Based on the podcast transcript, here's the revised episode description:

Episode Description

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Stuart Giddings, CEO and co-founder of Beettoo, a new generation B2B agency built on flexible talent models and partnership ecosystems. With two decades at the forefront of B2B marketing and agency transformation, Stuart brings a refreshingly candid perspective on why the traditional agency model is broken—and what's emerging in its place. Can agencies remain trusted partners while radically rethinking how they're structured, staffed, and priced?

➡️ Stuart doesn't hold back. He argues that the conventional B2B agency has become commoditized—reduced to admin resource rather than strategic partner—and that the path forward requires embracing agility, flexible resourcing, and outcome-based value over headcount-based growth. Drawing from insights shared at a recent B2B Marketing Leaders Roundtable, they explore how agencies are experimenting with distributed talent models, using 30-50% freelance or partner networks, and wrestling with questions around quality control, client consistency, and financial sustainability.

They also tackle the tough questions: How do you maintain trust with clients during constant change? Can you deliver strategic value when your team isn't all under one roof? And what happens when AI, in-housing pressures, and talent pipeline challenges converge all at once? If you're an agency leader, marketing director, or anyone navigating the future of B2B marketing partnerships, this conversation offers honest, practical perspectives on what's actually working—and what needs to change.

Chapters:

00:00 - Introduction

01:22 - The Broken Agency Model

07:17 - Managing Distributed Teams

12:00 - New Financial Models

19:08 - Building Partner Ecosystems

24:33 - Talent and AI Challenges

29:17 - Agency Consolidation

33:33 - The AI Question

37:17 - The Future Agency

Follow Stuart Giddings

https://linkedin.com/in/stuartgiddings

https://beettoo.com

If you care about the future of agency models, building sustainable partnerships, and delivering real value in an era of constant disruption, this conversation is for you. It's pragmatic, forward-thinking, and packed with insights for anyone rethinking how B2B marketing services should be structured and delivered.

🌐 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 traditional agency model truly broken, or just evolving? 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

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📲 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 ▶...

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Giuseppe Caltabiano, Senior Director of Marketing at AVK. Together, they explore the fascinating journey of how AVK transformed from a niche data center energy provider into a bold, memorable brand that's breaking conventions in the B2B space. How do you make power solutions for data centers exciting and human? Can coloring books and billboards really work in technical B2B marketing?

➡️ Giuseppe brings a unique perspective as both a practitioner and academic, combining rigorous marketing theory with creative execution. He shares the compelling story behind AVK's unconventional brand refresh—from creating coloring books that position the company as playful and approachable, to installing bold billboards in unexpected locations. You'll discover why storytelling is fundamental to B2B success (backed by neuroscience), how AVK leveraged employee stories to build authentic brand narratives, and why breaking with industry conventions can be your competitive advantage. Giuseppe also reveals how classical marketing principles like mental availability and the 95-5 rule apply perfectly to complex B2B environments, and discusses the crucial crossroads facing the data center industry as it balances growth with community concerns.

If you're a B2B marketer looking to break free from conventional approaches, build trust through authentic storytelling, and create campaigns that actually stand out in a crowded marketplace, this conversation is packed with actionable insights and inspiration. Giuseppe's approach proves that B2B marketing doesn't have to be boring—it just has to be human.

Chapters:

[00:01] Introduction to Trusted Influence in B2B

[02:10] What AVK Does - Energy Solutions for Data Centers

[04:06] The Power of Storytelling in B2B Marketing

[09:13] The Brand Refresh Challenge and Opportunity

[18:12] Engaging Internal Teams Through Storytelling

[24:57] From Billboards to Coloring Books - Creative Campaign Tactics

[32:29] Applying Marketing Effectiveness Principles in B2B

[37:35] What's Next for AVK's Brand Journey

Follow Giuseppe Caltabiano

https://linkedin.com/in/giuseppecaltabiano

AVK Website: https://www.avkgroup.com

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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 unconventional marketing tactics have worked for you in B2B? 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 ▶

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Dan Shaw, CEO at Funnel Fuel. Together, they tackle one of the most overlooked yet critical aspects of Account-Based Marketing: account selection. While ABM has become a cornerstone strategy for B2B marketers, the foundational "A" in ABM is often neglected—leading to campaigns built on outdated data, misaligned objectives, and ultimately, broken trust between sales and marketing teams. So how do you get account selection right when it can make or break your entire ABM program?

➡️ Dan brings a refreshingly transparent perspective on what's actually going wrong in the ABM space and, more importantly, how to fix it. He challenges the industry's default position of promising 100% coverage rates and reveals why even the cleanest account lists can be nearly impossible to target with precision. From companies that no longer exist appearing on target lists to the fundamental disconnect between sales and marketing in defining those crucial accounts, Dan doesn't hold back. He explains why transparency must come before trust, how to leverage intent data and lookalike modeling intelligently, and why marketers need to stop being passengers in the account selection process. They also explore the practical steps marketing leaders can take to rebuild credibility, align with sales through data-driven conversations, and create ABM programs that actually move the needle—not just tick boxes.

If you're frustrated with ABM programs that fail to deliver, struggling to get sales buy-in on your target accounts, or simply want to understand how to build stronger foundations for account-based success, this conversation delivers actionable insights that can transform your approach. Dan and Joel discuss real-world tactics for navigating poor data quality, the importance of distinguishing between growth, opportunity, and retention accounts, and why flexibility mid-campaign isn't a weakness—it's essential.

Follow Dan Shaw,

https://linkedin.com/in/danshaw/

https://funnelfuel.io

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—accurate account data or compelling ABM strategy? Let us know in the comments below.

📲 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/

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