{"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":"Resourcing, recruitment and responsibilities | How trust is defining new models for teams and roles for individuals - with Jon Watton and Tom Howe","slug":"resourcing-recruitment-and-responsibilities-how-trust-is-defining-new-models-for-teams-and-roles-for-individuals-with-jon-watton-and-tom-howe","published_at":"2026-03-03T11:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/resourcing-recruitment-and-responsibilities-how-trust-is-defining-new-models-for-teams-and-roles-for-individuals-with-jon-watton-and-tom-howe","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/resourcing-recruitment-and-responsibilities-how-trust-is-defining-new-models-for-teams-and-roles-for-individuals-with-jon-watton-and-tom-howe","audio_url":"https://episodes.captivate.fm/episode/ad66f3dc-4e76-4c3b-9459-ac0af7afa8e0.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jon Watton, Fractional CMO and experienced B2B tech marketing leader, and Tom Howe from Jefferson Group, to explore one of the most pressing issues facing the industry: the future of B2B marketing roles, team structures, and organizational trust. Marketing headcounts are shrinking, recruitment has stalled, and the rules of the job market have fundamentally shifted. So is this a crisis — or simply a long overdue correction? ➡️ Jon and Tom bring two sharply different perspectives — one from inside the market navigating it as a senior marketer, the other from a front-row seat in hiring across B2B. Together, they dig into the post-COVID hiring hangover, the intense pressure to deliver short-term results at the expense of long-term strategy, and how AI is reshaping both what marketing teams look like and what's expected of them. They also explore why fractional leadership is emerging as a new model of trust, the growing danger of a \"squashed middle\" in marketing management, and what the B2B marketing team of the future will actually look like. Both guests close with direct, actionable advice on what marketers should be doing right now to future-proof their careers. Chapters: 00:00 - Introduction: Trust and the Future of B2B Marketing Roles 01:03 - How Recruitment Signals Trust in Marketing 01:42 - Introducing Jon Watton and Tom Howe 02:24 - The Reality of the Senior B2B Marketing Job Market 05:26 - A Generational Shift or a Post-COVID Hangover? 08:07 - Identity Crisis: What Do Companies Actually Want from Marketing? 11:37 - Short-Term Pressure vs. Long-Term Strategy 16:31 - How Marketing Team Structures Are Changing 19:41 - The Rise of Specialists and the Diamond-Shaped Team 24:05 - The Sq…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jon Watton, Fractional CMO and experienced B2B tech marketing leader…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2666,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/resourcing-recruitment-and-responsibilities-how-trust-is-defining-new-models-for-teams-and-roles-for-individuals-with-jon-watton-and-tom-howe/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/resourcing-recruitment-and-responsibilities-how-trust-is-defining-new-models-for-teams-and-roles-for-individuals-with-jon-watton-and-tom-howe.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}