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Trust & Influence in B2B: Daily Summaries Delivered
by Joel Harrison
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, but I’m going to focus particularly on thought leadership, influencer marketing and advocacy as they have particular relevance to this challenge.
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- 3 days ago43 min
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. Together, they examine how B2B technology marketing is changing as AI reshapes content creation and digital channels become more saturated than ever. Using exclusive insights from B2B Marketing Awards data, they reveal four emerging trends that are helping leading brands stand out in an increasingly crowded marketplace.➡️ Tejal explains why marketers are moving beyond traditional buyer personas and investing more heavily in developers, practitioners, employees, and advocates who influence purchasing decisions from within. The conversation explores the growing importance of employee advocacy, experiential marketing, proof-of-concept campaigns, and highly targeted direct mail programs that cut through digital noise. They also discuss why trust, authenticity, and human experiences are becoming more valuable competitive advantages—and why many marketing measurement frameworks may be preventing organizations from fully embracing these strategies.Chapters:00:00 - Introduction and Why Tech Marketing Leads B2B Innovation01:23 - Meet Tejal Patel and the Rise of Human-Centric Marketing05:21 - The Shift Toward Internal Influencers and Practitioner Audiences10:22 - Why Marketers Are Targeting Doers Instead of Decision-Makers12:15 - The Measurement Challenge Behind Long-Term Marketing Success14:02 - Employee Advocacy and Authentic Brand Influence16:51 - Proof of Concept as a Marketing Campaign18:01 - Why Demonstration Beats Persuasion20:52 - Quality Over Quantity in Modern B2B Marketing23:19 - The Growth of Experiential and Sensory Marketing25:11 - What Gen Z Buyers Teach Us About Engagement27:29 - Creating Experiences That Prove Value31:13 - Building Impactful Experiences on Smaller Budgets33:53 - The Return of Direct Mail in B2B37:21 - Has Digital Marketing Lost Its Distinction?39:59 - The One Thing Marketing Leaders Should Change Today42:34 - Final Thoughts and Closing RemarksFollow Tejal Patelhttps://www.linkedin.com/in/tejal/ https://tejalpatel.co.uk/If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It’s honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/💬 What do you think will matter more in the future of B2B marketing—AI-powered efficiency or human-centered experiences?🔔 Subscribe for more conversations with the marketers, leaders, and innovators shaping the future of B2B.📲Follow Joel Harrison and Trust & Influence in B2B across the web:LinkedIn ▶ https://linkedin.com/in/joelharrison/Podcast ▶ https://trust-influence-in-b2b.captivate.fm/Instagram ▶ https://instagram.com/joelharrisonb2b/#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #TechMarketing, #ExperientialMarketing, #EmployeeAdvocacy, #ABM, #DemandGeneration, #MarketingInnovation, #MarketingLeadership, #CustomerExperience
- 1 weeks ago42 min
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 law firms. Brian reveals how his team did something no legal firm had ever done before—becoming the first-ever official legal partner of the RHS Chelsea Flower Show—and built a full-funnel campaign around it called Flourish in the City. Could flowers, billboards, and a garden at Chelsea really deliver 350% ROI and 40 new clients in under a year?➡️ With over 30 years of B2B marketing experience across telecoms, media, and legal, Brian doesn't just talk about creativity—he proves it pays. He breaks down the strategic thinking behind Flourish in the City: why a noisy, content-saturated legal market demanded something radically different, and how a single emotionally resonant idea can anchor an entire integrated campaign. From 19 digital billboards at Bank and London Bridge, to handing flowers to city commuters, to hosting 400+ VIP clients across 57 intimate Chelsea events—this is full-funnel B2B marketing at its boldest. Brian also tackles the harder questions: how do you build internal buy-in for long-term, creative marketing investment? How do brand and ABM complement rather than compete? And what does it really take to build the kind of trust that turns one conversation into a 25-year client relationship? His two golden rules haven't changed in 30 years—and they're more relevant than ever.Chapters:00:00 - Introduction & Welcome02:09 - Brian's 30 Years in B2B Marketing05:40 - Why Legal Marketing Needed a Creative Shake-Up07:30 - About Addleshaw Goddard09:00 - The Strategic Challenge: Standing Out in a Noisy Market12:00 - Why the RHS Chelsea Flower Show?17:00 - Testing the Concept: The Chelsea Pilot19:31 - Building the "Flourish in the City" Campaign21:30 - Making the Case for Long-Term Brand Investment25:00 - Full-Funnel Activation: Billboards, Events & More32:05 - Measuring ROI: Short and Long-Term Results36:00 - Building Internal Buy-In for Creativity38:30 - Marketing Structure at Addleshaw Goddard41:33 - Transferable Lessons for B2B Marketers44:50 - Final Advice: Stay Close to Clients & Zig Don't ZagFollow Brian Macreadie, https://linkedin.com/in/bmacreadie?originalSubdomain=ukhttps://addleshawgoddard.comIf you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/💬What do you think comes first—insightful data or a compelling story? Let us know in the comments below.🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn▶ https://linkedin.com/in/joelharrison/ Podcast▶ https://trust-influence-in-b2b.captivate.fm/ Instagram▶ https://instagram.com/joelharrisonb2b/#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership
