{"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":"Thought Leaders, Influencers and Advocates | Introducing the B2B Matrix of Influence","slug":"thought-leaders-influencers-and-advocates-introducing-the-b2b-matrix-of-influence","published_at":"2026-02-25T11:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/thought-leaders-influencers-and-advocates-introducing-the-b2b-matrix-of-influence","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/draft-episode-ep-47","audio_url":"https://episodes.captivate.fm/episode/5a322288-0afe-4d4b-b8c7-910e91202c01.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Katy Howell, Founder and CEO of Immediate Future, a social media agency she has led since 2004. Together, they tackle one of B2B marketing's most persistent blind spots: the difference between thought leaders, influencers, and advocates — and what happens when brands get it wrong. Are you unknowingly leaving your most powerful trust-building channels completely unused? ➡️ Katy brings deep, practical experience in influencer strategy and pulls no punches. She and Joel explore why B2B marketers default to treating influence like a media buy — focused on reach and clicks — rather than asking how each persona actually shapes buyer decisions and builds lasting credibility. Joel also introduces his new B2B Matrix of Influence, built from analysis of over a thousand B2B marketing awards entries, mapping five distinct trust personas and how they should be deployed. They dig into why customer advocates are used in just 11% of campaigns, why employee advocates are chronically undervalued, and how brands can stop over-controlling the very people they need to trust them. Katy's closing soundbite says it all: influence is not a content tactic — it's a trust system. If you want to rethink how your brand earns credibility in a world drowning in AI-generated content, this episode is essential listening. Chapters: 00:00 - Introduction to the B2B Matrix of Influence 01:02 - Why Marketers Confuse Thought Leaders, Influencers & Advocates 02:09 - Treating Influence Like a Media Plan: The Problem 04:21 - Why the Trust Problem Has Gotten Worse 06:47 - Internal vs. External Voices: Understanding the Difference 09:04 - The Jazz Metaphor: Giving People Freedom Within a Framework 12:37 - Research Findings:…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Katy Howell, Founder and CEO of Immediate Future, a social media age…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2040,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/thought-leaders-influencers-and-advocates-introducing-the-b2b-matrix-of-influence/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/thought-leaders-influencers-and-advocates-introducing-the-b2b-matrix-of-influence.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}