{"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":"The Advocacy Gap: The huge missed opportunity of employee voices in B2B campaigns","slug":"the-advocacy-gap-the-huge-missed-opportunity-of-employee-voices-in-b2b-campaigns","published_at":"2026-04-07T11:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/the-advocacy-gap-the-huge-missed-opportunity-of-employee-voices-in-b2b-campaigns","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/the-advocacy-gap-why-integrated-b2b-campaigns-are-muffling-their-most-powerful-voice-employees","audio_url":"https://episodes.captivate.fm/episode/b47791cf-e95f-485b-8f91-fcdfbc54c18f.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robyn Hartley , Managing Director at Paper Kite Media. Drawing on a rigorous analysis of B2B Marketing Awards entries, they expose the uncomfortable truth behind employee advocacy: most brands are deploying it as content distribution, not genuine advocacy. And the data suggests they're missing a significant commercial opportunity as a result. Is your advocacy program building real trust—or just adding noise? ➡️ Robyn and Joel explore why LinkedIn dominates employee advocacy (and why that concentration carries risk), why 70% of campaigns are triggered by brand moments rather than deployed always-on, and why measurement still stops at impressions even in commercially rigorous campaigns. They make the case for \"inside-out\" sequencing—activating employees internally before any external spend—and discuss how thought leader advocacy is increasingly powering ABM and demand gen strategies, not just brand activity. Robyn's perspective is clear: great advocacy isn't about scripted posts. It's about empowering your team's real experts to build genuine trust with buyers over time. This episode will challenge how you think about your people as a marketing channel. Chapters: 00:00 - Introduction: The Promise and Reality of Employee Advocacy 01:30 - Meet Robyn Hartley, Managing Director at Paper Kite Media 04:30 - Defining Employee Thought Leaders vs. Employee Amplifiers 06:00 - The Data: Only 14% of Award Entries Use Employee Advocacy 10:00 - LinkedIn's Total Dominance: Strength or Structural Risk? 13:30 - Why LinkedIn Works for B2B (And Where the Risk Lies) 17:00 - Employee Advocacy Beyond Brand: ABM and Demand Gen 20:00 - The Brand Moment Trigger: Episodic vs. Always-On Advocacy 25:00 - Inside-Ou…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robyn Hartley , Managing Director at Paper Kite Media. Drawing on a…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2648,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/the-advocacy-gap-the-huge-missed-opportunity-of-employee-voices-in-b2b-campaigns/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/the-advocacy-gap-the-huge-missed-opportunity-of-employee-voices-in-b2b-campaigns.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}