{"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":"Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie","slug":"best-in-show-b2b-why-the-rhs-chelsea-flower-show-is-blooming-for-addleshaw-goddard-s-full-funnel-campaign-with-brian-macreadie","published_at":"2026-05-27T08:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/best-in-show-b2b-why-the-rhs-chelsea-flower-show-is-blooming-for-addleshaw-goddard-s-full-funnel-campaign-with-brian-macreadie","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/best-in-show-b2b-why-the-rhs-chelsea-flower-show-is-blooming-for-addleshaw-goddards-full-funnel-campaign-with-brian-macreadie","audio_url":"https://episodes.captivate.fm/episode/db791cbe-e56a-4104-bf37-33732a044882.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Brian Macreadie, Head of Marketing at Addleshaw Goddard, one of the UK's most creatively ambitious international law firms. Brian reveals how his team did something no legal firm had ever done before—becoming the first-ever official legal partner of the RHS Chelsea Flower Show—and built a full-funnel campaign around it called Flourish in the City . Could flowers, billboards, and a garden at Chelsea really deliver 350% ROI and 40 new clients in under a year? ➡️ With over 30 years of B2B marketing experience across telecoms, media, and legal, Brian doesn't just talk about creativity—he proves it pays. He breaks down the strategic thinking behind Flourish in the City: why a noisy, content-saturated legal market demanded something radically different, and how a single emotionally resonant idea can anchor an entire integrated campaign. From 19 digital billboards at Bank and London Bridge, to handing flowers to city commuters, to hosting 400+ VIP clients across 57 intimate Chelsea events—this is full-funnel B2B marketing at its boldest. Brian also tackles the harder questions: how do you build internal buy-in for long-term, creative marketing investment? How do brand and ABM complement rather than compete? And what does it really take to build the kind of trust that turns one conversation into a 25-year client relationship? His two golden rules haven't changed in 30 years—and they're more relevant than ever. Chapters: 00:00 Podcast Welcome 00:30 Meet Brian McCredie 00:55 Inside the London Office 02:01 Flourish in the City 03:50 Episode Learning Goals 04:36 Brian Career Journey 05:40 Why Legal Needs Creativity 07:19 About Addleshaw Goddard 08:33 The Attention Problem 09:55 Trust and Top of M…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Brian Macreadie, Head of Marketing at Addleshaw Goddard, one of the…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2536,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/best-in-show-b2b-why-the-rhs-chelsea-flower-show-is-blooming-for-addleshaw-goddard-s-full-funnel-campaign-with-brian-macreadie/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/best-in-show-b2b-why-the-rhs-chelsea-flower-show-is-blooming-for-addleshaw-goddard-s-full-funnel-campaign-with-brian-macreadie.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}