- 2 weeks ago37 min
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. Together, they expose one of B2B marketing's most uncomfortable truths: that senior leaders across major enterprises don't actually trust their own data—even when they say they do. Could the data powering your most critical business decisions be far less reliable than anyone is willing to admit out loud?➡️ Maureen draws on nearly twelve years as a B2B tech CMO and frank conversations with eighteen senior practitioners—CEOs, CDOs, and commercial leaders—to unpack the dangerous gap between stated and behavioral trust in enterprise data. She introduces the "verification tax," where organisations are burning 30 to 70% of professional time simply assembling and reconciling data rather than analysing it. They dig into why 94% of organisations still have siloed data despite years of integration projects, why legacy MarTech was never built for strategic business needs, and why vendor-funded research is feeding a narrative that doesn't match reality on the ground. On AI, the findings are stark: vendor surveys claim 93% of organisations plan to deploy autonomous AI agents within two years—yet only 3 of 18 interviewed organisations have anything resembling agentic AI in practice. Maureen also shares what genuine AI readiness requires and, crucially, three things any senior marketer can do this week—with no new budget and no board approval—to start making real, lasting progress.Chapters:00:00 - Introduction to the B2B Data Trust Crisis02:28 - Why Data Became Maureen's Central Obsession04:10 - What the Current Data Narrative Gets Wrong05:37 - Stated Trust vs. Behavioural Trust: The Key Discovery11:26 - The Verification Tax and Its Hidden Cost14:12 - Why MarTech Was Never Built for Strategy15:55 - 94% of Organisations Still Have Siloed Data19:29 - Why Vendor Research Misleads Buyers23:39 - The AI Readiness Gap: 93% vs. Reality29:08 - The Three Types of AI Organisations (and the Most Dangerous One)31:00 - Rays of Sunshine: What's Actually Working34:41 - Three Things You Can Do Starting MondayFollow Maureen Blandford, https://linkedin.com/in/maureenblandford/ https://serendipitas.comIf you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/💬What do you think is the biggest barrier to data trust in B2B—the tools, the culture, or the narrative? Let us know in the comments below.🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1👉Subscribe now and tap the bell icon to get notified whenever a new episode drops—from the show floor, the studio, or the front lines of B2B.---------------📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ Instagram ▶ <a href="https://instagram.com/joelharrisonb2b/" rel="noopener norefe
- 3 weeks ago37 min
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. Together, they tackle one of the most urgent questions facing B2B marketing leaders right now: how do you move beyond AI experimentation and drive genuine, scalable transformation? And is the operating model you choose as important as the technology itself?➡️ Angela draws on her experience working with eight of the world's ten largest advertisers across forty-eight countries to deliver a frank, practical, and genuinely eye-opening conversation. She explains why 2025 became the year of "pilot purgatory" for so many organisations—and what separates the brands that broke through from those that didn't. She unpacks the layered pressures on B2B marketing teams today, from longer deal cycles and more decision-makers to the commoditisation of AI-generated content, and makes the case for why volume without effectiveness is a dead end. Angela also tackles the environmental footprint of AI adoption—an issue she argues deserves far more attention—and sets out a clear, actionable framework for marketing leaders who want to build momentum this quarter. From governance and change management to agentic workflows and the future of the resource mix, this episode is packed with real-world insight.Chapters:00:00 - Introduction to AI-Led Marketing Transformation02:09 - How Oliver and Brandtech Group Work04:05 - What's Driving Urgency Behind AI Adoption in B2B07:09 - The Capability Gap in B2B Marketing Teams08:15 - Where Marketing Teams Are Focusing Their AI Efforts10:37 - Efficiency vs. Effectiveness: Are Teams Getting It Right?14:02 - The In-House Agency Model Explained18:26 - How Oliver's Role Has Evolved with AI20:24 - Managing the Resource Mix: Internal Teams, Agencies & AI23:11 - The Environmental Cost of AI in Marketing25:59 - What's Holding Organisations Back from Real Transformation29:37 - What Marketing Operations Will Look Like in 2–3 Years32:39 - Where Marketing Leaders Should Start This QuarterFollow Angela Tangas, linkedin.com/in/angelatangas oliver.agencyIf you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/💬What do you think comes first—insightful data or a compelling story? Let us know in the comments below.🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ |Instagram ▶ https://instagram.com/joelharrisonb2b/#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #AgenticAI, #AIT
