{"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":"Chaos is B2B's problem. Coherence is the answer | Why B2B marketers need to fix their operating model, with Alastair Hussain of TMP","slug":"chaos-is-b2b-s-problem-coherence-is-the-answer-why-b2b-marketers-need-to-fix-their-operating-model-with-alastair-hussain-of-tmp","published_at":"2026-04-28T08:00:00+00:00","page_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","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/chaos-is-b2bs-problem-coherence-is-the-answer-why-b2b-marketers-need-to-fix-their-operating-model-with-alastair-hussain-of-tmp","audio_url":"https://episodes.captivate.fm/episode/9fd628e4-040f-4223-8f72-7e8e3a7c7ac0.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Alastair Hussain, Chief Strategy Officer at TMP (The Marketing Practice), a specialist B2B marketing agency. Together, they confront one of the most pressing realities in B2B marketing today: the chaos most marketers are experiencing isn't a streak of bad luck—it's the symptom of operating models that have fundamentally broken down. Is coherence the cure, and what does it actually take to build it from the inside out? ➡️ Alastair draws on TMP's Cost of Chaos Report—research spanning over a thousand B2B marketers and tech buyers—to map out the \"chaos cascade\": how macro forces like geopolitical instability, economic uncertainty, and rapid technological change filter down into fragmented teams, stalled deals, and burned-out marketers. He argues that the instinct to move faster or pile on more technology doesn't fix chaos—it accelerates it. The real answer is coherence: aligning brand, messaging, product, and strategy so every part of the marketing function pulls in the same direction. Along the way, they explore why product has become marketing's most disconnected discipline, how cognitive fluency underpins buyer trust, and why CMOs need to take back control of the strategic conversation rather than waiting to be handed objectives. Whether you're leading a stretched team or questioning the value of your marketing function, this episode delivers both the diagnosis and a clear direction forward. Chapters: 00:00 - Introduction: The Chaos Facing B2B Marketers 02:12 - What Is the Chaos Cascade? 05:30 - The Human and Commercial Cost of Chaos 09:00 - Why Faster and More Tech Makes Things Worse 13:15 - Defining Coherence: What It Actually Means 17:00 - The CMO as Chief Market Officer 19:45 - Wh…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Alastair Hussain, Chief Strategy Officer at TMP (The Marketing Pract…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2323,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/chaos-is-b2b-s-problem-coherence-is-the-answer-why-b2b-marketers-need-to-fix-their-operating-model-with-alastair-hussain-of-tmp/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/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."}]}}