Explore every episode of the podcast Trust & Influence in B2B

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	Title	Pub. Date	Duration
	Stop trying to please everyone! \| Karl Van den Bergh of Illumio on why consistency, not consensus, is what earns trust in B2B	25 juil. 2026	00:30:55
Most leadership advice pushes you toward a familiar template: decisive, diplomatic, endlessly composed. It's meant to build trust. Often it does the opposite – because trust depends on people actually knowing who you are, not the version of you assembled to fit expectations. In this episode of Trust & Influence in B2B, Joel Harrison is joined by Karl Van den Bergh, Chief Marketing and Strategy Officer at Illumio, the breach containment company. Karl has spent more than 25 years leading go-to-market teams at global technology companies, including CMO roles at Gigamon and DataStax, and now writes regularly on authenticity and what it means to be human at work. Together they unpack why being yourself is a trust strategy rather than a soft skill, how to tell real authenticity apart from the performative kind, and why Karl believes AI raises the value of human, relational marketing rather than eroding it. In this episode: Why most leadership advice pushes conformity rather than authenticity, and what gets lost in the process The test that actually separates real authenticity from the performative kind Why brands that try to please everyone end up forgettable – and the campaign that proves the opposite How fear of conflict quietly kills team performance, and what fixed it on Karl's own team Why Karl believes AI raises the value of human, relational marketing rather than replacing it Chapters 00:00 Cold open 01:26 Karl's background – from physics to CMO 03:13 Why he started writing about being yourself at work 06:10 Why a distinctive point of view is a differentiator 08:37 Personal brand vs. company brand 10:55 What authenticity actually means 11:50 Spotting performative authenticity 13:47 How authenticity cascades through a team 17:27 Where leaders fall short on consistency 19:46 Does this get harder as the stakes rise? 21:56 The counterargument: "Don't Be Yourself" 24:30 AI and the flattening of content 27:52 One thing to start doing differently next week Karl on LinkedIn: https://www.linkedin.com/in/karlvandenbergh/ Joel on LinkedIn: https://www.linkedin.com/in/joelharrison/
	Employee voices drown out brand voices in B2B – so how do you orchestrate them? Rida Oyebade of Workday on employee advocacy	23 juil. 2026	00:31:58
Why is employee advocacy so often mistaken for a content strategy? Rida Oyebade, Senior Social Media Manager at Workday, explains why handing employees “ready-made content” isn’t enough — advocacy only works when it still sounds like the person sharing it, not the brand behind them. In this episode of Trust & Influence in B2B, host Joel Harrison talks to Rida Oyebade about employee advocacy — the discipline of turning colleagues into credible, willing voices for the brand. Rida traces her own path into advocacy, breaks down the different tiers of an advocacy programme, and is candid about what she’s learned building one from scratch at Workday: why participation has to stay genuinely optional, why no programme survives without real buy-in from leadership, and why the whole discipline is really about borrowed trust rather than borrowed content. In this episode Why brand-originated content is losing ground to individual voices in B2B Why handing employees ready-made content isn’t the same as earning their voice The three tiers of employee advocacy, and why each needs different handling Why employee advocacy means borrowing someone’s “personal real estate” — and why participation has to stay optional What actually makes advocacy programmes work, and why persuasion alone isn’t enough Whether employee advocacy is a specialism worth building a career around Guest Rida Oyebade is Senior Social Media Manager at Workday, where she leads employee advocacy — working with colleagues, or “influencers” as she prefers to call them, to carry the brand into places a corporate account can’t reach.
	Growth, creativity and trust: the B2B story of Cannes Lions 2026	14 juil. 2026	00:39:28
In this special edition of Trust & Influence in B2B, Joel Harrison is joined by Fiona McKenzie of Marketbridge to make sense of Cannes Lions 2026. Fresh from five days of multi-stream content, installations and fringe events, they let the dust settle and distil what actually matters for B2B marketers – viewed through a growth lens, not creativity for its own sake. They unpack why B2B is visibly on the rise at Cannes, the tension between creativity and commercial measurement, and the CFO buy-in conversation (brand as future cashflow). They dig into three important releases from the week: the FT's work on trust (including the finding that 82% trust a source more when it challenges than when it agrees), Bloomberg on reputation pulling weight across the full funnel, and Bain & Co.'s new model positioned as a rival to NPS, scoring a buyer's likelihood to choose you before any deal is on the table. The conversation moves through the B2B Lions winner – an obscure Swedish ball-bearing company using tidal energy in the Faroe Islands, and why a big idea told as a wider go-to-market story is a step in the right direction – the rise of creators and influence in B2B, Joel's framework of five "trust champions," and a notably optimistic read on AI: a technology that surfaces existing misalignment and removes grunt work rather than replacing human judgment. They close on what Cannes could do better for the B2B community. In this episode: What Cannes actually is, and why it's so hard to navigate. B2B moving up the agenda. The growth-versus-creativity lens. CFO buy-in and brand as future cashflow. Why CMOs are exhausted by the measurement debate. Three key releases: FT on trust, Bloomberg on reputation, Bain's NPS rival. The B2B Lions winner and what it signals. Creators, influence and Joel's five trust champions. A grounded, optimistic take on AI. What's missing, and what would take Cannes to the next level in 2027. Reports and resources mentioned (links below): FT – research on trust in B2B https://dimensionsofinfluence.ft.com/ Bloomberg – reputation across the funnel, B2B Summit presentation https://www.bloombergmedia.com/blog/corporate-rep-study-2025/ Bain & Co. – new buyer-choice model positioned against NPS https://www.bain.com/insights/raising-the-odds-on-a-deal-how-likelihood-to-buy-rewires-b2b-growth/ Chapters: (00:00) Welcome and why we waited for the dust to settle (01:13) What Cannes actually is, and how to navigate it (03:04) B2B on the rise at the festival (04:28) The growth lens: creativity anchored in commercial value (05:21) CFO buy-in and brand as future cashflow (07:54) Why CMOs are exhausted by measurement (10:23) Is B2B creativity judged by the wrong (B2C) playbook? (11:26) Three key releases: FT, Bloomberg and Bain (16:45) Talking the language of the boardroom (19:36) The B2B Lions winner: a Swedish ball-bearing story (24:29) Creators, influence and the five trust champions (30:11) AI: surfacing misalignment, not taking our jobs (35:17) What Cannes could do better (37:46) Wrap-up and how to share your own take Connect with Joel on LinkedIn: https://www.linkedin.com/in/joelharrison/ Connect with Fiona on LinkedIn: https://www.linkedin.com/in/fiona-mckenzie-8a16921a/
	The deal is won before you're in the room \| Why the recommended choice now beats the visible one, with Lottie O'Donoghue from Velo	08 juil. 2026	00:30:24
Most of the conversations that decide a B2B deal happen in a room you'll never be in. Buyers swap recommendations, compare notes and build their shortlists in spaces marketers can neither see nor measure – and by the time you're in contention, the decision is often half made. In this episode of Trust & Influence in B2B, Joel Harrison is joined by Lottie O'Donoghue, strategy director at Velo, a specialist B2B agency built on recommendation. Lottie has led marketing client-side in scale-up SaaS and run ABM at Accenture, and now shapes recommendation strategies for Velo's clients across technology, industrial and professional services. Together they unpack why becoming the recommended choice has shifted from a nice-to-have to a commercial imperative, the real difference between being known and being recommended, and the trust signals that quietly compound into advocacy. In this episode: Why the recommended choice now matters more than the visible one The trust signals that accumulate into recommendation, and the ones marketers most underestimate How to make the case for investing in influence that conventional attribution can't capture Where to start if you suspect you're not being talked about in the right rooms Velo's six Rs of Recommendation Marketing framework Download Velo's report here: https://www.velo-b2b.com/ebooks/?utm_source=Joel+Harrison&utm_campaign=Recommendation+Marketing This is a sponsored episode, produced in partnership with Velo.
