About this episode

This episode discusses the importance of being the recommended choice in B2B marketing and the trust signals that contribute to advocacy.

Most of the conversations that decide a B2B deal happen in a room you'll never be in. Buyers swap recommendations, compare notes and build their shortlists in spaces marketers can neither see nor measure – and by the time you're in contention, the decision is often half made. In this episode of Trust & Influence in B2B, Joel Harrison is joined by Lottie O'Donoghue, strategy director at Velo, a specialist B2B agency built on recommendation. Lottie has led marketing client-side in scale-up SaaS and run ABM at Accenture, and now shapes recommendation strategies for Velo's clients across technology, industrial and professional services. Together they unpack why becoming the recommended choice has shifted from a nice-to-have to a commercial imperative, the real difference between being known and being recommended, and the trust signals that quietly compound into advocacy. In this episode: Why the recommended choice now matters more than the visible one The trust signals that accumulate into recommendation, and the ones marketers most underestimate How to make the case for investing in influence that conventional attribution can't capture Where to start if you suspect you're not…

People in this episode

Host: Joel Harrison

Guest: Lottie O'Donoghue

Topics covered

• B2B marketing
• recommendation strategies
• trust signals
• influence in marketing
• advocacy
• decision-making

Keywords

• B2B deals
• recommendation marketing
• trust signals
• influence
• advocacy
• marketing strategies
• decision-making process

Sponsors

Velo

Mentioned in this episode

Organizations: Accenture

Products: SaaS

More episodes of Trust & Influence in B2B

• Before 'sleeping giant' Iron Mountain got loud, it had to be believed | CMO Karen Feldman on earning that trust · September 8, 2026 · 40 min
• Finally! A replacement for NPS... or is it? | How Tony Larks hacked Bain & Co's groundbreaking 'shortlist score' · September 1, 2026 · 39 min
• Why influencer skills are becoming essential for B2B CMOs | With Archana Dhankar of Proofpoint · August 11, 2026 · 33 min
• From the moshpit to the marketing plan | What a decade in the music business taught Jason Miller about attention in B2B · August 5, 2026 · 37 min
• Stop trying to please everyone! | Karl Van den Bergh of Illumio on why consistency, not consensus, is what earns trust in B2B · July 25, 2026 · 31 min
• Employee voices drown out brand voices in B2B – so how do you orchestrate them? Rida Oyebade of Workday on employee advocacy · July 23, 2026 · 32 min

Explore listener stats, chart rankings, contacts and more on the Trust & Influence in B2B podcast page.