Trust & Influence in B2B

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robyn Hartley, Managing Director at Paper Kite Media. Drawing on a rigorous analysis of B2B Marketing Awards entries, they expose the uncomfortable truth behind employee advocacy: most brands are deploying it as content distribution, not genuine advocacy. And the data suggests they're missing a significant commercial opportunity as a result. Is your advocacy program building real trust—or just adding noise?➡️ Robyn and Joel explore why LinkedIn dominates employee advocacy (and why that concentration carries risk), why 70% of campaigns are triggered by brand moments rather than deployed always-on, and why measurement still stops at impressions even in commercially rigorous campaigns. They make the case for "inside-out" sequencing—activating employees internally before any external spend—and discuss how thought leader advocacy is increasingly powering ABM and demand gen strategies, not just brand activity. Robyn's perspective is clear: great advocacy isn't about scripted posts. It's about empowering your team's real experts to build genuine trust with buyers over time. This episode will challenge how you think about your people as a marketing channel.Chapters:00:00 - Introduction: The Promise and Reality of Employee Advocacy01:30 - Meet Robyn Hartley, Managing Director at Paper Kite Media04:30 - Defining Employee Thought Leaders vs. Employee Amplifiers06:00 - The Data: Only 14% of Award Entries Use Employee Advocacy10:00 - LinkedIn's Total Dominance: Strength or Structural Risk?13:30 - Why LinkedIn Works for B2B (And Where the Risk Lies)17:00 - Employee Advocacy Beyond Brand: ABM and Demand Gen20:00 - The Brand Moment Trigger: Episodic vs. Always-On Advocacy25:00 - Inside-Out Sequencing: Employees as the First Media Channel29:00 - The Commercial Measurement Gap: Why Reach Isn't Enough33:00 - CPM Equivalents: A Creative Workaround or a Misleading Metric?37:00 - Sales and Marketing Convergence Through Employee Advocacy41:00 - Where Employee Advocacy Is Headed and How to Stand OutFollow Robyn Hartley,https://linkedin.com/in/robynhartley/https://paperkitemedia.co.ukIf 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 "employee advocacy" really advocacy, or just content distribution? 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, #EmployeeAdvocacy, #LinkedInMarketing, #B2BGrowth, #SalesAndMarketing, #ABMMarketing, #B2BLeadership, #DemandGeneration, #InfluenceMarketing

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Phil Treagus-Evans, Co-founder and CEO at Giraffe Social. Phil discusses his 2025 book, "Human First Marketing," which provides a framework for putting people back at the center of marketing strategy during a time of AI-generated content saturation. They explore why marketing has drifted away from human connection and how to rebuild trust in a cynical B2B landscape.💬 Can your brand survive the "AI slop" era by being more human, or will you get lost in the machine-gunned noise?➡️Phil argues that the trust deficit in marketing stems from an obsession with data-driven optimization that treats customers like spreadsheets rather than real people. He breaks down the three essential levers of human-first marketing—Audience, Team, and Personal Brand—showing how leveraging employee advocacy and authentic leadership can outperform any corporate facade. Phil also shares why the AI revolution actually makes humanity a "superpower" and a rare, valuable competitive edge for those willing to ditch the lazy templates for genuine community engagement. Listen to the full episode to learn the practical steps you can take this week to make your brand seen, trusted, and remembered in an increasingly automated world.Chapters:00:00 - Introduction to Trust in B2B Marketing 02:11 - Giraffe Social & Human-First Positioning 03:18 - Patterns of Successful Marketing: People at the Heart 05:47 - The Diagnosis: Why Marketing is Broken 07:57 - Symptoms of a Trust Deficit 09:40 - Squaring the Circle with AI: Anti-Lazy AI 12:55 - Defining Human-First Marketing 15:17 - The Three Levers: Audience, Team, and Personal Brand20:40 - Authentic Marketing vs. Psychological Tricks 23:52 - Why Human-First is a B2B "Sweet Spot" 26:19 - Actionable Steps: Faces and Community Engagement 29:04 - The Future: Humanity as a Superpower 31:46 - Where to find "Human First Marketing"Follow Phil Treagus-Evanshttps://linkedin.com/in/philtreagusevans/https://giraffesocial.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 do you think comes first —insightful data or a compelling story? 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, #HumanFirstMarketing, #AISlop, #EmployeeAdvocacy, #MarketingTrust, #PersonalBranding, #B2BGrowth