- May 4, 202641 min
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, having served as CMO five times across PE-backed, publicly quoted, and VC-funded businesses at companies including IBM, Dell, BT, and Fujitsu. Together, they explore one of the most consequential shifts reshaping the marketing profession: the rise of private equity ownership in B2B — and what it demands of marketers operating inside it. Could the high-pressure, outcome-driven discipline of PE-backed marketing actually be making all of B2B better?➡️ Nick holds nothing back. He dismantles the cult of MQLs — sharing real-world cases where marketing leaders were measuring leads that never converted to revenue — and argues that closed-won SQLs sourced by the GTM function is the only metric that truly counts. He introduces his operating mantra of "evidence builds confidence," explains why he talks about reputation and positioning rather than brand, and breaks down what a genuine GTM engine looks like in practice: daily standups, zero ego, AI-powered tech stacks, and full sales-marketing alignment. He also speaks candidly about the personal demands of PE culture and how to manage your own capacity without burning out. If you're a marketer whose organisation has been acquired, is at risk of acquisition, or simply wants to sharpen your commercial instincts, this conversation will challenge how you think about your role and what it's really there to deliver.Chapters:00:00 - Introduction: PE and B2B Marketing 02:09 - Nick Eades: Background and Career 03:13 - How PE Transformed the B2B Landscape 06:06 - Buy and Build: The SaaS Era and Cheap Capital 08:08 - What PE Owners Actually Expect 12:09 - Marketing Inside a PE-Backed Business 14:25 - Why MQLs Don't Matter (And What Does) 17:03 - Building a GTM Engine That Drives SQLs 18:15 - The CMO Role in PE: Myth vs. Reality 22:02 - Riding Two Horses: Brand vs. Demand in PE 25:14 - Evidence Builds Confidence: Metrics That Matter 28:16 - Personal Wellbeing and Capacity in PE 32:18 - GTM as a Silo Buster 36:11 - The Death of ROI as a Standalone Metric 36:53 - Future-Proofing Your Career for a PE WorldFollow Nick Eadeshttps://linkedin.com/in/nickeades/https://freemarket.com/If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/💬What do you think comes first—proving marketing ROI or building a GTM engine that makes ROI irrelevant? Let us know in the comments below.🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/ Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ Instagram ▶ https://instagram.com/joelharrisonb2b/#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #
- Apr 28, 202638 min
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. Together, they confront one of the most pressing realities in B2B marketing today: the chaos most marketers are experiencing isn't a streak of bad luck—it's the symptom of operating models that have fundamentally broken down. Is coherence the cure, and what does it actually take to build it from the inside out?➡️ Alastair draws on TMP's Cost of Chaos Report—research spanning over a thousand B2B marketers and tech buyers—to map out the "chaos cascade": how macro forces like geopolitical instability, economic uncertainty, and rapid technological change filter down into fragmented teams, stalled deals, and burned-out marketers. He argues that the instinct to move faster or pile on more technology doesn't fix chaos—it accelerates it. The real answer is coherence: aligning brand, messaging, product, and strategy so every part of the marketing function pulls in the same direction. Along the way, they explore why product has become marketing's most disconnected discipline, how cognitive fluency underpins buyer trust, and why CMOs need to take back control of the strategic conversation rather than waiting to be handed objectives. Whether you're leading a stretched team or questioning the value of your marketing function, this episode delivers both the diagnosis and a clear direction forward.Chapters:00:00 - Introduction: The Chaos Facing B2B Marketers02:12 - What Is the Chaos Cascade?05:30 - The Human and Commercial Cost of Chaos09:00 - Why Faster and More Tech Makes Things Worse13:15 - Defining Coherence: What It Actually Means17:00 - The CMO as Chief Market Officer19:45 - Why Product Is the Most Disconnected Area22:20 - Making the Business Case for Coherence24:00 - 97% of Buyers Notice Vendor Coherence26:30 - Cognitive Fluency and Buyer Trust30:00 - Buyer-Side Barriers: Decision Makers, Messaging, and Trust33:45 - Realistic Expectations for CMOs Under Pressure36:00 - Where Coherence Breaks Down in Practice38:00 - Advice for Overwhelmed Marketing LeadersFollow Alastair Hussain,https://linkedin.com/in/alastairhussain/https://tmpb2b.comIf you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/💬What do you think comes first—fixing internal alignment or improving external messaging? Let us know in the comments below.🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1📲Follow Joel Harrison and Trust & Influence in B2B across the web:LinkedIn ▶ https://linkedin.com/in/joelharrison/Podcast ▶ https://trust-influence-in-b2b.captivate.fm/Instagram ▶ https://instagram.com/joelharrisonb2b/#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #MarketingOperations, #CMOLeadership, #B2BGrowth, #CostOfChaos, #MarketingAlignment, #BuyerTrust, #B2BStrategy
