{"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":"From -10 to +63 NPS: How Mitie Used Brand Purpose to Win Hearts and Minds | Maria Winn on a Trust-led Transformation","slug":"from-10-to-63-nps-how-mitie-used-brand-purpose-to-win-hearts-and-minds-maria-winn-on-a-trust-led-transformation","published_at":"2026-02-03T11:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/from-10-to-63-nps-how-mitie-used-brand-purpose-to-win-hearts-and-minds-maria-winn-on-a-trust-led-transformation","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/from-10-to-63-nps-how-mitie-used-brand-purpose-to-win-hearts-and-minds-maria-winn-on-a-trust-led-transformation","audio_url":"https://episodes.captivate.fm/episode/2c08085f-8add-4e0a-88c1-e93619c60b83.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maria Winn, Chief Marketing Officer at Mitie, the UK's leading facilities management company. They explore how Mitie transformed from a -10 NPS to +63 NPS through authentic brand purpose. What does it take to make purpose resonate with 70,000 employees and drive real trust? ➡️ Maria shares the journey of developing \"Better Places, Thriving Communities\"—a purpose that needed to work for everyone from frontline cleaners to AI engineers. She reveals why they involved hundreds of employees early, how they balanced internal embedding with external launch, and why letting go of legacy language was their biggest challenge. They discuss the purpose-trust connection in service businesses, why marketing-HR alignment is critical, and the compelling data: organizations with well-embraced purposes have 39% higher revenues. Chapters: 00:00 - Introduction to Trust in B2B Marketing 02:14 - Maria Winn's Journey to Mitie 05:37 - Why Brand Evolution Became Necessary 06:23 - The -10 to +63 NPS Transformation 08:15 - Creating Authentic Purpose, Not Just Words 10:18 - \"Better Places, Thriving Communities\" 14:07 - Engaging 70,000 Employees in Purpose 18:22 - Purpose as a Trust Builder in B2B Services 22:27 - Balancing Long-Term Brand with Demand 25:51 - Overcoming the Legacy Challenge 30:01 - Key Principles for Purpose-Driven Trust 33:16 - Embedding Purpose in Culture 35:37 - The Business Impact: 39% Revenue Lift Follow Maria Winn , https://linkedin.com/in/mariawinn/ https://www.mitie.com If you're leading brand transformation or wondering whether purpose drives business results, this conversation delivers practical insights and honest reflections on building trust through purpose. 🌐Visit Joel Harrison's we…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maria Winn, Chief Marketing Officer at Mitie, the UK's leading facil…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2136,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/from-10-to-63-nps-how-mitie-used-brand-purpose-to-win-hearts-and-minds-maria-winn-on-a-trust-led-transformation/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/from-10-to-63-nps-how-mitie-used-brand-purpose-to-win-hearts-and-minds-maria-winn-on-a-trust-led-transformation.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}