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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

38:34

From Colouring Books to Billboards - The Story of...

Trust & Influence in B2B ·

2025/10/28

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

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32:23

Why ABM success depends upon trust in account...

Trust & Influence in B2B ·

2025/10/21

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a cornerstone strategy for B2B marketers, the foundational "A" in ABM is often neglected—leading to campaigns built on outdated data, misaligned objectives, and ultimately, broken trust between sales and marketing teams.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

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37:46

The Trust Advantage: Why ABM programmes Achieve 42%...

Trust & Influence in B2B ·

2025/10/14

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

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36:41

Synthetic Data - Beyond The Hype | with Lynsey...

Trust & Influence in B2B ·

2025/10/07

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

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40:54

Why Advocacy is The Most Powerful Force in B2B | With...

Trust & Influence in B2B ·

2025/10/01

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Richard Fitzmaurice, serial B2B CMO and founder of Paartner, a B2B referral platform. Together, they tackle one of the most overlooked yet powerful forces in B2B marketing: advocacy and referrals. Why do most organizations fail to formalize referrals despite knowing they drive some of the best business outcomes? And what would it take to turn advocacy from an afterthought into a strategic priority?➡️ Richard brings

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37:25

How to Unleash the Power of Youtube in B2B | With...

Trust & Influence in B2B ·

2025/09/23

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

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38:16

Building trust with the C-suite | With Izzie Rivers...

Trust & Influence in B2B ·

2025/09/18

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

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36:31

Physical vs Digital in B2B Trust Building | Vanessa...

Trust & Influence in B2B ·

2025/08/27

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

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41:05

Reddit's B2B Awakening | Luan Wise & Andy Lambert on...

Trust & Influence in B2B ·

2025/08/20

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

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36:17

Stuart Maister on Building Trust Through Flexible...

Trust & Influence in B2B ·

2025/08/13

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

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36:21

The Most Human Organisation Wins: The Trust Challenge...

Trust & Influence in B2B ·

2025/08/06

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

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30:34

Trust and the Trojan Horse: Using thought leadership...

Trust & Influence in B2B ·

2025/07/29

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

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42:45

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

Trust & Influence in B2B ·

2025/07/22

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

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29:09

Why Ignorance is No Longer Acceptable in B2B Digital...

Trust & Influence in B2B ·

2025/07/16

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Paul Collier, CMO of Funnel Fuel, and Preeti Saini, Global Marketing Leader at IFS, about the critical need for transparency and accountability in B2B digital advertising. The conversation, recorded live at Marketing Ignite, explores the widespread lack of visibility into where digital advertising budgets actually go and how much reaches target audiences. Paul shares his personal journey from ignorance to

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34:11

The future of the B2B website: Can AI make it more...

Trust & Influence in B2B ·

2025/07/09

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Chris Wickson, serial entrepreneur and founder of ReelFlow, about the future of B2B websites and how AI can make them more human and trusted. Chris, who has experience building two pioneering MarTech firms and selling one to a US parent company, shares his insights on how websites must evolve to serve as both AI training data sources and enhanced visitor experiences. They discuss the declining effectiveness

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31:11

Time to get serious about humour: Heather Barnett on...

Trust & Influence in B2B ·

2025/07/02

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 journey in B2B marketing, the evolution of her content creation, and the impact of her humorous videos on

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34:08

Transparency, technology & trust: The inside track on...

Trust & Influence in B2B ·

2025/06/26

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

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36:38

Content and thought leadership in a zero-click world:...

Trust & Influence in B2B ·

2025/06/18

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

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30:42

Why digital advertising is B2B's emerging trust...

Trust & Influence in B2B ·

2025/06/11

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

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37:51

B2B influencer marketing in 2025: What works, what...

Trust & Influence in B2B ·

2025/05/30

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

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32 results

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