『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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  • Finally! A replacement for NPS... or is it? | How Tony Larks hacked Bain & Co's groundbreaking 'shortlist score'

    Finally! A replacement for NPS... or is it? | How Tony Larks hacked Bain & Co's groundbreaking 'shortlist score'
    2026/09/01

    NPS has survived more obituaries than almost any other metric in B2B marketing — and it's still standing. Bain & Co.'s newest research doesn't try to kill it off again; it argues the real predictor of B2B growth is something else entirely: whether a vendor makes a buyer's 'day one' shortlist, the mental list formed before anyone picks up the phone. Tony Larks, a B2B marketing leader with over 20 years of experience spanning sales, enterprise technology and zero-to-one startup builds, read that research and asked the obvious next question — could you estimate your shortlist position without ever surveying a buyer?

    ➡️ Tony walks Joel through the AI prompt he built to do exactly that — scoring companies against Bain’s five-part framework using nothing but public signals: analyst coverage from the likes of Gartner and Forrester, peer review sites such as G2, forums including Reddit, and even employee sentiment on Glassdoor. He shares the story of an NPS score skewed by SMB customers who’d rather pay a compliance fine than do the hard work of getting compliant, unpacks why ‘shortlist share’ risks becoming exactly the kind of vanity metric NPS became if marketers try to game it with PR spend, and explains why fixing the fundamentals — service, roadmap transparency, honest pricing — beats gaming any signal. He’s open-sourced the tool and is giving the prompt away free to anyone who wants it. If you’ve ever wondered whether your brand is even in the room before the RFP lands, this conversation will change how you think about being ‘in the market’ versus being in contention.

    What You'll Learn

    • What's actually wrong with NPS, the B2B trust metric — and why nobody's replaced it, until now

    • What the ‘day one list’ is, and why Bain says most lost deals were never winnable to begin with

    • How Tony built an AI model that estimates buyer confidence from public signals alone, and where the approach is strongest and weakest

    • What brands should actually do once they know where they sit on the shortlist

    Chapters

    00:00 - Introduction: Why We're Finally Talking About NPS

    01:35 - Meet Tony Larks: From Sales Floor to Startup Marketing Leadership

    04:45 - From Sentiment Tracking to Bain's ‘Day One List’

    09:28 - What's Actually Wrong With NPS (And What Isn't)

    12:14 - NPS's Cultural Blind Spot: Sevens, Nines and Detractors

    15:07 - Inside Bain's Day One List: Why ‘Lost’ Deals Were Never Winnable

    17:56 - Do You Need Bain's Budget? Mining Your Own CRM Data

    21:02 - The Hidden Buyers Bain's Framework Surfaces

    23:55 - Building an AI Proxy for Buyer Trust: How the Shortlist Matrix Works

    26:26 - Estimation vs. Measurement: How Rigorous Is Good Enough?

    28:07 - The Gaming Risk: Can Shortlist Share Be Bought?

    31:26 - Could ‘Shortlist Share’ Become the Next Vanity Metric?

    33:27 - What Marketers Should Actually Do With Their Score

    35:02 - Explaining the Two-by-Two Grid

    36:13 - NPS Isn't Dead, It's Just Incomplete

    37:42 - Wrap-Up and How to Get the Tool

    About the guest

    Tony Larks is a B2B marketing leader with over 20 years of experience, starting his career in sales before moving into marketing roles spanning distribution, systems integrators and enterprise technology businesses. He has spent his most recent years leading zero-to-one marketing builds inside startups, and over the past year has been building a suite of AI agents to track brand and market sentiment — work that led him to develop the open-source ‘shortlist matrix’ featured in this episode.

    Tony on LinkedIn: https://www.linkedin.com/in/tonylarks/

    Blog featuring shortlist matrix prompt: https://www.linkedin.com/pulse/stop-measuring-market-share-start-shortlist-tony-larks-hazje/?trackingId=BHbT3G1Q76e9aaY0PZoOcg%3D%3D

    About the podcast

    This is a full episode of Trust & Influence in B2B, hosted by Joel Harrison, founder of Joel Harrison B2B.

    Joel on LinkedIn: https://linkedin.com/in/joelharrison/

    If this was useful, subscribe for more on trust, influence and the metrics that actually predict B2B growth — and tell me in the comments where you think you’d land on the day one shortlist.
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    39 分
  • Why influencer skills are becoming essential for B2B CMOs | With Archana Dhankar of Proofpoint

    Why influencer skills are becoming essential for B2B CMOs | With Archana Dhankar of Proofpoint
    2026/08/11

    Most B2B marketing leaders aren't short on expertise — they're short on the confidence and the practised skill to be visible with it, whether that's in the room with their own board or out in public. Archana Dhankar, VP Marketing EMEA at Proofpoint, TEDx speaker and LinkedIn Top Voice, joins Joel Harrison to unpack what it actually takes to build that visibility, internally and externally, and turn it into real influence.

    ➡️ She breaks down the practical mechanics of building influence: a 2:1 ratio for balancing self-promotion against value-added content, a three-stage framework for knowing when visibility has become influence (likes, saves, and inbound interest), and why trust compounds differently on a public platform than it does inside your own organisation. She's also candid about the cost — the professional accountability, the late nights, the posts that flop despite your best instincts — and closes with practical advice for reluctant leaders and junior marketers on where to start.

