{"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":"Trust is B2B currency but how do we measure it? | A review of FT's 'Trust Gap' report with Paul Collier of Funnel Fuel","slug":"trust-is-b2b-currency-but-how-do-we-measure-it-a-review-of-ft-s-trust-gap-report-with-paul-collier-of-funnel-fuel","published_at":"2026-01-13T11:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/trust-is-b2b-currency-but-how-do-we-measure-it-a-review-of-ft-s-trust-gap-report-with-paul-collier-of-funnel-fuel","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/trust-is-b2b-currency-but-how-do-we-measure-it-a-review-of-fts-trust-gap-report-with-paul-collier-of-funnel-fuel","audio_url":"https://episodes.captivate.fm/episode/53d6158d-b00d-4c5a-a47d-9fa1e75c1c0b.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Paul Collier, CMO at Funnel Fuel and a serial B2B marketing leader who's worked with Fortune 50 tech companies. They unpack the FT's landmark \"Bridging the Trust Gap\" report, which reveals that companies measuring trust are three times more likely to report stronger profits—yet only 22% actually do. Can B2B advertisers afford to ignore trust when planning their media strategies? ➡️ Paul brings hard-won client-side experience to the conversation, sharing his own wake-up call when his digital advertising spend flatlined without explanation. Together, they explore the five pillars of B2B trust (reliability, human competence, data security, ethics, and integrity), why trust gaps exist across industries, and how AI is rapidly reshaping the advertising landscape. They also tackle platform opacity, the balance between trusted media and social channels, and practical steps marketers can take to demand transparency from their advertising partners. 00:00 - Introduction: The FT Trust Gap Report 02:15 - Paul Collier's Background & Journey to Funnel Fuel 05:30 - First Impressions of the Trust Gap Report 08:45 - The Five Pillars of B2B Trust 12:20 - Trust Gaps Across Industries: Why B2B Marketers Should Care 15:40 - Paul's Wake-Up Call: The Christmas Spreadsheet Story 19:25 - Trust Differences Across Media Channels 23:10 - Measurement Gaps in B2B Marketing 26:35 - AI, Transparency & the Future of Advertising 31:20 - What Questions Should Marketers Ask Their Partners? 34:50 - Why Paul is Optimistic About B2B Advertising's Future 37:15 - Closing Thoughts & Key Takeaways Follow Paul Collier https://linkedin.com/in/paulcollier/   https://funnelfuel.io   If you care about making B2…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Paul Collier, CMO at Funnel Fuel and a serial B2B marketing leader w…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2306,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/trust-is-b2b-currency-but-how-do-we-measure-it-a-review-of-ft-s-trust-gap-report-with-paul-collier-of-funnel-fuel/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/trust-is-b2b-currency-but-how-do-we-measure-it-a-review-of-ft-s-trust-gap-report-with-paul-collier-of-funnel-fuel.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}