	Why lead gen is still B2B's trust free zone \| How blind faith and 'tolerable mischief' underpins a global industry, with Robin Caller of Leadscale	02 juil. 2026	00:42:30
Lead generation is the discipline B2B marketing relies on most and trusts least. In this episode of Trust & Influence in B2B, Robin Caller, founder and CEO of Leadscale, explains why, and what it would take to fix it. Most people in B2B know that a good share of the leads changing hands every day are of questionable quality. Few will say so on the record. Robin is an exception. He calls it "a tolerable level of mischief", a grey zone the whole industry has quietly learned to live with, and in conversation with host Joel Harrison he explains why it persists, why he refuses to call it fraud, and how transparency could begin to put it right. A note before you listen: Robin speaks freely, and not everyone in the industry will agree with all of it. That's rather the point. In this episode: – Why lead generation has been B2B's least-trusted discipline for 20 years – What "a tolerable level of mischief" really means, and why it isn't fraud – The "blind faith" model and the hierarchy of transparency – Why marketers tolerate poor-quality leads: the quota trap – How advertisers are part of the problem, not just the victims – The provenance questions every buyer should be asking their suppliers – Why "more leads will not be the answer" in the AI era Chapters 00:00 Introduction to Lead Generation Challenges 05:42 Transparency and Its Role in Trust 08:20 The Ambivalence of Stakeholders 11:26 Blind Faith in Lead Generation Practices 14:23 The Importance of Transparency in Data Collection 17:19 Navigating the Gray Areas of Lead Generation 18:22 Finding Fair Solutions for All Parties 21:37 Advertisers: Victims and Perpetrators 21:54 The Importance of Data Sharing 24:30 Data Decay and Its Impact on Performance 25:16 Trust and Transparency in Data Transactions 25:25 Generational Perspectives in Marketing 27:03 The MQL Mindset and Its Limitations 29:20 Dynamic Qualification of Leads 31:12 Managing Tolerances in Imperfect Systems 32:48 The Future of Lead Generation 36:23 Questions for Better Data Practices 39:56 The Ethical Implications of Data Sourcing 42:42 A Positive Outlook on Future Trends About the guest Robin Caller is the founder and CEO of Leadscale, a London-based lead generation and data quality business. He has spent more than two decades in lead and demand generation and is one of the industry's more outspoken voices on data quality, transparency and trust. Robin on LinkedIn: https://www.linkedin.com/in/robincaller/ About the podcast Trust & Influence in B2B is hosted by Joel Harrison, founder of Joel Harrison B2B. Each episode explores marketing strategy and practice with senior B2B practitioners, researchers and academics. Joel on LinkedIn: https://www.linkedin.com/in/joelharrison/ Enjoyed this episode? Follow the show in your podcast app and leave a rating or review – it helps other B2B marketers find it.
