Trust & Influence in B2B
Trust & Influence in B2B is a podcast hosted by Joel Harrison, founder of B2B Marketing.net, Propolis and the B2B Marketing Awards. Each episode tackles what he sees as the biggest challenge facing B2B marketers today: building and keeping trust with increasingly cynical, self-directed buyers. Through interviews with marketers on the front line, the show examines how fragmented media, content overload and AI-generated material have fuelled a crisis of trust in B2B. Listeners hear context on why trust is eroding, what it means for go-to-market strategy, and practical success stories and solutions from practitioners.
Episodes
Is a lack of ‘commercial credibility’ the Achilles heel of B2B brands in the sales conversation? | Lorraine Emmett of Emmett & Churchman on ‘The Trust Advantage'
Here's an uncomfortable idea for any B2B business competing for a high-value deal: your biggest competitor may not be a better business. It may simply be one that's easier to believe.That's the starting point for the second year of the Trust Advantage research from Emmett & Churchman, which surveyed 200 senior technology decision-makers and sat down with 19 CEOs making real, high-stakes buying
How to win trust in ABM's biggest deals
Why AI makes human experiences more valuable, not less, with Claire Ellis of JPCABM was supposed to be about relationships. As AI makes targeting and personalisation cheap and abundant, the thing ABM was meant to build in the first place, trust with the people who actually decide, has become the real differentiator. Nowhere is that more acute than in ABM's biggest deals, where a single account can
Everyone's talking about BGM, but how do you measure maturity? | Analysis from Pretzl's new Buying Group Index
Everyone's talking about buyer group marketing. Far fewer are doing it well, and most organisations have no reliable way of knowing how mature their approach really is. For this sponsored episode, Joel Harrison is joined by Greg Salmon, CEO of Pretzl, and Jeff Lowe, Pretzl's go-to-market advisor and a former CMO and Chief Commercial Officer at SMART Technologies, to unpack the 2026 Buyer Group Ind
B2B nostalgia: how and when to go retro in your campaigns | Five creative approaches from the B2B Marketing Awards entries, with Guy O'Brien of Custom Influence
Nostalgia sells everything from trainers to TV reboots, yet it barely registers in B2B marketing. To find out why, Joel Harrison went through three years of B2B Marketing Awards entries in search of the exceptions, and invited Guy O'Brien, co-founder of B2B influencer marketing agency Custom Influence, into the studio to make sense of what he found.➡️ Together they unpack five ways B2B brands are
Think you control the buyer journey? Think again... | Why LLMs and influencers are in the driving seat, with John Rockhold of Spotlight
The winning vendor is usually already on the buyer's shortlist before a single sales conversation happens, and increasingly, it isn't a salesperson or a website that put them there. It's a large language model, quietly checking what real people are already saying about you.John Rockhold, VP of Market Engagement at Spotlight, joins Joel Harrison to unpack Influence Orchestration, Spotlight's new re
Automating judgment, not just tasks | Michelle Huff on building AI trust the way you'd onboard a new hire
Every B2B vendor now has an AI story. Michelle Huff, Chief Marketing Officer at Alteryx, argues that's exactly the problem: when everyone makes the same promise, positioning around AI stops being a differentiator and becomes table stakes. Michelle brings more than 25 years leading marketing and go-to-market strategy at Oracle, Salesforce and UserTesting to the question of how a 25-year-old analyti
Before 'sleeping giant' Iron Mountain got loud, it had to be believed | CMO Karen Feldman on earning that trust
Iron Mountain is nearly 75 years old, built on physical records storage, and structured as a real estate investment trust — known for most of its history for warehouses and shredding trucks, not brand campaigns. Then Karen Feldman arrived as the company's first-ever Chief Marketing Officer.Karen joins Joel Harrison to explain what it actually means to become a legacy business's first CMO when mark
Finally! A replacement for NPS... or is it? | How Tony Larks hacked Bain & Co's groundbreaking 'shortlist score'
NPS has survived more obituaries than almost any other metric in B2B marketing — and it's still standing. Bain & Co.'s newest research doesn't try to kill it off again; it argues the real predictor of B2B growth is something else entirely: whether a vendor makes a buyer's 'day one' shortlist, the mental list formed before anyone picks up the phone. Tony Larks, a B2B marketing leader with over
Why influencer skills are becoming essential for B2B CMOs | With Archana Dhankar of Proofpoint
Most B2B marketing leaders aren't short on expertise — they're short on the confidence and the practised skill to be visible with it, whether that's in the room with their own board or out in public. Archana Dhankar, VP Marketing EMEA at Proofpoint, TEDx speaker and LinkedIn Top Voice, joins Joel Harrison to unpack what it actually takes to build that visibility, internally and externally, and tur
From the moshpit to the marketing plan | What a decade in the music business taught Jason Miller about attention in B2B
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jason Miller, who leads content and marketing at V7 Labs and previously held senior content marketing roles at LinkedIn, Marketo and ActiveCampaign. Before B2B, Jason spent a decade in the music industry — touring with bands, working artist development, and photographing rock's biggest names — and he's never real
