Trust & Influence in B2B

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 GapFollow 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. 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 ▶...

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

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? Can smaller companies actually compete for executive attention without massive budgets, or should they focus their efforts elsewhere?➡️ Izzie brings hard-won insights from cracking the C-suite code for enterprise clients, including award-winning campaigns that achieved 92% pipeline influence and internal content that outperformed standard marketing by 500%. She doesn't hold back on the uncomfortable truths—like why targeting C-suite executives on a shoestring budget often fails, and why marketers need to be brutally honest about what they can actually achieve. Along the way, they explore the "people-first advantage" where authentic employee voices dramatically outperform corporate messaging, quality-over-quantity channel selection that prioritizes executive trust over broad reach, and strategic consistency that builds cumulative trust even with limited resources. They also dive into the realities of measuring trust, the power of passion points (from F1 to heavy metal), and why the executive buying journey requires nine-plus exposures to move the needle.Follow Izzie Rivers https://linkedin.com/in/izzybrivers/ https://realm-b2b.com/If you care about building authentic executive influence in an increasingly fragmented media landscape, this conversation is for you. It's pragmatic, data-driven, and packed with actionable insights that can help you navigate the complex world of C-suite marketing—whether you're working with enterprise budgets or need to prove ROI on every dollar spent.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/📲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, #CSuiteMarketing, #ExecutiveMarketing, #MediaStrategy, #TrustBuilding, #B2BInfluencer, #PipelineMarketing, #RealmB2B, #IzzieRivers

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 bold perspective on experiential marketing that challenges the traditional B2B playbook. She reveals how Enfuse moved beyond "random acts of content" to create what they call the "Enfuse feeling"—a carefully crafted brand experience that combines subliminal sensory marketing with authentic Nordic heritage. Along the way, they unpack the practical realities of navigating anti-bribery regulations, the strategic use cases for island visits (from ABM workshops to thought leadership gatherings), and how physical experiences can create "big brand energy" that influences buyer perception. They also explore the delicate balance between digital hygiene factors and immersive relationship-building moments that generate lasting business impact. This isn't just about owning an island—it's about authentically bringing your brand values to life in ways that create memorable, trust-building moments with enterprise customers.Follow Vanessa Schotes https://linkedin.com/in/vanessaschotes/ Visit https://enfuce.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 experiential marketing—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/ 📲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, #ExperientialMarketing, #ABM, #AccountBasedMarketing, #FinTechMarketing, #BrandExperience, #CustomerTrust, #B2BEvents, #PhysicalMarketing, #NordicBusiness

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 traditional gated content strategies becoming obsolete?➡️ Luan and Andy bring decades of combined expertise in B2B social media strategy, and they don't hold back on the uncomfortable truths. They reveal why platforms like Reddit—often dismissed as "too niche" for B2B—are now driving disproportionate discovery through AI-powered search engines. Along the way, they unpack the dangerous gap between what marketing leadership expects (immediate MQLs) and what actually builds sustainable growth in this new landscape. They also explore why Instagram is quietly becoming more B2B-relevant, how community strategy trumps platform tactics every time, and why the era of "just post it on social" is definitively over. Most importantly, they share practical steps you can take today—starting with a 10-minute Reddit research exercise that could transform your understanding of what customers really think about your brand.Follow Luan Wise https://linkedin.com/in/luanwise/Visit https://luanwise.com/Follow Andy Lambert https://linkedin.com/in/andylambert/Visit https://www.andyrlambert.com/ If you care about building B2B marketing strategies that actually work in the age of AI-powered discovery, this conversation is essential listening. It's strategic, practical, and refreshingly honest about the challenges most marketing teams are facing right now—whether you're a social media manager, content strategist, or marketing leader trying to navigate this shifting landscape.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/📲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, #GenerativeEngineOptimization, #RedditMarketing, #SocialMediaStrategy, #CommunityMarketing, #AISearch, #GEO, #B2BSocial, #DigitalMarketing, #ContentDiscovery