    What you'll learn
    • Why visibility and influence are not the same thing, and how to tell them apart
    • The 2:1 ratio Archana uses to keep self-promotion from tipping into ego
    • A three-stage framework for measuring whether your content is building real influence
    • Why trust compounds differently on social platforms than it does in daily work
    • The personal cost of building a public profile – and why consistency, not confidence, is the hard part
    • How to start building influence if you're a reluctant leader, or a junior marketer just starting out

    Chapters
    • 00:01 – Introduction and episode setup
    • 02:08 – Archana's journey: two decades in B2B marketing, content roots back to 2008
    • 04:20 – Visibility vs. influence: the core distinction
    • 06:17 – What prompted Archana to go public, and the “side hustle” advantage
    • 09:33 – Three phases of measuring when visibility becomes influence
    • 12:51 – Self-promotion vs. ego, and the 2:1 content ratio
    • 14:18 – Balancing personal brand with company brand
    • 16:47 – Why trust is the foundation of influence
    • 18:41 – Winning over skeptical stakeholders: SEMrush and Adobe as B2B influencer examples
    • 20:28 – How being an influential leader has shaped Archana's career
    • 23:29 – The personal cost: accountability and consistency
    • 26:08 – Where to start if you want influence, not just visibility
    • 30:19 – Advice for junior marketers
    • 31:14 – The one mindset shift that matters most

    LinkedIn: https://www.linkedin.com/in/archanadhankar/

    🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community: https://www.joelharrisonb2b.com/

    📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

    LinkedIn: https://linkedin.com/in/joelharrison/
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    33 分
  • From the moshpit to the marketing plan | What a decade in the music business taught Jason Miller about attention in B2B

    From the moshpit to the marketing plan | What a decade in the music business taught Jason Miller about attention in B2B
    2026/08/05
    In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jason Miller, who leads content and marketing at V7 Labs and previously held senior content marketing roles at LinkedIn, Marketo and ActiveCampaign. Before B2B, Jason spent a decade in the music industry — touring with bands, working artist development, and photographing rock's biggest names — and he's never really left it behind. Together, they explore why the safe, by-the-numbers approach so many B2B marketers default to is quietly the riskiest choice of all, and what a career spent between the tour bus and the marketing plan has taught him about actually earning an audience's attention.➡️ Jason holds nothing back. He explains why the music industry never called its fans “leads,” and how that community mindset shaped his approach at Marketo, where the entire strategy handed down from Marketo co-founder and CMO Jon Miller was simply “get people to like us.” He unpacks why viral, one-hit-wonder campaigns — from Old Spice to the Volvo truck ad — aren't repeatable playbooks for most brands, and why chasing them is a trap. He's candid about the tension between personality and brand safety inside a large corporate marketing team, drawing on his time working on Bing at Microsoft, and makes the case for consistency over virality — including a great story about Rick Rubin, the Red Hot Chili Peppers, and creating for yourself rather than for an audience. He closes with a warning about AI and taste: why outsourcing judgment to an algorithm is the worst thing a marketer can do right now, and what will actually matter in B2B marketing going forward.What You'll LearnWhat the music industry got right: why bands never called their fans “leads,” and what that means for B2B community-building.The Marketo playbook: how “get people to like us” became a strategy, not just a slogan.The one-hit-wonder trap: why viral campaigns like Old Spice and the Volvo truck ad aren't repeatable playbooks for most brands.Personality vs. brand safety: what happens to a big idea inside a large corporate marketing team, and why smaller, faster teams can take more risks.Consistency beats virality: “posting the draft,” building in public, and what Rick Rubin's work with Red Hot Chili Peppers can teach content marketers.AI and the death of taste: why outsourcing taste to an AI agent is a mistake, and the skills marketers now need to stay relevant.Chapters00:00 - Introduction: From the Mosh Pit to the Marketing Plan02:21 - Jason Miller: From Music Industry to B2B, and Life at V7 Labs05:13 - Startup Speed vs. Corporate Red Tape07:07 - Life on the Road: Artist Development Lessons09:33 - B2C Personality Meets B2B: The Marketo Playbook12:58 - The One-Hit-Wonder Trap: Old Spice, Volvo and Repeatable Playbooks15:13 - HubSpot, “It Slaps,” and the Line Between Cool and Try-Hard17:55 - Second Skin: Music as a Sense of Purpose20:55 - Personality Inside a Corporate Machine: The Microsoft/Bing Story24:49 - Consistency Over Virality: Posting the Draft and Rick Rubin's “Create for Yourself”29:18 - Likable, Relevant, Consistent: What Actually Works on LinkedIn31:43 - Why the Clay and Eleven Labs Playbooks Aren't Repeatable34:14 - AI, Taste and the Last Human Trait38:37 - Closing ThoughtsNote: chapter times are taken from the unedited transcript and are approximate — confirm against the final published cut before adding to the platform.Follow the GuestFollow Jason Millerhttps://www.linkedin.com/in/jsnmiller/https://www.v7labs.com/Closing & Calls to ActionIf you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, funny in places, and packed with takeaways on how to build genuine personality into your content — 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—having something to say, or having the confidence to say it? 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/Hashtags#JoelHarrisonB2B, #B2BMarketing, #ContentMarketing, #BrandPersonality, #B2BContent, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BStrategy, #ContentStrategy, #Storytelling, #MusicIndustry, #B2BGrowth, #ThoughtLeadership, #MarketingTrends
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    37 分
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