	Stop claiming you're the best! AI will mark you down for it \| Tom Rudnai on winning influence in the age of Dark AI	23 juin 2026	00:35:47
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tom Rudnai, Founder of Demand Genius and author of the Dark AI study — a research project that analyzed hundreds of AI prompt clusters across major B2B categories to map where brands are truly winning and losing influence. Tom's central finding is as counterintuitive as it is urgent: the more boldly a brand claims to be the best, the more likely AI is to quietly sideline it during the buyer conversations that shape outcomes. So where is influence actually earned in an AI-led world — and what should B2B marketers be doing differently? ➡️ Tom cuts through the noise with sharp, data-grounded thinking on why AI is not a search channel — and why treating it like one is one of the most costly mistakes in B2B marketing today. He introduces the "Dark AI" concept: the 84% of buyer conversations where no brand gets cited, yet where the problem framing, requirements, and shortlist criteria are already being quietly formed. He unpacks how AI enters exploratory mode at the top of the funnel — and why confident, directive brand language fails at the exact moment influence is most available. He also lays out the concept of information gain, arguing that original research, clear perspectives, and genuinely new knowledge are now the highest-value signals a brand can produce. From convergence patterns to what to actually measure, this conversation will challenge how you think about authority, content, and trust in modern B2B. Chapters: 00:00 - Introduction: Why Bold Positioning Can Backfire in AI Search 02:08 - Tom's Background and the Story Behind Demand Genius 03:59 - How Buyers Use AI Differently from Traditional Search 06:16 - The Dark AI Study: What It Measured and What It Found 10:30 - AI Visibility vs. AI Influence: The Iceberg Explained 13:18 - Convergence: How AI Narrows Down to a Recommendation 18:38 - Information Gain: The New North Star for B2B Content 22:11 - Why Confident Category Claims Fail in AI-Led Journeys 25:28 - What B2B Marketers Should Actually Be Measuring 30:49 - Patterns Across Categories and AI Models 33:22 - The One Takeaway Every Marketer Should Remember Follow Tom Rudnai, linkedin.com/in/tomrudnai demandgenius.ai 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—insightful data or a compelling story? 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, #AISearch, #DarkAI, #AEO, #BuyerJourney, #InformationGain, #B2BGrowth, #AIMarketing, #DemandGeneration
	Why Replacing Junior Marketers With AI Is a False Economy \| Professor Laura Chamberlain on Next-Gen Talent	16 juin 2026	00:43:28
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Professor Laura Chamberlain, Professor of Marketing at the University of Warwick and Founder of Think Talk Thrive. They tackle one of the most pressing questions in the profession right now: Do we still need junior marketers—and if so, what do we owe them? As AI absorbs entry-level tasks and graduate vacancies continue to shrink, is marketing quietly destroying its own talent pipeline? ➡️ Laura draws on years of teaching across every level of the profession—from undergraduates to C-suite executives—to challenge the notion that AI can simply replace junior roles. She makes a compelling case that young professionals bring far more than cheap labour: native AI fluency, cultural proximity, fresh thinking, and an eagerness that senior hires can't replicate. She and Joel explore how the erosion of mentorship, rising imposter phenomenon among 18–25-year-olds, and the compression of entry-level roles are creating a long-horizon crisis no single company will feel—until it's far too late. If you're in any way responsible for building or leading a marketing team, this episode will challenge how you think about who you hire, how you develop them, and what the profession stands to lose if we keep pulling the ladder up behind us. Chapters: 00:00 - Introduction: The Junior Marketer Crisis 02:06 - Laura's Background and Teaching Perspective 03:13 - Is Marketing a Career Young People Choose or Fall Into? 06:29 - What's Preoccupying Students Entering the Profession 09:48 - The Graduate Jobs Squeeze and AI's Role 11:37 - Debunking the "We Don't Need Juniors" Narrative 14:31 - What Young Professionals Uniquely Bring to Marketing Teams 17:20 - The Case for Mentorship and Why It's Breaking Down 23:42 - How Junior Marketers Learn Without Entry-Level Tasks 25:42 - Learning to Be Strategic: The New Junior Skillset 30:06 - Specialists vs. Generalists in Marketing Education 34:51 - Are Young People Better or Worse at Using AI? 39:33 - The Long-Term Cost of Abandoning Junior Talent 41:09 - What Needs to Change: Laura's Call to Action Follow Laura Chamberlain https://www.linkedin.com/in/lmchamberlain/ 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—investing in junior talent or letting AI fill the gap? 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, #JuniorMarketers, #MarketingTalent, #AIinMarketing, #MarketingEducation, #EarlyCareer, #FutureOfMarketing, #MarketingMentorship, #TalentPipeline
	What Access Group Learned from a Year on the AI Bus \| Kate Hassler's Inside Track on How a $9 Billion B2B Software Powerhouse Has Made AI Business as Usual	09 juin 2026	00:39:59
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kate Hassler, Group Director of Brand and Comms at Access Group—a $9 billion global B2B software company serving 160,000 customers across Europe, Asia, and the Americas. While headlines scream of AI-driven redundancies at tech giants, Access Group took the opposite approach: hiring more people, running company-wide hackathons, and building a culture where AI is simply business as usual. So what does a genuinely human-led AI transformation actually look like from the inside? ➡️ Kate walks through every stage of Access Group's journey—from pockets of shadow AI usage and no formal governance, to enterprise Claude licenses with custom brand skills built in. She reveals the story behind the now-legendary "AI bus" metaphor that united 9,000 employees around a single, simple idea, and explains how structured playtime - not mandates - turned the biggest sceptics into the most vocal champions. She digs into why Access chose to protect junior talent rather than cut it, how one senior designer reinvented himself as an AI strategist, and why the "human at the start, human at the end" principle is what separates meaningful content from AI slop. Whether you're a marketing leader navigating an AI rollout or just trying to get your team over the line, Kate's blueprint is grounded, practical, and genuinely inspiring. Chapters: 00:00 - Introduction: AI and the B2B Marketing Workplace 02:12 - Kate Hassler and Access Group Overview 04:03 - Company-Wide AI as a Strategic Priority 07:26 - The London Bus Metaphor: Origin and Impact 11:04 - Why the Metaphor Has Endured a Year On 12:32 - From Shadow AI to Structured Adoption 14:33 - Copilot, Claude, and the Licensing Journey 17:27 - Building Custom Claude Brand Skills 19:00 - Human at the Start, Human at the End 21:14 - Hackathons, Play, and AI Champions 25:37 - Job Security and Empathy-Led Leadership 28:07 - Splash Maker: A Creative Reinvents as Strategist 32:49 - Biggest Lessons from 12 Months of AI Transformation 36:37 - Junior Talent and the Future Pipeline Follow Kate Hassler https://linkedin.com/in/kate-hassler https://www.theaccessgroup.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—getting your team on board with AI, or putting the governance in place? 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, #AIAdoption, #AIInMarketing, #MarketingLeadership, #AITransformation, #FutureOfWork, #CreativeServices, #B2BTech
