Trust & Influence in B2B

Joel Harrison

Trust

Artificial Intelligence

Thought Leadership

B2B Marketing

Marketing

Employee Advocacy

Agentic AI

Heather Barnett

Trust In B2B Marketing

Influencer Marketing

Advocacy

Account-Based Marketing

ABM (account-Based Marketing)

ABM

Human First Marketing

Martech

Fractional CMO

Flourish In the City

Japan

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 marke... more

18 ratings

Publishes	Weekly	Episodes	70	Founded	a year ago
Number of Listeners		Categories	MarketingBusinessTechnology

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Latest Episodes

From the moshpit to the marketing plan | What a decade in the music business taught Jason Miller about attention in B2B

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 marketing roles at LinkedIn, Marketo and ActiveCampaign. Before B2B, Jas... more

5 Aug 2026 • 37 min

Stop trying to please everyone! | Karl Van den Bergh of Illumio on why consistency, not consensus, is what earns trust in B2B

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 depends on people actually knowing who you are, not the version of you assem... more

25 Jul 2026 • 30 min

Employee voices drown out brand voices in B2B – so how do you orchestrate them? Rida Oyebade of Workday on employee advocacy

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 enough — advocacy only works when it still sounds like the person shari... more

23 Jul 2026 • 31 min • Most popular

Growth, creativity and trust: the B2B story of Cannes Lions 2026

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 multi-stream content, installations and fringe events, they let the dust settle... more

14 Jul 2026 • 39 min

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Recent Guests

Rida Oyebade

Senior Social Media Manager at Workday

Workday

Episode: Employee voices drown out brand voices in B2B – so how do you orchestrate them? Rida Oyebade of Workday on employee advocacy

Fiona McKenzie

Marketing professional from Marketbridge

Marketbridge

Episode: Growth, creativity and trust: the B2B story of Cannes Lions 2026

Lottie O'Donoghue

Strategy Director at Velo

Velo

Episode: The deal is won before you're in the room | Why the recommended choice now beats the visible one, with Lottie O'Donoghue from Velo

Robin Caller

Founder and CEO of Leadscale

Leadscale

Episode: Why lead gen is still B2B's trust free zone | How blind faith and 'tolerable mischief' underpins a global industry, with Robin Caller of Leadscale

Tom Rudnai

Behind Demand Genius, AI search intelligence platform for B2B brands; author of the Dark AI Study

Demand Genius

Episode: Stop claiming you're the best! AI will mark you down for it | Tom Rudnai on winning influence in the age of Dark AI

Laura Chamberlain

Professor of Marketing at the University of Warwick; founder of Think Talk Thrive

University of Warwick

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

Kate Hassler

Group Director of Brand and Communications, Access Group

Access Group

Episode: 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

Tejal Patel

Independent marketing consultant with senior roles at Cisco, Microsoft and Nokia

Independent marketing consultant

Episode: 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

Brian Macreadie

Marketing leader at Addleshaw Goddard, noted for creativity in legal marketing

Addleshaw Goddard

Episode: Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie

Host

Joel Harrison

Host of the show and founder of B2B Marketing.net (formerly B2B Marketing Magazine) / Propolis / B2B Marketing Awards; leads discussions introducing guests and guiding the conversation

Reviews

4.6 out of 5 stars from 18 ratings

Great podcast!
This podcast is very interesting and great to be honest!
Apple Podcasts
5
Yonis77333
United Kingdom8 months ago

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Listeners Say

Key themes from listener reviews, highlighting what works and what could be improved about the show.

Strong emphasis on credible voices and realistic frameworks.

Shows a balanced mix of agency and client perspectives with solid guest lineups.

Thoughtful exploration of trust in B2B marketing, with practical, actionable takeaways for teams.

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Apple Podcasts	#203	Canada/Business/Marketing
Apple Podcasts	#241	United Kingdom/Business/Marketing
Apple Podcasts	#84	Indonesia/Business/Marketing

Talking Points

Recent interactions between the hosts and their guests.

Employee voices drown out brand voices in B2B – so how do you orchestrate them? Rida Oyebade of Workday on employee advocacy

Q: Okay. So, Rida, first of all, tell us a bit about yourself and about Workday, because it's a well-known brand, but not everybody necessarily knows what it is that you actually do.

I'm a Senior Social Media Manager at Workday. Workday is an enterprise platform that helps organizations manage their people and their finances, which makes social media a natural channel for communicating about those capabilities and the impact our products have.

Why lead gen is still B2B's trust free zone | How blind faith and 'tolerable mischief' underpins a global industry, with Robin Caller of Leadscale

Q: Do you think the generation will become more transparent and trustworthy, or will AI and synthetic activity make it harder to maintain trust?

There is a real risk that synthetic and fabricated data could undermine trust, but a combination of stronger evidence of provenance, regulatory accountability, and value-driven, partner-generated leads could steer the industry toward more trustworthy practices.

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

Q: Are young professionals better or worse at using AI than older colleagues, and how should we balance this in teams?

Laura suggests that while younger talent are native to AI and fearless with new tools, they may overtrust AI outputs and need mentorship to develop judgment, with older colleagues contributing strategic depth and experiential insight to balance the learning curve.

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

Q: What do you think preoccupies the people that are about to enter the profession right now and how might that have shifted in recent years?

Laura describes a shift from wondering where they fit in the industry to worrying whether there will even be a job, highlighting AI as the dominant new factor that reshapes entry-level expectations, roles, and pathways.

The Trust Advantage: Why ABM programmes Achieve 42% Higher ROI | with Robert Norum

Q: How should AI be used in ABM without sacrificing authenticity?

AI should handle research, insight generation, and scalable personalization, while the core content and strategic messaging remain human-driven. The best approach blends AI with human judgment to maintain authenticity.

Audience Metrics

Listeners, social reach, demographics and more for this podcast.

Listeners per Episode
Gender Skew
Location
Interests
Professions
Age Range
Household Income
Social Media Reach

Frequently Asked Questions About Trust & Influence in B2B

What is Trust & Influence in B2B about and what kind of topics does it cover?

The show centers on trust in B2B marketing, exploring how brands build credibility through thought leadership, influencer programs, and advocacy in a fragmented media landscape shaped by AI. Episodes routinely examine practical frameworks for governance, audience trust, and measurement, with real-world case studies from CMOs, agency leaders, and practitioners who are shaping B2B influence. A notable strength is the consistent focus on human-centric approaches—authenticity, employee advocacy, and credible voices—paired with pragmatic guidance on implementation, measurement, and governance across complex buying journeys. Listeners are likely to gain actionable frameworks for improving trust, influence, and impact in B2B campaigns, whether the... more

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Which podcasts are similar to Trust & Influence in B2B?

These podcasts share a similar audience with Trust & Influence in B2B:

1. Earsay: The Audible and iHeart Audiobook Club
2. Harry Potter: The Official Film Podcast
3. Smart Travel: Upgrade Your Getaways
4. Joy 101 with Hoda Kotb
5. With and For hosted by Dr. Pam King

How many episodes of Trust & Influence in B2B are there?

Trust & Influence in B2B launched a year ago and published 70 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on Trust & Influence in B2B?

Recent guests on Trust & Influence in B2B include:

1. Rida Oyebade
2. Fiona McKenzie
3. Lottie O'Donoghue
4. Robin Caller
5. Tom Rudnai
6. Laura Chamberlain
7. Kate Hassler
8. Tejal Patel

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