{"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":"Inside influencer marketing: the most powerful tool you're probably not using (yet) | Five trends driving success, based on B2B Marketing Awards case studies","slug":"inside-influencer-marketing-the-most-powerful-tool-you-re-probably-not-using-yet-five-trends-driving-success-based-on-b2b-marketing-awards-case-studies","published_at":"2026-03-24T11:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/inside-influencer-marketing-the-most-powerful-tool-you-re-probably-not-using-yet-five-trends-driving-success-based-on-b2b-marketing-awards-case-studies","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/inside-influencer-marketing-the-most-powerful-tool-youre-probably-not-using-yet-five-trends-driving-success-based-on-b2b-marketing-awards-case-studies","audio_url":"https://episodes.captivate.fm/episode/22f54f3a-5383-459e-b70b-5edc17547aa5.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kristen Esto, Founder of Customer Influence, a specialist influencer and creator marketing agency. They explore what the data actually tells us about how influencer marketing works in B2B—and what it reveals often runs completely counter to conventional wisdom. Could the most powerful tool in modern B2B marketing be the one you're not using yet? ➡️ Drawing on an AI-assisted analysis of over a thousand award entries from the B2B Marketing Awards and Elevation Awards (2024–2025), Joel and Kristen walk through five key trends shaping B2B influencer marketing today. Kristen—who brings more than a decade of paid media and data experience to her three years as a creator marketing specialist—shares why niche trade influencers consistently beat high-reach celebrities, why loosening brand control actually drives better performance, and how leading brands are connecting influencer activity directly to ABM platforms and pipeline. They also tackle the case for long-term influencer partnerships and why experiences like factory visits or live events produce content that brief-based campaigns simply can't replicate. Balanced, practical, and refreshingly free of hype, this is essential listening for any B2B marketer wondering whether influencer marketing belongs in their toolkit. Chapters: 00:00 - Introduction to B2B Influencer Marketing 02:14 - Kristen's Background in the Creator Economy 04:00 - How the Analysis Was Conducted Using AI 05:03 - Trend 1: The Credibility Discount – Why Niche Beats Celebrity 09:03 - Finding the Right Influencers for B2B 12:39 - Trend 2: The Control Paradox – Why Freedom Outperforms Scripts 17:00 - Building Brand Alignment Without Brand Control 20:33 - Trend 3: The Pipeli…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kristen Esto, Founder of Customer Influence, a specialist influencer…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2493,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/inside-influencer-marketing-the-most-powerful-tool-you-re-probably-not-using-yet-five-trends-driving-success-based-on-b2b-marketing-awards-case-studies/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/inside-influencer-marketing-the-most-powerful-tool-you-re-probably-not-using-yet-five-trends-driving-success-based-on-b2b-marketing-awards-case-studies.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}