Oct 28, 202627 minS1
Four in five CEOs still see B2B marketing as a support function, not a growth driver. That's the headline finding from new Propolis research, and it's the starting point for this conversation between Richard O'Connor...
About this Podcast:
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.
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Contact path
Public web form
Booking probability
31%
Guest openness
Selective
80/100
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What is Trust & Influence in B2B about?
I’m Joel Harrison, founder of B2B (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.
What has Trust & Influence in B2B covered recently?
Recent episodes include "Is 'ghost revenue' haunting your boardroom? | How B2B marketers can stop lingering in the shadows of the CEO Blindspot" (28 October 2026, 27 minutes), "Is a lack of ‘commercial credibility’ the Achilles heel of B2B brands in the sales conversation? | Lorraine Emmett of Emmett & Churchman on ‘The Trust Advantage'" (21 October 2026, 29 minutes), and "How to win trust in ABM's biggest deals" (14 October 2026, 40 minutes).
How often does Trust & Influence in B2B publish?
Trust & Influence in B2B publishes roughly weekly, with episodes averaging 37 minutes.
How hard is it to get booked on Trust & Influence in B2B?
Booking probability for Trust & Influence in B2B is 31%, and the host is rated Selective on guests. Trust & Influence in B2B requires a Pod Score of 80 or higher. Trust & Influence in B2B's contact route on record: public web form.
Who should pitch Trust & Influence in B2B?
The strongest fits for Trust & Influence in B2B are Marketing, Advertising & PR and Business & Management Consulting. Trust & Influence in B2B has an arts audience.
About the host
Trust & Influence in B2B is an arts podcast.
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Recent episodes
Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.
- Oct 21, 202629 minS1
Here's an uncomfortable idea for any B2B business competing for a high-value deal: your biggest competitor may not be a better business. It may simply be one that's easier to believe. That's the starting point for the...
Episode #78
How to win trust in ABM's biggest deals
Oct 14, 202640 minS1Why AI makes human experiences more valuable, not less, with Claire Ellis of JPC ABM was supposed to be about relationships. As AI makes targeting and personalisation cheap and abundant, the thing ABM was meant to build...
Oct 7, 202632 minS1Everyone's talking about buyer group marketing. Far fewer are doing it well, and most organisations have no reliable way of knowing how mature their approach really is. For this sponsored episode, Joel Harrison is...
Sep 29, 202639 minS1Nostalgia sells everything from trainers to TV reboots, yet it barely registers in B2B marketing. To find out why, Joel Harrison went through three years of B2B Marketing Awards entries in search of the exceptions, and...
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Sep 22, 202639 minS1The winning vendor is usually already on the buyer's shortlist before a single sales conversation happens, and increasingly, it isn't a salesperson or a website that put them there. It's a large language model, quietly...
Sep 8, 202640 minS1Iron Mountain is nearly 75 years old, built on physical records storage, and structured as a real estate investment trust — known for most of its history for warehouses and shredding trucks, not brand campaigns. Then...
Episode #71
Why influencer skills are becoming essential for B2B CMOs | With Archana Dhankar of Proofpoint
Aug 11, 202633 minS1Most B2B marketing leaders aren't short on expertise — they're short on the confidence and the practised skill to be visible with it, whether that's in the room with their own board or out in public. Archana Dhankar, VP...
Aug 5, 202637 minS1In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jason Miller, who leads content and marketing at V7 Labs and previously held senior content marketing roles at LinkedIn, Marketo and...
Jul 25, 202631 minS1Most leadership advice pushes you toward a familiar template: decisive, diplomatic, endlessly composed. It's meant to build trust. Often it does the opposite – because trust depends on people actually knowing who you...
Jul 23, 202632 minS1Why is employee advocacy so often mistaken for a content strategy? Rida Oyebade, Senior Social Media Manager at Workday, explains why handing employees “ready-made content” isn’t enough — advocacy only works when it...
Jul 14, 202639 minS1In this special edition of Trust & Influence in B2B, Joel Harrison is joined by Fiona McKenzie of Marketbridge to make sense of Cannes Lions 2026. Fresh from five days of multi-stream content, installations and fringe...
Jul 8, 202630 minS1Most 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...
Episode #66
Why lead gen is still B2B's trust free zone
Jul 2, 202645 minS1Lead generation is the discipline B2B marketing relies on most and trusts least. In this episode of Trust & Influence in B2B, Robin Caller, founder and CEO of Leadscale, explains why, and what it would take to fix it...
Jun 23, 202636 minS1In 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...
Jun 16, 202643 minS1In 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...
Jun 9, 202640 minS1In 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...
Jun 2, 202643 minS1In 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...
May 27, 202642 minS1In 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...
May 19, 202637 minS1In 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...
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