand with LinkedIn to create a powerful thought leadership ecosystem. They dive deep into the difference between content marketing (answering known questions) and true thought leadership (reframing the questions entirely), and why YouTube is the perfect platform for building trust through deeper, more substantive conversations. Katy also shares practical advice on getting started—from filming entire series in a single day to creating content that works across mobile, desktop, and TV screens. If you're ready to move beyond surface-level content and create programming that genuinely influences buyer behavior, this conversation will show you exactly how to do it.

Follow Katy Howell https://linkedin.com/in/katyhowell/ https://immediatefuture.co.uk/

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬What's holding your B2B brand back from YouTube success—lack of resources or lack of strategy? Let us know in the comments below.

🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Izzie Rivers, Founder of Realm B2B and a seasoned B2B media strategist with 25 years of experience spanning major agencies like Dentsu, WPP, and Ogilvy. Together, they tackle one of the most challenging questions in B2B marketing: How do you build genuine trust with C-suite executives who are bombarded with messages, famously skeptical of advertising, and have limited time for anything that feels like marketing? Can smaller companies actually compete for executive attention without massive budgets, or should they focus their efforts elsewhere?

➡️ Izzie brings hard-won insights from cracking the C-suite code for enterprise clients, including award-winning campaigns that achieved 92% pipeline influence and internal content that outperformed standard marketing by 500%. She doesn't hold back on the uncomfortable truths—like why targeting C-suite executives on a shoestring budget often fails, and why marketers need to be brutally honest about what they can actually achieve. Along the way, they explore the "people-first advantage" where authentic employee voices dramatically outperform corporate messaging, quality-over-quantity channel selection that prioritizes executive trust over broad reach, and strategic consistency that builds cumulative trust even with limited resources. They also dive into the realities of measuring trust, the power of passion points (from F1 to heavy metal), and why the executive buying journey requires nine-plus exposures to move the needle.

Follow Izzie Rivers https://linkedin.com/in/izzybrivers/ https://realm-b2b.com/

If you care about building authentic executive influence in an increasingly fragmented media landscape, this conversation is for you. It's pragmatic, data-driven, and packed with actionable insights that can help you navigate the complex world of C-suite marketing—whether you're working with enterprise budgets or need to prove ROI on every dollar spent.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #CSuiteMarketing, #ExecutiveMarketing, #MediaStrategy, #TrustBuilding, #B2BInfluencer, #PipelineMarketing, #RealmB2B, #IzzieRivers

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robert Norum, one of the world's foremost advisers in account-based marketing and resident ABM expert at Propolis. In the buildup to B2B Marketing's Global ABM Conference, they explore a fascinating question: why do ABM programmes consistently achieve 42% higher ROI than traditional marketing approaches? The answer lies in something fundamental—trust. Through analysis of over 1,000 award entries, they uncover how personalized experiences and authentic engagement create a trust advantage that translates directly to bottom-line results.

➡️ Robert doesn't hold back as he shares why ABM should be the primary go-to-market strategy for most enterprise organizations. He unpacks the critical role of trust in transforming vendors into trusted advisors, revealing why 75% of successful ABM campaigns incorporate thought leadership while only 25% fully leverage customer advocacy—and what that gap really means. They dive deep into the practical challenges of personalization, exploring where the line sits between impressive customization and creepy surveillance, and how to stay on the right side of it. Robert also tackles the AI elephant in the room, explaining exactly where artificial intelligence adds value in ABM and where human intelligence remains irreplaceable. From breaking down marketing-sales silos to creating content that resonates at every stage of the buyer journey, this conversation covers the strategic foundations that make ABM work.

Follow Robert Norum

https://linkedin.com/in/robertnorum/

If you're serious about elevating your ABM strategy, understanding how to build genuine trust with high-value accounts, or simply want to understand why some marketing approaches deliver significantly better returns than others, this episode delivers actionable insights you can implement immediately. It's strategic, practical, and grounded in real-world data from hundreds of successful campaigns.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬 What's your biggest challenge in building trust with key accounts? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #ABM, #AccountBasedMarketing, #ABMStrategy, #TrustInMarketing, #PersonalizationMarketing, #CustomerAdvocacy, #SalesEnablement, #MarketingROI, #B2BAwards

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Lynsey Showman, a market research professional with over 20 years of experience at Adience, a B2B market research agency. Together, they tackle one of the most hyped yet misunderstood topics in B2B marketing today: synthetic data. With AI promising to revolutionize how we gather insights and inform thought leadership, the question isn't just whether synthetic data works—it's whether marketers can actually trust it to drive real business decisions.

➡️ Lynsey brings a refreshingly balanced perspective to the conversation, neither dismissing synthetic data outright nor accepting the hype uncritically. She walks through exactly how synthetic data is created—from training algorithms on existing datasets to generating artificial respondents that mimic real professionals—and explains why the quality of that foundational data matters more than the technology itself. The discussion covers where synthetic data shows genuine promise (overcoming sample size challenges, reducing costs, speeding up research timelines) and where it falls critically short (capturing emotional decision-making, generating unexpected insights, maintaining diversity and representation). They explore the ethical considerations, regulatory gray areas, and trust issues that currently make synthetic data better suited for augmenting human samples rather than replacing them entirely, especially when it comes to thought leadership that demands credibility and depth.

If you're navigating the pressure to do more research with less budget and wondering whether synthetic data is the answer, this conversation provides the practical guidance you need. Lynsey's message is clear: experiment cautiously, understand your sources, validate rigorously, and recognize that we're not quite at the tipping point yet—but we're getting closer.

Follow Lynsey Showman

https://linkedin.com/in/lynsey-showman

https://adience.com

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community

➡️ https://www.joelharrisonb2b.com/

💬 What do you think—is synthetic data ready for prime time in B2B research, or should we proceed with caution? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #SyntheticData, #MarketResearch, #AIinMarketing, #B2BResearch, #DataQuality, #MarketingInsights, #B2BThoughtLeadership, #ResearchMethodology, #MarketingAI

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Dan Shaw, CEO at Funnel Fuel. Together, they tackle one of the most overlooked yet critical aspects of Account-Based Marketing: account selection. While ABM has become a cornerstone strategy for B2B marketers, the foundational "A" in ABM is often neglected—leading to campaigns built on outdated data, misaligned objectives, and ultimately, broken trust between sales and marketing teams. So how do you get account selection right when it can make or break your entire ABM program?

