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Insights are generated by CastFox AI using publicly available data, episode content, and proprietary models.
Total monthly reach
Estimated from 5 chart positions in 5 markets.
By chart position
- 🇬🇧GB · Marketing#14300K to 1M
- 🇺🇸US · Marketing#17300K to 1M
- 🇦🇺AU · Marketing#1695K to 30K
- 🇹🇼TW · Marketing#903K to 10K
- 🇭🇰HK · Marketing#176500 to 3K
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Est. listeners per new episode within ~30 days
183K to 613K🎙 Daily cadence·55 episodes·Last published yesterday - Monthly Reach
Unique listeners across all episodes (30 days)
609K to 2.0M🇬🇧49%🇺🇸49%🇦🇺1%+2 more - Active Followers
Loyal subscribers who consistently listen
243K to 817K
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* Data sourced directly from platform APIs and aggregated hourly across all major podcast directories.
On the show
Recent episodes
Stop claiming you're the best! AI will mark you down for it | Tom Rudnai on winning influence in the age of Dark AI
Jun 23, 2026
Unknown duration
Why Replacing Junior Marketers With AI Is a False Economy | Professor Laura Chamberlain on Next-Gen Talent
Jun 16, 2026
Unknown duration
What Access Group Learned from a Year on the AI Bus | Kate Hassler's Inside Track on How a $9 Billion B2B Software Powerhouse Has Made AI Business as Usual
Jun 9, 2026
Unknown duration
B2B Tech Marketing's Human-First Future in The Age of AI | Exclusive Insights from B2B Marketing Awards Data, Focusing on Four Key Trends, with Tejal Patel
Jun 2, 2026
Unknown duration
Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie
May 27, 2026
Unknown duration
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| Date | Episode | Description | Length | ||||||
|---|---|---|---|---|---|---|---|---|---|
| 6/23/26 |  Stop claiming you're the best! AI will mark you down for it | Tom Rudnai on winning influence in the age of Dark AI | In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tom Rudnai, Founder of Demand Genius and author of the Dark AI study — a research project that analyzed hundreds of AI prompt clusters across major B2B categories to map where brands are truly winning and losing influence. Tom's central finding is as counterintuitive as it is urgent: the more boldly a brand claims to be the best, the more likely AI is to quietly sideline it during the buyer conversations that shape outcomes. So where is influence actually earned in an AI-led world — and what should B2B marketers be doing differently?➡️ Tom cuts through the noise with sharp, data-grounded thinking on why AI is not a search channel — and why treating it like one is one of the most costly mistakes in B2B marketing today. He introduces the "Dark AI" concept: the 84% of buyer conversations where no brand gets cited, yet where the problem framing, requirements, and shortlist criteria are already being quietly formed. He unpacks how AI enters exploratory mode at the top of the funnel — and why confident, directive brand language fails at the exact moment influence is most available. He also lays out the concept of information gain, arguing that original research, clear perspectives, and genuinely new knowledge are now the highest-value signals a brand can produce. From convergence patterns to what to actually measure, this conversation will challenge how you think about authority, content, and trust in modern B2B.Chapters:00:00 - Introduction: Why Bold Positioning Can Backfire in AI Search02:08 - Tom's Background and the Story Behind Demand Genius03:59 - How Buyers Use AI Differently from Traditional Search06:16 - The Dark AI Study: What It Measured and What It Found10:30 - AI Visibility vs. AI Influence: The Iceberg Explained13:18 - Convergence: How AI Narrows Down to a Recommendation18:38 - Information Gain: The New North Star for B2B Content22:11 - Why Confident Category Claims Fail in AI-Led Journeys25:28 - What B2B Marketers Should Actually Be Measuring30:49 - Patterns Across Categories and AI Models33:22 - The One Takeaway Every Marketer Should RememberFollow Tom Rudnai, linkedin.com/in/tomrudnai demandgenius.aiIf 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, #AISearch, #DarkAI, #AEO, #BuyerJourney, #InformationGain, #B2BGrowth, #AIMarketing, #DemandGeneration | — | ||||||
