In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Vanessa Schotes, CMO at Enfuse. Together, they explore one of the most audacious brand experiences in B2B history: a FinTech company that purchased an actual island in the Nordic Sea between Sweden and Finland. When most B2B brands are doubling down on digital-only strategies, how does investing in a physical island translate into deeper customer trust and accelerated deal velocity?

➡️ Vanessa brings a refreshingly bold perspective on experiential marketing that challenges the traditional B2B playbook. She reveals how Enfuse moved beyond "random acts of content" to create what they call the "Enfuse feeling"—a carefully crafted brand experience that combines subliminal sensory marketing with authentic Nordic heritage. Along the way, they unpack the practical realities of navigating anti-bribery regulations, the strategic use cases for island visits (from ABM workshops to thought leadership gatherings), and how physical experiences can create "big brand energy" that influences buyer perception. They also explore the delicate balance between digital hygiene factors and immersive relationship-building moments that generate lasting business impact. This isn't just about owning an island—it's about authentically bringing your brand values to life in ways that create memorable, trust-building moments with enterprise customers.

Follow Vanessa Schotes

https://linkedin.com/in/vanessaschotes/

Visit https://enfuce.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 experiential marketing—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/

📲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/

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#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #ExperientialMarketing, #ABM, #AccountBasedMarketing, #FinTechMarketing, #BrandExperience, #CustomerTrust, #B2BEvents, #PhysicalMarketing, #NordicBusiness

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Luan Wise, social media expert and author of five books on social strategy, and Andy Lambert, content strategist at Adobe and co-organizer of the Social Media B2B Forum. Together, they tackle one of the most pressing shifts in modern B2B marketing: how Generative Engine Optimization (GEO) is fundamentally changing where and how your content gets discovered. With 60% of searches now ending without a click, are traditional gated content strategies becoming obsolete?

➡️ Luan and Andy bring decades of combined expertise in B2B social media strategy, and they don't hold back on the uncomfortable truths. They reveal why platforms like Reddit—often dismissed as "too niche" for B2B—are now driving disproportionate discovery through AI-powered search engines. Along the way, they unpack the dangerous gap between what marketing leadership expects (immediate MQLs) and what actually builds sustainable growth in this new landscape. They also explore why Instagram is quietly becoming more B2B-relevant, how community strategy trumps platform tactics every time, and why the era of "just post it on social" is definitively over. Most importantly, they share practical steps you can take today—starting with a 10-minute Reddit research exercise that could transform your understanding of what customers really think about your brand.

Follow Luan Wise

https://linkedin.com/in/luanwise/

Visit https://luanwise.com/

Follow Andy Lambert

https://linkedin.com/in/andylambert/

Visit https://www.andyrlambert.com/

If you care about building B2B marketing strategies that actually work in the age of AI-powered discovery, this conversation is essential listening. It's strategic, practical, and refreshingly honest about the challenges most marketing teams are facing right now—whether you're a social media manager, content strategist, or marketing leader trying to navigate this shifting landscape.

🌐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/

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, #GenerativeEngineOptimization, #RedditMarketing, #SocialMediaStrategy, #CommunityMarketing, #AISearch, #GEO, #B2BSocial, #DigitalMarketing, #ContentDiscovery

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Stuart Maister, author of "Choose Trust: Building Relationships for Successful Businesses" published by The Economist. Stuart brings a unique perspective as a former TV and radio journalist turned B2B marketing strategist, combining his background in distilling complex stories for broadcast with deep expertise in strategic narrative development. What happens when trust becomes the intentional foundation of every business relationship, rather than just a nice-to-have byproduct?

➡️ Stuart introduces his "Trust Triangle" framework—clarity, character, and capability—and explains why trust isn't just about being trustworthy, but about consciously designing high-trust relationships that can weather the inevitable changes and challenges in long-term B2B partnerships. He shares a compelling real-world example of how two major organizations on a mega infrastructure project nearly derailed their partnership when trust collapsed, and how rebuilding that trust became critical to project success. The conversation explores why clarity forms the foundation of trust (and how lack of alignment on ambitions guarantees disappointment), how to establish behavioral expectations that work both ways in true partnerships, and why monitoring relationship health is just as important as tracking technical deliverables. Stuart's jazz metaphor for modern business storytelling is particularly powerful—explaining why you need a central "tune" that people can riff on, rather than trying to control every message in classical symphony style.