➡️ Dan brings a refreshingly transparent perspective on what's actually going wrong in the ABM space and, more importantly, how to fix it. He challenges the industry's default position of promising 100% coverage rates and reveals why even the cleanest account lists can be nearly impossible to target with precision. From companies that no longer exist appearing on target lists to the fundamental disconnect between sales and marketing in defining those crucial accounts, Dan doesn't hold back. He explains why transparency must come before trust, how to leverage intent data and lookalike modeling intelligently, and why marketers need to stop being passengers in the account selection process. They also explore the practical steps marketing leaders can take to rebuild credibility, align with sales through data-driven conversations, and create ABM programs that actually move the needle—not just tick boxes.

If you're frustrated with ABM programs that fail to deliver, struggling to get sales buy-in on your target accounts, or simply want to understand how to build stronger foundations for account-based success, this conversation delivers actionable insights that can transform your approach. Dan and Joel discuss real-world tactics for navigating poor data quality, the importance of distinguishing between growth, opportunity, and retention accounts, and why flexibility mid-campaign isn't a weakness—it's essential.

Follow Dan Shaw,

https://linkedin.com/in/danshaw/

https://funnelfuel.io

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬 What do you think comes first—accurate account data or compelling ABM strategy? Let us know in the comments below.

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #ABMMarketing, #AccountBasedMarketing, #SalesAndMarketing, #DataDrivenMarketing, #ABMStrategy, #MarketingAlignment, #B2BDataQuality, #TargetAccountSelection, #ABMExcellence

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Giuseppe Caltabiano, Senior Director of Marketing at AVK. Together, they explore the fascinating journey of how AVK transformed from a niche data center energy provider into a bold, memorable brand that's breaking conventions in the B2B space. How do you make power solutions for data centers exciting and human? Can coloring books and billboards really work in technical B2B marketing?

➡️ Giuseppe brings a unique perspective as both a practitioner and academic, combining rigorous marketing theory with creative execution. He shares the compelling story behind AVK's unconventional brand refresh—from creating coloring books that position the company as playful and approachable, to installing bold billboards in unexpected locations. You'll discover why storytelling is fundamental to B2B success (backed by neuroscience), how AVK leveraged employee stories to build authentic brand narratives, and why breaking with industry conventions can be your competitive advantage. Giuseppe also reveals how classical marketing principles like mental availability and the 95-5 rule apply perfectly to complex B2B environments, and discusses the crucial crossroads facing the data center industry as it balances growth with community concerns.

If you're a B2B marketer looking to break free from conventional approaches, build trust through authentic storytelling, and create campaigns that actually stand out in a crowded marketplace, this conversation is packed with actionable insights and inspiration. Giuseppe's approach proves that B2B marketing doesn't have to be boring—it just has to be human.

Chapters:

[00:01] Introduction to Trusted Influence in B2B

[02:10] What AVK Does - Energy Solutions for Data Centers

[04:06] The Power of Storytelling in B2B Marketing

[09:13] The Brand Refresh Challenge and Opportunity

[18:12] Engaging Internal Teams Through Storytelling

[24:57] From Billboards to Coloring Books - Creative Campaign Tactics

[32:29] Applying Marketing Effectiveness Principles in B2B

[37:35] What's Next for AVK's Brand Journey

Follow Giuseppe Caltabiano

https://linkedin.com/in/giuseppecaltabiano

AVK Website: https://www.avkgroup.com

___________

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬 What unconventional marketing tactics have worked for you in B2B? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

---------------

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #AVK, #DataCenters, #BrandRefresh, #CreativeMarketing, #MarketingInnovation

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Clive Armitage, CEO of Pretzl, to discuss one of the most significant transformations in the B2B agency landscape. Clive shares the inside story of how five established Next 15-owned agencies—Agent3, Together, Velocity Partners, PAN Communications, and This is Distillery—came together to form Pretzl, a 300+ person global agency built from the ground up with AI at its core.

➡ Clive challenges the notion that this is simply a consolidation play, positioning Pretzl instead as a fundamental reimagining of how B2B marketing agencies can serve clients in an AI-driven era. He explains how the catalyst wasn't just market pressure, but a collective recognition among agency leaders that the traditional funnel-based approach to B2B marketing has stopped delivering results. The conversation explores how Pretzl's proprietary AI platform, Journey Lab, aims to industrialize buyer journey mapping at scale—something that was previously effective but too expensive and time-consuming to execute manually.

Beyond the technology, Clive offers candid insights into the human side of transformation: managing change across multiple agency cultures, communicating vision to nervous employees, maintaining client trust during upheaval, and learning hard lessons about over-communication. He discusses the delicate balance of honoring legacy brand equity while creating something entirely new, and why some talented people choosing to leave is an inevitable part of authentic transformation.

If you're navigating agency consolidation, implementing AI in professional services, or leading any significant organizational change in B2B, this conversation offers both strategic framework and tactical wisdom from someone in the thick of it.

Follow Clive Armitage

https://linkedin.com/in/clivearmitage/

https://www.pretzl.com 

If you're interested in how B2B agencies are evolving to meet the dual challenges of market pressure and AI disruption—and what "technology and people as a service" (TAPAS) might mean for the future—this conversation is essential listening.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡ https://www.joelharrisonb2b.com/ 

💬 What do you think makes an agency merger successful in the AI era? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing.

https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Eddie O'Brien, Senior Director of Global Customer Insight at Sage. Together, they explore the transformative shift happening in market research and customer insight—moving beyond generative AI into the world of agentic intelligence, where AI doesn't just answer questions but actively collects data, analyzes it, and makes autonomous decisions in real time.

➡ Eddie challenges the narrative that AI will replace human insight professionals, arguing instead for a powerful partnership where AI handles the "explicit" data while humans focus on the "implicit"—the unsaid emotional needs and behavioral nuances that create true competitive advantage. He shares how Sage is already using AI to compress three-month research projects into hours, while maintaining quality through side-by-side testing of traditional methods against AI-powered approaches. The conversation covers practical use cases including how agentic AI is revolutionizing the briefing process, eliminating knowledge management gaps, and helping teams overcome inherent human biases. Eddie also addresses the critical trust question: how do you build stakeholder confidence when AI is informing major business decisions? His answer involves transparency, hybrid approaches, and demonstrating strong correlations between AI-generated and traditional research outputs.

If you're a B2B marketer, insight professional, or strategist wondering how AI will reshape your function—and what skills will remain uniquely human—this conversation offers both clarity and optimism about the future.

