{"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":"Breaking down marketing's closed door | Why widening access makes marketing better for everyone, with Martin Troughton of the Marketing Skills Trust","slug":"breaking-down-marketing-s-closed-door-why-widening-access-makes-marketing-better-for-everyone-with-martin-troughton-of-the-marketing-skills-trust","published_at":"2026-03-18T08:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/breaking-down-marketing-s-closed-door-why-widening-access-makes-marketing-better-for-everyone-with-martin-troughton-of-the-marketing-skills-trust","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/breaking-down-marketings-closed-door-why-widening-access-makes-marketing-better-for-everyone-with-martin-troughton-of-the-marketing-skills-trust","audio_url":"https://episodes.captivate.fm/episode/2c138d06-b874-4cf9-9e77-98383eeb0e5b.mp3","summary":"Marketing is often described as a profession that welcomes everyone. The reality is rather different. Entry still depends too heavily on who you know, which school you attended, and whether marketing even appeared on your radar as a viable career path. For many people — particularly those from non-traditional or underrepresented backgrounds — the door into our profession remains firmly closed. In this episode, Joel is joined by Martin Troughton, chairman of the Marketing Skills Trust — a charity established in part through a legacy from Professor Derek Holder, founder of the IDM, specifically to help the next generation access marketing as a career. Martin brings a rare dual perspective: co-founder of Harrison Troughton Wunderman, one of the UK's most awarded direct marketing agencies, and a subsequent fifteen years on the client side. That breadth shapes a conversation that is frank, personal, and at times quietly powerful. They discuss: Why marketing remains a predominantly white, middle-class profession — and what that costs us creatively and commercially The work the Marketing Skills Trust is doing to change who gets in, from funding the Brixton Finishing School's outreach programme to running the Dogs Legacy events for early-career starters How AI makes the case for diversity stronger, not weaker — and why curiosity, storytelling and human insight are the skills that endure What agency and client-side careers demand from talent — and why the industry is too quick to put people in boxes The story of Guy Lambert: told by Ogilvy he wasn't smart enough for their graduate scheme, he went on to become their MD If you lead a marketing team or agency, there's also a practical ask: the Trust's Hour of Power programme lets senior practitioners donate an hour of their time t…","meta_description":"Marketing is often described as a profession that welcomes everyone. The reality is rather different. Entry still depends too heavily on who you know, whi…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2165,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/breaking-down-marketing-s-closed-door-why-widening-access-makes-marketing-better-for-everyone-with-martin-troughton-of-the-marketing-skills-trust/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/breaking-down-marketing-s-closed-door-why-widening-access-makes-marketing-better-for-everyone-with-martin-troughton-of-the-marketing-skills-trust.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}