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Trust & Influence in B2B

Trust & Influence in B2B

Von: 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 Kunst Marketing & Vertrieb Ökonomie
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  • The deal is won before you're in the room | Why the recommended choice now beats the visible one, with Lottie O'Donoghue from Velo

    The deal is won before you're in the room | Why the recommended choice now beats the visible one, with Lottie O'Donoghue from Velo
    Jul 8 2026

    Most of the conversations that decide a B2B deal happen in a room you'll never be in. Buyers swap recommendations, compare notes and build their shortlists in spaces marketers can neither see nor measure – and by the time you're in contention, the decision is often half made.

    In this episode of Trust & Influence in B2B, Joel Harrison is joined by Lottie O'Donoghue, strategy director at Velo, a specialist B2B agency built on recommendation. Lottie has led marketing client-side in scale-up SaaS and run ABM at Accenture, and now shapes recommendation strategies for Velo's clients across technology, industrial and professional services.

    Together they unpack why becoming the recommended choice has shifted from a nice-to-have to a commercial imperative, the real difference between being known and being recommended, and the trust signals that quietly compound into advocacy.

    In this episode:

    • Why the recommended choice now matters more than the visible one
    • The trust signals that accumulate into recommendation, and the ones marketers most underestimate
    • How to make the case for investing in influence that conventional attribution can't capture
    • Where to start if you suspect you're not being talked about in the right rooms
    • Velo's six Rs of Recommendation Marketing framework

    Download Velo's report here: https://www.velo-b2b.com/ebooks/?utm_source=Joel+Harrison&utm_campaign=Recommendation+Marketing

    This is a sponsored episode, produced in partnership with Velo.

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    30 Min.
  • Why lead gen is still B2B's trust free zone

    Why lead gen is still B2B's trust free zone
    Jul 2 2026

    Lead generation is the discipline B2B marketing relies on most and trusts least. In this episode of Trust & Influence in B2B, Robin Caller, founder and CEO of Leadscale, explains why, and what it would take to fix it.

    Most people in B2B know that a good share of the leads changing hands every day are of questionable quality. Few will say so on the record. Robin is an exception. He calls it "a tolerable level of mischief", a grey zone the whole industry has quietly learned to live with, and in conversation with host Joel Harrison he explains why it persists, why he refuses to call it fraud, and how transparency could begin to put it right.

    A note before you listen: Robin speaks freely, and not everyone in the industry will agree with all of it. That's rather the point.

    In this episode:

    – Why lead generation has been B2B's least-trusted discipline for 20 years

    – What "a tolerable level of mischief" really means, and why it isn't fraud

    – The "blind faith" model and the hierarchy of transparency

    – Why marketers tolerate poor-quality leads: the quota trap

    – How advertisers are part of the problem, not just the victims

    – The provenance questions every buyer should be asking their suppliers

    – Why "more leads will not be the answer" in the AI era

    Chapters

    00:00 Introduction to Lead Generation Challenges

    05:42 Transparency and Its Role in Trust

    08:20 The Ambivalence of Stakeholders

    11:26 Blind Faith in Lead Generation Practices

    14:23 The Importance of Transparency in Data Collection

    17:19 Navigating the Gray Areas of Lead Generation

    18:22 Finding Fair Solutions for All Parties

    21:37 Advertisers: Victims and Perpetrators

    21:54 The Importance of Data Sharing

    24:30 Data Decay and Its Impact on Performance

    25:16 Trust and Transparency in Data Transactions

    25:25 Generational Perspectives in Marketing

    27:03 The MQL Mindset and Its Limitations

    29:20 Dynamic Qualification of Leads

    31:12 Managing Tolerances in Imperfect Systems

    32:48 The Future of Lead Generation

    36:23 Questions for Better Data Practices

    39:56 The Ethical Implications of Data Sourcing

    42:42 A Positive Outlook on Future Trends

    About the guest

    Robin Caller is the founder and CEO of Leadscale, a London-based lead generation and data quality business. He has spent more than two decades in lead and demand generation and is one of the industry's more outspoken voices on data quality, transparency and trust.

    Robin on LinkedIn: https://www.linkedin.com/in/robincaller/

    About the podcast

    Trust & Influence in B2B is hosted by Joel Harrison, founder of Joel Harrison B2B. Each episode explores marketing strategy and practice with senior B2B practitioners, researchers and academics.

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

    Enjoyed this episode? Follow the show in your podcast app and leave a rating or review – it helps other B2B marketers find it.
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    43 Min.
  • Stop claiming you're the best! AI will mark you down for it | Tom Rudnai on winning influence in the age of Dark AI

    Stop claiming you're the best! AI will mark you down for it | Tom Rudnai on winning influence in the age of Dark AI
    Jun 23 2026
    In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tom Rudnai, Founder of Demand Genius and author of the Dark AI study — a research project that analyzed hundreds of AI prompt clusters across major B2B categories to map where brands are truly winning and losing influence. Tom's central finding is as counterintuitive as it is urgent: the more boldly a brand claims to be the best, the more likely AI is to quietly sideline it during the buyer conversations that shape outcomes. So where is influence actually earned in an AI-led world — and what should B2B marketers be doing differently?➡️ Tom cuts through the noise with sharp, data-grounded thinking on why AI is not a search channel — and why treating it like one is one of the most costly mistakes in B2B marketing today. He introduces the "Dark AI" concept: the 84% of buyer conversations where no brand gets cited, yet where the problem framing, requirements, and shortlist criteria are already being quietly formed. He unpacks how AI enters exploratory mode at the top of the funnel — and why confident, directive brand language fails at the exact moment influence is most available. He also lays out the concept of information gain, arguing that original research, clear perspectives, and genuinely new knowledge are now the highest-value signals a brand can produce. From convergence patterns to what to actually measure, this conversation will challenge how you think about authority, content, and trust in modern B2B.Chapters:00:00 - Introduction: Why Bold Positioning Can Backfire in AI Search02:08 - Tom's Background and the Story Behind Demand Genius03:59 - How Buyers Use AI Differently from Traditional Search06:16 - The Dark AI Study: What It Measured and What It Found10:30 - AI Visibility vs. AI Influence: The Iceberg Explained13:18 - Convergence: How AI Narrows Down to a Recommendation18:38 - Information Gain: The New North Star for B2B Content22:11 - Why Confident Category Claims Fail in AI-Led Journeys25:28 - What B2B Marketers Should Actually Be Measuring30:49 - Patterns Across Categories and AI Models33:22 - The One Takeaway Every Marketer Should RememberFollow Tom Rudnai, linkedin.com/in/tomrudnai demandgenius.aiIf 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, #AISearch, #DarkAI, #AEO, #BuyerJourney, #InformationGain, #B2BGrowth, #AIMarketing, #DemandGeneration
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    36 Min.
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