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PODCAST

Trust & Influence in B2B

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 podcast, I’ll be exploring what I believe is the biggest challenge facing B2B marketers today: Trust. Buyers have always been cynical, hard to reach and even harder to convince, and

business marketing

All Episodes

31:53

Earning Trust Through Transparency: How PwC Navigated...

Trust & Influence in B2B ·

2025/05/28

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

en

32:30

Trust as currency: Leadership lessons from Cat...

Trust & Influence in B2B ·

2025/05/13

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 credibility with skeptical stakeholders (finance, IT, sales)Transparent approaches to demonstrating marketing

en

45:17

AI avatars & authenticity: Redefining trust in B2B...

Trust & Influence in B2B ·

2025/05/02

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 the AI marketing space. His company name "Talentless AI" encapsulates his philosophy: "You don't have

en

41:23

Thought leadership as strategic currency in the age...

Trust & Influence in B2B ·

2025/04/15

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

en

35:47

Beyond byte-sized: Why long form content still reigns...

Trust & Influence in B2B ·

2025/04/14

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 B2B technology brandsResearch methodology focusing on 403 technology buyers from organizations with

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31:20

Storytelling vs. statistics: Chris Bailey on crafting...

Trust & Influence in B2B ·

2025/04/07

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

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46:01

Mindshare before market share: The strategic...

Trust & Influence in B2B ·

2025/04/01

For the past two decades, Claire Mason has been at the forefront of thought leadership in B2B marketing. As the founder and CEO of Man Bites Dog—celebrating its 20th anniversary in 2024—Mason has pioneered an approach that transforms intelligent ideas into business growth for complex B2B brands.In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Mason about her journey establishing "the world's first thought leadership consultancy" and explores how

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37:33

Beyond the 'nose wrinkle': Redefining thought...

Trust & Influence in B2B ·

2025/03/26

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

en

35:33

Brand Activism and Thought Leadership in B2B:...

Trust & Influence in B2B ·

2025/03/21

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

en

35:07

How Cap Gemini uses thought leadership as a strategic...

Trust & Influence in B2B ·

2025/03/11

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

en

38:56

Building trust through thought leadership - how...

Trust & Influence in B2B ·

2025/03/05

For B2B businesses seeking to rise above commodity status and establish themselves as strategic partners, thought leadership has become an essential capability. But what separates truly impactful thought leadership from the flood of content that overwhelms decision-makers daily?In a recent episode of the Trust and Influence in B2B podcast, host Joel Harrison spoke with Ananda Roy, VP of Thought Leadership at Circana—a market research powerhouse formed from the merger of IRI Worldwide and NPD that

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43:24

The trust crisis in B2B - insights from Edelman's...

Trust & Influence in B2B ·

2025/02/27

In this first episode of the Trust & Influence in B2B podcast, host Joel Harrison speaks with Andrew Mildren, Managing Director of Edelman Business Marketing for EMEA about the agency's 2025 Trust Barometer report, which is an indepth evaluation of the state of trust in society and has compelling implications for B2B marketers. Edelman is one of the world's largest integrated communications agencies and has established itself as a leading authority on thought leadership and trust in business

en

32 results

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