Trust & Influence in B2B

Joel Harrison

Trust

Artificial Intelligence

Thought Leadership

B2B Marketing

Marketing

Employee Advocacy

Authenticity

ABM

Agentic AI

Heather Barnett

Trust In B2B Marketing

Influencer Marketing

Data

Advocacy

Account-Based Marketing

ABM (account-Based Marketing)

Fractional CMO

Martech

Mitie

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

21 ratings

Publishes	Weekly	Episodes	77	Founded	2 years ago
Number of Listeners		Categories	MarketingBusinessTechnology

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Latest Episodes

Everyone's talking about BGM, but how do you measure maturity? | Analysis from Pretzl's new Buying Group Index

Everyone'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 joined by Greg Salmon, CEO of Pretzl... more

7 Oct 2026 • 32 min

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 Influence

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 entries in search of the exceptions, and invited Guy O'Brien, co-founder... more

29 Sep 2026 • 39 min • Most popular

Think you control the buyer journey? Think again... | Why LLMs and influencers are in the driving seat, with John Rockhold of Spotlight

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 there. It's a large language model, quietly checking what real people are a... more

22 Sep 2026 • 38 min

Automating judgment, not just tasks | Michelle Huff on building AI trust the way you'd onboard a new hire

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 around AI stops being a differentiator and becomes table stakes. Michelle br... more

15 Sep 2026 • 34 min

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Recent Guests

Guy O'Brien

Founder at Custom Influence

Custom Influence

Episode: 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 Influence

John Rockhold

VP of Market Engagement at Spotlight

Spotlight

Episode: Think you control the buyer journey? Think again... | Why LLMs and influencers are in the driving seat, with John Rockhold of Spotlight

Michelle Huff

Chief Marketing Officer

Alteryx

Episode: Automating judgment, not just tasks | Michelle Huff on building AI trust the way you'd onboard a new hire

Karen Feldman

SVP and Chief Marketing Officer at Iron Mountain

Iron Mountain

Episode: Before 'sleeping giant' Iron Mountain got loud, it had to be believed | CMO Karen Feldman on earning that trust

Tony Larks

Seasoned B2B Marketing leader with over 20 years in tech

Independent / Various tech companies

Episode: Finally! A replacement for NPS... or is it? | How Tony Larks hacked Bain & Co's groundbreaking 'shortlist score'

Archana Dhankar

Leads marketing at Proofpoint in EMEA; TEDx speaker; LinkedIn Top Voice; AI and marketing expert

Proofpoint

Episode: Why influencer skills are becoming essential for B2B CMOs | With Archana Dhankar of Proofpoint

Jason Miller

Former head of content/marketing at LinkedIn, Marketo, and ActiveCampaign; rock photographer and author

V7 Labs (current at time of recording)

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

Karl Van den Bergh

Chief Marketing and Strategy Officer at Illumio

Illumio

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

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

Host

Joel Harrison

Host of Trust & Influence in B2B; leads interviews and drives the interview flow.

Reviews

4.7 out of 5 stars from 21 ratings

Great podcast!
This podcast is very interesting and great to be honest!
Apple Podcasts
5
Yonis77333
United Kingdom10 months ago

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Listeners appreciate practical, evidence-based guidance.

Guests are credible and bring real-world insights.

Chart Rankings

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

Apple Podcasts	#10	United States/Business/Marketing
Apple Podcasts	#11	United Kingdom/Business/Marketing
Apple Podcasts	#198	United Kingdom/Business
Apple Podcasts	#183	Indonesia/Business/Marketing
Apple Podcasts	#221	Denmark/Business/Marketing

Talking Points

Recent interactions between the hosts and their guests.

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 Influence

Q: Do we believe nostalgia is a viable creative treatment in B2B Marketing, and should brands use it more?

Yes, nostalgia can be viable and effective, but it requires careful strategy, staying true to the product's strengths, and ensuring the memories tapped into are positive and relevant to the target audience. It's not a slam dunk and should be used as one option in a broader toolkit rather than a default approach.

Think you control the buyer journey? Think again... | Why LLMs and influencers are in the driving seat, with John Rockhold of Spotlight

Q: Tell us about Spotlight Summit and how it shaped your thinking on Influence Orchestration.

Spotlight Summit is a two-day, community-focused event that connects analysts, marketers, and influencers. It reinforced the need for a coordinated approach to influence and highlighted how authentic customer perspectives, rather than vendor messaging, drive trust and decisions.

Finally! A replacement for NPS... or is it? | How Tony Larks hacked Bain & Co's groundbreaking 'shortlist score'

Q: How does the AI-based proxy you built determine a company's position on the day-one shortlist using public signals?

It aggregates signals from multiple sources—analyst reviews, peer insights, customer and employee sentiment, and support networks—to create a multi-dimensional view, then distills this into a simple two-by-two matrix that places a company relative to its competitors.

Before 'sleeping giant' Iron Mountain got loud, it had to be believed | CMO Karen Feldman on earning that trust

Q: What did the trust-building process actually look like in practice, and was there a moment you felt you had earned it?

The process started with listening—to the leadership, customers, influencers, and partners—to understand where marketing could make a difference. I grounded the plan in data, shifted investment to brand awareness, and aligned the organization around a simple, compelling strategy. The key moment came when leaders witnessed our anthem video and brand manifesto, realizing Iron Mountain had a truly world-class marketing function. That was the signal that the organization trusted the new direction and the CMO's mandate.

Why influencer skills are becoming essential for B2B CMOs | With Archana Dhankar of Proofpoint

Q: So let's talk about trust. How central is trust in all this? How can a leader be genuinely influential without first being trusted by senior stakeholders and their teams?

Trust is the key underpinning influence; you need to align what you promise with what you deliver, both in real life and on social platforms, and maintain consistency over time to earn genuine trust from both peers and senior stakeholders.

Audience Metrics

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Frequently Asked Questions About Trust & Influence in B2B

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

A show focused on trust, influence, and authentic storytelling in B2B marketing. Episodes explore how influencers, employee voices, and creative strategy shape credibility in tech-driven buying journeys, with practical steps for CMOs, marketers early in their careers, and sales teams. Conversations often center on balancing value-added content with self-promotion, ethical lead generation, governance of AI in marketing, and real-world campaigns that build trust at scale. Noteworthy angles include the rise of employee advocacy, the tension between consistency and bold positioning, and the role of events, sponsorships, and data health in delivering measurable impact.

What stands out is the consistently practitioner-focused approach: guests ar... more

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1. B2B Marketing Podcast

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Trust & Influence in B2B launched 2 years ago and published 77 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. Guy O'Brien
2. John Rockhold
3. Michelle Huff
4. Karen Feldman
5. Tony Larks
6. Archana Dhankar
7. Jason Miller
8. Karl Van den Bergh

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