{"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"},"episode":{"title":"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","slug":"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","published_at":"2026-06-02T08:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/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","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/b2b-tech-marketings-human-first-future-in-the-age-of-ai-exclusive-insights-from-b2b-marketing-awards-data-focusing-on-four-key-trends-with-tejal-patel","audio_url":"https://episodes.captivate.fm/episode/e12a8449-c7f3-462e-a967-9f295bf05c43.mp3","summary":"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, Microsoft, and Nokia. Together, they examine how B2B technology marketing is changing as AI reshapes content creation and digital channels become more saturated than ever. Using exclusive insights from B2B Marketing Awards data, they reveal four emerging trends that are helping leading brands stand out in an increasingly crowded marketplace. ➡️ Tejal explains why marketers are moving beyond traditional buyer personas and investing more heavily in developers, practitioners, employees, and advocates who influence purchasing decisions from within. The conversation explores the growing importance of employee advocacy, experiential marketing, proof-of-concept campaigns, and highly targeted direct mail programs that cut through digital noise. They also discuss why trust, authenticity, and human experiences are becoming more valuable competitive advantages—and why many marketing measurement frameworks may be preventing organizations from fully embracing these strategies. Chapters: 00:00 - Introduction and Why Tech Marketing Leads B2B Innovation 01:23 - Meet Tejal Patel and the Rise of Human-Centric Marketing 05:21 - The Shift Toward Internal Influencers and Practitioner Audiences 10:22 - Why Marketers Are Targeting Doers Instead of Decision-Makers 12:15 - The Measurement Challenge Behind Long-Term Marketing Success 14:02 - Employee Advocacy and Authentic Brand Influence 16:51 - Proof of Concept as a Marketing Campaign 18:01 - Why Demonstration Beats Persuasion 20:52 - Quality Over Quantity in Modern B2B Marketing 23:19 - The Growth of Experiential and Sensory Marketing 25:11 - What Gen Z Buyers Teach Us Abou…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tejal Patel , Independent Marketing Consultant and former marketing…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2587,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/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/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/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.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}