	B2B Tech Marketing's Human-First Future in The Age of AI \| Exclusive Insights from B2B Marketing Awards Data, Focusing on Four Key Trends, with Tejal Patel	02 juin 2026	00:43:07
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tejal Patel, Independent Marketing Consultant and former marketing leader at Cisco, Microsoft, and Nokia. Together, they examine how B2B technology marketing is changing as AI reshapes content creation and digital channels become more saturated than ever. Using exclusive insights from B2B Marketing Awards data, they reveal four emerging trends that are helping leading brands stand out in an increasingly crowded marketplace. ➡️ Tejal explains why marketers are moving beyond traditional buyer personas and investing more heavily in developers, practitioners, employees, and advocates who influence purchasing decisions from within. The conversation explores the growing importance of employee advocacy, experiential marketing, proof-of-concept campaigns, and highly targeted direct mail programs that cut through digital noise. They also discuss why trust, authenticity, and human experiences are becoming more valuable competitive advantages—and why many marketing measurement frameworks may be preventing organizations from fully embracing these strategies. Chapters: 00:00 - Introduction and Why Tech Marketing Leads B2B Innovation 01:23 - Meet Tejal Patel and the Rise of Human-Centric Marketing 05:21 - The Shift Toward Internal Influencers and Practitioner Audiences 10:22 - Why Marketers Are Targeting Doers Instead of Decision-Makers 12:15 - The Measurement Challenge Behind Long-Term Marketing Success 14:02 - Employee Advocacy and Authentic Brand Influence 16:51 - Proof of Concept as a Marketing Campaign 18:01 - Why Demonstration Beats Persuasion 20:52 - Quality Over Quantity in Modern B2B Marketing 23:19 - The Growth of Experiential and Sensory Marketing 25:11 - What Gen Z Buyers Teach Us About Engagement 27:29 - Creating Experiences That Prove Value 31:13 - Building Impactful Experiences on Smaller Budgets 33:53 - The Return of Direct Mail in B2B 37:21 - Has Digital Marketing Lost Its Distinction? 39:59 - The One Thing Marketing Leaders Should Change Today 42:34 - Final Thoughts and Closing Remarks Follow Tejal Patel https://www.linkedin.com/in/tejal/ https://tejalpatel.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 will matter more in the future of B2B marketing—AI-powered efficiency or human-centered experiences? 🔔 Subscribe for more conversations with the marketers, leaders, and innovators shaping the future 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, #TechMarketing, #ExperientialMarketing, #EmployeeAdvocacy, #ABM, #DemandGeneration, #MarketingInnovation, #MarketingLeadership, #CustomerExperience
	Best in show B2B \| Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie	27 mai 2026	00:42:16
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Brian Macreadie, Head of Marketing at Addleshaw Goddard, one of the UK's most creatively ambitious international law firms. Brian reveals how his team did something no legal firm had ever done before—becoming the first-ever official legal partner of the RHS Chelsea Flower Show—and built a full-funnel campaign around it called Flourish in the City. Could flowers, billboards, and a garden at Chelsea really deliver 350% ROI and 40 new clients in under a year? ➡️ With over 30 years of B2B marketing experience across telecoms, media, and legal, Brian doesn't just talk about creativity—he proves it pays. He breaks down the strategic thinking behind Flourish in the City: why a noisy, content-saturated legal market demanded something radically different, and how a single emotionally resonant idea can anchor an entire integrated campaign. From 19 digital billboards at Bank and London Bridge, to handing flowers to city commuters, to hosting 400+ VIP clients across 57 intimate Chelsea events—this is full-funnel B2B marketing at its boldest. Brian also tackles the harder questions: how do you build internal buy-in for long-term, creative marketing investment? How do brand and ABM complement rather than compete? And what does it really take to build the kind of trust that turns one conversation into a 25-year client relationship? His two golden rules haven't changed in 30 years—and they're more relevant than ever. Chapters: 00:00 Podcast Welcome 00:30 Meet Brian McCredie 00:55 Inside the London Office 02:01 Flourish in the City 03:50 Episode Learning Goals 04:36 Brian Career Journey 05:40 Why Legal Needs Creativity 07:19 About Addleshaw Goddard 08:33 The Attention Problem 09:55 Trust and Top of Mind 11:58 Why Chelsea Flower Show 13:34 Authentic Brand Fit 16:28 Pilot Proof and Client Love 17:39 Behind the Scenes at Chelsea 19:17 Flourish in the City 21:05 Making the Long Term Case 23:22 Sponsorship as Full Funnel 25:06 VIP Events at Chelsea 27:54 Citywide Media Blitz 31:31 Measuring Impact and ROI 33:16 Building Creative Buy In 36:08 Results and Payback 37:18 Transferable Marketing Lessons 40:17 Final Takeaways and Close Follow Brian Macreadie, https://linkedin.com/in/bmacreadie?originalSubdomain=uk https://addleshawgoddard.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—insightful data or a compelling story? 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, #LegalMarketing, #B2BCreativity, #SponsorshipMarketing, #FullFunnelMarketing, #BrandBuilding, #B2BEvents, #IntegratedMarketing
	Why Data is Still The Achilles Heel of B2B Marketing \| Trust in Data Remains at Rock-Bottom for Enterprises — Maureen Blandford Explains What Marketers Can Do About It	19 mai 2026	00:37:04
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maureen Blandford, Founder of Serendipitas and co-author of the Diginomica Enterprise Data Health Study. Together, they expose one of B2B marketing's most uncomfortable truths: that senior leaders across major enterprises don't actually trust their own data—even when they say they do. Could the data powering your most critical business decisions be far less reliable than anyone is willing to admit out loud? ➡️ Maureen draws on nearly twelve years as a B2B tech CMO and frank conversations with eighteen senior practitioners—CEOs, CDOs, and commercial leaders—to unpack the dangerous gap between stated and behavioral trust in enterprise data. She introduces the "verification tax," where organisations are burning 30 to 70% of professional time simply assembling and reconciling data rather than analysing it. They dig into why 94% of organisations still have siloed data despite years of integration projects, why legacy MarTech was never built for strategic business needs, and why vendor-funded research is feeding a narrative that doesn't match reality on the ground. On AI, the findings are stark: vendor surveys claim 93% of organisations plan to deploy autonomous AI agents within two years—yet only 3 of 18 interviewed organisations have anything resembling agentic AI in practice. Maureen also shares what genuine AI readiness requires and, crucially, three things any senior marketer can do this week—with no new budget and no board approval—to start making real, lasting progress. Chapters: 00:00 - Introduction to the B2B Data Trust Crisis 02:28 - Why Data Became Maureen's Central Obsession 04:10 - What the Current Data Narrative Gets Wrong 05:37 - Stated Trust vs. Behavioural Trust: The Key Discovery 11:26 - The Verification Tax and Its Hidden Cost 14:12 - Why MarTech Was Never Built for Strategy 15:55 - 94% of Organisations Still Have Siloed Data 19:29 - Why Vendor Research Misleads Buyers 23:39 - The AI Readiness Gap: 93% vs. Reality 29:08 - The Three Types of AI Organisations (and the Most Dangerous One) 31:00 - Rays of Sunshine: What's Actually Working 34:41 - Three Things You Can Do Starting Monday Follow Maureen Blandford, https://linkedin.com/in/maureenblandford/ https://serendipitas.