The show, episode by episode

Trust & Influence in B2B

Joel Harrison

I’m Joel Harrison, founder of B2B Marketing.net (formerly B2B Marketing magazine) Propolis and the B2B Marketing Awards. It’s been my mission for the past 21 years to recognise, celebrate and evangelise for the amazing profession that is B2B marketing, which has evolved beyond that recognition in that time. In this…

77 episodes tracked

Trust & Influence in B2B

How to win trust in ABM's biggest deals

Everyone's talking about BGM, but how do you measure maturity? | Analysis from Pretzl's new Buying Group Index

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

Think you control the buyer journey? Think again... | Why LLMs and influencers are in the driving seat, with John Rockhold of Spotlight

Automating judgment, not just tasks | Michelle Huff on building AI trust the way you'd onboard a new hire

Before 'sleeping giant' Iron Mountain got loud, it had to be believed | CMO Karen Feldman on earning that trust

Finally! A replacement for NPS... or is it? | How Tony Larks hacked Bain & Co's groundbreaking 'shortlist score'

Why influencer skills are becoming essential for B2B CMOs | With Archana Dhankar of Proofpoint

From the moshpit to the marketing plan | What a decade in the music business taught Jason Miller about attention in B2B

Stop trying to please everyone! | Karl Van den Bergh of Illumio on why consistency, not consensus, is what earns trust in B2B

Employee voices drown out brand voices in B2B – so how do you orchestrate them? Rida Oyebade of Workday on employee advocacy

Growth, creativity and trust: the B2B story of Cannes Lions 2026

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

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

Stop claiming you're the best! AI will mark you down for it | Tom Rudnai on winning influence in the age of Dark AI

Why Replacing Junior Marketers With AI Is a False Economy | Professor Laura Chamberlain on Next-Gen Talent

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

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

Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie

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

The Four Pillars of Success in The Agentic AI Era: Governance, Judgement, Taste and Orchestration | With Angela Tangas of Oliver

Is PE killing the B2B ROI imperative? | Nick Eades on what PE-backed marketing teaches the rest of B2B

Chaos is B2B's problem. Coherence is the answer | Why B2B marketers need to fix their operating model, with Alastair Hussain of TMP

Is fractional the future — or a warning sign? | Skip Fidura on what the rise of the fractional CMO really tells us about B2B marketing

When AI agents handle your B2B buyers, who owns trust?

The Advocacy Gap: The huge missed opportunity of employee voices in B2B campaigns

Trust: the antidote to machine-gunned AI slop | Why AI's content explosion is putting humanity at the forefront, with Phil Treagus-Evans

Inside influencer marketing: the most powerful tool you're probably not using (yet) | Five trends driving success, based on B2B Marketing Awards case studies

Breaking down marketing's closed door | Why widening access makes marketing better for everyone, with Martin Troughton of the Marketing Skills Trust

From openness to insularity | Insights from Edelman's Trust Barometer on why trust is retreating and what B2B marketers must do about it

Resourcing, recruitment and responsibilities | How trust is defining new models for teams and roles for individuals - with Jon Watton and Tom Howe

Thought Leaders, Influencers and Advocates | Introducing the B2B Matrix of Influence

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

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

From -10 to +63 NPS: How Mitie Used Brand Purpose to Win Hearts and Minds | Maria Winn on a Trust-led Transformation

Experiences, relationships and craftsmanship | Jon Miller (Marketo founder) on building trust in the age of AI slop

The $6 trillion opportunity: how western B2B brands can thrive in Japan and Korea | With Robert Heldt of AIM

Trust is B2B currency but how do we measure it? | A review of FT's 'Trust Gap' report with Paul Collier of Funnel Fuel

Why fake reviews are the latest B2B trust crisis | Daniel Mohacek of Truth Engine on combating 'negbombing' and how to avoid hefty fines

Why trust is a critical innovation enabler in B2B | Carla Johnson on the power of high-trust teams

B2B Events Take Centre-Stage | Why events are now the headline act For GTM - with Felicia Asiedu of Cvent

Only 9% of B2B orgs are confident in their growth targets – here's why | Teresa Allan on bridging the GTM Confidence Gap

Trust is not fluffy - it's the strategic foundation for B2B growth | With Kate Mackie from EY

Pretzl: A New Recipe for B2B Agencies? | Clive Armitage on a Five-Into-One Merger with AI Baked In

Beyond Gen AI - What Agentic Intelligence Means for Your Insight Function with Eddie O'Brien from Sage

From Pyramid to Constellation? The evolution of the B2B agency operating model | With Stuart Giddings of Beettoo

From Colouring Books to Billboards - The Story of AVK's Brand refresh | With Guiseppe Caltabiano

Why ABM success depends upon trust in account selection | Dan Shaw of Funnel Fuel on building foundations for ABM excellence

The Trust Advantage: Why ABM programmes Achieve 42% Higher ROI | with Robert Norum

Synthetic Data - Beyond The Hype | with Lynsey Showman from Adience

How to Unleash the Power of Youtube in B2B | With Katy Howell of Immediate Future

Building trust with the C-suite | With Izzie Rivers of Realm

Physical vs Digital in B2B Trust Building | Vanessa Schotes on Creating Authentic Island Experiences via Enfuce Island

Reddit's B2B Awakening | Luan Wise & Andy Lambert on Generative Engine Optimization and What It Means for Your Social Strategy

Stuart Maister on Building Trust Through Flexible Storytelling and Strategic Narrative

The Most Human Organisation Wins: The Trust Challenge Facing B2B Sales, with Tim Hughes

Trust and the Trojan Horse: Using thought leadership to convince internal influencers - with Annie Dunleavy of Edelman

Future-Fit Marketing Teams: Building Trust for AI-Era Transformation

Why Ignorance is No Longer Acceptable in B2B Digital Advertising

The future of the B2B website: Can AI make it more human AND more trusted?

Time to get serious about humour: Heather Barnett on the power of humour to influence B2B buyers

Transparency, technology & trust: The inside track on 6Sense's marketing strategy, with CMO Saima Rashid

Content and thought leadership in a zero-click world: The trust implications of GEO (aka AI search)

Why digital advertising is B2B's emerging trust crisis - and what to do about it

B2B influencer marketing in 2025: What works, what doesn't and what's next

Earning Trust Through Transparency: How PwC Navigated Global Brand Change, with Antonia Wade

Trust as currency: Leadership lessons from Cat Dutton, Pega's global growth VP

AI avatars & authenticity: Redefining trust in B2B marketing

Thought leadership as strategic currency in the age of AI - with Rob Mitchell

Beyond byte-sized: Why long form content still reigns supreme in B2B tech buying

Storytelling vs. statistics: Chris Bailey on crafting memorable thought leadership

Mindshare before market share: The strategic imperative of thought leadership in complex B2B - with Claire Mason of Man Bites Dog

Beyond the 'nose wrinkle': Redefining thought leadership in highly technical B2B environments

Brand Activism and Thought Leadership in B2B: In-depth with Alan Agency's Benedict Buckland

How Cap Gemini uses thought leadership as a strategic growth driver

Building trust through thought leadership - how Circana turns data into strategic conversations

The trust crisis in B2B - insights from Edelman's Trust Barometer report