Trust & Influence in B2B

Automating judgment, not just tasks | Michelle Huff on building AI trust the way you'd onboard a new hire

Every B2B vendor now has an AI story. Michelle Huff, Chief Marketing Officer at Alteryx, argues that's exactly the problem: when everyone makes the same promise, position

Before 'sleeping giant' Iron Mountain got loud, it had to be believed | CMO Karen Feldman on earning that trust

Iron Mountain is nearly 75 years old, built on physical records storage, and structured as a real estate investment trust — known for most of its history for warehouses a

Finally! A replacement for NPS... or is it? | How Tony Larks hacked Bain & Co's groundbreaking 'shortlist score'

NPS has survived more obituaries than almost any other metric in B2B marketing — and it's still standing. Bain & Co.'s newest research doesn't try to kill it off again; i

Why influencer skills are becoming essential for B2B CMOs | With Archana Dhankar of Proofpoint

Most B2B marketing leaders aren't short on expertise — they're short on the confidence and the practised skill to be visible with it, whether that's in the room with thei

From the moshpit to the marketing plan | What a decade in the music business taught Jason Miller about attention in B2B

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jason Miller, who leads content and marketing at V7 Labs and previously held senior

Stop trying to please everyone! | Karl Van den Bergh of Illumio on why consistency, not consensus, is what earns trust in B2B

Most leadership advice pushes you toward a familiar template: decisive, diplomatic, endlessly composed. It's meant to build trust. Often it does the opposite – because tr

Employee voices drown out brand voices in B2B – so how do you orchestrate them? Rida Oyebade of Workday on employee advocacy

Why is employee advocacy so often mistaken for a content strategy? Rida Oyebade, Senior Social Media Manager at Workday, explains why handing employees “ready-made conten

Growth, creativity and trust: the B2B story of Cannes Lions 2026

In this special edition of Trust & Influence in B2B, Joel Harrison is joined by Fiona McKenzie of Marketbridge to make sense of Cannes Lions 2026. Fresh from five days of

The deal is won before you're in the room | Why the recommended choice now beats the visible one, with Lottie O'Donoghue from Velo

Most of the conversations that decide a B2B deal happen in a room you'll never be in. Buyers swap recommendations, compare notes and build their shortlists in spaces mark

Why lead gen is still B2B's trust free zone | How blind faith and 'tolerable mischief' underpins a global industry, with Robin Caller of Leadscale

Lead generation is the discipline B2B marketing relies on most and trusts least. In this episode of Trust & Influence in B2B, Robin Caller, founder and CEO of Leadscale,

Stop claiming you're the best! AI will mark you down for it | Tom Rudnai on winning influence in the age of Dark AI

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tom Rudnai, Founder of Demand Genius and author of the Dark AI study — a research pr

Why Replacing Junior Marketers With AI Is a False Economy | Professor Laura Chamberlain on Next-Gen Talent

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Professor Laura Chamberlain, Professor of Marketing at the University of Warwick and

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

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 Tech Marketing's Human-First Future in The Age of AI | Exclusive Insights from B2B Marketing Awards Data, Focusing on Four Key Trends, with Tejal Patel

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tejal Patel, Independent Marketing Consultant and former marketing leader at Cisco,

Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Brian Macreadie, Head of Marketing at Addleshaw Goddard, one of the UK's most creati

Why Data is Still The Achilles Heel of B2B Marketing | Trust in Data Remains at Rock-Bottom for Enterprises — Maureen Blandford Explains What Marketers Can Do About It

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maureen Blandford, Founder of Serendipitas and co-author of the Diginomica Enterpris

The Four Pillars of Success in The Agentic AI Era: Governance, Judgement, Taste and Orchestration | With Angela Tangas of Oliver

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Angela Tangas, CEO of Oliver, part of the Brandtech Group—the original pioneers of t

Is PE killing the B2B ROI imperative? | Nick Eades on what PE-backed marketing teaches the rest of B2B

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Nick Eades, Chief Strategy Officer at Freemarket and one of B2B marketing's most exp

Chaos is B2B's problem. Coherence is the answer | Why B2B marketers need to fix their operating model, with Alastair Hussain of TMP

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Alastair Hussain, Chief Strategy Officer at TMP (The Marketing Practice), a speciali

Is fractional the future — or a warning sign? | Skip Fidura on what the rise of the fractional CMO really tells us about B2B marketing

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Skip Fidura, Fractional CMO, Non-Executive Director, and Board Advisor with over 20