Trust & Influence in B2B
Joel Harrison
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S1E62 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 software company serving…
S1E61 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, Microsoft, and Nokia.…
S1E60 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 creatively ambitious international…
S1E59 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 Enterprise Data Health Study.…
S1E58 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 the in-house agency model.…
S1E57 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 experienced senior leaders,…
S1E56 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 specialist B2B marketing agency.…
S1E55 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 years of experience across…
S1E54 When AI agents handle your B2B buyers, who owns trust?
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…
S1E53 The Advocacy Gap: The huge missed opportunity of employee voices in B2B campaigns
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robyn Hartley, Managing Director at Paper Kite Media. Drawing on a rigorous analysis of B2B Marketing Awards…
S1E52 Trust: the antidote to machine-gunned AI slop | Why AI's content explosion is putting humanity at the forefront, with Phil Treagus-Evans
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Phil Treagus-Evans, Co-founder and CEO at Giraffe Social. Phil discusses his 2025 book, "Human First Marketing,"…
S1E51 Inside influencer marketing: the most powerful tool you're probably not using (yet) | Five trends driving success, based on B2B Marketing Awards case studies
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kristen Esto, Founder of Customer Influence, a specialist influencer and creator marketing agency. They explore…
S1E50 Breaking down marketing's closed door | Why widening access makes marketing better for everyone, with Martin Troughton of the Marketing Skills Trust
Marketing is often described as a profession that welcomes everyone. The reality is rather different. Entry still depends too heavily on who you know, which school you attended, and whether marketing…
S1E49 From openness to insularity | Insights from Edelman's Trust Barometer on why trust is retreating and what B2B marketers must do about it
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Andrew Mildren, MD of Edelman Business Marketing for EMEA, to dig into the 2026 Edelman Trust Barometer — based…
S1E48 Resourcing, recruitment and responsibilities | How trust is defining new models for teams and roles for individuals - with Jon Watton and Tom Howe
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jon Watton, Fractional CMO and experienced B2B tech marketing leader, and Tom Howe from Jefferson Group, to…
S1E47 Thought Leaders, Influencers and Advocates | Introducing the B2B Matrix of Influence
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Katy Howell, Founder and CEO of Immediate Future, a social media agency she has led since 2004. Together, they…
S1E46 Thought leadership's great leap forward | Five trends illustrating TL's emergence as a dynamic, full-funnel marketing discipline - with Rob Mitchell of Exhibit-B
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Rob Mitchell, Co-Founder of Exhibit-B and former CEO of FT Longitude. Together, they explore how thought…
S1E45 Martech integration isn't a tech problem – it's a trust problem | Why the most persistent challenge is human, not technical, with insights from the Mosaic thinktank
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Adam Sharp, CEO and Co-founder of Clever Touch, Robert Nicholson, Digital Marketing Director at Robert Walters,…
S1E44 From -10 to +63 NPS: How Mitie Used Brand Purpose to Win Hearts and Minds | Maria Winn on a Trust-led Transformation
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maria Winn, Chief Marketing Officer at Mitie, the UK's leading facilities management company. They explore how…
Trust & Influence in B2B Trailer
B2B marketing faces a growing trust and attention crisis as buyers are overwhelmed by content and AI-driven noise. Hosted by Joel Harrison, a long-time B2B advocate and founder of B2B Marketing…
Frequently Asked Questions
Trust & Influence in B2B has published 62 episodes since February 2025, covering topics in Arts, Business.
Trust & Influence in B2B is currently highly active with new episodes weekly. Average episode length is 37m.
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