{"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":"Is fractional the future — or a warning sign? | Skip Fidura on what the rise of the fractional CMO really tells us about B2B marketing","slug":"is-fractional-the-future-or-a-warning-sign-skip-fidura-on-what-the-rise-of-the-fractional-cmo-really-tells-us-about-b2b-marketing","published_at":"2026-04-21T08:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/is-fractional-the-future-or-a-warning-sign-skip-fidura-on-what-the-rise-of-the-fractional-cmo-really-tells-us-about-b2b-marketing","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/is-fractional-the-future-or-a-warning-sign-skip-fidura-on-what-the-rise-of-the-fractional-cmo-really-tells-us-about-b2b-marketing","audio_url":"https://episodes.captivate.fm/episode/96902098-64c3-4bf3-b8bf-3886cb105b63.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Skip Fidura, Fractional CMO, Non-Executive Director, and Board Advisor with over 20 years of experience across B2B and B2C marketing on the client, agency, and provider sides. The fractional CMO model is having a moment—but is it a real structural shift in marketing leadership, or just a buzzword that's been marketered up? And what does its rapid rise reveal about how organizations truly value marketing? ➡️ Skip has been working fractionally since before it was fashionable, and he doesn't hold back. He breaks down the real distinctions between a fractional CMO, a consultant, and a contractor—and why getting that wrong can cost organizations dearly. He explores the cost and structural forces driving the fractional trend, from cash-strapped scale-ups to founders seeking an exit strategy. Skip also addresses the harder truths: how marketing's long-standing failure to speak the language of finance has made it easier for businesses to sideline strategic marketing in favor of cheaper, more piecemeal solutions. He shares how trust is built (and lost) when you're only present part-time, and offers a grounded take on whether this model is a genuine step forward—or a warning sign for the profession. If you're weighing up a move to fractional, hiring one, or simply trying to understand where senior B2B marketing leadership is headed, this is essential listening. Chapters: 00:00 - Introduction to the Fractional CMO Trend 02:13 - Defining the Fractional CMO Role 05:00 - Fractional vs. Consultant vs. Contractor 07:10 - Why the Term \"Fractional\" Has Exploded 09:00 - How Skip Got Into Fractional Work 10:30 - Cost and Structural Drivers Behind the Model 13:35 - Marketing's Place in the Revenue Functio…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Skip Fidura, Fractional CMO, Non-Executive Director, and Board Advis…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2258,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/is-fractional-the-future-or-a-warning-sign-skip-fidura-on-what-the-rise-of-the-fractional-cmo-really-tells-us-about-b2b-marketing/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/is-fractional-the-future-or-a-warning-sign-skip-fidura-on-what-the-rise-of-the-fractional-cmo-really-tells-us-about-b2b-marketing.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}