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 business relationship, rather than just a nice-to-have byproduct?➡️ Stuart introduces his "Trust Triangle" framework—clarity, character, and capability—and explains why trust isn't just about being trustworthy, but about consciously designing high-trust relationships that can weather the inevitable changes and challenges in long-term B2B partnerships. He shares a compelling real-world example of how two major organizations on a mega infrastructure project nearly derailed their partnership when trust collapsed, and how rebuilding that trust became critical to project success. The conversation explores why clarity forms the foundation of trust (and how lack of alignment on ambitions guarantees disappointment), how to establish behavioral expectations that work both ways in true partnerships, and why monitoring relationship health is just as important as tracking technical deliverables. Stuart's jazz metaphor for modern business storytelling is particularly powerful—explaining why you need a central "tune" that people can riff on, rather than trying to control every message in classical symphony style.Follow Stuart Maister https://www.linkedin.com/in/stuartmaister/?originalSubdomain=uk Visit  https://.strategic-narrative.com/  If you care about building genuine partnerships rather than just winning transactions, this conversation is essential listening. Stuart's framework provides practical tools for intentionally designing trust into your relationships, while his journalism background brings clarity to how strategic narrative and consistent storytelling amplify trust-building efforts.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/📲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, #TrustBuilding, #StrategicNarrative, #B2BRelationships, #BusinessPartnerships, #TrustTriangle

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 an AI-first world?➡️Tim brings decades of sales experience and a no-nonsense perspective on what's working (and what's definitively dead) in today's market. He reveals why cold calling is becoming obsolete for complex B2B sales, how the "most human organization wins" in an increasingly automated landscape, and why your entire team—not just sales—needs to be actively building trust through social media. They dive deep into the psychology of modern buying behavior, the critical shift from interruption-based outreach to relationship-building, and how AI is creating both massive opportunities and dangerous blind spots for B2B organizations. Tim also shares real examples from clients like Salesforce who are achieving 187% growth while their competitors struggle, and explains the fundamental mindset shift needed to thrive in this new environment.Follow Tim Hugheshttps://linkedin.com/in/timothyhughessocialselling/ Visit  https://www.dlaignite.com/ If you care about staying ahead of the curve in B2B sales and marketing, this conversation is essential viewing. It's candid, data-driven, and packed with actionable insights that challenge conventional wisdom while providing a clear roadmap for success in the AI era.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/ 💬What's your take—is cold calling really dead, 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 ▶ https://instagram.com/joelharrisonb2b/ #JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #SocialSelling, #AIinSales, #TrustBuilding, #ModernSelling, #SalesTransformation, #B2BInnovation, #DigitalSelling, #CustomerTrust, #SalesLeadership

