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...
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Sep 29, 2026 · 39:06
Nostalgia 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…
Sep 22, 2026 · 38:32
The 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…
Sep 15, 2026 · 34:47
Every B2B vendor now has an AI story. Michelle Huff, Chief Marketing Officer at Alteryx, argues that's exactly the problem: when everyone makes the same promise, positioning…
Sep 8, 2026 · 39:36
Iron 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…
Sep 1, 2026 · 38:35
NPS has survived more obituaries than almost any other metric in B2B marketing — and it's still standing. Bain & Co.'s newest research doesn't try to kill it off again; it argues…
Aug 11, 2026 · 32:44
Most 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…
Aug 5, 2026 · 37:12
In 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…
Jul 25, 2026 · 30:55
Most 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…
Jul 23, 2026 · 31:58
Why 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…
Jul 14, 2026 · 39:28
In 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…
Jul 8, 2026 · 30:24
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…
Jul 2, 2026 · 42:30
Lead 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…
Jun 23, 2026 · 35:47
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…
Jun 16, 2026 · 43:28
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…
Jun 9, 2026 · 39:59
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…
Jun 2, 2026 · 43:07
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,…
May 27, 2026 · 42:16
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…
May 19, 2026 · 37:04
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…
May 12, 2026 · 37:22
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…
May 4, 2026 · 41:15
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…
Apr 28, 2026 · 38:43
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…
Apr 21, 2026 · 37:38
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…
Apr 16, 2026 · 35:12
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…
Apr 7, 2026 · 44:08
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…
Apr 1, 2026 · 32:56
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,…
Mar 24, 2026 · 41:33
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…
Mar 18, 2026 · 36:05
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,…
Mar 10, 2026 · 37:07
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…
Mar 3, 2026 · 44:26
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…
Feb 25, 2026 · 34:00
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…
Feb 17, 2026 · 46:49
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…
Feb 10, 2026 · 44:36
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…
Feb 3, 2026 · 35:36
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maria Winn, Chief Marketing Officer at Mitie, the UK's leading facilities management…
Jan 30, 2026 · 1:01
B2B marketing faces a growing trust and attention crisis as buyers are overwhelmed by content and AI-driven noise. Hosted by Joel Harrison, a long-time B2B advocate and founder…
Jan 27, 2026 · 37:46
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jon Miller, co-founder of Marketo and Engagio, and one of the most influential figures in…
Jan 20, 2026 · 44:17
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robert Heldt, CEO of AIM B2B, a B2B marketing and PR agency specializing in helping Western…
Jan 13, 2026 · 38:26
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Paul Collier, CMO at Funnel Fuel and a serial B2B marketing leader who's worked with Fortune…
Jan 7, 2026 · 33:03
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Daniel Mohacek, Founder and CEO at Truth Engine, a company building technology to detect…
Dec 16, 2025 · 37:34
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Carla Johnson, a globally recognized marketing and innovation strategist, speaker, and…
Dec 9, 2025 · 36:33
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Felicia Asiedu, European Marketing Director at Cvent, a global leader in event technology.…
Dec 2, 2025 · 31:03
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Teresa Allan, Managing Partner at Magnus Consulting, to explore a striking disconnect in B2B…
Nov 26, 2025 · 34:28
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kate Mackie, Partner at EY and author of "B2B Marketing Fundamentals." Kate has over 20…
Nov 18, 2025 · 39:39
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Clive Armitage, CEO of Pretzl, to discuss one of the most significant transformations in the…
Nov 11, 2025 · 40:48
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Eddie O'Brien, Senior Director of Global Customer Insight at Sage. Together, they explore…
Nov 6, 2025 · 39:23
Based on the podcast transcript, here's the revised episode description: Episode Description In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with…
Oct 28, 2025 · 38:34
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Giuseppe Caltabiano, Senior Director of Marketing at AVK. Together, they explore the…