Follow Eddie O'Brien

https://linkedin.com/in/edwardaobrien/

https://www.sage.com

If you care about staying ahead in the AI-augmented future of B2B marketing and customer insight, this conversation is for you. It's practical, forward-thinking, and packed with real-world examples that can help you understand where to invest your energy as the industry transforms.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡ https://www.joelharrisonb2b.com/

💬What aspects of your insight or research work do you think AI will augment first? Let us know in the comments below.

🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

Chapters:

00:00 Introduction: Welcome to Trust and Influence in B2B

01:00 About Sage: 40 Years of Innovation in Business Software

02:30 The Three Eras of Customer Insight and Market Research

04:45 Understanding Agentic AI: Beyond Generative AI

07:15 Real-World Use Case: Compressing 3-Month Projects into Hours

10:30 The Quality Question: Testing AI Against Traditional Methods

13:00 AI vs Human in Thought Leadership: A Partnership, Not Replacement

16:00 Building Trust and Confidence with AI-Generated Insights

20:00 The Explicit vs Implicit: Where Human Insight Becomes Non-Negotiable

24:00 Transforming the Briefing Process with AI

28:30 Overcoming Human Bias and Knowledge Management Challenges

32:45 AI's Role in Different Marketing Activities and Thought Leadership

36:15 The Future of B2B Marketing: Where AI Excels and Where Experiential Wins

39:00 Looking Ahead: What Percentage of Insight Work Will Be AI-Augmented?

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #AgenticAI, #AIinMarketing, #CustomerInsight, #MarketResearch, #AITransformation, #SyntheticData, #MarketingAutomation, #AIAgents, #FutureOfMarketing

Based on the podcast transcript, here's the revised episode description:

Episode Description

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Stuart Giddings, CEO and co-founder of Beettoo, a new generation B2B agency built on flexible talent models and partnership ecosystems. With two decades at the forefront of B2B marketing and agency transformation, Stuart brings a refreshingly candid perspective on why the traditional agency model is broken—and what's emerging in its place. Can agencies remain trusted partners while radically rethinking how they're structured, staffed, and priced?

➡️ Stuart doesn't hold back. He argues that the conventional B2B agency has become commoditized—reduced to admin resource rather than strategic partner—and that the path forward requires embracing agility, flexible resourcing, and outcome-based value over headcount-based growth. Drawing from insights shared at a recent B2B Marketing Leaders Roundtable, they explore how agencies are experimenting with distributed talent models, using 30-50% freelance or partner networks, and wrestling with questions around quality control, client consistency, and financial sustainability.

They also tackle the tough questions: How do you maintain trust with clients during constant change? Can you deliver strategic value when your team isn't all under one roof? And what happens when AI, in-housing pressures, and talent pipeline challenges converge all at once? If you're an agency leader, marketing director, or anyone navigating the future of B2B marketing partnerships, this conversation offers honest, practical perspectives on what's actually working—and what needs to change.

Chapters:

00:00 - Introduction

01:22 - The Broken Agency Model

07:17 - Managing Distributed Teams

12:00 - New Financial Models

19:08 - Building Partner Ecosystems

24:33 - Talent and AI Challenges

29:17 - Agency Consolidation

33:33 - The AI Question

37:17 - The Future Agency

Follow Stuart Giddings

https://linkedin.com/in/stuartgiddings

https://beettoo.com

If you care about the future of agency models, building sustainable partnerships, and delivering real value in an era of constant disruption, this conversation is for you. It's pragmatic, forward-thinking, and packed with insights for anyone rethinking how B2B marketing services should be structured and delivered.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬 What do you think—is the traditional agency model truly broken, or just evolving? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

---------------

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

---------------

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #AgencyModel, #FlexibleTalent, #FreelanceEconomy, #AgencyTransformation, #MarketingAgencies, #B2BAgencies, #FutureOfWork, #AgencyLeadership, #ValueBasedPricing

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Teresa Allan, Managing Partner at Magnus Consulting, to explore a striking disconnect in B2B leadership: only 9% of commercial leaders feel highly confident about hitting their 2026 growth targets, yet over half of their organizations are aggressively pursuing growth. Teresa shares insights from Magnus Consulting's new GTM Confidence Index report, revealing that this confidence gap isn't just an internal problem—it's a trust issue that buyers can sense. Leaders who are confident in their current quarter's pipeline are nine times more likely to feel confident about the year ahead, and those with integrated tech stacks are five times more confident than those with fragmented systems.

➡ Throughout the conversation, Joel and Teresa unpack the five systemic gaps holding organizations back—from sales and marketing silos (where misalignment drops confidence to zero) to the mid-market "messy middle" where complexity outpaces resources. Teresa offers a practical 90-day roadmap for closing the confidence gap: survey your team's actual confidence levels, identify where the real struggles are, and rally everyone around clear priorities within your current reality. Most importantly, she argues that confidence should be tracked as a formal metric at board level—not as a soft measure, but as a predictor of growth, alignment, and buyer trust. If you're responsible for driving B2B growth in an environment of flat budgets and rising expectations, this conversation is essential listening.

📑 Chapters:

00:00 - Introduction: The GTM Confidence Crisis

03:45 - Why Only 9% of Leaders Are Confident in 2026 Targets

11:20 - Pipeline Confidence: The 9x Multiplier Effect

18:35 - The Budget Reality: Doing More with Less

26:10 - AI Adoption vs. AI Integration: The Maturity Problem

33:50 - MarTech Fragmentation and the Data Hygiene Challenge

42:15 - The Mid-Market Squeeze: Stuck in the Messy Middle

50:30 - 90-Day Action Plan: Closing Your Confidence Gap

Download the report

https://magnusconsulting.co.uk/the-gtm-confidence-index-2026-closing-the-growth-gap/?utm_source=linkedin&utm_medium=Joel-Harrison&utm_campaign=GTM_Confidence_Index&utm_content=B2B-Catalyst

Follow Teresa Allan

Linkedin https://linkedin.com/in/teresaallanmagnus/?originalSubdomain=uk

https://magnusconsulting.co.uk/

If you care about building confidence in your commercial teams and bridging the trust gap with buyers, this conversation is for you. It's packed with research-backed insights and practical steps you can take in the next 90 days.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡ https://www.joelharrisonb2b.com/

💬 What's the biggest confidence gap in your organization right now—pipeline visibility, budget alignment, or team integration? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #GTMStrategy, #GoToMarket, #SalesAndMarketing, #CommercialLeadership, #B2BConfidence, #RevenueGrowth, #SalesAlignment, #MarketingROI, #B2BGrowth

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kate Mackie, Partner at EY and author of "B2B Marketing Fundamentals." Kate has over 20 years of experience leading global marketing initiatives across both agency and client-side roles. She's a Fellow of the Chartered Institute of Marketing and was named one of the UK's 2023 most influential marketers. In this conversation, they explore a critical question: Is trust just a soft concept, or is it the strategic foundation that drives real B2B growth?

