Trust & Influence in B2B

Why AI makes human experiences more valuable, not less, with Claire Ellis of JPCABM was supposed to be about relationships. As AI makes targeting and personalisation cheap and abundant, the thing ABM was meant to build in the first place, trust with the people who actually decide, has become the real differentiator. Nowhere is that more acute than in ABM's biggest deals, where a single account can be worth millions and keeping it can matter even more than winning it.➡️ Joel Harrison is joined by Claire Ellis, Managing Director of JPC, to unpack experiential ABM: human moments designed to move specific stakeholders, rather than events that simply fill rooms. Claire explains why buyers are now using AI to form preferences early and out of sight, why so much supplier activity is noise rather than relationship progress, and how to work out who really carries the room. She shares how BT moved from infrastructure provider to strategic partner with Translink, where organisations should deliberately keep human judgement in the loop, and why accountability matters more than accuracy when AI shapes what a senior buyer sees. If you run ABM, or are weighing up where your next experience budget should go, this conversation will sharpen how you plan, measure and own those moments. This episode is sponsored by JPC.What you’ll learnWhy AI has made trust harder to earn in complex deals, and what buyers rely on instead.How to design experiences around the change you need in specific stakeholders, rather than around the format.How to spot who really carries the room, and when to rethink your account plan.Where to deliberately keep human judgement, and how open to be about AI's role.What credible relationship movement looks like, and who should own what happens next.Chapters00:00 Introduction: trust and ABM in an AI world01:55 Claire Ellis and JPC04:29 Where suppliers go wrong in complex deals08:26 AI cuts both ways: why trust is harder to earn11:59 Influencing an account before the opportunity exists15:30 What experiential ABM is, and what it isn't18:06 Why the format gets decided first, and what it costs22:00 Finding who really carries the room26:17 BT and Translink: when co-creation is real31:14 Where to keep human judgement in the loop35:13 Accuracy, authenticity and accountability in AI37:44 What credible relationship movement looks like41:47 What a CMO should ask before booking anything44:11 Close and where to find out moreFollow Claire EllisClaire Ellis on LinkedIn ▶ https://www.linkedin.com/in/claireellisjpc/JPC ▶ https://thinkjpc.com/Find out moreRead JPC's report, The human advantage in an AI-powered world ▶ https://thinkjpc.turtl.co/story/experiential-abm-roundtable-recap/page/1?pid=6aabbc5b8632548bf34bd33cHear Claire and JPC at the Global ABM conference ▶ https://events.b2bmarketing.net/abmconferenceIf 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, whether you're a marketing leader, an ABM practitioner, or working alongside sales on your most important accounts.🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/💬 What's the last event in your account plan that actually moved a relationship? 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.📲 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, #ABM, #AccountBasedMarketing, #ExperientialABM, #ExperientialMarketing, #B2BTrust, #AIinMarketing, #EnterpriseSales, #StrategicAccounts, #SalesAndMarketing, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BStrategy, #CMOLeadership, #B2BGrowth

Nostalgia sells everything from trainers to TV reboots, yet it barely registers in B2B marketing. To find out why, Joel Harrison went through three years of B2B Marketing Awards entries in search of the exceptions, and invited Guy O'Brien, co-founder of B2B influencer marketing agency Custom Influence, into the studio to make sense of what he found.➡️ Together they unpack five ways B2B brands are going retro, from Exel Composites retelling the Three Little Pigs to Allica Bank's bowler hat, and ask why so few try it. Guy's verdict is that nostalgia isn't wrong for B2B, it's just hard: target the wrong generation and you alienate the buyers coming through; lean too far into the joke and people remember the ad but not the brand. Joel adds a warning of his own about nostalgia that stirs the wrong memories. If you're weighing a bolder creative idea, this conversation will help you judge when going retro will pay off.What You'll LearnWhy nostalgia is everywhere in consumer marketing but rare in B2B, and why that comes down to difficulty rather than suitability.The five creative approaches B2B brands are using to go retro, with campaign examples from the B2B Marketing Awards.How to avoid alienating buyers from other generations as B2B buying groups get younger.Why the brand, not the nostalgic idea, has to be what people remember.How a nostalgic idea can build a community rather than a one-off moment.Chapters00:00 - Introduction: where this conversation came from01:52 - Guy O'Brien and Custom Influence03:44 - Nostalgia and the humanisation of B2B04:27 - Trend 1: Generational era cues (Just Group)09:45 - Why nostalgia is so rare in B2B11:25 - Trend 2: Childhood storytelling (Exel Composites)17:16 - Trend 3: Retro media formats (Infoblox and 6sense)22:45 - Trend 4: Period-specific aesthetics (Ecolab)27:14 - Trend 5: Iconography of tradition (Allica Bank)34:29 - The verdict: is nostalgia viable in B2B?36:14 - When nostalgia backfires40:47 - Where to find the campaignsFollow Guy O'BrienLinkedIn: [link]Custom Influence: https://custominfluence.com/Closing boilerplateIf 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 creative and 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/💬 Would you take your B2B brand retro, or is nostalgia best left to consumer marketers? 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, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #NostalgiaMarketing, #B2BCreative, #CreativeEffectiveness, #BrandBuilding, #InfluencerMarketing, #B2BMarketingAwards