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 shares insights on why internal influencers prefer provocative content over validation, how quality thought leadership outperforms traditional marketing materials, and practical strategies for B2B marketers to engage these otherwise inaccessible audiences. Join them as they discuss the evolving complexity of B2B buyer groups and the future of thought leadership strategy.Takeaways:🎯 Hidden buyers hold 50% of decision-making power but are often overlooked by marketing efforts📊 Internal influencers consume just as much thought leadership as formal decision makers (64% vs 63%)🧠 86% of internal influencers want provocative ideas that challenge assumptions rather than validate existing thinking🔓 95% say strong thought leadership makes them more receptive to future sales outreach💪 71% view thought leadership as more effective than traditional marketing materials for demonstrating vendor capabilities🤝 79% of internal influencers are more likely to champion RFP proposals from companies with strong thought leadership🎨 60% of internal influencers prefer unique formats compared to 51% for target buyers⚖️ 53% of both audiences agree that high-quality thought leadership matters more than brand recognition📈 41% of decision makers have been encouraged by C-suite executives to consider vendors based on their thought leadership🔄 Thought leadership creates internal virality, helping stakeholders advocate for vendors in closed-door conversationsChapters:00:00 - Introduction to Trust in B2B Marketing 01:32 - The Challenge of Internal Misalignment in B2B Deals 02:39 - Understanding Hidden Buyers vs Target Buyers 04:23 - Content Strategy for Internal Influencers 06:10 - Why Internal Influencers Want Provocative Content 08:58 - Thought Leadership as a Trojan Horse Strategy 12:09 - Building Credibility vs Traditional Marketing Materials 13:23 - Transforming Skeptics into Internal Advocates 15:10 - Creating Human-Accessible Content Formats 18:01 - Leveling the Playing Field for Challenger Brands 19:08 - C-Suite Influence and Top-Down Momentum 20:17 - Measuring Impact on Internal Influencers 25:28 - Three Key Recommendations for B2B Marketers 27:59 - The Future of Internal Influences and Buyer ComplexityResources Mentioned:🔎 The Jolt Effect by Matt Dixon - amazon.com/Jolt-Effect-Hard-Customers-Decide/dp/059308076X 🔎 LinkedIn and Bain Research on Buying Committees - business.linkedin.com   🔎 Edelman's 2025 B2B Thought Leadership Report - edelman.com Follow Annie Dunleavy:https://linkedin.com/in/anniedunleavy/Edelman - https://edelman.comFollow Joel Harrison:https://linkedin.com/in/joelharrison/B2B Marketing -a...

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 the "Rubik's cube" approach to talent allocation, the rise of star-shaped marketers, and how AI is reshaping skill requirements across different experience levels. Roland and Shane share insights on maintaining culture in decentralized teams, the ethics of AI implementation, and practical strategies for CMOs looking to transform their operations while proving commercial value to stakeholders.Takeaways:🎯 CMOs must shift from functional design to outputs and value-driven team structures🧩 The "Rubik's cube" talent model combines full-time, freelance, agency, and specialist resources dynamically⭐ Star-shaped marketers need both deep specialization and commercial breadth across marketing functions🏗️ Pod-based structures enable agile, multidisciplinary teams for specific projects and outcomes🤖 AI augments experienced marketers more effectively than replacing junior talent entirely🌍 Distributed teams require intentional culture-building and inclusive environments regardless of contract type⚖️ Ethical AI usage and thinking skills are paramount for responsible marketing automation📊 Sharp instruments (specialized teams) deliver better results than blunt tools (generalized approaches)🔄 Change management has become the #1 skill for modern CMOs navigating constant transformation🚀 Start small with pilot projects to prove value before scaling new operating modelsChapters:00:00 - Introduction to Future-fit Marketing Teams 01:59 - The Catalyst for Change in Marketing Talent Strategies 04:34 - From Crisis to Smart Adaptation 06:22 - The Rubik's Cube Approach to Team Building 09:09 - Star-shaped Marketers vs Deep Specialists 12:34 - Skills Polarization and the Missing Middle Layer 17:04 - Pod-based Structures and Agile Operating Models 21:38 - AI's Role Across Different Experience Levels 27:57 - Maintaining Culture in Distributed Teams 30:19 - Future-proofing Marketing Organizations 38:12 - Practical First Steps for TransformationResources:📚 The Culture Map by Erin Meyer - Essential reading for global teams🏢 Hello Kindred - Digital talent management specialists🎓 Cambridge University Faculty - IT ethics, law and business programFollow Roland Glass: https://linkedin.com/in/rolandglassp...

