In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Carla Johnson, a globally recognized marketing and innovation strategist, speaker, and author of Rethink Innovation. Carla has helped some of the world's top B2B brands—from Emerson and Dell to Intel—reimagine how they inspire creativity, tell authentic stories, and earn lasting trust. What does it really take to build trust in an era where buyers believe peers and employees more than brand advertising, and how can B2B organizations unlock creativity when risk aversion still dominates?

➡️ Carla doesn't hold back. He reveals why trust is the hidden currency that powers innovation, why consistency matters more than perfection, and how storytelling transforms credibility into real influence. They explore how brand values must translate into employee freedom, why thought leadership requires taking the heat along with the glory, and what AI means for the future of authentic marketing. From the importance of making people uncomfortable with your ideas to how a 125-year-old industrial company used Barbie as inspiration for a values campaign, this conversation challenges conventional B2B wisdom at every turn. Carla also shares practical frameworks from his work, including why 90% of innovation happens outside traditional innovation teams and how B2B marketers can use AI to think with them, not for them.

00:00 Introduction to Trust and Influence in B2B

00:27 Meet Cara Johnson: Marketing and Innovation Strategist

01:03 The Role of Trust in B2B Marketing

02:28 Consistency and Creativity in Building Trust

05:40 Thought Leadership and Trustworthiness

10:31 Employee Advocacy and Authenticity

17:21 Storytelling as a Currency of Trust

20:22 AI's Impact on B2B Marketing and Trust

29:15 Innovation and Trust in Risk-Averse Environments

35:33 Future of Trust in B2B: Key Takeaways

Follow Carla Johnson

https://linkedin.com/in/carlajohnson

https://www.carlajohnson.co

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 trust internally with employees, or externally with customers? 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, #TrustInMarketing,...

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Felicia Asiedu, European Marketing Director at Cvent, a global leader in event technology. Together, they explore a critical shift happening in B2B marketing right now: the move from treating events as one-off tactical activities to embracing them as a strategic growth driver. With digital content overload reaching peak levels and buyers craving more tangible, trust-building interactions, could events be the missing piece in your go-to-market strategy?

➡️ Felicia brings a refreshingly honest perspective shaped by seven years at Cvent and a front-row seat to how the best B2B organizations are rethinking their event programs. She unpacks the concept of Event-Led Growth (ELG)—a framework that connects every event, from flagship conferences to intimate dinners, back to measurable business outcomes. You'll hear why 79% of companies using an ELG approach hit their revenue goals every quarter, how events can accelerate sales cycles by 20-30 days, and why face-to-face interactions remain irreplaceable for building the trust needed to close complex B2B deals. Felicia also shares practical advice on aligning sales and marketing around events, the role of technology in scaling event programs, and why smaller businesses might actually have an advantage when it comes to strategic event planning.

00:00 Welcome to the Trust and Influence in B2B Podcast

00:29 The Rise of B2B Marketing Events

01:09 Introducing Felicia Du and Event-Led Growth

03:45 The Importance of Strategic Event Planning

05:46 Aligning Events with Business Goals

10:34 Building Trust Through Face-to-Face Interactions

15:04 Measuring Event Success and Strategic Alignment

18:05 Maximizing Event Impact Beyond the Day

18:53 The Importance of Post-Event Follow-Up

20:03 Aligning Pre-Event and During-Event Strategies

24:23 Leveraging Technology for Event Success

27:41 Event-Led Growth for Mid-Market and Smaller Organizations

30:54 Integrating Digital Events into Your Strategy

33:00 Steps to Evolve Your Event Strategy

35:27 Conclusion and Final Thoughts

Follow Felicia Asiedu,

https://linkedin.com/in/feliciaasiedu /

https://cvent.com

🌐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—strategic event planning or the right technology to execute 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

➡️Expect regular videos filmed on the move—from major events like Ignite, to behind-the-scenes interviews, to deeper dives into topics that matter most to today's marketers. We'll explore what it means to be a commercial marketer, how to build trust and credibility in technical sectors, and how thought leadership can evolve beyond buzzwords into something truly impactful. You'll hear from voices at the cutting edge of B2B, including marketers from global brands, fast-growing startups, and everything in between. This isn't theory for theory's sake. It's about helping you become more effective, influential, and commercially grounded—so you can thrive in a fast-moving, high-expectation...

