{"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":"What Access Group Learned from a Year on the AI Bus | Kate Hassler's Inside Track on How a $9 Billion B2B Software Powerhouse Has Made AI Business as Usual","slug":"what-access-group-learned-from-a-year-on-the-ai-bus-kate-hassler-s-inside-track-on-how-a-9-billion-b2b-software-powerhouse-has-made-ai-business-as-usual","published_at":"2026-06-09T08:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/what-access-group-learned-from-a-year-on-the-ai-bus-kate-hassler-s-inside-track-on-how-a-9-billion-b2b-software-powerhouse-has-made-ai-business-as-usual","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/what-access-group-learned-from-a-year-on-the-ai-bus-kate-hasslers-inside-track-on-how-a-9-billion-b2b-software-powerhouse-has-made-ai-business-as-usual","audio_url":"https://episodes.captivate.fm/episode/7cd92dae-3969-4549-b9b8-92e032328c57.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kate Hassler, Group Director of Brand and Comms at Access Group—a $9 billion global B2B software company serving 160,000 customers across Europe, Asia, and the Americas. While headlines scream of AI-driven redundancies at tech giants, Access Group took the opposite approach: hiring more people, running company-wide hackathons, and building a culture where AI is simply business as usual. So what does a genuinely human-led AI transformation actually look like from the inside? ➡️ Kate walks through every stage of Access Group's journey—from pockets of shadow AI usage and no formal governance, to enterprise Claude licenses with custom brand skills built in. She reveals the story behind the now-legendary \"AI bus\" metaphor that united 9,000 employees around a single, simple idea, and explains how structured playtime—not mandates—turned the biggest sceptics into the most vocal champions. She digs into why Access chose to protect junior talent rather than cut it, how one senior designer reinvented himself as an AI strategist, and why the \"human at the start, human at the end\" principle is what separates meaningful content from AI slop. Whether you're a marketing leader navigating an AI rollout or just trying to get your team over the line, Kate's blueprint is grounded, practical, and genuinely inspiring. Chapters: 00:00 - Introduction: AI and the B2B Marketing Workplace 02:12 - Kate Hassler and Access Group Overview 04:03 - Company-Wide AI as a Strategic Priority 07:26 - The London Bus Metaphor: Origin and Impact 11:04 - Why the Metaphor Has Endured a Year On 12:32 - From Shadow AI to Structured Adoption 14:33 - Copilot, Claude, and the Licensing Journey 17:27 - Building Custom Claude Brand S…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kate Hassler, Group Director of Brand and Comms at Access Group—a $9…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2399,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/what-access-group-learned-from-a-year-on-the-ai-bus-kate-hassler-s-inside-track-on-how-a-9-billion-b2b-software-powerhouse-has-made-ai-business-as-usual/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/what-access-group-learned-from-a-year-on-the-ai-bus-kate-hassler-s-inside-track-on-how-a-9-billion-b2b-software-powerhouse-has-made-ai-business-as-usual.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}