『Trust & Influence in B2B』のカバーアート

Trust & Influence in B2B

Trust & Influence in B2B

著者： Joel Harrison
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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.Copyright 2026 Joel Harrison アート マーケティング マーケティング・セールス 経済学
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  • 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

    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
    2026/06/09
    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 160,000 customers across Europe, Asia, and the Americas. While headlines scream of AI-driven redundancies at tech giants, Access Group took the opposite approach: hiring more people, running company-wide hackathons, and building a culture where AI is simply business as usual. So what does a genuinely human-led AI transformation actually look like from the inside?➡️ Kate walks through every stage of Access Group's journey—from pockets of shadow AI usage and no formal governance, to enterprise Claude licenses with custom brand skills built in. She reveals the story behind the now-legendary "AI bus" metaphor that united 9,000 employees around a single, simple idea, and explains how structured playtime—not mandates—turned the biggest sceptics into the most vocal champions. She digs into why Access chose to protect junior talent rather than cut it, how one senior designer reinvented himself as an AI strategist, and why the "human at the start, human at the end" principle is what separates meaningful content from AI slop. Whether you're a marketing leader navigating an AI rollout or just trying to get your team over the line, Kate's blueprint is grounded, practical, and genuinely inspiring.Chapters:00:00 - Introduction: AI and the B2B Marketing Workplace02:12 - Kate Hassler and Access Group Overview04:03 - Company-Wide AI as a Strategic Priority07:26 - The London Bus Metaphor: Origin and Impact11:04 - Why the Metaphor Has Endured a Year On12:32 - From Shadow AI to Structured Adoption14:33 - Copilot, Claude, and the Licensing Journey17:27 - Building Custom Claude Brand Skills19:00 - Human at the Start, Human at the End21:14 - Hackathons, Play, and AI Champions25:37 - Job Security and Empathy-Led Leadership28:07 - Splash Maker: A Creative Reinvents as Strategist32:49 - Biggest Lessons from 12 Months of AI Transformation36:37 - Junior Talent and the Future PipelineFollow Kate Hassler https://linkedin.com/in/kate-hassler https://www.theaccessgroup.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—getting your team on board with AI, or putting the governance in place? 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, #AIAdoption, #AIInMarketing, #MarketingLeadership, #AITransformation, #FutureOfWork, #CreativeServices, #B2BTech
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    40 分
  • 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

    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
    2026/06/02
    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
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    43 分
  • Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie

    Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie
    2026/05/27
    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 Podcast Welcome00:30 Meet Brian McCredie00:55 Inside the London Office02:01 Flourish in the City03:50 Episode Learning Goals04:36 Brian Career Journey05:40 Why Legal Needs Creativity07:19 About Addleshaw Goddard08:33 The Attention Problem09:55 Trust and Top of Mind11:58 Why Chelsea Flower Show13:34 Authentic Brand Fit16:28 Pilot Proof and Client Love17:39 Behind the Scenes at Chelsea19:17 Flourish in the City21:05 Making the Long Term Case23:22 Sponsorship as Full Funnel25:06 VIP Events at Chelsea27:54 Citywide Media Blitz31:31 Measuring Impact and ROI33:16 Building Creative Buy In36:08 Results and Payback37:18 Transferable Marketing Lessons40:17 Final Takeaways and CloseFollow 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, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #LegalMarketing, #B2BCreativity, #SponsorshipMarketing, #FullFunnelMarketing, #BrandBuilding, #B2BEvents, #IntegratedMarketing
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    42 分
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