{"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 leadership's great leap forward | Five trends illustrating TL's emergence as a dynamic, full-funnel marketing discipline - with Rob Mitchell of Exhibit-B","slug":"thought-leadership-s-great-leap-forward-five-trends-illustrating-tl-s-emergence-as-a-dynamic-full-funnel-marketing-discipline-with-rob-mitchell-of-exhibit-b","published_at":"2026-02-17T11:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/thought-leadership-s-great-leap-forward-five-trends-illustrating-tl-s-emergence-as-a-dynamic-full-funnel-marketing-discipline-with-rob-mitchell-of-exhibit-b","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/thought-leaderships-great-leap-forward-five-trends-illustrating-tls-emergence-as-a-dynamic-full-funnel-marketing-discipline-with-rob-mitchell-of-exhibit-b","audio_url":"https://episodes.captivate.fm/episode/273023fe-e9f6-4902-b330-ff71ba583481.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Rob Mitchell, Co-Founder of Exhibit-B and former CEO of FT Longitude. Together, they explore how thought leadership is undergoing a dramatic transformation, evolving from a traditional top-of-funnel brand-building tool into a dynamic, full-funnel marketing discipline. Is thought leadership finally delivering the commercial value B2B marketers have been waiting for? ➡️ Rob brings over 20 years of expertise in thought leadership. Based on Joel's analysis of hundreds of B2B Marketing Awards entries, they unpack five critical trends: the data foundation gap revealing most campaigns lack robust research, the surge in sales integration with over 53% now including sales enablement, the format revolution with documentary content doubling while audio declines, the untapped potential of interactive content, and the distribution shift from broadcast to direct channels. They discuss why synthetic data isn't ready, how to commercialize without killing trust, and why formats matter less than substance. Chapters: 00:00 - Introduction to Thought Leadership's Evolution 02:34 - Rob Mitchell's Journey into Thought Leadership 03:47 - The Data Foundation Gap 15:23 - The Sales Integration Surge 24:19 - The Format Revolution 32:09 - The Dynamic Content Gap 37:15 - Distribution Shift: Broadcast to Direct 43:13 - Where Thought Leadership is Heading Follow Rob Mitchel https://www.linkedin.com/in/rob-mitchell-ned/?originalSubdomain=uk https://exhibit-b.com If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strateg…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Rob Mitchell, Co-Founder of Exhibit-B and former CEO of FT Longitude…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2809,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/thought-leadership-s-great-leap-forward-five-trends-illustrating-tl-s-emergence-as-a-dynamic-full-funnel-marketing-discipline-with-rob-mitchell-of-exhibit-b/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-leadership-s-great-leap-forward-five-trends-illustrating-tl-s-emergence-as-a-dynamic-full-funnel-marketing-discipline-with-rob-mitchell-of-exhibit-b.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}