{"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 trust is a critical innovation enabler in B2B | Carla Johnson on the power of high-trust teams","slug":"why-trust-is-a-critical-innovation-enabler-in-b2b-carla-johnson-on-the-power-of-high-trust-teams","published_at":"2025-12-16T11:00:00+00:00","page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194/why-trust-is-a-critical-innovation-enabler-in-b2b-carla-johnson-on-the-power-of-high-trust-teams","show_page_url":"https://stenobird.com/podcast/trust-influence-in-b2b-7231194","url":"https://joelharrison1.wpenginepowered.com/why-trust-is-a-critical-innovation-enabler-in-b2b-carla-johnson-on-the-power-of-high-trust-teams","audio_url":"https://episodes.captivate.fm/episode/0505e687-2071-43aa-917a-52b25c3fdb80.mp3","summary":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Carla Johnson, a globally recognized marketing and innovation strategist, speaker, and author of Rethink Innovation . Carla has helped some of the world's top B2B brands—from Emerson and Dell to Intel—reimagine how they inspire creativity, tell authentic stories, and earn lasting trust. What does it really take to build trust in an era where buyers believe peers and employees more than brand advertising, and how can B2B organizations unlock creativity when risk aversion still dominates? ➡️ Carla doesn't hold back. He reveals why trust is the hidden currency that powers innovation, why consistency matters more than perfection, and how storytelling transforms credibility into real influence. They explore how brand values must translate into employee freedom, why thought leadership requires taking the heat along with the glory, and what AI means for the future of authentic marketing. From the importance of making people uncomfortable with your ideas to how a 125-year-old industrial company used Barbie as inspiration for a values campaign, this conversation challenges conventional B2B wisdom at every turn. Carla also shares practical frameworks from his work, including why 90% of innovation happens outside traditional innovation teams and how B2B marketers can use AI to think with them, not for them. 00:00 Introduction to Trust and Influence in B2B 00:27 Meet Cara Johnson: Marketing and Innovation Strategist 01:03 The Role of Trust in B2B Marketing 02:28 Consistency and Creativity in Building Trust 05:40 Thought Leadership and Trustworthiness 10:31 Employee Advocacy and Authenticity 17:21 Storytelling as a Currency of Trust 20:22 AI's Impact on B2B Marketing and Trust 29:15 Innovation and…","meta_description":"In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Carla Johnson, a globally recognized marketing and innovation strate…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2254,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/why-trust-is-a-critical-innovation-enabler-in-b2b-carla-johnson-on-the-power-of-high-trust-teams/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-trust-is-a-critical-innovation-enabler-in-b2b-carla-johnson-on-the-power-of-high-trust-teams.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}