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 the biggest barrier to data trust in B2B—the tools, the culture, or the narrative? 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, #DataTrust, #B2BData, #AIReadiness, #DataHealth, #EnterpriseData, #VerificationTax, #MarketingAnalytics
	The Four Pillars of Success in The Agentic AI Era: Governance, Judgement, Taste and Orchestration \| With Angela Tangas of Oliver	12 mai 2026	00:37:22
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Angela Tangas, CEO of Oliver, part of the Brandtech Group—the original pioneers of the in-house agency model. Together, they tackle one of the most urgent questions facing B2B marketing leaders right now: how do you move beyond AI experimentation and drive genuine, scalable transformation? And is the operating model you choose as important as the technology itself? ➡️ Angela draws on her experience working with eight of the world's ten largest advertisers across forty-eight countries to deliver a frank, practical, and genuinely eye-opening conversation. She explains why 2025 became the year of "pilot purgatory" for so many organisations—and what separates the brands that broke through from those that didn't. She unpacks the layered pressures on B2B marketing teams today, from longer deal cycles and more decision-makers to the commoditisation of AI-generated content, and makes the case for why volume without effectiveness is a dead end. Angela also tackles the environmental footprint of AI adoption—an issue she argues deserves far more attention—and sets out a clear, actionable framework for marketing leaders who want to build momentum this quarter. From governance and change management to agentic workflows and the future of the resource mix, this episode is packed with real-world insight. Chapters: 00:00 - Introduction to AI-Led Marketing Transformation 02:09 - How Oliver and Brandtech Group Work 04:05 - What's Driving Urgency Behind AI Adoption in B2B 07:09 - The Capability Gap in B2B Marketing Teams 08:15 - Where Marketing Teams Are Focusing Their AI Efforts 10:37 - Efficiency vs. Effectiveness: Are Teams Getting It Right? 14:02 - The In-House Agency Model Explained 18:26 - How Oliver's Role Has Evolved with AI 20:24 - Managing the Resource Mix: Internal Teams, Agencies & AI 23:11 - The Environmental Cost of AI in Marketing 25:59 - What's Holding Organisations Back from Real Transformation 29:37 - What Marketing Operations Will Look Like in 2–3 Years 32:39 - Where Marketing Leaders Should Start This Quarter Follow Angela Tangas, linkedin.com/in/angelatangas oliver.agency 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—insightful data or a compelling story? 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, #AgenticAI, #AITransformation, #InHouseAgency, #MarketingOperations, #GenerativeAI, #AIinMarketing, #MarketingLeadership, #BrandtechGroup
	Is PE killing the B2B ROI imperative? \| Nick Eades on what PE-backed marketing teaches the rest of B2B	04 mai 2026	00:41:15
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Nick Eades, Chief Strategy Officer at Freemarket and one of B2B marketing's most experienced senior leaders, having served as CMO five times across PE-backed, publicly quoted, and VC-funded businesses at companies including IBM, Dell, BT, and Fujitsu. Together, they explore one of the most consequential shifts reshaping the marketing profession: the rise of private equity ownership in B2B — and what it demands of marketers operating inside it. Could the high-pressure, outcome-driven discipline of PE-backed marketing actually be making all of B2B better? ➡️ Nick holds nothing back. He dismantles the cult of MQLs — sharing real-world cases where marketing leaders were measuring leads that never converted to revenue — and argues that closed-won SQLs sourced by the GTM function is the only metric that truly counts. He introduces his operating mantra of "evidence builds confidence," explains why he talks about reputation and positioning rather than brand, and breaks down what a genuine GTM engine looks like in practice: daily standups, zero ego, AI-powered tech stacks, and full sales-marketing alignment. He also speaks candidly about the personal demands of PE culture and how to manage your own capacity without burning out. If you're a marketer whose organisation has been acquired, is at risk of acquisition, or simply wants to sharpen your commercial instincts, this conversation will challenge how you think about your role and what it's really there to deliver. Chapters: 00:00 - Introduction: PE and B2B Marketing 02:09 - Nick Eades: Background and Career 03:13 - How PE Transformed the B2B Landscape 06:06 - Buy and Build: The SaaS Era and Cheap Capital 08:08 - What PE Owners Actually Expect 12:09 - Marketing Inside a PE-Backed Business 14:25 - Why MQLs Don't Matter (And What Does) 17:03 - Building a GTM Engine That Drives SQLs 18:15 - The CMO Role in PE: Myth vs. Reality 22:02 - Riding Two Horses: Brand vs. Demand in PE 25:14 - Evidence Builds Confidence: Metrics That Matter 28:16 - Personal Wellbeing and Capacity in PE 32:18 - GTM as a Silo Buster 36:11 - The Death of ROI as a Standalone Metric 36:53 - Future-Proofing Your Career for a PE World Follow Nick Eades https://linkedin.com/in/nickeades/ https://freemarket.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—proving marketing ROI or building a GTM engine that makes ROI irrelevant? 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, #PrivateEquity, #PEMarketing, #GoToMarket, #GTMStrategy, #RevenueMarketing, #SalesAndMarketing, #CMOLeadership, #B2BGrowth
	Chaos is B2B's problem. Coherence is the answer \| Why B2B marketers need to fix their operating model, with Alastair Hussain of TMP	28 avr. 2026	00:38:43
