{"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":"Why fake reviews are the latest B2B trust crisis | Daniel Mohacek of Truth Engine on combating 'negbombing' and how to avoid hefty fines","slug":"why-fake-reviews-are-the-latest-b2b-trust-crisis-daniel-mohacek-of-truth-engine-on-combating-negbombing-and-how-to-avoid-hefty-fines","published_at":"2026-01-07T11:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/why-fake-reviews-are-the-latest-b2b-trust-crisis-daniel-mohacek-of-truth-engine-on-combating-negbombing-and-how-to-avoid-hefty-fines","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/why-fake-reviews-are-the-latest-b2b-trust-crisis-daniel-mohacek-of-truth-engine-on-combating-negbombing-and-how-to-avoid-hefty-fines","audio_url":"https://episodes.captivate.fm/episode/ab9a0f28-7763-48a2-aa85-e8746f689f45.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Daniel Mohacek, Founder and CEO at Truth Engine, a company building technology to detect fake reviews at scale. Daniel has spent 25 years in digital marketing, including time at Yahoo in its early days and involvement with SwiftKey, the predictive text keyboard acquired by Microsoft. But it was an unexpected discovery a few years ago that set him down a completely different path—while trying to turn around a struggling B2B website business, he uncovered a coordinated attack of fake negative reviews that traditional marketing playbooks simply don't address. What happens when your company's reputation is being systematically destroyed by fake reviews, and the advice you receive about fighting back raises serious ethical and legal questions? ➡️ Daniel reveals the sobering truth about review manipulation across platforms we all rely on—from Trustpilot and G2 to Google and Glassdoor. The scale of the problem is far greater than most marketers realize, with fake reviews now representing over 50% of all reviews analyzed across hundreds of millions of data points. He explains the rise of \"negbombing\" (coordinated fake negative reviews), why businesses have felt compelled to fight fire with fire, and how new UK legislation coming into force in Q1 2026 creates real legal and financial risks—including fines of up to 10% of global turnover. Daniel also unpacks how AI search tools and large language models are changing the game, why they rely heavily on reviews, and what this means for businesses with manipulated review profiles. From the impact on brand reputation to the shift in consumer behavior, this conversation challenges everything we thought we knew about online reviews and trust signals i…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Daniel Mohacek, Founder and CEO at Truth Engine, a company building…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1983,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/why-fake-reviews-are-the-latest-b2b-trust-crisis-daniel-mohacek-of-truth-engine-on-combating-negbombing-and-how-to-avoid-hefty-fines/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/why-fake-reviews-are-the-latest-b2b-trust-crisis-daniel-mohacek-of-truth-engine-on-combating-negbombing-and-how-to-avoid-hefty-fines.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}