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 awareness after experiencing a costly digital advertising failure, while Preeti discusses IFS's approach to taking control of their digital destiny. Together, they examine why the traditional B2C-focused digital advertising model doesn't work for B2B, the importance of challenging agency relationships, and practical steps marketers can take to regain control of their digital spend. Join them as they advocate for a fundamental shift from blind trust to informed scrutiny in digital marketing.Takeaways:🔍 Challenge what you've been doing and why - question your current digital advertising approach💰 Understand where your advertising dollars actually go in the supply chain📊 Demand transparency from agencies beyond impression data and eyeball metrics🎯 Start with inclusion lists rather than exclusion lists when targeting audiences🧪 Test small, learn fast, and scale successful campaigns gradually🤝 Take back control of your digital destiny rather than outsourcing blindly📈 Focus on conversion into your funnel, not just media conversion metrics🔄 Use multiple data sources to piece together the complete customer journey💡 Fail faster to identify where to place confident bets with your budget⚖️ Balance agency expertise with internal control and oversightChapters:00:00 - Introduction and Setting the Stage 01:50 - Guest Introductions: Preeti Saini and Paul Collier 03:20 - The Problem: Inefficiencies in Digital Advertising Spend 04:56 - Paul's Journey: From Ignorance to Awareness 08:12 - Preeti's Perspective: Moving Beyond Tick-Box Marketing 11:09 - The Industry Structure Problem: B2C Models Applied to B2B 15:19 - Taking Back Control: Agency vs In-House Approaches 18:40 - Q&A: Making Data Meaningful in Digital Advertising 23:40 - Preeti's Practical Approach: Breaking Down the Elephant 26:23 - Q&A: Showing Value in Programmatic Advertising 28:22 - Final Thoughts: Challenge Yourself and Fail FasterResources Mentioned:🔍 Gartner CMO Survey - Latest research on digital marketing spend priorities 📊 Funnel Fuel - funnelfuel.com 🏢 IFS - ifs.comFollow the Guests:Follow Paul Collier https://linkedin.com/in/paul-collier-cmo/ Funnel Fuel - funnelfuel.comFollow Preeti Saini https://linkedin.com/in/preeti-saini/ IFS - ifs.comFollow Joel Harrison https://linkedin.com/in/joelharrison/B2B Marketing - https://linkedin.com/company/b2b-marketing/

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 of traditional SEO-driven content, the rise of video consumption in B2B, the importance of humanization in digital experiences, and how interactive video overlays can transform website engagement. The conversation also explores the role of AI avatars, the integration challenges companies face, and practical steps for implementing video-first website experiences. Join them for this forward-looking discussion on the intersection of AI, trust, and human connection in B2B marketing. Takeaways🎯B2B websites must evolve to serve dual purposes: AI training data sources and enhanced visitor experiences📱Visitors arriving at websites today have higher intent but shorter attention spans, requiring more effective engagement🎬Video content dramatically outperforms traditional text-based content for engagement and trust-building👥Humanization becomes more critical as digital advancement increases, with authentic video helping build trust🔄 Traditional website navigation is becoming obsolete in favor of guided, personalized experiences📊 Interactive video overlays can achieve 20-40% engagement rates compared to 1-2% for chatbots⚡ Modern video creation barriers are lower than ever, requiring minimal technical setup and budget🤖 AI avatars and voice synthesis can enable video content creation while maintaining transparency about usage🚀 Future websites will combine immersive video experiences with AI-powered live chat for better buyer enablement📈 Video-enhanced websites show improved metrics: lower bounce rates, higher time on site, and deeper page engagement Chapters:00:00 - Introduction to B2B Website Evolution01:21 - The Changing Role of Websites in AI Era02:24 - Website Complexity and Political Challenges03:44 - Simplifying Buyer Journeys and User Experience05:56 - Higher Intent Visitors and Better Engagement07:23 - The Importance of Humanization in B2B09:35 - Why Human Connection Matters More Than Ever10:08 - Video vs Text-Based Content Consumption12:03 - Video's Impact on Website Engagement Metrics14:36 - Building Trust Through Authentic Video Content16:16 - Overcoming Executive Resistance to Video18:12 - The Rise of Media-Savvy Workforce19:25 - Future of Website Experiences and Navigation23:24 - Getting Started with Enhanced Video Experiences25:59 - Integration Challenges and Technical Solutions26:58 - Results and Performance Data from Video Overlays29:08 - AI Avatars and Authenticity in Video