In this episode of OnBase, host Paul Gibson sits down with Joel Harrison for a wide-ranging and deeply insightful conversation about one of the most pressing issues in modern B2B: trust. Together, they unpack how trust is eroding across society, why it has become the backbone of successful ABX programs, and how marketers can differentiate in an era flooded with AI-generated “average content.”

Joel shares his personal journey from magazine editor to industry leader, and why he believes trust, not just technology, is the true engine behind influence, brand affinity, and long-term customer relationships. The conversation explores how AI is challenging credibility, how strategic thought leadership can reclaim it, and why authenticity must be built intentionally rather than assumed.

Whether you’re a marketer, seller, or B2B leader navigating the new era of AI-driven engagement, this episode provides a powerful framework for building trust at scale, without losing the human touch.
Key Takeaways

• Trust is the new competitive differentiator

Trust isn’t a soft metric, it’s the oxygen of B2B relationships. Without it, brands will struggle to generate engagement, earn consideration, or influence buyers who are increasingly overwhelmed and time-poor.

• Average content is everywhere, quality is the real moat

AI has made it easier than ever to produce content, but most of it lacks authenticity, depth, and accuracy. Joel argues that this creates an opportunity: brands that invest in high-quality thought leadership will stand out faster than ever.

• Thought leadership must be strategic, not random

According to Joel, true thought leadership:

• Is rooted in robust data
• Connects to a long-term narrative
• Influences every stage of the funnel, from brand to demand to sales
• Includes credible experts and voices internally and externally

When executed well, these programs deliver 52% better ROI than traditional marketing.

• Advocacy is massively underutilized in B2B

Customer recommendations, peer validation, and community influence play a foundational role in trust, but most companies underinvest in structured advocacy programs. Joel highlights emerging “TrustTech” tools that are beginning to change this.

• AI must be used with oversight, not blind automation

AI is powerful for efficiency, research, and content acceleration, but hallucinations and inaccuracies can damage credibility. Human oversight is non-negotiable, both at the beginning and the end of the workflow.

• ABX thrives when trust comes first

Signals alone aren’t enough. Buyers won’t engage with sales if they've never heard of you or don’t trust your brand. Trust-building must begin long before intent signals surface, and it must extend through the entire customer lifecycle, not just new logo acquisition.

Quotes

“Thought leadership isn’t a blog post. It’s a strategic, data-driven idea deployed across the entire customer journey.”

Resource Recommendations

• Andy Lambert’s newsletter
• Luan Wise’s newsletter
• CDP Institute’s newsletter
• Paul Cash’s LinkedIn posts

Shout-Outs

• Scott Stockwell, Founder at Workmatik
• Graham Wylie, Growth CMO, B2B SaaS & Services
• Barbara Stewart, Buyer & Customer Experience Consultant
• Robert Norum, ABM and Growth Expert, B2B Marketing

About the Guest

As editor-in-chief of B2B Marketing and one of its founders, Joel plays a strategic role in the company, focusing on the development of all B2B Marketing’s content, products and services – including events, training, reports and the magazine.

He’s also an ambassador and evangelist for B2B more generally, and a regular speaker at conferences and at in-house marketing team meetings.

Connect with Joel.