Trust & Influence in B2B

Joel Harrison
  • 4.2 (5)
  • MARKETING
  • UPDATED WEEKLY

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.

  1. 2D AGO

    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 explore one of the most pressing issues facing the industry: the future of B2B marketing roles, team structures, and organizational trust. Marketing headcounts are shrinking, recruitment has stalled, and the rules of the job market have fundamentally shifted. So is this a crisis — or simply a long overdue correction? ➡️ Jon and Tom bring two sharply different perspectives — one from inside the market navigating it as a senior marketer, the other from a front-row seat in hiring across B2B. Together, they dig into the post-COVID hiring hangover, the intense pressure to deliver short-term results at the expense of long-term strategy, and how AI is reshaping both what marketing teams look like and what's expected of them. They also explore why fractional leadership is emerging as a new model of trust, the growing danger of a "squashed middle" in marketing management, and what the B2B marketing team of the future will actually look like. Both guests close with direct, actionable advice on what marketers should be doing right now to future-proof their careers. Chapters: 00:00 - Introduction: Trust and the Future of B2B Marketing Roles 01:03 - How Recruitment Signals Trust in Marketing 01:42 - Introducing Jon Watton and Tom Howe 02:24 - The Reality of the Senior B2B Marketing Job Market 05:26 - A Generational Shift or a Post-COVID Hangover? 08:07 - Identity Crisis: What Do Companies Actually Want from Marketing? 11:37 - Short-Term Pressure vs. Long-Term Strategy 16:31 - How Marketing Team Structures Are Changing 19:41 - The Rise of Specialists and the Diamond-Shaped Team 24:05 - The Squashed Middle: Pressure on Marketing Managers 26:17 - AI, Human Judgment, and the Trust Equation 29:15 - Trust Declining in Human Marketers — or Just Cost Pressure? 31:40 - The Future Marketing Leader and AI Fluency 34:18 - Fractional, Freelance, and Flexible: New Models for Teams 38:41 - The Rise of B2B Marketing Agencies Again 40:59 - Career Advice: What Marketers Should Do Now 43:17 - Closing Thoughts and What's Coming Next Follow Jon Watton, https://linkedin.com/in/jonwatton Follow Tom Howe, https://linkedin.com/in/tomhowe https://jeffersongroup.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 comes first---rebuilding trust in marketing or proving ROI? 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, #MarketingRecruitment, #FractionalCMO, #MarketingLeadership, #AIinMarketing, #B2BTeams, #MarketingCareers, #FutureOfMarketing

    44 min
  2. Thought Leaders, Influencers and Advocates | Introducing the B2B Matrix of Influence

    FEB 25

    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 tackle one of B2B marketing's most persistent blind spots: the difference between thought leaders, influencers, and advocates — and what happens when brands get it wrong. Are you unknowingly leaving your most powerful trust-building channels completely unused? ➡️ Katy brings deep, practical experience in influencer strategy and pulls no punches. She and Joel explore why B2B marketers default to treating influence like a media buy — focused on reach and clicks — rather than asking how each persona actually shapes buyer decisions and builds lasting credibility. Joel also introduces his new B2B Matrix of Influence, built from analysis of over a thousand B2B marketing awards entries, mapping five distinct trust personas and how they should be deployed. They dig into why customer advocates are used in just 11% of campaigns, why employee advocates are chronically undervalued, and how brands can stop over-controlling the very people they need to trust them. Katy's closing soundbite says it all: influence is not a content tactic — it's a trust system. If you want to rethink how your brand earns credibility in a world drowning in AI-generated content, this episode is essential listening. Chapters: 00:00 - Introduction to the B2B Matrix of Influence 01:02 - Why Marketers Confuse Thought Leaders, Influencers & Advocates 02:09 - Treating Influence Like a Media Plan: The Problem 04:21 - Why the Trust Problem Has Gotten Worse 06:47 - Internal vs. External Voices: Understanding the Difference 09:04 - The Jazz Metaphor: Giving People Freedom Within a Framework 12:37 - Research Findings: How B2B Campaigns Use Trust Personas 15:15 - Introducing the B2B Matrix of Influence Framework 20:37 - How to Work With Unpaid External Influencers 23:01 - Paid Influencers: Autonomy Over Direction 25:11 - Customer Advocates: The Most Underused Trust Asset 27:37 - How to Use the Matrix to Build a Trust Plan 31:24 - Final Thoughts: Influence Is a Trust System, Not a Content Tactic Follow Katy Howell, https://www.linkedin.com/in/katyhowell/ https://immediatefuture.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 comes first---building a strategy around the personas you have, or the trust gaps you need to fix? 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, #InfluencerMarketing, #B2BTrust, #CustomerAdvocacy, #EmployeeAdvocacy, #B2BInfluence, #MatrixOfInfluence, #TrustInMarketing, #B2BLeadership

