Trust & Influence in B2B

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 B2B marketing. They discuss the role of the CMO in establishing credibility, the balance between brand and demand, and the importance of sales and marketing alignment. Saima shares insights on navigating intent data while...

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, the importance of trust, and the metrics that matter. They explore how smaller brands can leverage their authenticity, the necessity of human engagement in sales, and the role of content in building relationships. The conve...

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, particularly in the realm of digital advertising. They discuss the current crisis in digital advertising, the complexities faced by B2B marketers, and the importance of data integrity and transparency. Dan shares his journey...

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 media expertise) and Katie Martell (former B2B marketer turned successful influencer). Discover why 51% of B2B campaigns now include influencers, how LinkedIn's new tools are changing the game, and why customer advocacy rem...

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 major brand revitalization, Antonia shares insights on how one of the world's leading professional services firms approached the complex challenge of evolving their brand while maintaining the trust and credibility that unde...

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 at three global tech companies, Dutton shares how trust serves as the foundation for effective marketing leadership—from stakeholder relationships to team management and customer engagement. Topics Covered Building credib...

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 artificial intelligence on B2B thought leadership and marketing. Who is Steve Mudd? With a colorful career spanning roles as Marketing Director at NetApp and positions at Ogilvy & Mather, Mudd has emerged as a prominent voice...

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 part of the Financial Times Group. Having recently moved on from FT Longitude, Rob brings unique insights from his experience working with major B2B brands including Deloitte, Siemens, and Credit Suisse. With his backgrou...

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 Babel's second annual research study examining what influences B2B technology buying decisions among enterprise organizations in the UK and US. Topics Covered Babel PR's positioning as an integrated PR and marketing agency fo...

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 senior director of integrated campaigns at ServiceNow) and agency-side work (at The Marketing Practice). Bailey shares valuable insights on how B2B organizations can develop and deploy thought leadership strategically to driv...

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 in 2024—Mason has pioneered an approach that transforms intelligent ideas into business growth for complex B2B brands. In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Mason abo...

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 Partnership). With a background spanning professional services and agency roles, Hayley shares valuable insights on the unique challenges of developing thought leadership in a highly technical organization where confidentiality is pa...

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 clients in financial services, technology, and professional services sectors. Alan Agency operates at the intersection of thought leadership and advertising, helping brands use the power of brand to provoke change in how...

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 consulting firm. Capgemini recently won gold in the thought leadership category at the B2B Marketing Awards in London for their "Building Trust in Data" campaign. With over 20 years at Capgemini, Labate offers valuable insights...

For B2B businesses seeking to rise above commodity status and establish themselves as strategic partners, thought leadership has become an essential capability. But what separates truly impactful thought leadership from the flood of content that overwhelms decision-makers daily? In a recent episode of the Trust and Influence in B2B podcast, host Joel Harrison spoke with Ananda Roy, VP of Thought L...

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 agency's 2025 Trust Barometer report, which is an indepth evaluation of the state of trust in society and has compelling implications for B2B marketers. Edelman is one of the world's largest integrated communications ag...