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Alastair Hussain, Chief Strategy Officer at TMP (The Marketing Practice), a specialist B2B marketing agency. Together, they confront one of the most pressing realities in B2B marketing today: the chaos most marketers are experiencing isn't a streak of bad luck—it's the symptom of operating models that have fundamentally broken down. Is coherence the cure, and what does it actually take to build it from the inside out? ➡️ Alastair draws on TMP's Cost of Chaos Report—research spanning over a thousand B2B marketers and tech buyers—to map out the "chaos cascade": how macro forces like geopolitical instability, economic uncertainty, and rapid technological change filter down into fragmented teams, stalled deals, and burned-out marketers. He argues that the instinct to move faster or pile on more technology doesn't fix chaos—it accelerates it. The real answer is coherence: aligning brand, messaging, product, and strategy so every part of the marketing function pulls in the same direction. Along the way, they explore why product has become marketing's most disconnected discipline, how cognitive fluency underpins buyer trust, and why CMOs need to take back control of the strategic conversation rather than waiting to be handed objectives. Whether you're leading a stretched team or questioning the value of your marketing function, this episode delivers both the diagnosis and a clear direction forward. Chapters: 00:00 - Introduction: The Chaos Facing B2B Marketers 02:12 - What Is the Chaos Cascade? 05:30 - The Human and Commercial Cost of Chaos 09:00 - Why Faster and More Tech Makes Things Worse 13:15 - Defining Coherence: What It Actually Means 17:00 - The CMO as Chief Market Officer 19:45 - Why Product Is the Most Disconnected Area 22:20 - Making the Business Case for Coherence 24:00 - 97% of Buyers Notice Vendor Coherence 26:30 - Cognitive Fluency and Buyer Trust 30:00 - Buyer-Side Barriers: Decision Makers, Messaging, and Trust 33:45 - Realistic Expectations for CMOs Under Pressure 36:00 - Where Coherence Breaks Down in Practice 38:00 - Advice for Overwhelmed Marketing Leaders Follow Alastair Hussain, https://linkedin.com/in/alastairhussain/ https://tmpb2b.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—fixing internal alignment or improving external messaging? 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, #MarketingOperations, #CMOLeadership, #B2BGrowth, #CostOfChaos, #MarketingAlignment, #BuyerTrust, #B2BStrategy
	Is fractional the future — or a warning sign? \| Skip Fidura on what the rise of the fractional CMO really tells us about B2B marketing	21 avr. 2026	00:37:38
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Skip Fidura, Fractional CMO, Non-Executive Director, and Board Advisor with over 20 years of experience across B2B and B2C marketing on the client, agency, and provider sides. The fractional CMO model is having a moment—but is it a real structural shift in marketing leadership, or just a buzzword that's been marketered up? And what does its rapid rise reveal about how organizations truly value marketing? ➡️ Skip has been working fractionally since before it was fashionable, and he doesn't hold back. He breaks down the real distinctions between a fractional CMO, a consultant, and a contractor—and why getting that wrong can cost organizations dearly. He explores the cost and structural forces driving the fractional trend, from cash-strapped scale-ups to founders seeking an exit strategy. Skip also addresses the harder truths: how marketing's long-standing failure to speak the language of finance has made it easier for businesses to sideline strategic marketing in favor of cheaper, more piecemeal solutions. He shares how trust is built (and lost) when you're only present part-time, and offers a grounded take on whether this model is a genuine step forward—or a warning sign for the profession. If you're weighing up a move to fractional, hiring one, or simply trying to understand where senior B2B marketing leadership is headed, this is essential listening. Chapters: 00:00 - Introduction to the Fractional CMO Trend 02:13 - Defining the Fractional CMO Role 05:00 - Fractional vs. Consultant vs. Contractor 07:10 - Why the Term "Fractional" Has Exploded 09:00 - How Skip Got Into Fractional Work 10:30 - Cost and Structural Drivers Behind the Model 13:35 - Marketing's Place in the Revenue Function 18:20 - The Fractional CMO in Unstable or Transitioning Orgs 21:55 - Marketing's Failure to Speak the Language of Finance 25:00 - Is a Little Marketing Better Than No Marketing? 28:00 - How Fractional CMOs Build Trust 31:45 - The Gig Economy and the Fractional Lifestyle 34:45 - Is the Fractional Model Here to Stay? Follow Skip Fidura, linkedin.com/in/skipfidura 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—proving marketing's ROI or earning a seat at the leadership table? 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, #FractionalCMO, #MarketingLeadership, #CMO, #ScaleUp, #B2BTech, #MarketingROI, #GigEconomy, #SeniorMarketing
	When AI agents handle your B2B buyers, who owns trust?	16 avr. 2026	00:35:12
Agentic AI is one of the most talked-about developments in B2B right now — but most marketers haven't yet asked the question that matters most: what happens to buyer trust when an AI agent starts acting on their behalf? In this episode, Joel Harrison speaks with Andy Johnson, founder and director of client strategy at HUT3, one of the most respected ABM agencies in B2B and one of the earliest adopters of agentic AI in the industry. Andy and his team haven't just been watching this technology evolve — they've been actively building with it for the past three years. Andy makes a case that will surprise many listeners: that agentic AI, done properly, isn't a threat to buyer trust — it's one of the most powerful ways to build it. But get it wrong, and you're not just making a single mistake. You're scaling bad decisions fast, across your entire account base. In this episode you'll learn: What agentic AI actually means in plain language — and why it represents a genuine step change, not just another AI product Why trust in B2B is already being broken by human failures — and how agentic workflows are designed to fix them The real risks: scaling bad decisions fast, fragmented data systems, and the governance gap most organisations haven't addressed Who's accountable when an AI agent gets something wrong — and how well-designed workflows should handle it What the buyer actually cares about when it comes to AI-driven communications (the answer may surprise you) How the marketer's role is changing — and why Andy's team has grown, not shrunk, on the back of building agentic AI workflows Where Andy sees this all heading by 2030 — and what B2B marketers should be doing right now to get ready About Andy Johnson Andy Johnson is founder and director of client strategy at HUT3, an award-winning ABM agency operating across the B2B landscape. HUT3 have been among the earliest agencies to move from talking about agentic AI to building with it, developing workflows across research, content creation, personalisation and campaign activation. Andy brings over 30 years of experience in account-based marketing to his thinking on how AI is reshaping the discipline. Resources and links Find out more about HUT3 at hut3.co.uk Connect with Andy Johnson on LinkedIn Subscribe to the Trust & Influence in B2B podcast on Spotify, Apple Podcasts, and YouTube Read the accompanying LinkedIn newsletter article: Can you orchestrate trust with AI agents? Subscribe and connect If you enjoyed this episode, please take a moment to leave a rating or review — it helps other B2B marketers discover the show. And if you're watching on YouTube, hit subscribe so you don't miss future episodes.