| 6/16/26 |  Why Replacing Junior Marketers With AI Is a False Economy | Professor Laura Chamberlain on Next-Gen Talent | In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Professor Laura Chamberlain, Professor of Marketing at the University of Warwick and Founder of Think Talk Thrive. They tackle one of the most pressing questions in the profession right now: Do we still need junior marketers—and if so, what do we owe them? As AI absorbs entry-level tasks and graduate vacancies continue to shrink, is marketing quietly destroying its own talent pipeline?➡️ Laura draws on years of teaching across every level of the profession—from undergraduates to C-suite executives—to challenge the notion that AI can simply replace junior roles. She makes a compelling case that young professionals bring far more than cheap labour: native AI fluency, cultural proximity, fresh thinking, and an eagerness that senior hires can't replicate. She and Joel explore how the erosion of mentorship, rising imposter phenomenon among 18–25-year-olds, and the compression of entry-level roles are creating a long-horizon crisis no single company will feel—until it's far too late. If you're in any way responsible for building or leading a marketing team, this episode will challenge how you think about who you hire, how you develop them, and what the profession stands to lose if we keep pulling the ladder up behind us.Chapters:00:00 - Introduction: The Junior Marketer Crisis 02:06 - Laura's Background and Teaching Perspective 03:13 - Is Marketing a Career Young People Choose or Fall Into? 06:29 - What's Preoccupying Students Entering the Profession 09:48 - The Graduate Jobs Squeeze and AI's Role 11:37 - Debunking the "We Don't Need Juniors" Narrative 14:31 - What Young Professionals Uniquely Bring to Marketing Teams 17:20 - The Case for Mentorship and Why It's Breaking Down 23:42 - How Junior Marketers Learn Without Entry-Level Tasks 25:42 - Learning to Be Strategic: The New Junior Skillset 30:06 - Specialists vs. Generalists in Marketing Education 34:51 - Are Young People Better or Worse at Using AI? 39:33 - The Long-Term Cost of Abandoning Junior Talent 41:09 - What Needs to Change: Laura's Call to ActionFollow Laura Chamberlainhttps://www.linkedin.com/in/lmchamberlain/ 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—investing in junior talent or letting AI fill the gap? 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, #JuniorMarketers, #MarketingTalent, #AIinMarketing, #MarketingEducation, #EarlyCareer, #FutureOfMarketing, #MarketingMentorship, #TalentPipeline | — | ||||||
| 6/9/26 |  What Access Group Learned from a Year on the AI Bus | Kate Hassler's Inside Track on How a $9 Billion B2B Software Powerhouse Has Made AI Business as Usual | 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 | — | ||||||
| 6/2/26 |  B2B Tech Marketing's Human-First Future in The Age of AI | Exclusive Insights from B2B Marketing Awards Data, Focusing on Four Key Trends, with Tejal Patel | In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tejal Patel, Independent Marketing Consultant and former marketing leader at Cisco, Microsoft, and Nokia. Together, they examine how B2B technology marketing is changing as AI reshapes content creation and digital channels become more saturated than ever. Using exclusive insights from B2B Marketing Awards data, they reveal four emerging trends that are helping leading brands stand out in an increasingly crowded marketplace.➡️ Tejal explains why marketers are moving beyond traditional buyer personas and investing more heavily in developers, practitioners, employees, and advocates who influence purchasing decisions from within. The conversation explores the growing importance of employee advocacy, experiential marketing, proof-of-concept campaigns, and highly targeted direct mail programs that cut through digital noise. They also discuss why trust, authenticity, and human experiences are becoming more valuable competitive advantages—and why many marketing measurement frameworks may be preventing organizations from fully embracing these strategies.Chapters:00:00 - Introduction and Why Tech Marketing Leads B2B Innovation01:23 - Meet Tejal Patel and the Rise of Human-Centric Marketing05:21 - The Shift Toward Internal Influencers and Practitioner Audiences10:22 - Why