- Apr 21, 202637 min
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 B2B and B2C marketing on the client, agency, and provider sides. The fractional CMO model is having a moment—but is it a real structural shift in marketing leadership, or just a buzzword that's been marketered up? And what does its rapid rise reveal about how organizations truly value marketing?➡️ Skip has been working fractionally since before it was fashionable, and he doesn't hold back. He breaks down the real distinctions between a fractional CMO, a consultant, and a contractor—and why getting that wrong can cost organizations dearly. He explores the cost and structural forces driving the fractional trend, from cash-strapped scale-ups to founders seeking an exit strategy. Skip also addresses the harder truths: how marketing's long-standing failure to speak the language of finance has made it easier for businesses to sideline strategic marketing in favor of cheaper, more piecemeal solutions. He shares how trust is built (and lost) when you're only present part-time, and offers a grounded take on whether this model is a genuine step forward—or a warning sign for the profession. If you're weighing up a move to fractional, hiring one, or simply trying to understand where senior B2B marketing leadership is headed, this is essential listening.Chapters:00:00 - Introduction to the Fractional CMO Trend02:13 - Defining the Fractional CMO Role05:00 - Fractional vs. Consultant vs. Contractor07:10 - Why the Term "Fractional" Has Exploded09:00 - How Skip Got Into Fractional Work10:30 - Cost and Structural Drivers Behind the Model13:35 - Marketing's Place in the Revenue Function18:20 - The Fractional CMO in Unstable or Transitioning Orgs21:55 - Marketing's Failure to Speak the Language of Finance25:00 - Is a Little Marketing Better Than No Marketing?28:00 - How Fractional CMOs Build Trust31:45 - The Gig Economy and the Fractional Lifestyle34:45 - Is the Fractional Model Here to Stay?Follow Skip Fidura,linkedin.com/in/skipfidura If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/ 💬What do you think comes first—proving marketing's ROI or earning a seat at the leadership table? Let us know in the comments below.🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1 📲Follow Joel Harrison and Trust & Influence in B2B across the web:LinkedIn ▶ https://linkedin.com/in/joelharrison/ Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ Instagram ▶ https://instagram.com/joelharrisonb2b/ #JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #FractionalCMO, #MarketingLeadership, #CMO, #ScaleUp, #B2BTech, #MarketingROI, #GigEconomy, #SeniorMarketing
- Apr 16, 202635 min
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 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 productWhy trust in B2B is already being broken by human failures — and how agentic workflows are designed to fix themThe real risks: scaling bad decisions fast, fragmented data systems, and the governance gap most organisations haven't addressedWho's accountable when an AI agent gets something wrong — and how well-designed workflows should handle itWhat 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 workflowsWhere Andy sees this all heading by 2030 — and what B2B marketers should be doing right now to get readyAbout Andy JohnsonAndy Johnson is founder and director of client strategy at HUT3, an award-winning ABM agency operating across the B2B landscape. HUT3 have been among the earliest agencies to move from talking about agentic AI to building with it, developing workflows across research, content creation, personalisation and campaign activation. Andy brings over 30 years of experience in account-based marketing to his thinking on how AI is reshaping the discipline.Resources and linksFind out more about HUT3 at hut3.co.ukConnect with Andy Johnson on LinkedInSubscribe to the Trust & Influence in B2B podcast on Spotify, Apple Podcasts, and YouTubeRead the accompanying LinkedIn newsletter article: Can you orchestrate trust with AI agents?Subscribe and connectIf you enjoyed this episode, please take a moment to leave a rating or review — it helps other B2B marketers discover the show. And if you're watching on YouTube, hit subscribe so you don't miss future episodes.
About Trust & Influence in B2B
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, but I’m going to focus particularly on thought leadership, influencer marketing and advocacy as they have particular relevance to this challenge.
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