Stop trying to please everyone! | Karl Van den Bergh of Illumio on why consistency, not consensus, is what earns trust in B2B
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
Employee voices drown out brand voices in B2B – so how do you orchestrate them? Rida Oyebade of Workday on employee advocacy
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 — t
Growth, creativity and trust: the B2B story of Cannes Lions 2026
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
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
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
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
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 t
Stop claiming you're the best! AI will mark you down for it | Tom Rudnai on winning influence in the age of Dark AI
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 claim
Why Replacing Junior Marketers With AI Is a False Economy | Professor Laura Chamberlain on Next-Gen Talent
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 co
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
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-wi
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
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, t
Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie
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 aro
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
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
The Four Pillars of Success in The Agentic AI Era: Governance, Judgement, Taste and Orchestration | With Angela Tangas of Oliver
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 mo
Is PE killing the B2B ROI imperative? | Nick Eades on what PE-backed marketing teaches the rest of B2B
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 re
Chaos is B2B's problem. Coherence is the answer | Why B2B marketers need to fix their operating model, with Alastair Hussain of TMP
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 fundam
Is fractional the future — or a warning sign? | Skip Fidura on what the rise of the fractional CMO really tells us about B2B marketing
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 mark
When AI agents handle your B2B buyers, who owns trust?
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 adopt
The Advocacy Gap: The huge missed opportunity of employee voices in B2B campaigns
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 commer
Trust: the antidote to machine-gunned AI slop | Why AI's content explosion is putting humanity at the forefront, with Phil Treagus-Evans
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 connectio
Inside influencer marketing: the most powerful tool you're probably not using (yet) | Five trends driving success, based on B2B Marketing Awards case studies
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
Breaking down marketing's closed door | Why widening access makes marketing better for everyone, with Martin Troughton of the Marketing Skills Trust
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 t
From openness to insularity | Insights from Edelman's Trust Barometer on why trust is retreating and what B2B marketers must do about it
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 becomi
Resourcing, recruitment and responsibilities | How trust is defining new models for teams and roles for individuals - with Jon Watton and Tom Howe
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 th
Thought Leaders, Influencers and Advocates | Introducing the B2B Matrix of Influence
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
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
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
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
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 mar
From -10 to +63 NPS: How Mitie Used Brand Purpose to Win Hearts and Minds | Maria Winn on a Trust-led Transformation
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 developin
Trust & Influence in B2B Trailer
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
Experiences, relationships and craftsmanship | Jon Miller (Marketo founder) on building trust in the age of AI slop
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 hap
The $6 trillion opportunity: how western B2B brands can thrive in Japan and Korea | With Robert Heldt of AIM
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
Trust is B2B currency but how do we measure it? | A review of FT's 'Trust Gap' report with Paul Collier of Funnel Fuel
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 adver
Why fake reviews are the latest B2B trust crisis | Daniel Mohacek of Truth Engine on combating 'negbombing' and how to avoid hefty fines
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 disc
Why trust is a critical innovation enabler in B2B | Carla Johnson on the power of high-trust teams
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
B2B Events Take Centre-Stage | Why events are now the headline act For GTM - with Felicia Asiedu of Cvent
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 reachi
Only 9% of B2B orgs are confident in their growth targets – here's why | Teresa Allan on bridging the GTM Confidence Gap
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
Trust is not fluffy - it's the strategic foundation for B2B growth | With Kate Mackie from EY