➡Kate makes a compelling case that the brand isn't fluffy—it's essential. She explains how trust connects brand, reputation, relationships, and revenue, and why consistency matters more than perfection. They discuss how reputation starts inside organizations with employee advocacy, how AI and data can either build or break customer confidence, and why leaders need to create psychological safety for teams to innovate. Kate also shares practical advice for early-career marketers, including why curiosity and reliable execution matter more than having a perfect career plan. Whether you're building brand credibility, navigating AI adoption, or trying to align internal culture with external promises, this conversation offers clear, actionable insights.

If you want to understand how to build lasting trust in B2B marketing, this episode is for you.

Chapters:

00:00 - Introduction to Kate Mackie and Trust in B2B

03:00 - The Daily Reality of Leading Global Marketing at EY

09:00 - Writing a Book: 511 Words a Day and the Four Pillars of B2B Marketing

13:00 - Why Brand Isn't Fluffy—It's Your Strategic Foundation

19:00 - Reputation Starts Inside: Employee Advocacy and Internal Culture

23:00 - AI, Data, and Transparency: Strengthening Trust in the Digital Age

28:00 - Creating Psychological Safety and Permission to Fail

32:00 - The Future of Trust in B2B Marketing

Follow Kate Mackie:

https://linkedin.com/in/mackiekate/?originalSubdomain=uk

https://www.ey.com/

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to trust-building—whether you're a content creator, strategist, or brand leader.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡ https://www.joelharrisonb2b.com/

💬What role does trust play in your B2B marketing strategy? Let us know in the comments below.

🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #TrustInMarketing, #BrandStrategy, #EmployeeAdvocacy, #MarketingLeadership, #AIinMarketing, #PsychologicalSafety, #B2BBrand, #KateMackie, #EY

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Carla Johnson, a globally recognized marketing and innovation strategist, speaker, and author of Rethink Innovation. Carla has helped some of the world's top B2B brands—from Emerson and Dell to Intel—reimagine how they inspire creativity, tell authentic stories, and earn lasting trust. What does it really take to build trust in an era where buyers believe peers and employees more than brand advertising, and how can B2B organizations unlock creativity when risk aversion still dominates?

➡️ Carla doesn't hold back. He reveals why trust is the hidden currency that powers innovation, why consistency matters more than perfection, and how storytelling transforms credibility into real influence. They explore how brand values must translate into employee freedom, why thought leadership requires taking the heat along with the glory, and what AI means for the future of authentic marketing. From the importance of making people uncomfortable with your ideas to how a 125-year-old industrial company used Barbie as inspiration for a values campaign, this conversation challenges conventional B2B wisdom at every turn. Carla also shares practical frameworks from his work, including why 90% of innovation happens outside traditional innovation teams and how B2B marketers can use AI to think with them, not for them.

00:00 Introduction to Trust and Influence in B2B

00:27 Meet Cara Johnson: Marketing and Innovation Strategist

01:03 The Role of Trust in B2B Marketing

02:28 Consistency and Creativity in Building Trust

05:40 Thought Leadership and Trustworthiness

10:31 Employee Advocacy and Authenticity

17:21 Storytelling as a Currency of Trust

20:22 AI's Impact on B2B Marketing and Trust

29:15 Innovation and Trust in Risk-Averse Environments

35:33 Future of Trust in B2B: Key Takeaways

Follow Carla Johnson

https://linkedin.com/in/carlajohnson

https://www.carlajohnson.co 

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬 What do you think comes first—building trust internally with employees, or externally with customers? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing.

https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #TrustInMarketing, #EmployeeAdvocacy, #Innovation, #AIinMarketing, #MarketingLeadership, #CustomerStories, #BrandValues, #CommercialMarketing

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Felicia Asiedu, European Marketing Director at Cvent, a global leader in event technology. Together, they explore a critical shift happening in B2B marketing right now: the move from treating events as one-off tactical activities to embracing them as a strategic growth driver. With digital content overload reaching peak levels and buyers craving more tangible, trust-building interactions, could events be the missing piece in your go-to-market strategy?

➡️ Felicia brings a refreshingly honest perspective shaped by seven years at Cvent and a front-row seat to how the best B2B organizations are rethinking their event programs. She unpacks the concept of Event-Led Growth (ELG)—a framework that connects every event, from flagship conferences to intimate dinners, back to measurable business outcomes. You'll hear why 79% of companies using an ELG approach hit their revenue goals every quarter, how events can accelerate sales cycles by 20-30 days, and why face-to-face interactions remain irreplaceable for building the trust needed to close complex B2B deals. Felicia also shares practical advice on aligning sales and marketing around events, the role of technology in scaling event programs, and why smaller businesses might actually have an advantage when it comes to strategic event planning. 

00:00 Welcome to the Trust and Influence in B2B Podcast

00:29 The Rise of B2B Marketing Events

01:09 Introducing Felicia Du and Event-Led Growth

03:45 The Importance of Strategic Event Planning

05:46 Aligning Events with Business Goals

10:34 Building Trust Through Face-to-Face Interactions

15:04 Measuring Event Success and Strategic Alignment

18:05 Maximizing Event Impact Beyond the Day

18:53 The Importance of Post-Event Follow-Up

20:03 Aligning Pre-Event and During-Event Strategies

24:23 Leveraging Technology for Event Success

27:41 Event-Led Growth for Mid-Market and Smaller Organizations

30:54 Integrating Digital Events into Your Strategy

33:00 Steps to Evolve Your Event Strategy

35:27 Conclusion and Final Thoughts

Follow Felicia Asiedu,

https://linkedin.com/in/feliciaasiedu / 

https://cvent.com 

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/ 

💬What do you think comes first—strategic event planning or the right technology to execute it? Let us know in the comments below.

🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1 

➡️Expect regular videos filmed on the move—from major events like Ignite, to behind-the-scenes interviews, to deeper dives into topics that matter most to today's marketers. We'll explore what it means to be a commercial marketer, how to build trust and credibility in technical sectors, and how thought leadership can evolve beyond buzzwords into something truly impactful. You'll hear from voices at the cutting edge of B2B, including marketers from global brands, fast-growing startups, and everything in between. This isn't theory for theory's sake. It's about helping you become more effective, influential, and commercially grounded—so you can thrive in a fast-moving, high-expectation world.

