Trust & Influence in B2B

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Joel Harrison

I’m Joel Harrison, founder of B2B Marketing.net (formerly B2B Marketing magazine) Propolis and the B2B Marketing Awards. It’s been my mission for the past 21 years to recognise, celebrate and evangelise for the amazing profession that is B2B marketing, which has evolved beyond that recognition in that time. In this podcast, I’ll be exploring what I believe is the biggest challenge facing B2B marketers today: Trust. Buyers have always been cynical, hard to reach and even harder to convince, and increasingly expect to be self-directed in their research. In other words, they only w...

Episodes · 25

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 · 35m

Why Replacing Junior Marketers With AI Is a False Economy | Professor Laura Chamberlain on Next-Gen Talent

Jun 16, 2026 · 43m

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 · 39m

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 · 43m

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 · 42m

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

May 19, 2026 · 37m

The Four Pillars of Success in The Agentic AI Era: Governance, Judgement, Taste and Orchestration | With Angela Tangas of Oliver

May 12, 2026 · 37m

Is PE killing the B2B ROI imperative? | Nick Eades on what PE-backed marketing teaches the rest of B2B

May 4, 2026 · 41m

Chaos is B2B's problem. Coherence is the answer | Why B2B marketers need to fix their operating model, with Alastair Hussain of TMP

Apr 28, 2026 · 38m

Is fractional the future — or a warning sign? | Skip Fidura on what the rise of the fractional CMO really tells us about B2B marketing

Apr 21, 2026 · 37m

When AI agents handle your B2B buyers, who owns trust?

Apr 16, 2026 · 35m

The Advocacy Gap: The huge missed opportunity of employee voices in B2B campaigns

Apr 7, 2026 · 44m

Trust: the antidote to machine-gunned AI slop | Why AI's content explosion is putting humanity at the forefront, with Phil Treagus-Evans

Apr 1, 2026 · 32m

Inside influencer marketing: the most powerful tool you're probably not using (yet) | Five trends driving success, based on B2B Marketing Awards case studies

Mar 24, 2026 · 41m

Breaking down marketing's closed door | Why widening access makes marketing better for everyone, with Martin Troughton of the Marketing Skills Trust

Mar 18, 2026 · 36m

From openness to insularity | Insights from Edelman's Trust Barometer on why trust is retreating and what B2B marketers must do about it

Mar 10, 2026 · 37m

Resourcing, recruitment and responsibilities | How trust is defining new models for teams and roles for individuals - with Jon Watton and Tom Howe

Mar 3, 2026 · 44m

Thought Leaders, Influencers and Advocates | Introducing the B2B Matrix of Influence

Feb 25, 2026 · 34m

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

Feb 17, 2026 · 46m

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

Feb 10, 2026 · 44m

From -10 to +63 NPS: How Mitie Used Brand Purpose to Win Hearts and Minds | Maria Winn on a Trust-led Transformation

Feb 3, 2026 · 35m

Trust & Influence in B2B Trailer

Jan 30, 2026 · 1m

Experiences, relationships and craftsmanship | Jon Miller (Marketo founder) on building trust in the age of AI slop

Jan 27, 2026 · 37m

The $6 trillion opportunity: how western B2B brands can thrive in Japan and Korea | With Robert Heldt of AIM

Jan 20, 2026 · 44m

Trust is B2B currency but how do we measure it? | A review of FT's 'Trust Gap' report with Paul Collier of Funnel Fuel

Jan 13, 2026 · 38m