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Teresa Allan, Managing Partner at Magnus Consulting, to explore a striking disconnect in B2B leadership: only 9% of commercial leaders feel highly confident about hitting their 2026 growth targets, yet over half of their organizations are aggressively pursuing growth. Teresa shares insights from Magnus Consulting's new GTM Confidence Index report, revealing that this confidence gap isn't just an internal problem—it's a trust issue that buyers can sense. Leaders who are confident in their current quarter's pipeline are nine times more likely to feel confident about the year ahead, and those with integrated tech stacks are five times more confident than those with fragmented systems.

➡ Throughout the conversation, Joel and Teresa unpack the five systemic gaps holding organizations back—from sales and marketing silos (where misalignment drops confidence to zero) to the mid-market "messy middle" where complexity outpaces resources. Teresa offers a practical 90-day roadmap for closing the confidence gap: survey your team's actual confidence levels, identify where the real struggles are, and rally everyone around clear priorities within your current reality. Most importantly, she argues that confidence should be tracked as a formal metric at board level—not as a soft measure, but as a predictor of growth, alignment, and buyer trust. If you're responsible for driving B2B growth in an environment of flat budgets and rising expectations, this conversation is essential listening.

📑 Chapters:

00:00 - Introduction: The GTM Confidence Crisis

03:45 - Why Only 9% of Leaders Are Confident in 2026 Targets

11:20 - Pipeline Confidence: The 9x Multiplier Effect

18:35 - The Budget Reality: Doing More with Less

26:10 - AI Adoption vs. AI Integration: The Maturity Problem

33:50 - MarTech Fragmentation and the Data Hygiene Challenge

42:15 - The Mid-Market Squeeze: Stuck in the Messy Middle

50:30 - 90-Day Action Plan: Closing Your Confidence Gap

Download the report

https://magnusconsulting.co.uk/the-gtm-confidence-index-2026-closing-the-growth-gap/?utm_source=linkedin&utm_medium=Joel-Harrison&utm_campaign=GTM_Confidence_Index&utm_content=B2B-Catalyst

Follow Teresa Allan

Linkedin https://linkedin.com/in/teresaallanmagnus/?originalSubdomain=uk

https://magnusconsulting.co.uk/

If you care about building confidence in your commercial teams and bridging the trust gap with buyers, this conversation is for you. It's packed with research-backed insights and practical steps you can take in the next 90 days.

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

💬 What's the biggest confidence gap in your organization right now—pipeline visibility, budget alignment, or team integration? 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....

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kate Mackie, Partner at EY and author of "B2B Marketing Fundamentals." Kate has over 20 years of experience leading global marketing initiatives across both agency and client-side roles. She's a Fellow of the Chartered Institute of Marketing and was named one of the UK's 2023 most influential marketers. In this conversation, they explore a critical question: Is trust just a soft concept, or is it the strategic foundation that drives real B2B growth?

➡Kate makes a compelling case that the brand isn't fluffy—it's essential. She explains how trust connects brand, reputation, relationships, and revenue, and why consistency matters more than perfection. They discuss how reputation starts inside organizations with employee advocacy, how AI and data can either build or break customer confidence, and why leaders need to create psychological safety for teams to innovate. Kate also shares practical advice for early-career marketers, including why curiosity and reliable execution matter more than having a perfect career plan. Whether you're building brand credibility, navigating AI adoption, or trying to align internal culture with external promises, this conversation offers clear, actionable insights.

If you want to understand how to build lasting trust in B2B marketing, this episode is for you.

Chapters:

00:00 - Introduction to Kate Mackie and Trust in B2B

03:00 - The Daily Reality of Leading Global Marketing at EY

09:00 - Writing a Book: 511 Words a Day and the Four Pillars of B2B Marketing

13:00 - Why Brand Isn't Fluffy—It's Your Strategic Foundation

19:00 - Reputation Starts Inside: Employee Advocacy and Internal Culture

23:00 - AI, Data, and Transparency: Strengthening Trust in the Digital Age

28:00 - Creating Psychological Safety and Permission to Fail

32:00 - The Future of Trust in B2B Marketing

Follow Kate Mackie:

https://linkedin.com/in/mackiekate/?originalSubdomain=uk

https://www.ey.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 trust-building—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 role does trust play in your B2B marketing strategy? 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,...