Marketers Are Targeting Doers Instead of Decision-Makers12:15 - The Measurement Challenge Behind Long-Term Marketing Success14:02 - Employee Advocacy and Authentic Brand Influence16:51 - Proof of Concept as a Marketing Campaign18:01 - Why Demonstration Beats Persuasion20:52 - Quality Over Quantity in Modern B2B Marketing23:19 - The Growth of Experiential and Sensory Marketing25:11 - What Gen Z Buyers Teach Us About Engagement27:29 - Creating Experiences That Prove Value31:13 - Building Impactful Experiences on Smaller Budgets33:53 - The Return of Direct Mail in B2B37:21 - Has Digital Marketing Lost Its Distinction?39:59 - The One Thing Marketing Leaders Should Change Today42:34 - Final Thoughts and Closing RemarksFollow Tejal Patelhttps://www.linkedin.com/in/tejal/https://tejalpatel.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 will matter more in the future of B2B marketing—AI-powered efficiency or human-centered experiences?🔔 Subscribe for more conversations with the marketers, leaders, and innovators shaping the future 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, #TechMarketing, #ExperientialMarketing, #EmployeeAdvocacy, #ABM, #DemandGeneration, #MarketingInnovation, #MarketingLeadership, #CustomerExperience | — | ||||||
| 5/27/26 |  Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie | 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 | — | ||||||
| 5/19/26 |  Why Data is Still The Achilles Heel of B2B Marketing | Trust in Data Remains at Rock-Bottom for Enterprises — Maureen Blandford Explains What Marketers Can Do About It | In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maureen Blandford, Founder of Serendipitas and co-author of the Diginomica Enterprise Data Health Study. Together, they expose one of B2B marketing's most uncomfortable truths: that senior leaders across major enterprises don't actually trust their own data—even when they say they do. Could the data powering your most critical business decisions be far less reliable than anyone is willing to admit out loud?➡️ Maureen draws on nearly twelve years as a B2B tech CMO and frank conversations with eighteen senior practitioners—CEOs, CDOs, and commercial leaders—to unpack the dangerous gap between stated and behavioral trust in enterprise data. She introduces the "verification tax," where organisations are burning 30 to 70% of professional time simply assembling and reconciling data rather than analysing it. They dig into why 94% of organisations still have siloed data despite years of integration projects, why legacy MarTech was never built for strategic business needs, and why vendor-funded research is feeding a narrative that doesn't match reality on the ground. On AI, the findings are stark: vendor surveys claim 93% of organisations plan to deploy autonomous AI agents within two years—yet only 3 of 18 interviewed organisations have anything resembling agentic AI in practice. Maureen also shares what genuine AI readiness requires and, crucially, three things any senior marketer can do this week—with no new budget and no board approval—to start making real, lasting progress.Chapters:00:00 - Introduction to the B2B Data Trust Crisis02:28 - Why Data Became Maureen's Central Obsession04:10 - What the Current Data Narrative Gets Wrong05:37 - Stated Trust vs. Behavioural Trust: The Key Discovery11:26 - The Verification Tax and Its Hidden Cost14:12 - Why MarTech Was Never Built for Strategy15:55 - 94% of Organisations Still Have Siloed Data19:29 - Why Vendor Research Misleads Buyers23:39 - The AI Readiness Gap: 93% vs. Reality29:08 - The Three Types of AI Organisations (and the Most Dangerous One)31:00 - Rays of Sunshine: What's Actually Working34:41 - Three Things You Can Do Starting MondayFollow Maureen Blandford, https://linkedin.com/in/maureenblandford/ https://serendipitas.comIf you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/💬What do you think is the biggest barrier to data trust in B2B—the tools, the culture, or the narrative? 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, #DataTrust, #B2BData, #AIReadiness, #DataHealth, #EnterpriseData, #VerificationTax, #MarketingAnalytics | — | ||||||
| 5/12/26 |  The Four Pillars of Success in The Agentic AI Era: Governance, Judgement, Taste and Orchestration | With Angela Tangas of Oliver | 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 | — | ||||||