Follow Stuart Maister

https://www.linkedin.com/in/stuartmaister/?originalSubdomain=uk

Visit https://.strategic-narrative.com/

If you care about building genuine partnerships rather than just winning transactions, this conversation is essential listening. Stuart's framework provides practical tools for intentionally designing trust into your relationships, while his journalism background brings clarity to how strategic narrative and consistent storytelling amplify trust-building efforts.

🌐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/

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, #TrustBuilding, #StrategicNarrative, #B2BRelationships, #BusinessPartnerships, #TrustTriangle

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tim Hughes, Co-founder of DLA Ignite and author of the seminal book "Social Selling." Together, they tackle one of the most pressing challenges facing modern B2B sales: how AI has fundamentally shifted the buyer's journey and what this means for building trust and winning deals. With buyers now starting 70% of their research with ChatGPT rather than Google, how do sales and marketing teams adapt to stay relevant in an AI-first world?

➡️Tim brings decades of sales experience and a no-nonsense perspective on what's working (and what's definitively dead) in today's market. He reveals why cold calling is becoming obsolete for complex B2B sales, how the "most human organization wins" in an increasingly automated landscape, and why your entire team—not just sales—needs to be actively building trust through social media. They dive deep into the psychology of modern buying behavior, the critical shift from interruption-based outreach to relationship-building, and how AI is creating both massive opportunities and dangerous blind spots for B2B organizations. Tim also shares real examples from clients like Salesforce who are achieving 187% growth while their competitors struggle, and explains the fundamental mindset shift needed to thrive in this new environment.

Follow Tim Hughes

https://linkedin.com/in/timothyhughessocialselling/

Visit https://www.dlaignite.com/

If you care about staying ahead of the curve in B2B sales and marketing, this conversation is essential viewing. It's candid, data-driven, and packed with actionable insights that challenge conventional wisdom while providing a clear roadmap for success in the AI era.

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

💬What's your take—is cold calling really dead, 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 ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #SocialSelling, #AIinSales, #TrustBuilding, #ModernSelling, #SalesTransformation, #B2BInnovation, #DigitalSelling, #CustomerTrust, #SalesLeadership

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Annie Dunleavy, EVP of Content Strategy at Edelman, about the critical role of internal influencers in B2B purchasing decisions. They explore Edelman's latest research revealing that over 40% of B2B deals stall due to internal misalignment, and how thought leadership can serve as a "Trojan horse" to reach hidden stakeholders who hold 50% of decision-making power but rarely interact with sales teams. Annie shares insights on why internal influencers prefer provocative content over validation, how quality thought leadership outperforms traditional marketing materials, and practical strategies for B2B marketers to engage these otherwise inaccessible audiences. Join them as they discuss the evolving complexity of B2B buyer groups and the future of thought leadership strategy.

🎯 Hidden buyers hold 50% of decision-making power but are often overlooked by marketing efforts

📊 Internal influencers consume just as much thought leadership as formal decision makers (64% vs 63%)

🧠 86% of internal influencers want provocative ideas that challenge assumptions rather than validate existing thinking

🔓 95% say strong thought leadership makes them more receptive to future sales outreach

💪 71% view thought leadership as more effective than traditional marketing materials for demonstrating vendor capabilities

🤝 79% of internal influencers are more likely to champion RFP proposals from companies with strong thought leadership

🎨 60% of internal influencers prefer unique formats compared to 51% for target buyers

⚖️ 53% of both audiences agree that high-quality thought leadership matters more than brand recognition

📈 41% of decision makers have been encouraged by C-suite executives to consider vendors based on their thought leadership

🔄 Thought leadership creates internal virality, helping stakeholders advocate for vendors in closed-door conversations