	The Advocacy Gap: The huge missed opportunity of employee voices in B2B campaigns	07 avr. 2026	00:44:08
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robyn Hartley, Managing Director at Paper Kite Media. Drawing on a rigorous analysis of B2B Marketing Awards entries, they expose the uncomfortable truth behind employee advocacy: most brands are deploying it as content distribution, not genuine advocacy. And the data suggests they're missing a significant commercial opportunity as a result. Is your advocacy program building real trust—or just adding noise? ➡️ Robyn and Joel explore why LinkedIn dominates employee advocacy (and why that concentration carries risk), why 70% of campaigns are triggered by brand moments rather than deployed always-on, and why measurement still stops at impressions even in commercially rigorous campaigns. They make the case for "inside-out" sequencing—activating employees internally before any external spend—and discuss how thought leader advocacy is increasingly powering ABM and demand gen strategies, not just brand activity. Robyn's perspective is clear: great advocacy isn't about scripted posts. It's about empowering your team's real experts to build genuine trust with buyers over time. This episode will challenge how you think about your people as a marketing channel. Chapters: 00:00 - Introduction: The Promise and Reality of Employee Advocacy 01:30 - Meet Robyn Hartley, Managing Director at Paper Kite Media 04:30 - Defining Employee Thought Leaders vs. Employee Amplifiers 06:00 - The Data: Only 14% of Award Entries Use Employee Advocacy 10:00 - LinkedIn's Total Dominance: Strength or Structural Risk? 13:30 - Why LinkedIn Works for B2B (And Where the Risk Lies) 17:00 - Employee Advocacy Beyond Brand: ABM and Demand Gen 20:00 - The Brand Moment Trigger: Episodic vs. Always-On Advocacy 25:00 - Inside-Out Sequencing: Employees as the First Media Channel 29:00 - The Commercial Measurement Gap: Why Reach Isn't Enough 33:00 - CPM Equivalents: A Creative Workaround or a Misleading Metric? 37:00 - Sales and Marketing Convergence Through Employee Advocacy 41:00 - Where Employee Advocacy Is Headed and How to Stand Out Follow Robyn Hartley, https://linkedin.com/in/robynhartley/ https://paperkitemedia.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: is "employee advocacy" really advocacy, or just content distribution? 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, #EmployeeAdvocacy, #LinkedInMarketing, #B2BGrowth, #SalesAndMarketing, #ABMMarketing, #B2BLeadership, #DemandGeneration, #InfluenceMarketing
	Trust: the antidote to machine-gunned AI slop \| Why AI's content explosion is putting humanity at the forefront, with Phil Treagus-Evans	01 avr. 2026	00:32:56
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Phil Treagus-Evans, Co-founder and CEO at Giraffe Social. Phil discusses his 2025 book, "Human First Marketing," which provides a framework for putting people back at the center of marketing strategy during a time of AI-generated content saturation. They explore why marketing has drifted away from human connection and how to rebuild trust in a cynical B2B landscape. 💬 Can your brand survive the "AI slop" era by being more human, or will you get lost in the machine-gunned noise? ➡️Phil argues that the trust deficit in marketing stems from an obsession with data-driven optimization that treats customers like spreadsheets rather than real people. He breaks down the three essential levers of human-first marketing—Audience, Team, and Personal Brand—showing how leveraging employee advocacy and authentic leadership can outperform any corporate facade. Phil also shares why the AI revolution actually makes humanity a "superpower" and a rare, valuable competitive edge for those willing to ditch the lazy templates for genuine community engagement. Listen to the full episode to learn the practical steps you can take this week to make your brand seen, trusted, and remembered in an increasingly automated world. Chapters: 00:00 - Introduction to Trust in B2B Marketing 02:11 - Giraffe Social & Human-First Positioning 03:18 - Patterns of Successful Marketing: People at the Heart 05:47 - The Diagnosis: Why Marketing is Broken 07:57 - Symptoms of a Trust Deficit 09:40 - Squaring the Circle with AI: Anti-Lazy AI 12:55 - Defining Human-First Marketing 15:17 - The Three Levers: Audience, Team, and Personal Brand 20:40 - Authentic Marketing vs. Psychological Tricks 23:52 - Why Human-First is a B2B "Sweet Spot" 26:19 - Actionable Steps: Faces and Community Engagement 29:04 - The Future: Humanity as a Superpower 31:46 - Where to find "Human First Marketing" Follow Phil Treagus-Evans https://linkedin.com/in/philtreagusevans/ https://giraffesocial.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 —insightful data or a compelling story? 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, #HumanFirstMarketing, #AISlop, #EmployeeAdvocacy, #MarketingTrust, #PersonalBranding, #B2BGrowth
	Inside influencer marketing: the most powerful tool you're probably not using (yet) \| Five trends driving success, based on B2B Marketing Awards case studies	24 mars 2026	00:41:33
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
	Breaking down marketing's closed door \| Why widening access makes marketing better for everyone, with Martin Troughton of the Marketing Skills Trust	18 mars 2026	00:36:05
Marketing is often described as a profession that welcomes everyone. The reality is rather different. Entry still depends too heavily on who you know, which school you attended, and whether marketing even appeared on your radar as a viable career path. For many people — particularly those from non-traditional or underrepresented backgrounds — the door into our profession remains firmly closed. In this episode, Joel is joined by Martin Troughton, chairman of the Marketing Skills Trust — a charity established in part through a legacy from Professor Derek Holder, founder of the IDM, specifically to help the next generation access marketing as a career. Martin brings a rare dual perspective: co-founder of Harrison Troughton Wunderman, one of the UK's most awarded direct marketing agencies, and a subsequent fifteen years on the client side. That breadth shapes a conversation that is frank, personal, and at times quietly powerful. They discuss: Why marketing remains a predominantly white, middle-class profession — and what that costs us creatively and commercially The work the Marketing Skills Trust is doing to change who gets in, from funding the Brixton Finishing School's outreach programme to running the Dogs Legacy events for early-career starters How AI makes the case for diversity stronger, not weaker — and why curiosity, storytelling and human insight are the skills that endure What agency and client-side careers demand from talent — and why the industry is too quick to put people in boxes The story of Guy Lambert: told by Ogilvy he wasn't smart enough for their graduate scheme, he went on to become their MD If you lead a marketing team or agency, there's also a practical ask: the Trust's Hour of Power programme lets senior practitioners donate an hour of their time to raise money for the next generation. It's a small commitment with a meaningful impact. Find out more and support the Marketing Skills Trust at marketingskillstrust.org.uk