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 c
Pretzl: A New Recipe for B2B Agencies? | Clive Armitage on a Five-Into-One Merger with AI Baked In
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+ perso
Beyond Gen AI - What Agentic Intelligence Means for Your Insight Function with Eddie O'Brien from Sage
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, a
From Pyramid to Constellation? The evolution of the B2B agency operating model | With Stuart Giddings of Beettoo
Based on the podcast transcript, here's the revised episode description:Episode DescriptionIn 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 br
From Colouring Books to Billboards - The Story of AVK's Brand refresh | With Guiseppe Caltabiano
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? C
Why ABM success depends upon trust in account selection | Dan Shaw of Funnel Fuel on building foundations for ABM excellence
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 o
The Trust Advantage: Why ABM programmes Achieve 42% Higher ROI | with Robert Norum
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 answ
Synthetic Data - Beyond The Hype | with Lynsey Showman from Adience
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 leader
How to Unleash the Power of Youtube in B2B | With Katy Howell of Immediate Future
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 (ah
Building trust with the C-suite | With Izzie Rivers of Realm
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 messa
Physical vs Digital in B2B Trust Building | Vanessa Schotes on Creating Authentic Island Experiences via Enfuce Island
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 isl
Reddit's B2B Awakening | Luan Wise & Andy Lambert on Generative Engine Optimization and What It Means for Your Social Strategy
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 changin
Stuart Maister on Building Trust Through Flexible Storytelling and Strategic Narrative
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
The Most Human Organisation Wins: The Trust Challenge Facing B2B Sales, with Tim Hughes
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 th
Trust and the Trojan Horse: Using thought leadership to convince internal influencers - with Annie Dunleavy of Edelman
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
Future-Fit Marketing Teams: Building Trust for AI-Era Transformation
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 cri
Why Ignorance is No Longer Acceptable in B2B Digital Advertising
In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Paul Collier, CMO of Funnel Fuel, and Preeti Saini, Global Marketing Leader at IFS, about the critical need for transparency and accountability in B2B digital advertising. The conversation, recorded live at Marketing Ignite, explores the widespread lack of visibility into where digital advertising budgets
The future of the B2B website: Can AI make it more human AND more trusted?
In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Chris Wickson, serial entrepreneur and founder of ReelFlow, about the future of B2B websites and how AI can make them more human and trusted. Chris, who has experience building two pioneering MarTech firms and selling one to a US parent company, shares his insights on how websites must evolve to serve as
Time to get serious about humour: Heather Barnett on the power of humour to influence B2B buyers
SummaryIn this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Heather Barnett, a freelance copywriter known for her humorous approach to B2B marketing on LinkedIn. They discuss the importance of humour in engaging audiences, the challenges of using humor in a corporate environment, and how humour can help build a community among marketers. Heather shares her jour
Transparency, technology & trust: The inside track on 6Sense's marketing strategy, with CMO Saima Rashid
In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Saima Rashid, CMO of Sixth Sense, about the multifaceted challenges of building trust in B2B marketing. They discuss the role of the CMO in establishing credibility, the balance between brand and demand, and the importance of sales and marketing alignment. Saima shares insights on navigating intent data while
Content and thought leadership in a zero-click world: The trust implications of GEO (aka AI search)
Summary:In this podcast episode, Joel Harrison and Sarah Aird-Mash discuss the evolving landscape of B2B marketing, focusing on the impact of generative AI on search behavior, the importance of trust, and the metrics that matter. They explore how smaller brands can leverage their authenticity, the necessity of human engagement in sales, and the role of content in building relationships. The conver
Why digital advertising is B2B's emerging trust crisis - and what to do about it
In this episode of the 'Trust & Influence' in B2B podcast, host Joel Harrison speaks with Dan Shaw of Funnel Fuel about the evolving challenges of trust in B2B marketing, particularly in the realm of digital advertising. They discuss the current crisis in digital advertising, the complexities faced by B2B marketers, and the importance of data integrity and transparency. Dan shares his journey
B2B influencer marketing in 2025: What works, what doesn't and what's next
Is B2B influencer marketing finally ready for prime time? In this episode, host Joel Harrison tackles this question with two industry experts: Katie Howell (20 years B2B social media expertise) and Katie Martell (former B2B marketer turned successful influencer). Discover why 51% of B2B campaigns now include influencers, how LinkedIn's new tools are changing the game, and why customer advocacy rem