    34 min
  3. 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

    FEB 17

    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 leadership is undergoing a dramatic transformation, evolving from a traditional top-of-funnel brand-building tool into a dynamic, full-funnel marketing discipline. Is thought leadership finally delivering the commercial value B2B marketers have been waiting for? ➡️ Rob brings over 20 years of expertise in thought leadership. Based on Joel's analysis of hundreds of B2B Marketing Awards entries, they unpack five critical trends: the data foundation gap revealing most campaigns lack robust research, the surge in sales integration with over 53% now including sales enablement, the format revolution with documentary content doubling while audio declines, the untapped potential of interactive content, and the distribution shift from broadcast to direct channels. They discuss why synthetic data isn't ready, how to commercialize without killing trust, and why formats matter less than substance. Chapters: 00:00 - Introduction to Thought Leadership's Evolution 02:34 - Rob Mitchell's Journey into Thought Leadership 03:47 - The Data Foundation Gap 15:23 - The Sales Integration Surge 24:19 - The Format Revolution 32:09 - The Dynamic Content Gap 37:15 - Distribution Shift: Broadcast to Direct 43:13 - Where Thought Leadership is Heading Follow Rob Mitchel https://www.linkedin.com/in/rob-mitchell-ned/?originalSubdomain=uk https://exhibit-b.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 matters more—data-driven research or compelling storytelling? 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, #SalesEnablement, #ContentMarketing, #MarketingResearch, #FullFunnelMarketing, #B2BLeadership

    47 min
  4. 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

    FEB 10

    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, and Alec Weeks from Clever Touch. Together, they tackle one of B2B marketing's most persistent challenges: MarTech integration. Despite years of investment and countless vendor promises, only 14% of marketing technology systems are properly integrated, and a staggering 60% of MarTech capability goes entirely unused. But why does integration remain so stubbornly difficult, and what's really holding organizations back? ➡️The guests bring unique perspectives from both consulting and practitioner sides. Adam chairs the Mosaic MarTech Think Tank, which convenes senior marketing technology practitioners to explore real-world challenges. Robert has scaled Robert Walters' marketing operations from a team of three to 40+ globally. What emerges from their conversation is a crucial insight: integration isn't primarily a technical challenge—it's a trust challenge that happens to involve technology. They dive into why trust between marketing, IT, legal, and compliance teams is the real bottleneck, how vendor AI promises often clash with compliance realities, and why data governance remains fundamental. The conversation explores whether AI will make integration non-negotiable or add another layer of complexity, while sharing practical insights on building the business case, balancing centralized control with agility, and taking first steps that drive value. Chapters: 00:00:00 - Introduction to Trust & Influence in B2B 00:02:36 - The MarTech Integration Challenge 00:05:00 - Why Integration Remains So Difficult 00:10:00 - The Trust Problem Between Teams 00:15:00 - Data Quality and Governance Issues 00:20:00 - Vendor Promises vs Reality 00:24:00 - The Role of Marketing Leaders 00:28:00 - AI's Impact on Integration 00:33:00 - Centralization vs Agility Debate 00:38:00 - Building the Business Case 00:43:00 - Practical Steps Forward Follow Adam Sharp https://linkedin.com/in/adamsharpconsultant/ https://clevertouch.com/ Follow Robert Nicholson https://linkedin.com/in/robert-nicholson-digital/ https://robertwalters.com/ Follow Alec Weeks https://linkedin.com/in/alec-weeks/ If you're struggling with MarTech integration or wondering why your stack isn't delivering value, this conversation offers honest, practical insights from people who live these challenges every day. 🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/ 💬How are you tackling MarTech integration in your organization? 🔔Subscribe 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/