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kristen Esto, Founder of Customer Influence, a specialist influencer and creator marketing agency. They explore what the data actually tells us about how influencer marketing works in B2B—and what it reveals often runs completely counter to conventional wisdom. Could the most powerful tool in modern B2B marketing be the one you're not using yet?➡️ Drawing on an AI-assisted analysis of over a thousand award entries from the B2B Marketing Awards and Elevation Awards (2024–2025), Joel and Kristen walk through five key trends shaping B2B influencer marketing today. Kristen—who brings more than a decade of paid media and data experience to her three years as a creator marketing specialist—shares why niche trade influencers consistently beat high-reach celebrities, why loosening brand control actually drives better performance, and how leading brands are connecting influencer activity directly to ABM platforms and pipeline. They also tackle the case for long-term influencer partnerships and why experiences like factory visits or live events produce content that brief-based campaigns simply can't replicate. Balanced, practical, and refreshingly free of hype, this is essential listening for any B2B marketer wondering whether influencer marketing belongs in their toolkit.Chapters:00:00 - Introduction to B2B Influencer Marketing02:14 - Kristen's Background in the Creator Economy04:00 - How the Analysis Was Conducted Using AI05:03 - Trend 1: The Credibility Discount – Why Niche Beats Celebrity09:03 - Finding the Right Influencers for B2B12:39 - Trend 2: The Control Paradox – Why Freedom Outperforms Scripts17:00 - Building Brand Alignment Without Brand Control20:33 - Trend 3: The Pipeline Connection – Linking Influencers to Revenue25:24 - Making Influencer Measurement Work for Your Team27:17 - Trend 4: The Relationship Compound – Long-Term vs. One-Off Partnerships31:24 - The Case for Long-Term Influencer Partnerships33:02 - Trend 5: The Experience Dividend – Real-World Content vs. Brief-Based Content38:42 - Summary and Key TakeawaysFollow Kristen Esto,https://www.linkedin.com/in/kristen-sesto/ https://customerinfluence.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 do you think comes first—finding the right influencer or building the right brief? 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, #InfluencerMarketing, #B2BInfluencer, #CreatorEconomy, #AccountBasedMarketing, #NicheMarketing, #CreatorMarketing, #InfluencerStrategy, #B2BPipeline

Marketing is often described as a profession that welcomes everyone. The reality is rather different. Entry still depends too heavily on who you know, which school you attended, and whether marketing even appeared on your radar as a viable career path. For many people — particularly those from non-traditional or underrepresented backgrounds — the door into our profession remains firmly closed.In this episode, Joel is joined by Martin Troughton, chairman of the Marketing Skills Trust — a charity established in part through a legacy from Professor Derek Holder, founder of the IDM, specifically to help the next generation access marketing as a career.Martin brings a rare dual perspective: co-founder of Harrison Troughton Wunderman, one of the UK's most awarded direct marketing agencies, and a subsequent fifteen years on the client side. That breadth shapes a conversation that is frank, personal, and at times quietly powerful.They discuss:Why marketing remains a predominantly white, middle-class profession — and what that costs us creatively and commerciallyThe work the Marketing Skills Trust is doing to change who gets in, from funding the Brixton Finishing School's outreach programme to running the Dogs Legacy events for early-career startersHow AI makes the case for diversity stronger, not weaker — and why curiosity, storytelling and human insight are the skills that endureWhat agency and client-side careers demand from talent — and why the industry is too quick to put people in boxesThe story of Guy Lambert: told by Ogilvy he wasn't smart enough for their graduate scheme, he went on to become their MDIf you lead a marketing team or agency, there's also a practical ask: the Trust's Hour of Power programme lets senior practitioners donate an hour of their time to raise money for the next generation. It's a small commitment with a meaningful impact.Find out more and support the Marketing Skills Trust at marketingskillstrust.org.uk

