Trust & Influence in B2B

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 B2B00:02:36 - The MarTech Integration Challenge00:05:00 - Why Integration Remains So Difficult00:10:00 - The Trust Problem Between Teams00:15:00 - Data Quality and Governance Issues00:20:00 - Vendor Promises vs Reality00:24:00 - The Role of Marketing Leaders00:28:00 - AI's Impact on Integration00:33:00 - Centralization vs Agility Debate00:38:00 - Building the Business Case00:43:00 - Practical Steps ForwardFollow Adam Sharphttps://linkedin.com/in/adamsharpconsultant/https://clevertouch.com/Follow Robert Nicholsonhttps://linkedin.com/in/robert-nicholson-digital/ https://robertwalters.com/Follow Alec Weekshttps://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 ▶

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 Marketing02:14 - Maria Winn's Journey to Mitie05:37 - Why Brand Evolution Became Necessary06:23 - The -10 to +63 NPS Transformation08:15 - Creating Authentic Purpose, Not Just Words10:18 - "Better Places, Thriving Communities"14:07 - Engaging 70,000 Employees in Purpose18:22 - Purpose as a Trust Builder in B2B Services22:27 - Balancing Long-Term Brand with Demand25:51 - Overcoming the Legacy Challenge30:01 - Key Principles for Purpose-Driven Trust33:16 - Embedding Purpose in Culture35:37 - The Business Impact: 39% Revenue LiftFollow Maria Winn, https://linkedin.com/in/mariawinn/https://www.mitie.comIf 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

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.

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 Millerhttps://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=100:00 - Introduction02:33 - Jon's journey from physics to pioneering marketing automation08:06 - Why the MQL model is fundamentally flawed and no longer works13:58 - The evolution from demand gen to ABM to brand focus18:36 - The critical role of trust in B2B brand building22:23 - The internal trust crisis facing CMOs today25:11 - What the next generation of successful CMOs will look like30:12 - Jon's new AI-native startup in stealth mode32:04 - How marketers should adapt to the AI-powered future35:09 - The future of marketing:...

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 overview02:15 - Robert's background: from hospitality to B2B marketing in Japan05:30 - Understanding the $6 trillion opportunity in Japan and South Korea08:45 - Why treating Asia as one market is a costly mistake12:20 - Cultural foundations: Confucian roots, hierarchy, and trust dynamics15:40 - Buyer behavior differences between Japan and Korea18:30 - Channel strategy: Why LinkedIn fails in Japan but trade events thrive22:15 - Digital landscape: Yahoo Japan, Naver, Kakao, and YouTube26:00 - Content expectations: Formal vs. visual, data vs. speed29:20 - The consumerization of B2B content in Korea vs. traditional formats in Japan31:30 - PR and earned media: Navigating Japan's Press Club system35:10 - Regulation and compliance: Data privacy and advertising standards37:45 - The agency landscape: Dentsu, Hakuhodo, and finding the right partners40:20 - Essential steps for market entry and go-to-market strategy42:30 - 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. a...

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 TakeawaysFollow 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,...

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

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 B2B00:27 Meet Cara Johnson: Marketing and Innovation Strategist01:03 The Role of Trust in B2B Marketing02:28 Consistency and Creativity in Building Trust05:40 Thought Leadership and Trustworthiness10:31 Employee Advocacy and Authenticity17:21 Storytelling as a Currency of Trust20:22 AI's Impact on B2B Marketing and Trust29:15 Innovation and Trust in Risk-Averse Environments35:33 Future of Trust in B2B: Key TakeawaysFollow 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,...

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 Podcast00:29 The Rise of B2B Marketing Events01:09 Introducing Felicia Du and Event-Led Growth03:45 The Importance of Strategic Event Planning05:46 Aligning Events with Business Goals10:34 Building Trust Through Face-to-Face Interactions15:04 Measuring Event Success and Strategic Alignment18:05 Maximizing Event Impact Beyond the Day18:53 The Importance of Post-Event Follow-Up20:03 Aligning Pre-Event and During-Event Strategies24:23 Leveraging Technology for Event Success27:41 Event-Led Growth for Mid-Market and Smaller Organizations30:54 Integrating Digital Events into Your Strategy33:00 Steps to Evolve Your Event Strategy35:27 Conclusion and Final ThoughtsFollow 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...

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 GapDownload the reporthttps://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-CatalystFollow Teresa AllanLinkedin 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....

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 MarketingFollow 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,...

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

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.comIf 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=1Chapters:00:00 Introduction: Welcome to Trust and Influence in B2B01:00 About Sage: 40 Years of Innovation in Business Software02:30 The Three Eras of Customer Insight and Market Research04:45 Understanding Agentic AI: Beyond Generative AI07:15 Real-World Use Case: Compressing 3-Month Projects into Hours10:30 The Quality Question: Testing AI Against Traditional Methods13:00 AI vs Human in Thought Leadership: A Partnership, Not Replacement16:00 Building Trust and Confidence with AI-Generated Insights20:00 The Explicit vs Implicit: Where Human Insight Becomes Non-Negotiable24:00 Transforming the Briefing Process with AI28:30 Overcoming Human Bias and Knowledge Management Challenges32:45 AI's Role in Different Marketing Activities and Thought Leadership36:15 The Future of B2B Marketing: Where AI Excels and Where Experiential Wins39:00 Looking Ahead: What Percentage of Insight Work Will Be AI-Augmented?📲Follow Joel Harrison and Trust...

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 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 - Introduction01:22 - The Broken Agency Model07:17 - Managing Distributed Teams12:00 - New Financial Models19:08 - Building Partner Ecosystems24:33 - Talent and AI Challenges29:17 - Agency Consolidation33:33 - The AI Question37:17 - The Future AgencyFollow Stuart Giddingshttps://linkedin.com/in/stuartgiddingshttps://beettoo.comIf 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 ▶...

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 JourneyFollow Giuseppe Caltabianohttps://linkedin.com/in/giuseppecaltabianoAVK 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 ▶ a...

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.ioIf 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

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

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 Showmanhttps://linkedin.com/in/lynsey-showman https://adience.comIf 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

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 a unique perspective, having led marketing at globally recognized companies like TMF Group and their largest competitor before stepping into the startup world. He doesn't hold back on why referrals have remained informal for so long—the fear of compliance issues, the false belief that referrals should be based purely on karma, and the challenge of diverting limited marketing resources to something new. Along the way, they unpack the tension between doing more with less, the commercial value that marketers generate but rarely capture, and why now is the time to industrialize what has always worked but never been properly measured. They also explore Richard's journey from corporate CMO to founder, what it's taught him about building products that solve real problems, and how marketers can start giving themselves a pay rise by formalizing the referrals they're already making.Follow Richard Fitzmaurice, https://linkedin.com/in/richardfitzmaurice/ https://www.paartner.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 advocacy and referrals—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—should referrals be formalized and incentivized, or should they remain karma-based? 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, #CustomerAdvocacy, #ReferralMarketing, #B2BReferrals, #MarketingROI, #CommercialMarketing, #B2BCMO, #MarketingLeadership, #AdvocacyMarketing

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