{"podcast":{"title":"Trust & Influence in B2B","slug":"trust-influence-in-b2b-7231194","podcast_index_feed_id":7231194,"rss_url":"https://feeds.captivate.fm/trust-influence-in-b2b/","website_url":"https://www.joelharrisonb2b.com/","image_url":"https://artwork.captivate.fm/5233bd2b-a9ac-4f38-96dd-89653f323389/Trust-InfluenceB2B-NewLook-v2-Generic-Asset.jpg","author":"Joel Harrison","episode_count":62,"summary":"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 whilst AI is opening the floodgates to a tidalwave of content of questionable quality and veracity. It all adds up to a crisis of trust in B2B. In this podcast, I'll be interviewing innovative and inspirational marketers in the front line of addressing this challenge, providing deep insights into the context of this challenge, exploring new insights about its implications and looking at real world solutions and success stories. I’ll be exploring this topic from every relevant angle and perspective,…","last_synced_at":"2026-06-09T18:18:34.168449+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194"},"episodes":[{"title":"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 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Coherence is the answer | Why B2B marketers need to fix their operating model, with Alastair Hussain of 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episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/chaos-is-b2b-s-problem-coherence-is-the-answer-why-b2b-marketers-need-to-fix-their-operating-model-with-alastair-hussain-of-tmp.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]},{"title":"Is fractional the future — or a warning sign? | Skip Fidura on what the rise of the fractional CMO really tells us about B2B 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generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/is-fractional-the-future-or-a-warning-sign-skip-fidura-on-what-the-rise-of-the-fractional-cmo-really-tells-us-about-b2b-marketing.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]},{"title":"When AI agents handle your B2B buyers, who owns 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The huge missed opportunity of employee voices in B2B campaigns","slug":"the-advocacy-gap-the-huge-missed-opportunity-of-employee-voices-in-b2b-campaigns","published_at":"2026-04-07T11:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/the-advocacy-gap-the-huge-missed-opportunity-of-employee-voices-in-b2b-campaigns","url":"https://joelharrison1.wpenginepowered.com/the-advocacy-gap-why-integrated-b2b-campaigns-are-muffling-their-most-powerful-voice-employees","duration_seconds":2648,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/the-advocacy-gap-the-huge-missed-opportunity-of-employee-voices-in-b2b-campaigns/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/the-advocacy-gap-the-huge-missed-opportunity-of-employee-voices-in-b2b-campaigns.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]},{"title":"Trust: the antidote to machine-gunned AI slop | Why AI's content explosion is putting humanity at the forefront, with Phil 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transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/trust-the-antidote-to-machine-gunned-ai-slop-why-ai-s-content-explosion-is-putting-humanity-at-the-forefront-with-phil-treagus-evans.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]},{"title":"Inside influencer marketing: the most powerful tool you're probably not using (yet) | Five trends driving success, based on B2B Marketing Awards case 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