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Andrew Mildren, MD of Edelman Business Marketing for EMEA, to dig into the 2026 Edelman Trust Barometer — based on nearly 34,000 responses across 28 countries. The headline finding is sobering: 70% of people globally now hold what Edelman calls an insular trust mindset, retreating into familiar circles and becoming reluctant to trust those who hold different views or values. And yet, businesses have held the title of most trusted institution since 2021. So what's driving this contradiction — and what must B2B marketers do about it?➡️ Andrew brings Edelman's 26 years of trust expertise to the table and offers both clear diagnosis and practical direction. He explains the concept of "trust brokering" — where businesses act not as side-takers, but as facilitators bridging divided groups — and highlights examples from Microsoft and IKEA doing this credibly. He breaks down why insularity is no longer just a societal issue but a bottom-line business problem, affecting productivity, retention, and leadership. The conversation also explores local versus global trust dynamics, AI's growing impact on how content and companies are discovered, and closes with five concrete actions B2B marketers should be taking now — including treating trust as a commercial metric and building a GEO (generative engine optimization) strategy.Chapters:00:00 - Introduction to the Edelman Trust Barometer01:16 - What You'll Learn in This Episode02:14 - The Secret Behind 26 Years of Trust Research04:36 - Evolving Themes: From Polarization to Insularity07:59 - The Insular Trust Mindset: What's Driving It10:51 - Why Business Is the Most Trusted Institution14:56 - Trust Brokering: What It Means in Practice17:21 - Navigating Divisive Issues in B2B21:00 - Local vs. Global Trust: Going Poly-National24:47 - Insularity as a Bottom-Line Business Issue27:06 - AI's Role in Shaping Trust32:19 - Five Things B2B Marketers Should Do Now35:32 - Closing Thoughts & Where to Find the ReportFollow Andrew Mildren,https://linkedin.com/in/andrewmildren/ https://edelman.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 do you think comes first — rebuilding trust from the inside out, or leading with bold external communications? 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, #TrustBarometer, #EdelmanTrust, #InsularTrust, #TrustBrokering, #B2BTrust, #GeopoliticsAndBusiness, #AIandMarketing, #EmployeeAdvocacy

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jon Watton, Fractional CMO and experienced B2B tech marketing leader, and Tom Howe from Jefferson Group, to explore one of the most pressing issues facing the industry: the future of B2B marketing roles, team structures, and organizational trust. Marketing headcounts are shrinking, recruitment has stalled, and the rules of the job market have fundamentally shifted. So is this a crisis — or simply a long overdue correction?➡️ Jon and Tom bring two sharply different perspectives — one from inside the market navigating it as a senior marketer, the other from a front-row seat in hiring across B2B. Together, they dig into the post-COVID hiring hangover, the intense pressure to deliver short-term results at the expense of long-term strategy, and how AI is reshaping both what marketing teams look like and what's expected of them. They also explore why fractional leadership is emerging as a new model of trust, the growing danger of a "squashed middle" in marketing management, and what the B2B marketing team of the future will actually look like. Both guests close with direct, actionable advice on what marketers should be doing right now to future-proof their careers.Chapters:00:00 - Introduction: Trust and the Future of B2B Marketing Roles 01:03 - How Recruitment Signals Trust in Marketing 01:42 - Introducing Jon Watton and Tom Howe 02:24 - The Reality of the Senior B2B Marketing Job Market 05:26 - A Generational Shift or a Post-COVID Hangover? 08:07 - Identity Crisis: What Do Companies Actually Want from Marketing? 11:37 - Short-Term Pressure vs. Long-Term Strategy 16:31 - How Marketing Team Structures Are Changing 19:41 - The Rise of Specialists and the Diamond-Shaped Team 24:05 - The Squashed Middle: Pressure on Marketing Managers 26:17 - AI, Human Judgment, and the Trust Equation 29:15 - Trust Declining in Human Marketers — or Just Cost Pressure? 31:40 - The Future Marketing Leader and AI Fluency 34:18 - Fractional, Freelance, and Flexible: New Models for Teams 38:41 - The Rise of B2B Marketing Agencies Again 40:59 - Career Advice: What Marketers Should Do Now 43:17 - Closing Thoughts and What's Coming NextFollow Jon Watton, https://linkedin.com/in/jonwattonFollow Tom Howe, https://linkedin.com/in/tomhowe https://jeffersongroup.co.ukIf 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---rebuilding trust in marketing or proving ROI? 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, #MarketingRecruitment, #FractionalCMO, #MarketingLeadership, #AIinMarketing, #B2BTeams, #MarketingCareers, #FutureOfMarketing