    45 min
  5. From -10 to +63 NPS: How Mitie Used Brand Purpose to Win Hearts and Minds | Maria Winn on a Trust-led Transformation

    FEB 3

    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 Mitie transformed from a -10 NPS to +63 NPS through authentic brand purpose. What does it take to make purpose resonate with 70,000 employees and drive real trust? ➡️ Maria shares the journey of developing "Better Places, Thriving Communities"—a purpose that needed to work for everyone from frontline cleaners to AI engineers. She reveals why they involved hundreds of employees early, how they balanced internal embedding with external launch, and why letting go of legacy language was their biggest challenge. They discuss the purpose-trust connection in service businesses, why marketing-HR alignment is critical, and the compelling data: organizations with well-embraced purposes have 39% higher revenues. Chapters: 00:00 - Introduction to Trust in B2B Marketing 02:14 - Maria Winn's Journey to Mitie 05:37 - Why Brand Evolution Became Necessary 06:23 - The -10 to +63 NPS Transformation 08:15 - Creating Authentic Purpose, Not Just Words 10:18 - "Better Places, Thriving Communities" 14:07 - Engaging 70,000 Employees in Purpose 18:22 - Purpose as a Trust Builder in B2B Services 22:27 - Balancing Long-Term Brand with Demand 25:51 - Overcoming the Legacy Challenge 30:01 - Key Principles for Purpose-Driven Trust 33:16 - Embedding Purpose in Culture 35:37 - The Business Impact: 39% Revenue Lift Follow Maria Winn, https://linkedin.com/in/mariawinn/ https://www.mitie.com If you're leading brand transformation or wondering whether purpose drives business results, this conversation delivers practical insights and honest reflections on building trust through purpose. 🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/ 💬What's your experience—does purpose drive trust in your organization? Share your thoughts. 🔔Subscribe for weekly insights, interviews, and 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, #BrandPurpose, #EmployeeEngagement, #NPSTransformation, #CustomerTrust, #CMOInsights

    36 min

  6. TRAILER

    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 Magazine, the podcast focuses on how trust and influence are truly built in modern B2B. Through conversations with CMOs, founders, analysts, and practitioners, it delivers practical, real-world insights on earning buyer trust, the evolving role of thought leadership and influencers, and how brands can be chosen—not just noticed—to drive growth.

    1 min
  7. Experiences, relationships and craftsmanship | Jon Miller (Marketo founder) on building trust in the age of AI slop

    JAN 27

    Experiences, relationships and craftsmanship | Jon Miller (Marketo founder) on building trust in the age of AI slop

    In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jon Miller, co-founder of Marketo and Engagio, and one of the most influential figures in modern B2B marketing. Jon literally helped create the demand generation playbook that defined an entire era of marketing automation—and now, he's here to explain why that same playbook might be fundamentally broken. What happens when the very systems you helped build no longer reflect how buyers actually make decisions? ➡️ Jon brings a rare combination of technical rigor (he studied physics before pivoting to marketing) and decades of hands-on experience building category-defining companies. He doesn't just critique the old model—he unpacks why MQLs, linear funnels, and attribution models were always a bit simplistic, and why they've become completely disconnected from today's complex, non-linear buying reality. This conversation digs into the chaos theory of B2B buying, the rising importance of brand over demand, and why trust has become the most critical currency in an era of AI-generated content overload. Jon also reveals what he believes CMOs need to do differently to survive the next decade, why marketing platforms built for the old playbook are now limiting progress, and what he's building next to solve these challenges. If you've ever felt like your marketing metrics don't tell the full story, or wondered why demand gen tactics that used to work suddenly don't, this episode will give you clarity. Jon talks openly about the internal trust crisis facing CMOs, the political coalition-building skills that tomorrow's marketing leaders will need, and why the future of B2B marketing will be defined by experiences, relationships, and craftsmanship—not just campaigns and conversions. Whether you're questioning the MQL model, struggling to justify brand investment, or trying to navigate AI's impact on your go-to-market strategy, this conversation offers both validation and a path forward. Follow Jon Miller https://www.linkedin.com/in/jonmiller2/details/experience/ https://www.linkedin.com/company/adobemarketoengage/ 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—building demand or building brand? 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 00:00 - Introduction 02:33 - Jon's journey from physics to pioneering marketing automation 08:06 - Why the MQL model is fundamentally flawed and no longer works 13:58 - The evolution from demand gen to ABM to brand focus 18:36 - The critical role of trust in B2B brand building 22:23 - The internal trust crisis facing CMOs today 25:11 - What the next generation of successful CMOs will look like 30:12 - Jon's new AI-native startup in stealth mode 32:04 - How marketers should adapt to the AI-powered future 35:09 - The future of marketing: experiences, relationships, and craftsmanship 📲 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, #JonMiller, #MarketingAutomation, #DemandGeneration, #AccountBasedMarketing, #ABM, #MarketingLeadership, #CMOInsights, #BrandBuilding, #AIinMarketing, #MarketingPlaybook

