JoelHarrisonB2B

A quick reflection on the presentation at Stein agency's recent BDX event, where Brand Finance claimeed a single slide can convince a CFO to invest in brand. . Marketers build trust and confidence in CFOs/CEOs by demonstrating they are commercially savvy. No single slide however good can do this!

@Stein agency's event last week revealed their deep dive research on why brand and demand must happen together - and yet more evidence that the brand-idealists (including LinkedIn B2B Institute) who have been gaslighting B2B marketers that they are idiots if they focus on brand, are wrong.

Is the traditional marketing team dead? That's what I discussed recently on the Trust & Influence in B2B podcast, where one thing became crystal clear: permanent employees + agency retainers + a few freelancers is no longer a guaranteed winning formula.
player.captivate.fm/episode/0749...

Why do B2B marketers get stuck using jargon? Why can't they 'use' rather than 'leverage'? More to the point, why can't they use humour to bring everything to life? That's what I discussed with the queen of the LinkedIn video Heather Barnett for my podcast. Watch in full youtu.be/YEUvwt4lvj4?...

Trust is everything in B2B - but it's never been harder to earn or retain that it is right now. That's been my message over the past six months, and so I was delighted when the FT waded in a report on Trust - which you can download here lnkd.in/eRW_-fa4 Some fascinating facts and insights contained

Reams of AI-generated content is actively unhelpful if it's not in context with your overall marketing strategy and directed at the right people - says Saima Rashid, CMO @6sense when I interviewed her for the 'Trust & Influence in B2B' podcast. Full episode here www.youtube.com/watch?v=ut4-...

What we learned at B2B Ignite 2025, and why being a commercial marketer is fundamental to success in the future #b2bmarketing - for indepth insighs on that see www.b2bmarketing.net/reports/b2b-...

Did you make it to Cannes this year? No, neither did I 😥 But don't despair: Transmission (who were one of the B2B sponsors) ran an event called 'Cannes Uncanned' where they summarised what we missed. And here's my summary of that summary 😉

What did I learn at the Informa Techtarget ROI Summit in London today? Here's my summary and key takeaways of this event, attended by a couple of hundred B2B marketers.

Reddit & Tiktok have become key sources for Gen AI engines (such as ChatGTP and Gemini) to answer questions from buyers. Sarah Aird-Mash explains in the extract from the recent episode of the 'Trust & Influence in B2B' podcast. Listen to the full episode player.captivate.fm/episode/603e...

GEO, or Generative Engine Optimisation, is set to transform trust in B2B via zero click search - wherein buyers can access the information they need without going to your website. In the latest episode of the 'Trust & Influence in B2B' podcast, I discussed the implications. youtu.be/PJUzP5ND95Q?...

There's crisis of trust looming in B2B advertising, and Google 'hokey-cokeying' with Cookies is indicative of the problem but also just the tip of the iceberg - so says Dan Shaw of Funnel Fuel in the 'Trust & Influence in B2B' podcast. Watch the full episode, player.captivate.fm/episode/4757...

I really enjoyed speaking to Zontee Hou and Jason Keath from the Social Pros podcast on the changing face of B2B marketing – including cutting through noise with creative content, influencers and thought leadership is.
🎙️ Web: lnkd.in/gDaZ6Fes
🟢 Spotify: heyor.ca/MPBUDN
🍎 Apple: heyor.ca/palJoN

What's the biggest issue in 2025? Its TRUST, and that's the focus of my session at B2B Ignite on July 2nd in London, where I'll be presenting with 70 other inspirational speakers on what is shaping #b2bmarketing. Don't miss it! For a 25% discount use JOEL25 events.b2bmarketing.net/b2bignite2025

How do #b2bmarketing leaders build trust in their marketing team? That was one of the questions I asked Cat Dutton of Pega when I interviewed her recently for the 'Trust & Influence in B2B' podcast. Listen to the full episode here player.captivate.fm/episode/01f4...

I really enjoyed speaking to Tom Rudnai of DemandGenius recently on a broad range of B2B related topics, but we also spoke about why marketing in B2B doesn't have the status as it does in B2C, and why it's harder to do outstanding creative. Here's an extract - a link to the full episode coming soon!

#B2Bmarketers! Are you using or testing #influencermarketing in your campaigns? If not, why not?! B2B Marketing Awards data shows is officially mainstream and a powerful way of overcoming the trust chasm in B2B. Extract from Volume agency shows.acast.com/the-problem-...

#Accountbasedmarketing or #abm is not only here to stay, it's also been rejuvenated and redfined by Bev Burgess's new book - the woman who defined ABM in the first place! Here are my thoughts after her book launch in London at Salesforce tower at the end of February

Trust is the biggest problem in B2B, so are B2B influencers (part of) the solution? I really enjoyed discussing this with Katy Howell and Kevin Sutherland Volume Agency's 'The problem with B2B' podcast. Here's a snippit, but you can listen to the full episode here: https://buff.ly/4hSPnuB

Awesome #b2b lunch with the guys at @roosterpunk

As a ‘recovering’ magazine editor, it’s wonderful to see that some people haven’t given up on the power of print in B2B! It was great to get a copy of @PublicisPro’s ‘Untrended’ newspaper style publication – who knew that print could be so disruptive, not to mention welcome 😉

Podcasts in #b2bmarketing: a must-have or a fad? This was one of the hot trends that was flagged by our analysis of the B2B Marketing Awards this year, and which I enjoyed discussing on the RevenueMakers podcast by @6sense. To hear the whole thing, go to https://buff.ly/4fQcZym

Joel Harrison on LinkedIn: #b2bagency #b2bmedia #b2bmarketing | 27 comments Transmission and Earnest, two of the biggest names in #B2Bagency land, have come together is a landmark deal for the category. With origins in the #B2Bmedia… | 27 comments on LinkedIn

Breaking news in #B2B agency land - @Transmission has acquired @Earnest, bringing together two of the biggest names in the category. Exciting news for B2B! See more here https://buff.ly/3Ccx7wy

I just bumped into #KarlMarx in Highgate this afternoon - I wanted to know what he thought about the current state of #b2bmarketing, but he said he was unimpressed.

I've had a fantastic year podcasting and interviewing leading B2B marketers - with so much great wisdom and insight gleaned. Here's a summary of ten takeaways from some of the most inspirational interviewees. https://buff.ly/3VTHg8e

'Joy' beats 'trust' as the primary means of eliciting an emotional response in #b2b - that's according to new research into the emotional objectives of campaigns entrered into B2B Marketing Awards. But how exactly do you drive these emotional responses? Read more here https://buff.ly/3DjY55Q

Thanks - fair point.

Which channels and techniques are hot right now in B2B? Insights from the B2B Marketing Awards Arguably the biggest challenge facing B2B marketers is understanding how to balance novelty with reliability in campaigns. In other words, to do things that we know will work, whilst at the same time ...

Okay, so I'm going to try this again! Hello Bluesky - lovely to be here. I'm looking forward to building my network in this new(ish) community. Here's a positive positive post to get started. www.linkedin.com/pulse/which-...