	From openness to insularity \| Insights from Edelman's Trust Barometer on why trust is retreating and what B2B marketers must do about it	10 mars 2026	00:37:07
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. --------------- 📲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, #TrustBarometer, #EdelmanTrust, #InsularTrust, #TrustBrokering, #B2BTrust, #GeopoliticsAndBusiness, #AIandMarketing, #EmployeeAdvocacy
	Resourcing, recruitment and responsibilities \| How trust is defining new models for teams and roles for individuals - with Jon Watton and Tom Howe	03 mars 2026	00:44:26
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 --------------- 📲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, #MarketingRecruitment, #FractionalCMO, #MarketingLeadership, #AIinMarketing, #B2BTeams, #MarketingCareers, #FutureOfMarketing
	Thought Leaders, Influencers and Advocates \| Introducing the B2B Matrix of Influence	25 févr. 2026	00:34:00
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
	Thought leadership's great leap forward \| Five trends illustrating TL's emergence as a dynamic, full-funnel marketing discipline - with Rob Mitchell of Exhibit-B	17 févr. 2026	00:46:49
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
	Martech integration isn't a tech problem – it's a trust problem \| Why the most persistent challenge is human, not technical, with insights from the Mosaic thinktank	10 févr. 2026	00:44:36
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/
	From -10 to +63 NPS: How Mitie Used Brand Purpose to Win Hearts and Minds \| Maria Winn on a Trust-led Transformation	03 févr. 2026	00:35:36
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
	Trust & Influence in B2B Trailer	30 janv. 2026	00:01:01
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.
	Experiences, relationships and craftsmanship \| Jon Miller (Marketo founder) on building trust in the age of AI slop	27 janv. 2026	00:37:46
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
	The $6 trillion opportunity: how western B2B brands can thrive in Japan and Korea \| With Robert Heldt of AIM	20 janv. 2026	00:44:17
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
	Trust is B2B currency but how do we measure it? \| A review of FT's 'Trust Gap' report with Paul Collier of Funnel Fuel	13 janv. 2026	00:38:26
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
	Why fake reviews are the latest B2B trust crisis \| Daniel Mohacek of Truth Engine on combating 'negbombing' and how to avoid hefty fines	07 janv. 2026	00:33:03
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
	Why trust is a critical innovation enabler in B2B \| Carla Johnson on the power of high-trust teams	16 déc. 2025	00:37:34
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
	B2B Events Take Centre-Stage \| Why events are now the headline act For GTM - with Felicia Asiedu of Cvent	09 déc. 2025	00:36:33
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
	Only 9% of B2B orgs are confident in their growth targets – here's why \| Teresa Allan on bridging the GTM Confidence Gap	02 déc. 2025	00:31:03
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
	Trust is not fluffy - it's the strategic foundation for B2B growth \| With Kate Mackie from EY	26 nov. 2025	00:34:28
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
	Pretzl: A New Recipe for B2B Agencies? \| Clive Armitage on a Five-Into-One Merger with AI Baked In	18 nov. 2025	00:39:39
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
	Beyond Gen AI - What Agentic Intelligence Means for Your Insight Function with Eddie O'Brien from Sage	11 nov. 2025	00:40:48
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
	From Pyramid to Constellation? The evolution of the B2B agency operating model \| With Stuart Giddings of Beettoo	06 nov. 2025	00:39:23
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
	From Colouring Books to Billboards - The Story of AVK's Brand refresh \| With Guiseppe Caltabiano	28 oct. 2025	00:38:34
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
	Why ABM success depends upon trust in account selection \| Dan Shaw of Funnel Fuel on building foundations for ABM excellence	21 oct. 2025	00:32:23
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
	The Trust Advantage: Why ABM programmes Achieve 42% Higher ROI \| with Robert Norum	14 oct. 2025	00:37:46
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
	Synthetic Data - Beyond The Hype \| with Lynsey Showman from Adience	07 oct. 2025	00:36:41
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
	How to Unleash the Power of Youtube in B2B \| With Katy Howell of Immediate Future	23 sept. 2025	00:37:25
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
	Building trust with the C-suite \| With Izzie Rivers of Realm	18 sept. 2025	00:38:16
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
	Physical vs Digital in B2B Trust Building \| Vanessa Schotes on Creating Authentic Island Experiences via Enfuce Island	27 août 2025	00:36:31
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
	Reddit's B2B Awakening \| Luan Wise & Andy Lambert on Generative Engine Optimization and What It Means for Your Social Strategy	20 août 2025	00:41:05
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
	Stuart Maister on Building Trust Through Flexible Storytelling and Strategic Narrative	13 août 2025	00:36:17
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
	The Most Human Organisation Wins: The Trust Challenge Facing B2B Sales, with Tim Hughes	06 août 2025	00:36:21
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
	Trust and the Trojan Horse: Using thought leadership to convince internal influencers - with Annie Dunleavy of Edelman	29 juil. 2025	00:30:34
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. Takeaways: 🎯 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 Chapters: 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 Resources Mentioned: 🔎 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 Follow Annie Dunleavy: https://linkedin.com/in/anniedunleavy/ Edelman - https://edelman.com Follow Joel Harrison: https://linkedin.com/in/joelharrison/ B2B Marketing - https://linkedin.com/company/b2b-marketing/
	Future-Fit Marketing Teams: Building Trust for AI-Era Transformation	22 juil. 2025	00:42:45
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

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