    38 min
  8. The $6 trillion opportunity: how western B2B brands can thrive in Japan and Korea | With Robert Heldt of AIM

    JAN 20

    The $6 trillion opportunity: how western B2B brands can thrive in Japan and Korea | With Robert Heldt of AIM

    In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robert Heldt, CEO of AIM B2B, a B2B marketing and PR agency specializing in helping Western companies navigate the Japanese and South Korean markets. With 17 years of experience in Japan and a new office opening in South Korea in early 2025, Robert brings invaluable insights into two of Asia's most sophisticated yet distinctly different economies. Together, they tackle a critical question: Why do so many Western B2B companies fail when they treat Japan, Korea, and the broader Asian market as one homogeneous opportunity—and what does it really take to succeed? ➡️ Robert reveals the stark differences between Japan's relationship-first, risk-averse business culture and South Korea's fast-paced, digitally-driven marketplace. He explains how trust operates fundamentally differently in these markets, why your global marketing strategy won't land without deep localization, and the cultural missteps that can kill momentum before you even get started. From understanding the role of hierarchy and consensus-building in Japan to navigating South Korea's "Ppalli-Ppalli" (fast-fast) mentality while still respecting traditional business structures, Robert unpacks what Western companies must know before entering these $6 trillion markets. He also dives into channel strategy—why LinkedIn advertising fails in Japan while trade events thrive, why Naver and Kakao dominate in Korea, and how content expectations differ dramatically between formal, data-heavy materials in Japan versus visual, dynamic content in South Korea. They explore the agency landscape, regulatory compliance, PR dynamics including Japan's exclusive Press Club system, and the essential first steps for market entry. Follow Robert Heldt, https://linkedin.com/in/robert-heldt/ https://aim-b2b.com/ If you're considering expansion into Japan or South Korea, or simply want to understand how cultural nuance shapes B2B marketing success in sophisticated Asian markets, this conversation is essential listening. It's practical, detailed, and filled with actionable insights that can save you time, budget, and costly mistakes. 00:00 - Introduction and episode overview 02:15 - Robert's background: from hospitality to B2B marketing in Japan 05:30 - Understanding the $6 trillion opportunity in Japan and South Korea 08:45 - Why treating Asia as one market is a costly mistake 12:20 - Cultural foundations: Confucian roots, hierarchy, and trust dynamics 15:40 - Buyer behavior differences between Japan and Korea 18:30 - Channel strategy: Why LinkedIn fails in Japan but trade events thrive 22:15 - Digital landscape: Yahoo Japan, Naver, Kakao, and YouTube 26:00 - Content expectations: Formal vs. visual, data vs. speed 29:20 - The consumerization of B2B content in Korea vs. traditional formats in Japan 31:30 - PR and earned media: Navigating Japan's Press Club system 35:10 - Regulation and compliance: Data privacy and advertising standards 37:45 - The agency landscape: Dentsu, Hakuhodo, and finding the right partners 40:20 - Essential steps for market entry and go-to-market strategy 42:30 - Future trends and closing thoughts 🌐 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 matters more—speed to market or cultural respect? 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, #JapanMarket, #SouthKoreaMarketing, #AsiaExpansion, #GlobalMarketing, #MarketEntry, #B2BInternational, #CrossCulturalMarketing, #APACMarketing

    44 min
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Trailer

Ratings & Reviews

4.2
out of 5
5 Ratings

About

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.

Information

  • Creator
    Joel Harrison
  • Years Active
    2025 - 2026
  • Episodes
    49
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Joel Harrison
  • Show Website
    Trust & Influence in B2B