Every B2B vendor now has an AI story. Michelle Huff, Chief Marketing Officer at Alteryx, argues that's exactly the problem: when everyone makes the same promise, positioning around AI stops being a differentiator and becomes table stakes. Michelle brings more than 25 years leading marketing and go-to-market strategy at Oracle, Salesforce and UserTesting to the question of how a 25-year-old analytics brand earns its place in the AI era without sliding into hype.Joel and Michelle talk through how Alteryx replaces claims with proof – a 760,000-member user community, customer stories, and a framework (Visible, Understandable, Repeatable, Auditable) for what makes an automated decision trustworthy. Michelle also unpacks a strikingly simple way to think about handing judgment to AI: treat it like onboarding a new hire, earning autonomy step by step rather than switching it on and walking away.What you'll learnWhy positioning around AI is now table stakes rather than a differentiator – and what to do about itHow to move a brand beyond me-too claims to demonstrable, genuine valueWhat proof of substance actually looks like to a buyer who's heard every AI promise beforeWhy the real AI story is about automating judgment, not just tasksA practical framework for deciding what's ready to automate and what still needs a human in the loopChapters00:00 Introduction: why AI positioning is now table stakes02:02 Meet Michelle Huff and Alteryx's 25-year evolution04:54 25 years across tech shifts: the instinct that carries through08:49 Beyond the AI me-too: proving value, not just claiming it10:36 Community and advocacy at scale12:21 Building movements, not monuments: the Salesforce influence14:00 Where AI genuinely changes the product vs. just the language15:50 Vision vs. reality: staying grounded while pointing ahead16:19 Repositioning a legacy brand without over-claiming20:15 The BIRA framework: visible, understandable, repeatable, auditable23:50 Data vs. story: which one wins when they pull apart26:45 Automating judgment: the new-hire analogy and the trust score31:02 Task-owners vs. problem-owners: staying valuable as AI reshapes marketing32:58 Advice for teams that don't trust their AI output yet34:29 Closing thoughtsFollow Michelle HuffLinkedIn: https://www.linkedin.com/in/michellehuff/Alteryx: https://www.alteryx.com/Closing boilerplateIf 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/💬 Where's the line for you between AI that's a genuine step change and AI that's just new language on old capability? 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/

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kate Hassler, Group Director of Brand and Comms at Access Group—a $9 billion global B2B software company serving 160,000 customers across Europe, Asia, and the Americas. While headlines scream of AI-driven redundancies at tech giants, Access Group took the opposite approach: hiring more people, running company-wide hackathons, and building a culture where AI is simply business as usual. So what does a genuinely human-led AI transformation actually look like from the inside?➡️ Kate walks through every stage of Access Group's journey—from pockets of shadow AI usage and no formal governance, to enterprise Claude licenses with custom brand skills built in. She reveals the story behind the now-legendary "AI bus" metaphor that united 9,000 employees around a single, simple idea, and explains how structured playtime - not mandates - turned the biggest sceptics into the most vocal champions. She digs into why Access chose to protect junior talent rather than cut it, how one senior designer reinvented himself as an AI strategist, and why the "human at the start, human at the end" principle is what separates meaningful content from AI slop. Whether you're a marketing leader navigating an AI rollout or just trying to get your team over the line, Kate's blueprint is grounded, practical, and genuinely inspiring.Chapters:00:00 - Introduction: AI and the B2B Marketing Workplace02:12 - Kate Hassler and Access Group Overview04:03 - Company-Wide AI as a Strategic Priority07:26 - The London Bus Metaphor: Origin and Impact11:04 - Why the Metaphor Has Endured a Year On12:32 - From Shadow AI to Structured Adoption14:33 - Copilot, Claude, and the Licensing Journey17:27 - Building Custom Claude Brand Skills19:00 - Human at the Start, Human at the End21:14 - Hackathons, Play, and AI Champions25:37 - Job Security and Empathy-Led Leadership28:07 - Splash Maker: A Creative Reinvents as Strategist32:49 - Biggest Lessons from 12 Months of AI Transformation36:37 - Junior Talent and the Future PipelineFollow Kate Hassler https://linkedin.com/in/kate-hassler https://www.theaccessgroup.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 comes first—getting your team on board with AI, or putting the governance in place? 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, #AIAdoption, #AIInMarketing, #MarketingLeadership, #AITransformation, #FutureOfWork, #CreativeServices, #B2BTech