👉Subscribe now and tap the bell icon to get notified whenever a new episode drops—from the show floor, the studio, or the front lines of B2B.

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/ 

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/  

Instagram ▶ https://instagram.com/joelharrisonb2b/ 

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #EventMarketing, #EventLedGrowth, #B2BEvents, #SalesAndMarketing, #MarketingAlignment, #EventStrategy, #GTMStrategy, #B2BTrust, #Cvent

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Daniel Mohacek, Founder and CEO at Truth Engine, a company building technology to detect fake reviews at scale. Daniel has spent 25 years in digital marketing, including time at Yahoo in its early days and involvement with SwiftKey, the predictive text keyboard acquired by Microsoft. But it was an unexpected discovery a few years ago that set him down a completely different path—while trying to turn around a struggling B2B website business, he uncovered a coordinated attack of fake negative reviews that traditional marketing playbooks simply don't address. What happens when your company's reputation is being systematically destroyed by fake reviews, and the advice you receive about fighting back raises serious ethical and legal questions?

➡️ Daniel reveals the sobering truth about review manipulation across platforms we all rely on—from Trustpilot and G2 to Google and Glassdoor. The scale of the problem is far greater than most marketers realize, with fake reviews now representing over 50% of all reviews analyzed across hundreds of millions of data points. He explains the rise of "negbombing" (coordinated fake negative reviews), why businesses have felt compelled to fight fire with fire, and how new UK legislation coming into force in Q1 2026 creates real legal and financial risks—including fines of up to 10% of global turnover. Daniel also unpacks how AI search tools and large language models are changing the game, why they rely heavily on reviews, and what this means for businesses with manipulated review profiles. From the impact on brand reputation to the shift in consumer behavior, this conversation challenges everything we thought we knew about online reviews and trust signals in B2B marketing.

If you care about building authentic trust, protecting your brand reputation, and understanding the new legal landscape around reviews, this conversation is essential listening. It's eye-opening, practical, and packed with actionable insights for marketers, brand leaders, and anyone responsible for managing their company's online presence.

Follow Daniel Mohacek

https://linkedin.com/in/danielmohacek/

https://truthengine.com

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬 What do you think—are fake reviews a bigger problem than most B2B marketers realize? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #FakeReviews, #ReviewAuthentication, #TrustInMarketing, #DMCCAct, #ReputationManagement, #CustomerAdvocacy, #B2BTrust, #MarketingCompliance

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Adam Sharp, CEO and Co-founder of Clever Touch, Robert Nicholson, Digital Marketing Director at Robert Walters, and Alec Weeks from Clever Touch. Together, they tackle one of B2B marketing's most persistent challenges: MarTech integration. Despite years of investment and countless vendor promises, only 14% of marketing technology systems are properly integrated, and a staggering 60% of MarTech capability goes entirely unused. But why does integration remain so stubbornly difficult, and what's really holding organizations back?

➡️The guests bring unique perspectives from both consulting and practitioner sides. Adam chairs the Mosaic MarTech Think Tank, which convenes senior marketing technology practitioners to explore real-world challenges. Robert has scaled Robert Walters' marketing operations from a team of three to 40+ globally. What emerges from their conversation is a crucial insight: integration isn't primarily a technical challenge—it's a trust challenge that happens to involve technology. They dive into why trust between marketing, IT, legal, and compliance teams is the real bottleneck, how vendor AI promises often clash with compliance realities, and why data governance remains fundamental. The conversation explores whether AI will make integration non-negotiable or add another layer of complexity, while sharing practical insights on building the business case, balancing centralized control with agility, and taking first steps that drive value.

Chapters:

00:00:00 - Introduction to Trust & Influence in B2B

00:02:36 - The MarTech Integration Challenge

00:05:00 - Why Integration Remains So Difficult

00:10:00 - The Trust Problem Between Teams

00:15:00 - Data Quality and Governance Issues

00:20:00 - Vendor Promises vs Reality

00:24:00 - The Role of Marketing Leaders

00:28:00 - AI's Impact on Integration

00:33:00 - Centralization vs Agility Debate

00:38:00 - Building the Business Case

00:43:00 - Practical Steps Forward

Follow Adam Sharp

https://linkedin.com/in/adamsharpconsultant/

https://clevertouch.com/

Follow Robert Nicholson

https://linkedin.com/in/robert-nicholson-digital/ https://robertwalters.com/

Follow Alec Weeks

https://linkedin.com/in/alec-weeks/

If you're struggling with MarTech integration or wondering why your stack isn't delivering value, this conversation offers honest, practical insights from people who live these challenges every day.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬How are you tackling MarTech integration in your organization?

🔔Subscribe for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

───────────────────

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maria Winn, Chief Marketing Officer at Mitie, the UK's leading facilities management company. They explore how Mitie transformed from a -10 NPS to +63 NPS through authentic brand purpose. What does it take to make purpose resonate with 70,000 employees and drive real trust?

➡️ Maria shares the journey of developing "Better Places, Thriving Communities"—a purpose that needed to work for everyone from frontline cleaners to AI engineers. She reveals why they involved hundreds of employees early, how they balanced internal embedding with external launch, and why letting go of legacy language was their biggest challenge. They discuss the purpose-trust connection in service businesses, why marketing-HR alignment is critical, and the compelling data: organizations with well-embraced purposes have 39% higher revenues.

Chapters:

00:00 - Introduction to Trust in B2B Marketing

02:14 - Maria Winn's Journey to Mitie

05:37 - Why Brand Evolution Became Necessary

06:23 - The -10 to +63 NPS Transformation

08:15 - Creating Authentic Purpose, Not Just Words

10:18 - "Better Places, Thriving Communities"

14:07 - Engaging 70,000 Employees in Purpose

18:22 - Purpose as a Trust Builder in B2B Services

22:27 - Balancing Long-Term Brand with Demand

25:51 - Overcoming the Legacy Challenge

30:01 - Key Principles for Purpose-Driven Trust

33:16 - Embedding Purpose in Culture

35:37 - The Business Impact: 39% Revenue Lift

Follow Maria Winn,

https://linkedin.com/in/mariawinn/

https://www.mitie.com

If you're leading brand transformation or wondering whether purpose drives business results, this conversation delivers practical insights and honest reflections on building trust through purpose.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬What's your experience—does purpose drive trust in your organization? Share your thoughts.