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Katy Howell, Founder and CEO of Immediate Future, a social media agency she has led since 2004. Together, they tackle one of B2B marketing's most persistent blind spots: the difference between thought leaders, influencers, and advocates — and what happens when brands get it wrong. Are you unknowingly leaving your most powerful trust-building channels completely unused?➡️ Katy brings deep, practical experience in influencer strategy and pulls no punches. She and Joel explore why B2B marketers default to treating influence like a media buy — focused on reach and clicks — rather than asking how each persona actually shapes buyer decisions and builds lasting credibility. Joel also introduces his new B2B Matrix of Influence, built from analysis of over a thousand B2B marketing awards entries, mapping five distinct trust personas and how they should be deployed. They dig into why customer advocates are used in just 11% of campaigns, why employee advocates are chronically undervalued, and how brands can stop over-controlling the very people they need to trust them. Katy's closing soundbite says it all: influence is not a content tactic — it's a trust system. If you want to rethink how your brand earns credibility in a world drowning in AI-generated content, this episode is essential listening.Chapters:00:00 - Introduction to the B2B Matrix of Influence01:02 - Why Marketers Confuse Thought Leaders, Influencers & Advocates02:09 - Treating Influence Like a Media Plan: The Problem04:21 - Why the Trust Problem Has Gotten Worse06:47 - Internal vs. External Voices: Understanding the Difference09:04 - The Jazz Metaphor: Giving People Freedom Within a Framework12:37 - Research Findings: How B2B Campaigns Use Trust Personas15:15 - Introducing the B2B Matrix of Influence Framework20:37 - How to Work With Unpaid External Influencers23:01 - Paid Influencers: Autonomy Over Direction25:11 - Customer Advocates: The Most Underused Trust Asset27:37 - How to Use the Matrix to Build a Trust Plan31:24 - Final Thoughts: Influence Is a Trust System, Not a Content TacticFollow Katy Howell,https://www.linkedin.com/in/katyhowell/ https://immediatefuture.co.ukIf 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 a strategy around the personas you have, or the trust gaps you need to fix? 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, #InfluencerMarketing, #B2BTrust, #CustomerAdvocacy, #EmployeeAdvocacy, #B2BInfluence, #MatrixOfInfluence, #TrustInMarketing, #B2BLeadership

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Rob Mitchell, Co-Founder of Exhibit-B and former CEO of FT Longitude. Together, they explore how thought leadership is undergoing a dramatic transformation, evolving from a traditional top-of-funnel brand-building tool into a dynamic, full-funnel marketing discipline. Is thought leadership finally delivering the commercial value B2B marketers have been waiting for?➡️ Rob brings over 20 years of expertise in thought leadership. Based on Joel's analysis of hundreds of B2B Marketing Awards entries, they unpack five critical trends: the data foundation gap revealing most campaigns lack robust research, the surge in sales integration with over 53% now including sales enablement, the format revolution with documentary content doubling while audio declines, the untapped potential of interactive content, and the distribution shift from broadcast to direct channels. They discuss why synthetic data isn't ready, how to commercialize without killing trust, and why formats matter less than substance.Chapters:00:00 - Introduction to Thought Leadership's Evolution02:34 - Rob Mitchell's Journey into Thought Leadership03:47 - The Data Foundation Gap15:23 - The Sales Integration Surge24:19 - The Format Revolution32:09 - The Dynamic Content Gap37:15 - Distribution Shift: Broadcast to Direct43:13 - Where Thought Leadership is HeadingFollow Rob Mitchelhttps://www.linkedin.com/in/rob-mitchell-ned/?originalSubdomain=uk https://exhibit-b.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 matters more—data-driven research or compelling storytelling? 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, #SalesEnablement, #ContentMarketing, #MarketingResearch, #FullFunnelMarketing, #B2BLeadership

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 ▶ https://linkedin.com/in/joelharrison/Podcast ▶ https://trust-influence-in-b2b.captivate.fm/Instagram ▶ https://instagram.com/joelharrisonb2b/

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: experiences, relationships, and craftsmanship📲 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, #JonMiller, #MarketingAutomation, #DemandGeneration, #AccountBasedMarketing, #ABM, #MarketingLeadership, #CMOInsights, #BrandBuilding, #AIinMarketing, #MarketingPlaybook

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. 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, #JapanMarket, #SouthKoreaMarketing, #AsiaExpansion, #GlobalMarketing, #MarketEntry, #B2BInternational, #CrossCulturalMarketing, #APACMarketing

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, #B2BVideos, #B2BStrategy, #TrustInMarketing, #AdvertisingTransparency, #MarketingROI, #B2BAdvertising, #DigitalMarketing, #SupplyPathOptimization, #MarketingMeasurement, #B2BLeadership, #FunnelFuel

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, #EmployeeAdvocacy, #Innovation, #AIinMarketing, #MarketingLeadership, #CustomerStories, #BrandValues, #CommercialMarketing

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 world.👉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, #B2BVideos, #B2BStrategy, #EventMarketing, #EventLedGrowth, #B2BEvents, #SalesAndMarketing, #MarketingAlignment, #EventStrategy, #GTMStrategy, #B2BTrust, #Cvent

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. 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, #GTMStrategy, #GoToMarket, #SalesAndMarketing, #CommercialLeadership, #B2BConfidence, #RevenueGrowth, #SalesAlignment, #MarketingROI, #B2BGrowth

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, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #TrustInMarketing, #BrandStrategy, #EmployeeAdvocacy, #MarketingLeadership, #AIinMarketing, #PsychologicalSafety, #B2BBrand, #KateMackie, #EY

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