Earning Trust Through Transparency: How PwC Navigated Global Brand Change, with Antonia Wade
In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Antonia Wade, Global Chief Marketing Officer at PwC. Fresh from unveiling a major brand revitalization, Antonia shares insights on how one of the world's leading professional services firms approached the complex challenge of evolving their brand while maintaining the trust and credibility that unde
Trust as currency: Leadership lessons from Cat Dutton, Pega's global growth VP
In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Cat Dutton, VP of Global Growth at Pega. Drawing from her experience in senior positions at three global tech companies, Dutton shares how trust serves as the foundation for effective marketing leadership—from stakeholder relationships to team management and customer engagement.Topics CoveredBuilding credibil
AI avatars & authenticity: Redefining trust in B2B marketing
In this thought-provoking episode of the Trust and Influence Podcast, host Joel Harrison speaks with Steve Mudd, CEO of Talentless AI, about the transformative impact of artificial intelligence on B2B thought leadership and marketing.Who is Steve Mudd?With a colorful career spanning roles as Marketing Director at NetApp and positions at Ogilvy & Mather, Mudd has emerged as a prominent voice in
Thought leadership as strategic currency in the age of AI - with Rob Mitchell
In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Rob Mitchell, thought leadership expert and founder of Longitude, which later became part of the Financial Times Group. Having recently moved on from FT Longitude, Rob brings unique insights from his experience working with major B2B brands including Deloitte, Siemens, and Credit Suisse. With his backgrou
Beyond byte-sized: Why long form content still reigns supreme in B2B tech buying
In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Ash Lockett, Head of B2B marketing at Babel PR. They discuss findings from Babel's second annual research study examining what influences B2B technology buying decisions among enterprise organizations in the UK and US.Topics CoveredBabel PR's positioning as an integrated PR and marketing agency for
Storytelling vs. statistics: Chris Bailey on crafting memorable thought leadership
In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Chris Bailey, who brings perspectives from both client-side experience (as senior director of integrated campaigns at ServiceNow) and agency-side work (at The Marketing Practice). Bailey shares valuable insights on how B2B organizations can develop and deploy thought leadership strategically to driv
Mindshare before market share: The strategic imperative of thought leadership in complex B2B - with Claire Mason of Man Bites Dog
For the past two decades, Claire Mason has been at the forefront of thought leadership in B2B marketing. As the founder and CEO of Man Bites Dog—celebrating its 20th anniversary in 2024—Mason has pioneered an approach that transforms intelligent ideas into business growth for complex B2B brands.In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Mason abou
Beyond the 'nose wrinkle': Redefining thought leadership in highly technical B2B environments
In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Hayley Brooksbank, Group Marketing Director at TTP (The Technology Partnership). With a background spanning professional services and agency roles, Hayley shares valuable insights on the unique challenges of developing thought leadership in a highly technical organization where confidentiality is pa
Brand Activism and Thought Leadership in B2B: In-depth with Alan Agency's Benedict Buckland
In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Benedict Buckland, who leads Alan Agency, a B2B brand building agency focused on helping clients in financial services, technology, and professional services sectors. Alan Agency operates at the intersection of thought leadership and advertising, helping brands use the power of brand to provoke change in how
How Cap Gemini uses thought leadership as a strategic growth driver
In this episode of the B2B Trust and Influence podcast, host Joel Harrison speaks with Vito Labate, VP of Global Industry Marketing at Capgemini, a $23 billion global tech consulting firm. Capgemini recently won gold in the thought leadership category at the B2B Marketing Awards in London for their "Building Trust in Data" campaign. With over 20 years at Capgemini, Labate offers valuable insights
Building trust through thought leadership - how Circana turns data into strategic conversations
For B2B businesses seeking to rise above commodity status and establish themselves as strategic partners, thought leadership has become an essential capability. But what separates truly impactful thought leadership from the flood of content that overwhelms decision-makers daily?In a recent episode of the Trust and Influence in B2B podcast, host Joel Harrison spoke with Ananda Roy, VP of Thought Le
The trust crisis in B2B - insights from Edelman's Trust Barometer report
In this first episode of the Trust & Influence in B2B podcast, host Joel Harrison speaks with Andrew Mildren, Managing Director of Edelman Business Marketing for EMEA about the agency's 2025 Trust Barometer report, which is an indepth evaluation of the state of trust in society and has compelling implications for B2B marketers. Edelman is one of the world's largest integrated communications ag