🔔Subscribe for weekly insights, interviews, and perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/ Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #BrandPurpose, #EmployeeEngagement, #NPSTransformation, #CustomerTrust, #CMOInsights

B2B marketing faces a growing trust and attention crisis as buyers are overwhelmed by content and AI-driven noise. Hosted by Joel Harrison, a long-time B2B advocate and founder of B2B Marketing Magazine, the podcast focuses on how trust and influence are truly built in modern B2B. Through conversations with CMOs, founders, analysts, and practitioners, it delivers practical, real-world insights on earning buyer trust, the evolving role of thought leadership and influencers, and how brands can be chosen—not just noticed—to drive growth.

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jon Miller, co-founder of Marketo and Engagio, and one of the most influential figures in modern B2B marketing. Jon literally helped create the demand generation playbook that defined an entire era of marketing automation—and now, he's here to explain why that same playbook might be fundamentally broken. What happens when the very systems you helped build no longer reflect how buyers actually make decisions?

➡️ Jon brings a rare combination of technical rigor (he studied physics before pivoting to marketing) and decades of hands-on experience building category-defining companies. He doesn't just critique the old model—he unpacks why MQLs, linear funnels, and attribution models were always a bit simplistic, and why they've become completely disconnected from today's complex, non-linear buying reality. This conversation digs into the chaos theory of B2B buying, the rising importance of brand over demand, and why trust has become the most critical currency in an era of AI-generated content overload. Jon also reveals what he believes CMOs need to do differently to survive the next decade, why marketing platforms built for the old playbook are now limiting progress, and what he's building next to solve these challenges.

If you've ever felt like your marketing metrics don't tell the full story, or wondered why demand gen tactics that used to work suddenly don't, this episode will give you clarity. Jon talks openly about the internal trust crisis facing CMOs, the political coalition-building skills that tomorrow's marketing leaders will need, and why the future of B2B marketing will be defined by experiences, relationships, and craftsmanship—not just campaigns and conversions. Whether you're questioning the MQL model, struggling to justify brand investment, or trying to navigate AI's impact on your go-to-market strategy, this conversation offers both validation and a path forward.

Follow Jon Miller

https://www.linkedin.com/in/jonmiller2/details/experience/

https://www.linkedin.com/company/adobemarketoengage/

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬 What do you think comes first—building demand or building brand? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

00:00 - Introduction

02:33 - Jon's journey from physics to pioneering marketing automation

08:06 - Why the MQL model is fundamentally flawed and no longer works

13:58 - The evolution from demand gen to ABM to brand focus

18:36 - The critical role of trust in B2B brand building

22:23 - The internal trust crisis facing CMOs today

25:11 - What the next generation of successful CMOs will look like

30:12 - Jon's new AI-native startup in stealth mode

32:04 - How marketers should adapt to the AI-powered future

35:09 - The future of marketing: experiences, relationships, and craftsmanship

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #JonMiller, #MarketingAutomation, #DemandGeneration, #AccountBasedMarketing, #ABM, #MarketingLeadership, #CMOInsights, #BrandBuilding, #AIinMarketing, #MarketingPlaybook

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robert Heldt, CEO of AIM B2B, a B2B marketing and PR agency specializing in helping Western companies navigate the Japanese and South Korean markets. With 17 years of experience in Japan and a new office opening in South Korea in early 2025, Robert brings invaluable insights into two of Asia's most sophisticated yet distinctly different economies. Together, they tackle a critical question: Why do so many Western B2B companies fail when they treat Japan, Korea, and the broader Asian market as one homogeneous opportunity—and what does it really take to succeed?

➡️ Robert reveals the stark differences between Japan's relationship-first, risk-averse business culture and South Korea's fast-paced, digitally-driven marketplace. He explains how trust operates fundamentally differently in these markets, why your global marketing strategy won't land without deep localization, and the cultural missteps that can kill momentum before you even get started. From understanding the role of hierarchy and consensus-building in Japan to navigating South Korea's "Ppalli-Ppalli" (fast-fast) mentality while still respecting traditional business structures, Robert unpacks what Western companies must know before entering these $6 trillion markets. He also dives into channel strategy—why LinkedIn advertising fails in Japan while trade events thrive, why Naver and Kakao dominate in Korea, and how content expectations differ dramatically between formal, data-heavy materials in Japan versus visual, dynamic content in South Korea. They explore the agency landscape, regulatory compliance, PR dynamics including Japan's exclusive Press Club system, and the essential first steps for market entry.

Follow Robert Heldt,

https://linkedin.com/in/robert-heldt/

https://aim-b2b.com/

If you're considering expansion into Japan or South Korea, or simply want to understand how cultural nuance shapes B2B marketing success in sophisticated Asian markets, this conversation is essential listening. It's practical, detailed, and filled with actionable insights that can save you time, budget, and costly mistakes.

00:00 - Introduction and episode overview

02:15 - Robert's background: from hospitality to B2B marketing in Japan

05:30 - Understanding the $6 trillion opportunity in Japan and South Korea

08:45 - Why treating Asia as one market is a costly mistake

12:20 - Cultural foundations: Confucian roots, hierarchy, and trust dynamics

15:40 - Buyer behavior differences between Japan and Korea

18:30 - Channel strategy: Why LinkedIn fails in Japan but trade events thrive

22:15 - Digital landscape: Yahoo Japan, Naver, Kakao, and YouTube

26:00 - Content expectations: Formal vs. visual, data vs. speed

29:20 - The consumerization of B2B content in Korea vs. traditional formats in Japan

31:30 - PR and earned media: Navigating Japan's Press Club system

35:10 - Regulation and compliance: Data privacy and advertising standards

37:45 - The agency landscape: Dentsu, Hakuhodo, and finding the right partners

40:20 - Essential steps for market entry and go-to-market strategy

42:30 - Future trends and closing thoughts

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬 What do you think matters more—speed to market or cultural respect? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #JapanMarket, #SouthKoreaMarketing, #AsiaExpansion, #GlobalMarketing, #MarketEntry, #B2BInternational, #CrossCulturalMarketing, #APACMarketing

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Paul Collier, CMO at Funnel Fuel and a serial B2B marketing leader who's worked with Fortune 50 tech companies. They unpack the FT's landmark "Bridging the Trust Gap" report, which reveals that companies measuring trust are three times more likely to report stronger profits—yet only 22% actually do. Can B2B advertisers afford to ignore trust when planning their media strategies?