Oct 21, 2025 · 32:23
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Dan Shaw, CEO at Funnel Fuel. Together, they tackle one of the most overlooked yet critical…
Oct 14, 2025 · 37:46
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robert Norum, one of the world's foremost advisers in account-based marketing and resident…
Oct 7, 2025 · 36:41
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Lynsey Showman, a market research professional with over 20 years of experience at Adience,…
Sep 23, 2025 · 37:25
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Katy Howell, one of the foremost experts in social media and influencer marketing at…
Sep 18, 2025 · 38:16
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Izzie Rivers, Founder of Realm B2B and a seasoned B2B media strategist with 25 years of…
Aug 27, 2025 · 36:31
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Vanessa Schotes, CMO at Enfuse. Together, they explore one of the most audacious brand…
Aug 20, 2025 · 41:05
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Luan Wise , social media expert and author of five books on social strategy, and Andy…
Aug 13, 2025 · 36:17
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Stuart Maister, author of "Choose Trust: Building Relationships for Successful Businesses"…
Aug 6, 2025 · 36:21
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tim Hughes, Co-founder of DLA Ignite and author of the seminal book "Social Selling."…
Jul 29, 2025 · 30:34
In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Annie Dunleavy, EVP of Content Strategy at Edelman, about the critical role of internal…
Jul 22, 2025 · 42:45
In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Roland Glass, CCO of Hello Kindred, and Shane Redding, a prominent B2B marketing expert,…
Jul 16, 2025 · 29:09
In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Paul Collier, CMO of Funnel Fuel, and Preeti Saini, Global Marketing Leader at IFS,…
Jul 9, 2025 · 34:11
In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Chris Wickson, serial entrepreneur and founder of ReelFlow, about the future of B2B…
Jul 2, 2025 · 31:11
Summary In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Heather Barnett, a freelance copywriter known for her humorous approach to B2B…
Jun 26, 2025 · 34:08
In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Saima Rashid, CMO of Sixth Sense, about the multifaceted challenges of building trust in…
Jun 18, 2025 · 36:38
Summary: In this podcast episode, Joel Harrison and Sarah Aird-Mash discuss the evolving landscape of B2B marketing, focusing on the impact of generative AI on search behavior,…
Jun 11, 2025 · 30:42
In this episode of the 'Trust & Influence' in B2B podcast, host Joel Harrison speaks with Dan Shaw of Funnel Fuel about the evolving challenges of trust in B2B marketing,…
May 30, 2025 · 37:51
Is B2B influencer marketing finally ready for prime time? In this episode, host Joel Harrison tackles this question with two industry experts: Katie Howell (20 years B2B social…
May 28, 2025 · 31:53
In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Antonia Wade, Global Chief Marketing Officer at PwC. Fresh from unveiling a…
May 13, 2025 · 32:30
In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Cat Dutton, VP of Global Growth at Pega. Drawing from her experience in senior positions…
May 2, 2025 · 45:17
In this thought-provoking episode of the Trust and Influence Podcast, host Joel Harrison speaks with Steve Mudd, CEO of Talentless AI, about the transformative impact of…
Apr 15, 2025 · 41:23
In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Rob Mitchell, thought leadership expert and founder of Longitude, which later became…
Apr 14, 2025 · 35:47
In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Ash Lockett, Head of B2B marketing at Babel PR. They discuss findings from…
Apr 7, 2025 · 31:20
In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Chris Bailey, who brings perspectives from both client-side experience (as…
Apr 1, 2025 · 46:01
For the past two decades, Claire Mason has been at the forefront of thought leadership in B2B marketing. As the founder and CEO of Man Bites Dog—celebrating its 20th anniversary…
Mar 26, 2025 · 37:33
In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Hayley Brooksbank, Group Marketing Director at TTP (The Technology…
Mar 21, 2025 · 35:33
In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Benedict Buckland, who leads Alan Agency, a B2B brand building agency focused on helping…
Mar 11, 2025 · 35:07
In this episode of the B2B Trust and Influence podcast, host Joel Harrison speaks with Vito Labate, VP of Global Industry Marketing at Capgemini, a $23 billion global tech…
Mar 5, 2025 · 38:56
For B2B businesses seeking to rise above commodity status and establish themselves as strategic partners, thought leadership has become an essential capability. But what…
Feb 27, 2025 · 43:24
In this first episode of the Trust & Influence in B2B podcast, host Joel Harrison speaks with Andrew Mildren, Managing Director of Edelman Business Marketing for EMEA about the…
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