Trust & Influence in B2B

Joel Harrison

Topics: Marketing · Technology · Design

No. 56 in Business▼13

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...

Latest episodeIs 'ghost revenue' haunting your boardroom? | How B2B marketers can stop lingering in the shadows of the CEO BlindspotOctober 28, 2026 · 27 min

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Latest episodes

1. Is 'ghost revenue' haunting your boardroom? | How B2B marketers can stop lingering in the shadows of the CEO BlindspotOctober 28, 2026 · 27 min
2. 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'October 21, 2026 · 29 min
3. How to win trust in ABM's biggest dealsOctober 14, 2026 · 40 min
4. Everyone's talking about BGM, but how do you measure maturity? | Analysis from Pretzl's new Buying Group IndexOctober 7, 2026 · 32 min
5. B2B nostalgia: how and when to go retro in your campaigns | Five creative approaches from the B2B Marketing Awards entries, with Guy O'Brien of Custom InfluenceSeptember 29, 2026 · 39 min
6. Think you control the buyer journey? Think again... | Why LLMs and influencers are in the driving seat, with John Rockhold of SpotlightSeptember 22, 2026 · 39 min
7. Automating judgment, not just tasks | Michelle Huff on building AI trust the way you'd onboard a new hireSeptember 15, 2026 · 35 min
8. Before 'sleeping giant' Iron Mountain got loud, it had to be believed | CMO Karen Feldman on earning that trustSeptember 8, 2026 · 40 min
9. Finally! A replacement for NPS... or is it? | How Tony Larks hacked Bain & Co's groundbreaking 'shortlist score'September 1, 2026 · 39 min
10. Why influencer skills are becoming essential for B2B CMOs | With Archana Dhankar of ProofpointAugust 11, 2026 · 33 min

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