➡️ Paul brings hard-won client-side experience to the conversation, sharing his own wake-up call when his digital advertising spend flatlined without explanation. Together, they explore the five pillars of B2B trust (reliability, human competence, data security, ethics, and integrity), why trust gaps exist across industries, and how AI is rapidly reshaping the advertising landscape. They also tackle platform opacity, the balance between trusted media and social channels, and practical steps marketers can take to demand transparency from their advertising partners.

00:00 - Introduction: The FT Trust Gap Report

02:15 - Paul Collier's Background & Journey to Funnel Fuel

05:30 - First Impressions of the Trust Gap Report

08:45 - The Five Pillars of B2B Trust

12:20 - Trust Gaps Across Industries: Why B2B Marketers Should Care

15:40 - Paul's Wake-Up Call: The Christmas Spreadsheet Story

19:25 - Trust Differences Across Media Channels

23:10 - Measurement Gaps in B2B Marketing

26:35 - AI, Transparency & the Future of Advertising

31:20 - What Questions Should Marketers Ask Their Partners?

34:50 - Why Paul is Optimistic About B2B Advertising's Future

37:15 - Closing Thoughts & Key Takeaways

Follow Paul Collier

https://linkedin.com/in/paulcollier/ 

https://funnelfuel.io 

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/ 

💬 What do you think comes first—measuring trust or building it organically? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing.

https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1 

👉 Subscribe now and tap the bell icon to get notified whenever a new episode drops—from the show floor, the studio, or the front lines of B2B.

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ 

Instagram ▶ https://instagram.com/joelharrisonb2b/ 

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #TrustInMarketing, #AdvertisingTransparency, #MarketingROI, #B2BAdvertising, #DigitalMarketing, #SupplyPathOptimization, #MarketingMeasurement, #B2BLeadership, #FunnelFuel

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Katy Howell, Founder and CEO of Immediate Future, a social media agency she has led since 2004. Together, they tackle one of B2B marketing's most persistent blind spots: the difference between thought leaders, influencers, and advocates — and what happens when brands get it wrong. Are you unknowingly leaving your most powerful trust-building channels completely unused?

➡️ Katy brings deep, practical experience in influencer strategy and pulls no punches. She and Joel explore why B2B marketers default to treating influence like a media buy — focused on reach and clicks — rather than asking how each persona actually shapes buyer decisions and builds lasting credibility. Joel also introduces his new B2B Matrix of Influence, built from analysis of over a thousand B2B marketing awards entries, mapping five distinct trust personas and how they should be deployed. They dig into why customer advocates are used in just 11% of campaigns, why employee advocates are chronically undervalued, and how brands can stop over-controlling the very people they need to trust them. Katy's closing soundbite says it all: influence is not a content tactic — it's a trust system. If you want to rethink how your brand earns credibility in a world drowning in AI-generated content, this episode is essential listening.

Chapters:

00:00 - Introduction to the B2B Matrix of Influence

01:02 - Why Marketers Confuse Thought Leaders, Influencers & Advocates

02:09 - Treating Influence Like a Media Plan: The Problem

04:21 - Why the Trust Problem Has Gotten Worse

06:47 - Internal vs. External Voices: Understanding the Difference

09:04 - The Jazz Metaphor: Giving People Freedom Within a Framework

12:37 - Research Findings: How B2B Campaigns Use Trust Personas

15:15 - Introducing the B2B Matrix of Influence Framework

20:37 - How to Work With Unpaid External Influencers

23:01 - Paid Influencers: Autonomy Over Direction

25:11 - Customer Advocates: The Most Underused Trust Asset

27:37 - How to Use the Matrix to Build a Trust Plan

31:24 - Final Thoughts: Influence Is a Trust System, Not a Content Tactic

Follow Katy Howell,

https://www.linkedin.com/in/katyhowell/

https://immediatefuture.co.uk

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership---whether you're a content creator, strategist, or brand leader.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬What do you think comes first---building a strategy around the personas you have, or the trust gaps you need to fix? Let us know in the comments below.

🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

---------------

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

---------------

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #InfluencerMarketing, #B2BTrust, #CustomerAdvocacy, #EmployeeAdvocacy, #B2BInfluence, #MatrixOfInfluence, #TrustInMarketing, #B2BLeadership

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Rob Mitchell, Co-Founder of Exhibit-B and former CEO of FT Longitude. Together, they explore how thought leadership is undergoing a dramatic transformation, evolving from a traditional top-of-funnel brand-building tool into a dynamic, full-funnel marketing discipline. Is thought leadership finally delivering the commercial value B2B marketers have been waiting for?

➡️ Rob brings over 20 years of expertise in thought leadership. Based on Joel's analysis of hundreds of B2B Marketing Awards entries, they unpack five critical trends: the data foundation gap revealing most campaigns lack robust research, the surge in sales integration with over 53% now including sales enablement, the format revolution with documentary content doubling while audio declines, the untapped potential of interactive content, and the distribution shift from broadcast to direct channels. They discuss why synthetic data isn't ready, how to commercialize without killing trust, and why formats matter less than substance.

Chapters:

00:00 - Introduction to Thought Leadership's Evolution

02:34 - Rob Mitchell's Journey into Thought Leadership

03:47 - The Data Foundation Gap

15:23 - The Sales Integration Surge

24:19 - The Format Revolution

32:09 - The Dynamic Content Gap

37:15 - Distribution Shift: Broadcast to Direct

43:13 - Where Thought Leadership is Heading

Follow Rob Mitchel

https://www.linkedin.com/in/rob-mitchell-ned/?originalSubdomain=uk

https://exhibit-b.com

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬 What do you think matters more—data-driven research or compelling storytelling? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #SalesEnablement, #ContentMarketing, #MarketingResearch, #FullFunnelMarketing, #B2BLeadership

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Andrew Mildren, MD of Edelman Business Marketing for EMEA, to dig into the 2026 Edelman Trust Barometer — based on nearly 34,000 responses across 28 countries. The headline finding is sobering: 70% of people globally now hold what Edelman calls an insular trust mindset, retreating into familiar circles and becoming reluctant to trust those who hold different views or values. And yet, businesses have held the title of most trusted institution since 2021. So what's driving this contradiction — and what must B2B marketers do about it?