| 5/4/26 |  Is PE killing the B2B ROI imperative? | Nick Eades on what PE-backed marketing teaches the rest of B2B | In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Nick Eades, Chief Strategy Officer at Freemarket and one of B2B marketing's most experienced senior leaders, having served as CMO five times across PE-backed, publicly quoted, and VC-funded businesses at companies including IBM, Dell, BT, and Fujitsu. Together, they explore one of the most consequential shifts reshaping the marketing profession: the rise of private equity ownership in B2B — and what it demands of marketers operating inside it. Could the high-pressure, outcome-driven discipline of PE-backed marketing actually be making all of B2B better?➡️ Nick holds nothing back. He dismantles the cult of MQLs — sharing real-world cases where marketing leaders were measuring leads that never converted to revenue — and argues that closed-won SQLs sourced by the GTM function is the only metric that truly counts. He introduces his operating mantra of "evidence builds confidence," explains why he talks about reputation and positioning rather than brand, and breaks down what a genuine GTM engine looks like in practice: daily standups, zero ego, AI-powered tech stacks, and full sales-marketing alignment. He also speaks candidly about the personal demands of PE culture and how to manage your own capacity without burning out. If you're a marketer whose organisation has been acquired, is at risk of acquisition, or simply wants to sharpen your commercial instincts, this conversation will challenge how you think about your role and what it's really there to deliver.Chapters:00:00 - Introduction: PE and B2B Marketing02:09 - Nick Eades: Background and Career03:13 - How PE Transformed the B2B Landscape06:06 - Buy and Build: The SaaS Era and Cheap Capital08:08 - What PE Owners Actually Expect 12:09 - Marketing Inside a PE-Backed Business14:25 - Why MQLs Don't Matter (And What Does)17:03 - Building a GTM Engine That Drives SQLs18:15 - The CMO Role in PE: Myth vs. Reality22:02 - Riding Two Horses: Brand vs. Demand in PE25:14 - Evidence Builds Confidence: Metrics That Matter28:16 - Personal Wellbeing and Capacity in PE32:18 - GTM as a Silo Buster36:11 - The Death of ROI as a Standalone Metric36:53 - Future-Proofing Your Career for a PE WorldFollow Nick Eadeshttps://linkedin.com/in/nickeades/https://freemarket.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—proving marketing ROI or building a GTM engine that makes ROI irrelevant? 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, #PrivateEquity, #PEMarketing, #GoToMarket, #GTMStrategy, #RevenueMarketing, #SalesAndMarketing, #CMOLeadership, #B2BGrowth | — | ||||||
| 4/28/26 |  Chaos is B2B's problem. Coherence is the answer | Why B2B marketers need to fix their operating model, with Alastair Hussain of TMP | 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 | — | ||||||
| 4/21/26 |  Is fractional the future — or a warning sign? | Skip Fidura on what the rise of the fractional CMO really tells us about B2B marketing | In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Skip Fidura, Fractional CMO, Non-Executive Director, and Board Advisor with over 20 years of experience across B2B and B2C marketing on the client, agency, and provider sides. The fractional CMO model is having a moment—but is it a real structural shift in marketing leadership, or just a buzzword that's been marketered up? And what does its rapid rise reveal about how organizations truly value marketing?➡️ Skip has been working fractionally since before it was fashionable, and he doesn't hold back. He breaks down the real distinctions between a fractional CMO, a consultant, and a contractor—and why getting that wrong can cost organizations dearly. He explores the cost and structural forces driving the fractional trend, from cash-strapped scale-ups to founders seeking an exit strategy. Skip also addresses the harder truths: how marketing's long-standing failure to speak the language of finance has made it easier for businesses to sideline strategic marketing in favor of cheaper, more piecemeal solutions. He shares how trust is built (and lost) when you're only present part-time, and offers a grounded take on whether