00:00 - Introduction to Trust in B2B Marketing

01:32 - The Challenge of Internal Misalignment in B2B Deals

02:39 - Understanding Hidden Buyers vs Target Buyers

04:23 - Content Strategy for Internal Influencers

06:10 - Why Internal Influencers Want Provocative Content

08:58 - Thought Leadership as a Trojan Horse Strategy

12:09 - Building Credibility vs Traditional Marketing Materials

13:23 - Transforming Skeptics into Internal Advocates

15:10 - Creating Human-Accessible Content Formats

18:01 - Leveling the Playing Field for Challenger Brands

19:08 - C-Suite Influence and Top-Down Momentum

20:17 - Measuring Impact on Internal Influencers

25:28 - Three Key Recommendations for B2B Marketers

27:59 - The Future of Internal Influences and Buyer Complexity

🔎 The Jolt Effect by Matt Dixon - amazon.com/Jolt-Effect-Hard-Customers-Decide/dp/059308076X

🔎 LinkedIn and Bain Research on Buying Committees - business.linkedin.com

🔎 Edelman's 2025 B2B Thought Leadership Report - edelman.com

https://linkedin.com/in/anniedunleavy/

Edelman - https://edelman.com

https://linkedin.com/in/joelharrison/

B2B Marketing -

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Roland Glass, CCO of Hello Kindred, and Shane Redding, a prominent B2B marketing expert, about building future-fit marketing teams in an AI-driven world. They explore the challenges of managing distributed teams, the evolution from traditional hierarchical structures to agile pod-based models, and the critical importance of building trust while navigating resource constraints. The conversation delves into the "Rubik's cube" approach to talent allocation, the rise of star-shaped marketers, and how AI is reshaping skill requirements across different experience levels. Roland and Shane share insights on maintaining culture in decentralized teams, the ethics of AI implementation, and practical strategies for CMOs looking to transform their operations while proving commercial value to stakeholders.

Takeaways:

🎯 CMOs must shift from functional design to outputs and value-driven team structures

🧩 The "Rubik's cube" talent model combines full-time, freelance, agency, and specialist resources dynamically

⭐ Star-shaped marketers need both deep specialization and commercial breadth across marketing functions

🏗️ Pod-based structures enable agile, multidisciplinary teams for specific projects and outcomes

🤖 AI augments experienced marketers more effectively than replacing junior talent entirely

🌍 Distributed teams require intentional culture-building and inclusive environments regardless of contract type

⚖️ Ethical AI usage and thinking skills are paramount for responsible marketing automation

📊 Sharp instruments (specialized teams) deliver better results than blunt tools (generalized approaches)

🔄 Change management has become the #1 skill for modern CMOs navigating constant transformation

🚀 Start small with pilot projects to prove value before scaling new operating models

Chapters:

00:00 - Introduction to Future-fit Marketing Teams

01:59 - The Catalyst for Change in Marketing Talent Strategies

04:34 - From Crisis to Smart Adaptation

06:22 - The Rubik's Cube Approach to Team Building

09:09 - Star-shaped Marketers vs Deep Specialists

12:34 - Skills Polarization and the Missing Middle Layer

17:04 - Pod-based Structures and Agile Operating Models

21:38 - AI's Role Across Different Experience Levels

27:57 - Maintaining Culture in Distributed Teams

30:19 - Future-proofing Marketing Organizations

38:12 - Practical First Steps for Transformation

Resources:

📚 The Culture Map by Erin Meyer - Essential reading for global teams

🏢 Hello Kindred - Digital talent management specialists

🎓 Cambridge University Faculty - IT ethics, law and business program

Follow Roland Glass:

https://linkedin.com/in/rolandglass

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Paul Collier, CMO of Funnel Fuel, and Preeti Saini, Global Marketing Leader at IFS, about the critical need for transparency and accountability in B2B digital advertising. The conversation, recorded live at Marketing Ignite, explores the widespread lack of visibility into where digital advertising budgets actually go and how much reaches target audiences. Paul shares his personal journey from ignorance to awareness after experiencing a costly digital advertising failure, while Preeti discusses IFS's approach to taking control of their digital destiny. Together, they examine why the traditional B2C-focused digital advertising model doesn't work for B2B, the importance of challenging agency relationships, and practical steps marketers can take to regain control of their digital spend. Join them as they advocate for a fundamental shift from blind trust to informed scrutiny in digital marketing.

