{"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":"When AI agents handle your B2B buyers, who owns trust?","slug":"when-ai-agents-handle-your-b2b-buyers-who-owns-trust","published_at":"2026-04-16T08:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/when-ai-agents-handle-your-b2b-buyers-who-owns-trust","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/when-ai-agents-handle-your-b2b-buyers-who-owns-trust","audio_url":"https://episodes.captivate.fm/episode/52f6e367-03e7-49f4-b9f2-c2bffafae8ee.mp3","summary":"Agentic AI is one of the most talked-about developments in B2B right now — but most marketers haven't yet asked the question that matters most: what happens to buyer trust when an AI agent starts acting on their behalf? In this episode, Joel Harrison speaks with Andy Johnson, founder and director of client strategy at HUT3, one of the most respected ABM agencies in B2B and one of the earliest adopters of agentic AI in the industry. Andy and his team haven't just been watching this technology evolve — they've been actively building with it for the past three years. Andy makes a case that will surprise many listeners: that agentic AI, done properly, isn't a threat to buyer trust — it's one of the most powerful ways to build it. But get it wrong, and you're not just making a single mistake. You're scaling bad decisions fast, across your entire account base. In this episode you'll learn: What agentic AI actually means in plain language — and why it represents a genuine step change, not just another AI product Why trust in B2B is already being broken by human failures — and how agentic workflows are designed to fix them The real risks: scaling bad decisions fast, fragmented data systems, and the governance gap most organisations haven't addressed Who's accountable when an AI agent gets something wrong — and how well-designed workflows should handle it What the buyer actually cares about when it comes to AI-driven communications (the answer may surprise you) How the marketer's role is changing — and why Andy's team has grown, not shrunk, on the back of building agentic AI workflows Where Andy sees this all heading by 2030 — and what B2B marketers should be doing right now to get ready About Andy Johnson Andy Johnson is founder and director of client strategy at HUT3, an awar…","meta_description":"Agentic AI is one of the most talked-about developments in B2B right now — but most marketers haven't yet asked the question that matters most: what happe…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2112,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/when-ai-agents-handle-your-b2b-buyers-who-owns-trust/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/when-ai-agents-handle-your-b2b-buyers-who-owns-trust.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}