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Clive Armitage, CEO of Pretzl, to discuss one of the most significant transformations in the B2B agency landscape. Clive shares the inside story of how five established Next 15-owned agencies—Agent3, Together, Velocity Partners, PAN Communications, and This is Distillery—came together to form Pretzl, a 300+ person global agency built from the ground up with AI at its core.

➡ Clive challenges the notion that this is simply a consolidation play, positioning Pretzl instead as a fundamental reimagining of how B2B marketing agencies can serve clients in an AI-driven era. He explains how the catalyst wasn't just market pressure, but a collective recognition among agency leaders that the traditional funnel-based approach to B2B marketing has stopped delivering results. The conversation explores how Pretzl's proprietary AI platform, Journey Lab, aims to industrialize buyer journey mapping at scale—something that was previously effective but too expensive and time-consuming to execute manually.

Beyond the technology, Clive offers candid insights into the human side of transformation: managing change across multiple agency cultures, communicating vision to nervous employees, maintaining client trust during upheaval, and learning hard lessons about over-communication. He discusses the delicate balance of honoring legacy brand equity while creating something entirely new, and why some talented people choosing to leave is an inevitable part of authentic transformation.

If you're navigating agency consolidation, implementing AI in professional services, or leading any significant organizational change in B2B, this conversation offers both strategic framework and tactical wisdom from someone in the thick of it.

Follow Clive Armitage

https://linkedin.com/in/clivearmitage/

https://www.pretzl.com

If you're interested in how B2B agencies are evolving to meet the dual challenges of market pressure and AI disruption—and what "technology and people as a service" (TAPAS) might mean for the future—this conversation is essential listening.

🌐 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 makes an agency merger successful in the AI era? 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

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Eddie O'Brien, Senior Director of Global Customer Insight at Sage. Together, they explore the transformative shift happening in market research and customer insight—moving beyond generative AI into the world of agentic intelligence, where AI doesn't just answer questions but actively collects data, analyzes it, and makes autonomous decisions in real time.

➡ Eddie challenges the narrative that AI will replace human insight professionals, arguing instead for a powerful partnership where AI handles the "explicit" data while humans focus on the "implicit"—the unsaid emotional needs and behavioral nuances that create true competitive advantage. He shares how Sage is already using AI to compress three-month research projects into hours, while maintaining quality through side-by-side testing of traditional methods against AI-powered approaches. The conversation covers practical use cases including how agentic AI is revolutionizing the briefing process, eliminating knowledge management gaps, and helping teams overcome inherent human biases. Eddie also addresses the critical trust question: how do you build stakeholder confidence when AI is informing major business decisions? His answer involves transparency, hybrid approaches, and demonstrating strong correlations between AI-generated and traditional research outputs.

If you're a B2B marketer, insight professional, or strategist wondering how AI will reshape your function—and what skills will remain uniquely human—this conversation offers both clarity and optimism about the future.

Follow Eddie O'Brien

https://linkedin.com/in/edwardaobrien/

https://www.sage.com

If you care about staying ahead in the AI-augmented future of B2B marketing and customer insight, this conversation is for you. It's practical, forward-thinking, and packed with real-world examples that can help you understand where to invest your energy as the industry transforms.

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

💬What aspects of your insight or research work do you think AI will augment first? 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

Chapters:

00:00 Introduction: Welcome to Trust and Influence in B2B

01:00 About Sage: 40 Years of Innovation in Business Software

02:30 The Three Eras of Customer Insight and Market Research

04:45 Understanding Agentic AI: Beyond Generative AI

07:15 Real-World Use Case: Compressing 3-Month Projects into Hours

10:30 The Quality Question: Testing AI Against Traditional Methods

13:00 AI vs Human in Thought Leadership: A Partnership, Not Replacement

16:00 Building Trust and Confidence with AI-Generated Insights

20:00 The Explicit vs Implicit: Where Human Insight Becomes Non-Negotiable

24:00 Transforming the Briefing Process with AI

28:30 Overcoming Human Bias and Knowledge Management Challenges

32:45 AI's Role in Different Marketing Activities and Thought Leadership

36:15 The Future of B2B Marketing: Where AI Excels and Where Experiential Wins

39:00 Looking Ahead: What Percentage of Insight Work Will Be AI-Augmented?

📲Follow Joel Harrison and Trust...

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

---------------

📲 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

___________

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 ▶