Takeaways:

🔍 Challenge what you've been doing and why - question your current digital advertising approach

💰 Understand where your advertising dollars actually go in the supply chain

📊 Demand transparency from agencies beyond impression data and eyeball metrics

🎯 Start with inclusion lists rather than exclusion lists when targeting audiences

🧪 Test small, learn fast, and scale successful campaigns gradually

🤝 Take back control of your digital destiny rather than outsourcing blindly

📈 Focus on conversion into your funnel, not just media conversion metrics

🔄 Use multiple data sources to piece together the complete customer journey

💡 Fail faster to identify where to place confident bets with your budget

⚖️ Balance agency expertise with internal control and oversight

Chapters:

00:00 - Introduction and Setting the Stage

01:50 - Guest Introductions: Preeti Saini and Paul Collier

03:20 - The Problem: Inefficiencies in Digital Advertising Spend

04:56 - Paul's Journey: From Ignorance to Awareness

08:12 - Preeti's Perspective: Moving Beyond Tick-Box Marketing

11:09 - The Industry Structure Problem: B2C Models Applied to

B2B 15:19 - Taking Back Control: Agency vs In-House Approaches

18:40 - Q&A: Making Data Meaningful in Digital Advertising

23:40 - Preeti's Practical Approach: Breaking Down the Elephant

26:23 - Q&A: Showing Value in Programmatic Advertising

28:22 - Final Thoughts: Challenge Yourself and Fail Faster

Resources Mentioned:

🔍 Gartner CMO Survey - Latest research on digital marketing spend priorities 📊 Funnel Fuel - funnelfuel.com 🏢 IFS - ifs.com

Follow the Guests:

Follow Paul Collier https://linkedin.com/in/paul-collier-cmo/ Funnel Fuel - funnelfuel.com

Follow Preeti Saini https://linkedin.com/in/preeti-saini/ IFS - ifs.com

Follow Joel Harrison https://linkedin.com/in/joelharrison/

B2B Marketing - https://linkedin.com/company/b2b-marketing/

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Chris Wickson, serial entrepreneur and founder of ReelFlow, about the future of B2B websites and how AI can make them more human and trusted. Chris, who has experience building two pioneering MarTech firms and selling one to a US parent company, shares his insights on how websites must evolve to serve as both AI training data sources and enhanced visitor experiences. They discuss the declining effectiveness of traditional SEO-driven content, the rise of video consumption in B2B, the importance of humanization in digital experiences, and how interactive video overlays can transform website engagement. The conversation also explores the role of AI avatars, the integration challenges companies face, and practical steps for implementing video-first website experiences. Join them for this forward-looking discussion on the intersection of AI, trust, and human connection in B2B marketing.

Takeaways

🎯B2B websites must evolve to serve dual purposes: AI training data sources and enhanced visitor experiences

📱Visitors arriving at websites today have higher intent but shorter attention spans, requiring more effective engagement

🎬Video content dramatically outperforms traditional text-based content for engagement and trust-building

👥Humanization becomes more critical as digital advancement increases, with authentic video helping build trust

🔄 Traditional website navigation is becoming obsolete in favor of guided, personalized experiences

📊 Interactive video overlays can achieve 20-40% engagement rates compared to 1-2% for chatbots

⚡ Modern video creation barriers are lower than ever, requiring minimal technical setup and budget

🤖 AI avatars and voice synthesis can enable video content creation while maintaining transparency about usage

🚀 Future websites will combine immersive video experiences with AI-powered live chat for better buyer enablement

📈 Video-enhanced websites show improved metrics: lower bounce rates, higher time on site, and deeper page engagement

Chapters:

00:00 - Introduction to B2B Website Evolution

01:21 - The Changing Role of Websites in AI Era

02:24 - Website Complexity and Political Challenges

03:44 - Simplifying Buyer Journeys and User Experience

05:56 - Higher Intent Visitors and Better Engagement

07:23 - The Importance of Humanization in B2B

09:35 - Why Human Connection Matters More Than Ever

10:08 - Video vs Text-Based Content Consumption

12:03 - Video's Impact on Website Engagement Metrics

14:36 - Building Trust Through Authentic Video Content

16:16 - Overcoming Executive Resistance to Video

18:12 - The Rise of Media-Savvy Workforce

19:25 - Future of Website Experiences and Navigation

23:24 - Getting Started with Enhanced Video Experiences

25:59 - Integration Challenges and Technical Solutions

26:58 - Results and Performance Data from Video Overlays

29:08 - AI Avatars and Authenticity in Video