➡️ Andrew brings Edelman's 26 years of trust expertise to the table and offers both clear diagnosis and practical direction. He explains the concept of "trust brokering" — where businesses act not as side-takers, but as facilitators bridging divided groups — and highlights examples from Microsoft and IKEA doing this credibly. He breaks down why insularity is no longer just a societal issue but a bottom-line business problem, affecting productivity, retention, and leadership. The conversation also explores local versus global trust dynamics, AI's growing impact on how content and companies are discovered, and closes with five concrete actions B2B marketers should be taking now — including treating trust as a commercial metric and building a GEO (generative engine optimization) strategy.

Chapters:

00:00 - Introduction to the Edelman Trust Barometer

01:16 - What You'll Learn in This Episode

02:14 - The Secret Behind 26 Years of Trust Research

04:36 - Evolving Themes: From Polarization to Insularity

07:59 - The Insular Trust Mindset: What's Driving It

10:51 - Why Business Is the Most Trusted Institution

14:56 - Trust Brokering: What It Means in Practice

17:21 - Navigating Divisive Issues in B2B

21:00 - Local vs. Global Trust: Going Poly-National

24:47 - Insularity as a Bottom-Line Business Issue

27:06 - AI's Role in Shaping Trust

32:19 - Five Things B2B Marketers Should Do Now

35:32 - Closing Thoughts & Where to Find the Report

Follow Andrew Mildren,

https://linkedin.com/in/andrewmildren/

https://edelman.com

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership — whether you're a content creator, strategist, or brand leader.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬What do you think comes first — rebuilding trust from the inside out, or leading with bold external communications? Let us know in the comments below.

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📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

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#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #TrustBarometer, #EdelmanTrust, #InsularTrust, #TrustBrokering, #B2BTrust, #GeopoliticsAndBusiness, #AIandMarketing, #EmployeeAdvocacy

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jon Watton, Fractional CMO and experienced B2B tech marketing leader, and Tom Howe from Jefferson Group, to explore one of the most pressing issues facing the industry: the future of B2B marketing roles, team structures, and organizational trust. Marketing headcounts are shrinking, recruitment has stalled, and the rules of the job market have fundamentally shifted. So is this a crisis — or simply a long overdue correction?

➡️ Jon and Tom bring two sharply different perspectives — one from inside the market navigating it as a senior marketer, the other from a front-row seat in hiring across B2B. Together, they dig into the post-COVID hiring hangover, the intense pressure to deliver short-term results at the expense of long-term strategy, and how AI is reshaping both what marketing teams look like and what's expected of them. They also explore why fractional leadership is emerging as a new model of trust, the growing danger of a "squashed middle" in marketing management, and what the B2B marketing team of the future will actually look like. Both guests close with direct, actionable advice on what marketers should be doing right now to future-proof their careers.

Chapters:

00:00 - Introduction: Trust and the Future of B2B Marketing Roles

01:03 - How Recruitment Signals Trust in Marketing

01:42 - Introducing Jon Watton and Tom Howe

02:24 - The Reality of the Senior B2B Marketing Job Market

05:26 - A Generational Shift or a Post-COVID Hangover?

08:07 - Identity Crisis: What Do Companies Actually Want from Marketing?

11:37 - Short-Term Pressure vs. Long-Term Strategy

16:31 - How Marketing Team Structures Are Changing

19:41 - The Rise of Specialists and the Diamond-Shaped Team

24:05 - The Squashed Middle: Pressure on Marketing Managers

26:17 - AI, Human Judgment, and the Trust Equation

29:15 - Trust Declining in Human Marketers — or Just Cost Pressure?

31:40 - The Future Marketing Leader and AI Fluency

34:18 - Fractional, Freelance, and Flexible: New Models for Teams

38:41 - The Rise of B2B Marketing Agencies Again

40:59 - Career Advice: What Marketers Should Do Now

43:17 - Closing Thoughts and What's Coming Next

Follow Jon Watton, https://linkedin.com/in/jonwatton

Follow Tom Howe, https://linkedin.com/in/tomhowe https://jeffersongroup.co.uk

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership---whether you're a content creator, strategist, or brand leader.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬What do you think comes first---rebuilding trust in marketing or proving ROI? Let us know in the comments below.

🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

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📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/ Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ Instagram ▶ https://instagram.com/joelharrisonb2b/

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#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #MarketingRecruitment, #FractionalCMO, #MarketingLeadership, #AIinMarketing, #B2BTeams, #MarketingCareers, #FutureOfMarketing

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kristen Esto, Founder of Customer Influence, a specialist influencer and creator marketing agency. They explore what the data actually tells us about how influencer marketing works in B2B—and what it reveals often runs completely counter to conventional wisdom. Could the most powerful tool in modern B2B marketing be the one you're not using yet?

➡️ Drawing on an AI-assisted analysis of over a thousand award entries from the B2B Marketing Awards and Elevation Awards (2024–2025), Joel and Kristen walk through five key trends shaping B2B influencer marketing today. Kristen—who brings more than a decade of paid media and data experience to her three years as a creator marketing specialist—shares why niche trade influencers consistently beat high-reach celebrities, why loosening brand control actually drives better performance, and how leading brands are connecting influencer activity directly to ABM platforms and pipeline. They also tackle the case for long-term influencer partnerships and why experiences like factory visits or live events produce content that brief-based campaigns simply can't replicate. Balanced, practical, and refreshingly free of hype, this is essential listening for any B2B marketer wondering whether influencer marketing belongs in their toolkit.

Chapters:

00:00 - Introduction to B2B Influencer Marketing

02:14 - Kristen's Background in the Creator Economy

04:00 - How the Analysis Was Conducted Using AI

05:03 - Trend 1: The Credibility Discount – Why Niche Beats Celebrity

09:03 - Finding the Right Influencers for B2B

12:39 - Trend 2: The Control Paradox – Why Freedom Outperforms Scripts

17:00 - Building Brand Alignment Without Brand Control

20:33 - Trend 3: The Pipeline Connection – Linking Influencers to Revenue

25:24 - Making Influencer Measurement Work for Your Team

27:17 - Trend 4: The Relationship Compound – Long-Term vs. One-Off Partnerships

31:24 - The Case for Long-Term Influencer Partnerships

33:02 - Trend 5: The Experience Dividend – Real-World Content vs. Brief-Based Content

38:42 - Summary and Key Takeaways

Follow Kristen Esto,

https://www.linkedin.com/in/kristen-sesto/

https://customerinfluence.co.uk

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬What do you think comes first—finding the right influencer or building the right brief? Let us know in the comments below.

🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #InfluencerMarketing, #B2BInfluencer, #CreatorEconomy, #AccountBasedMarketing, #NicheMarketing, #CreatorMarketing, #InfluencerStrategy, #B2BPipeline