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Brian Macreadie, Head of Marketing at Addleshaw Goddard, one of the UK's most creatively ambitious international law firms. Brian reveals how his team did something no legal firm had ever done before—becoming the first-ever official legal partner of the RHS Chelsea Flower Show—and built a full-funnel campaign around it called Flourish in the City. Could flowers, billboards, and a garden at Chelsea really deliver 350% ROI and 40 new clients in under a year?➡️ With over 30 years of B2B marketing experience across telecoms, media, and legal, Brian doesn't just talk about creativity—he proves it pays. He breaks down the strategic thinking behind Flourish in the City: why a noisy, content-saturated legal market demanded something radically different, and how a single emotionally resonant idea can anchor an entire integrated campaign. From 19 digital billboards at Bank and London Bridge, to handing flowers to city commuters, to hosting 400+ VIP clients across 57 intimate Chelsea events—this is full-funnel B2B marketing at its boldest. Brian also tackles the harder questions: how do you build internal buy-in for long-term, creative marketing investment? How do brand and ABM complement rather than compete? And what does it really take to build the kind of trust that turns one conversation into a 25-year client relationship? His two golden rules haven't changed in 30 years—and they're more relevant than ever.Chapters:00:00 Podcast Welcome00:30 Meet Brian McCredie00:55 Inside the London Office02:01 Flourish in the City03:50 Episode Learning Goals04:36 Brian Career Journey05:40 Why Legal Needs Creativity07:19 About Addleshaw Goddard08:33 The Attention Problem09:55 Trust and Top of Mind11:58 Why Chelsea Flower Show13:34 Authentic Brand Fit16:28 Pilot Proof and Client Love17:39 Behind the Scenes at Chelsea19:17 Flourish in the City21:05 Making the Long Term Case23:22 Sponsorship as Full Funnel25:06 VIP Events at Chelsea27:54 Citywide Media Blitz31:31 Measuring Impact and ROI33:16 Building Creative Buy In36:08 Results and Payback37:18 Transferable Marketing Lessons40:17 Final Takeaways and CloseFollow Brian Macreadie, https://linkedin.com/in/bmacreadie?originalSubdomain=ukhttps://addleshawgoddard.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 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, #LegalMarketing, #B2BCreativity, #SponsorshipMarketing, #FullFunnelMarketing, #BrandBuilding, #B2BEvents, #IntegratedMarketing

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Angela Tangas, CEO of Oliver, part of the Brandtech Group—the original pioneers of the in-house agency model. Together, they tackle one of the most urgent questions facing B2B marketing leaders right now: how do you move beyond AI experimentation and drive genuine, scalable transformation? And is the operating model you choose as important as the technology itself?➡️ Angela draws on her experience working with eight of the world's ten largest advertisers across forty-eight countries to deliver a frank, practical, and genuinely eye-opening conversation. She explains why 2025 became the year of "pilot purgatory" for so many organisations—and what separates the brands that broke through from those that didn't. She unpacks the layered pressures on B2B marketing teams today, from longer deal cycles and more decision-makers to the commoditisation of AI-generated content, and makes the case for why volume without effectiveness is a dead end. Angela also tackles the environmental footprint of AI adoption—an issue she argues deserves far more attention—and sets out a clear, actionable framework for marketing leaders who want to build momentum this quarter. From governance and change management to agentic workflows and the future of the resource mix, this episode is packed with real-world insight.Chapters:00:00 - Introduction to AI-Led Marketing Transformation02:09 - How Oliver and Brandtech Group Work04:05 - What's Driving Urgency Behind AI Adoption in B2B07:09 - The Capability Gap in B2B Marketing Teams08:15 - Where Marketing Teams Are Focusing Their AI Efforts10:37 - Efficiency vs. Effectiveness: Are Teams Getting It Right?14:02 - The In-House Agency Model Explained18:26 - How Oliver's Role Has Evolved with AI20:24 - Managing the Resource Mix: Internal Teams, Agencies & AI23:11 - The Environmental Cost of AI in Marketing25:59 - What's Holding Organisations Back from Real Transformation29:37 - What Marketing Operations Will Look Like in 2–3 Years32:39 - Where Marketing Leaders Should Start This QuarterFollow Angela Tangas, linkedin.com/in/angelatangas oliver.agencyIf 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, #AgenticAI, #AITransformation, #InHouseAgency, #MarketingOperations, #GenerativeAI, #AIinMarketing, #MarketingLeadership, #BrandtechGroup

