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Established thought leaders with verified media credentials.
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 want to engage with you on their terms. As if that wasn't bad enough, media and content channels are fragmented whilst AI is opening the floodgates to a tidalwave of content of questionable quality and veracity. It all adds up to a crisis of trust in B2B. In this podcast, I'll be interviewing innovative and inspirational marketers in the front line of addressing this challenge, providing deep insights into the context of this challenge, exploring new insights about its implications and looking at real world solutions and success stories. I’ll be exploring this topic from every relevant angle and perspective, but I’m going to focus particularly on thought leadership, influencer marketing and advocacy as they have particular relevance to this challenge.
Unknown Host hosts Trust & Influence in B2B.
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
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
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 acr
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
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 reve
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
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 on
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
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 o
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 o
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 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
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 fra
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
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 you
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 respo
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 pr
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 marke
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 dr
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 Cl
Tejal Patel
Corporate Governance Director · Stanford Bridge Partners
1 appearance on this show
Phil Treagus-Evans
Co-Founder and CEO · Giraffe Social
1 appearance on this show
Tom Howe
final year student at University of South Wales
1 appearance on this show
Rob Mitchell
Commercial Director · Abstract Orchestra
2 appearances on this show
Jon Miller
longtime voice of the San Francisco Giants · Bubblehouse Brewing Company
1 appearance on this show
Paul Collier
Professor of Economics and Public Policy · University of Oxford
1 appearance on this show
Carla Johnson
globally recognized innovation architect, keynote speaker, and author of Rethink Innovation
1 appearance on this show
Dan Shaw
Bible translator and anthropologist · Minnesota Board of Water and Soil Resources
1 appearance on this show
Andy Lambert
Vice President of Digital Product · Milwaukee Tool
1 appearance on this show
Luan Wise
top marketing consultant, award-winning author, LinkedIn Learning Instructor
1 appearance on this show
Tim Hughes
worship leader and church planter · Digital Leadership Associates
1 appearance on this show
Claire Mason
Expert Publicist · Man Bites Dog
1 appearance on this show
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