this model is a genuine step forward—or a warning sign for the profession. If you're weighing up a move to fractional, hiring one, or simply trying to understand where senior B2B marketing leadership is headed, this is essential listening.Chapters:00:00 - Introduction to the Fractional CMO Trend02:13 - Defining the Fractional CMO Role05:00 - Fractional vs. Consultant vs. Contractor07:10 - Why the Term "Fractional" Has Exploded09:00 - How Skip Got Into Fractional Work10:30 - Cost and Structural Drivers Behind the Model13:35 - Marketing's Place in the Revenue Function18:20 - The Fractional CMO in Unstable or Transitioning Orgs21:55 - Marketing's Failure to Speak the Language of Finance25:00 - Is a Little Marketing Better Than No Marketing?28:00 - How Fractional CMOs Build Trust31:45 - The Gig Economy and the Fractional Lifestyle34:45 - Is the Fractional Model Here to Stay?Follow Skip Fidura,linkedin.com/in/skipfidura 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—proving marketing's ROI or earning a seat at the leadership table? 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, #FractionalCMO, #MarketingLeadership, #CMO, #ScaleUp, #B2BTech, #MarketingROI, #GigEconomy, #SeniorMarketing | — | ||||||
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| 4/16/26 |  When AI agents handle your B2B buyers, who owns trust? | 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. | — | ||||||
| 4/7/26 |  The Advocacy Gap: The huge missed opportunity of employee voices in B2B campaigns | 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 | — | ||||||
| 4/1/26 |  Trust: the antidote to machine-gunned AI slop | Why AI's content explosion is putting humanity at the forefront, with Phil Treagus-Evans | 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 | — | ||||||
| 3/24/26 |  Inside influencer marketing: the most powerful tool you're probably not using (yet) | Five trends driving success, based on B2B Marketing Awards case studies | 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 | — | ||||||
| 3/18/26 |  Breaking down marketing's closed door | Why widening access makes marketing better for everyone, with Martin Troughton of the Marketing Skills Trust | 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 | — | ||||||
| 3/10/26 |  From openness to insularity | Insights from Edelman's Trust Barometer on why trust is retreating and what B2B marketers must do about it | 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 | — | ||||||
| 3/3/26 | Resourcing, recruitment and responsibilities | How trust is defining new models for teams and roles for individuals - with Jon Watton and Tom Howe | 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 | — | ||||||
| 2/25/26 |  Thought Leaders, Influencers and Advocates | Introducing the B2B Matrix of Influence | 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 | — | ||||||
| 2/17/26 |  Thought leadership's great leap forward | Five trends illustrating TL's emergence as a dynamic, full-funnel marketing discipline - with Rob Mitchell of Exhibit-B | 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 | — | ||||||
| 2/10/26 |  Martech integration isn't a tech problem – it's a trust problem | Why the most persistent challenge is human, not technical, with insights from the Mosaic thinktank | 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/ | — | ||||||
| 2/3/26 |  From -10 to +63 NPS: How Mitie Used Brand Purpose to Win Hearts and Minds | Maria Winn on a Trust-led Transformation | 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 | — | ||||||
| 1/30/26 | Trust & Influence in B2B Trailer | 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. | — | ||||||
| 1/27/26 |  Experiences, relationships and craftsmanship | Jon Miller (Marketo founder) on building trust in the age of AI slop | 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 | — | ||||||
| 1/20/26 |  The $6 trillion opportunity: how western B2B brands can thrive in Japan and Korea | With Robert Heldt of AIM | 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 | — | ||||||
| 1/13/26 |  Trust is B2B currency but how do we measure it? | A review of FT's 'Trust Gap' report with Paul Collier of Funnel Fuel | 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 | — | ||||||
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