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Alastair Hussain, Chief Strategy Officer at TMP (The Marketing Practice), a specialist B2B marketing agency. Together, they confront one of the most pressing realities in B2B marketing today: the chaos most marketers are experiencing isn't a streak of bad luck—it's the symptom of operating models that have fundamentally broken down. Is coherence the cure, and what does it actually take to build it from the inside out?➡️ Alastair draws on TMP's Cost of Chaos Report—research spanning over a thousand B2B marketers and tech buyers—to map out the "chaos cascade": how macro forces like geopolitical instability, economic uncertainty, and rapid technological change filter down into fragmented teams, stalled deals, and burned-out marketers. He argues that the instinct to move faster or pile on more technology doesn't fix chaos—it accelerates it. The real answer is coherence: aligning brand, messaging, product, and strategy so every part of the marketing function pulls in the same direction. Along the way, they explore why product has become marketing's most disconnected discipline, how cognitive fluency underpins buyer trust, and why CMOs need to take back control of the strategic conversation rather than waiting to be handed objectives. Whether you're leading a stretched team or questioning the value of your marketing function, this episode delivers both the diagnosis and a clear direction forward.Chapters:00:00 - Introduction: The Chaos Facing B2B Marketers02:12 - What Is the Chaos Cascade?05:30 - The Human and Commercial Cost of Chaos09:00 - Why Faster and More Tech Makes Things Worse13:15 - Defining Coherence: What It Actually Means17:00 - The CMO as Chief Market Officer19:45 - Why Product Is the Most Disconnected Area22:20 - Making the Business Case for Coherence24:00 - 97% of Buyers Notice Vendor Coherence26:30 - Cognitive Fluency and Buyer Trust30:00 - Buyer-Side Barriers: Decision Makers, Messaging, and Trust33:45 - Realistic Expectations for CMOs Under Pressure36:00 - Where Coherence Breaks Down in Practice38:00 - Advice for Overwhelmed Marketing LeadersFollow Alastair Hussain,https://linkedin.com/in/alastairhussain/https://tmpb2b.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 comes first—fixing internal alignment or improving external messaging? 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, #MarketingOperations, #CMOLeadership, #B2BGrowth, #CostOfChaos, #MarketingAlignment, #BuyerTrust, #B2BStrategy

Agentic AI is one of the most talked-about developments in B2B right now — but most marketers haven't yet asked the question that matters most: what happens to buyer trust when an AI agent starts acting on their behalf?In this episode, Joel Harrison speaks with Andy Johnson, founder and director of client strategy at HUT3, one of the most respected ABM agencies in B2B and one of the earliest adopters of agentic AI in the industry. Andy and his team haven't just been watching this technology evolve — they've been actively building with it for the past three years.Andy makes a case that will surprise many listeners: that agentic AI, done properly, isn't a threat to buyer trust — it's one of the most powerful ways to build it. But get it wrong, and you're not just making a single mistake. You're scaling bad decisions fast, across your entire account base.In this episode you'll learn:What agentic AI actually means in plain language — and why it represents a genuine step change, not just another AI productWhy trust in B2B is already being broken by human failures — and how agentic workflows are designed to fix themThe real risks: scaling bad decisions fast, fragmented data systems, and the governance gap most organisations haven't addressedWho's accountable when an AI agent gets something wrong — and how well-designed workflows should handle itWhat the buyer actually cares about when it comes to AI-driven communications (the answer may surprise you)How the marketer's role is changing — and why Andy's team has grown, not shrunk, on the back of building agentic AI workflowsWhere Andy sees this all heading by 2030 — and what B2B marketers should be doing right now to get readyAbout Andy JohnsonAndy Johnson is founder and director of client strategy at HUT3, an award-winning ABM agency operating across the B2B landscape. HUT3 have been among the earliest agencies to move from talking about agentic AI to building with it, developing workflows across research, content creation, personalisation and campaign activation. Andy brings over 30 years of experience in account-based marketing to his thinking on how AI is reshaping the discipline.Resources and linksFind out more about HUT3 at hut3.co.ukConnect with Andy Johnson on LinkedInSubscribe to the Trust & Influence in B2B podcast on Spotify, Apple Podcasts, and YouTubeRead the accompanying LinkedIn newsletter article: Can you orchestrate trust with AI agents?Subscribe and connectIf you enjoyed this episode, please take a moment to leave a rating or review — it helps other B2B marketers discover the show. And if you're watching on YouTube, hit subscribe so you don't miss future episodes.