Podcast Episodes
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Everyone's talking about BGM, but how do you measure maturity? | Analysis from Pretzl's new Buying Group Index
Season 1 Episode 77
Everyone's talking about buyer group marketing. Far fewer are doing it well, and most organisations have no reliable way of knowing how mature their …
7 hours ago
B2B nostalgia: how and when to go retro in your campaigns | Five creative approaches from the B2B Marketing Awards entries, with Guy O'Brien of Custom Influence
Season 1 Episode 76
Nostalgia sells everything from trainers to TV reboots, yet it barely registers in B2B marketing. To find out why, Joel Harrison went through three y…
1 week, 1 day ago
Think you control the buyer journey? Think again... | Why LLMs and influencers are in the driving seat, with John Rockhold of Spotlight
Season 1 Episode 75
The winning vendor is usually already on the buyer's shortlist before a single sales conversation happens, and increasingly, it isn't a salesperson o…
2 weeks, 1 day ago
Automating judgment, not just tasks | Michelle Huff on building AI trust the way you'd onboard a new hire
Season 1 Episode 74
Every B2B vendor now has an AI story. Michelle Huff, Chief Marketing Officer at Alteryx, argues that's exactly the problem: when everyone makes the s…
3 weeks, 1 day ago
Before 'sleeping giant' Iron Mountain got loud, it had to be believed | CMO Karen Feldman on earning that trust
Season 1 Episode 73
Iron Mountain is nearly 75 years old, built on physical records storage, and structured as a real estate investment trust — known for most of its his…
4 weeks, 1 day ago
Finally! A replacement for NPS... or is it? | How Tony Larks hacked Bain & Co's groundbreaking 'shortlist score'
Season 1 Episode 72
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…
1 month ago
Why influencer skills are becoming essential for B2B CMOs | With Archana Dhankar of Proofpoint
Season 1 Episode 71
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 …
1 month, 3 weeks ago
From the moshpit to the marketing plan | What a decade in the music business taught Jason Miller about attention in B2B
Season 1 Episode 70
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 pr…
2 months ago
Stop trying to please everyone! | Karl Van den Bergh of Illumio on why consistency, not consensus, is what earns trust in B2B
Season 1 Episode 69
Most leadership advice pushes you toward a familiar template: decisive, diplomatic, endlessly composed. It's meant to build trust. Often it does the …
2 months, 1 week ago
Employee voices drown out brand voices in B2B – so how do you orchestrate them? Rida Oyebade of Workday on employee advocacy
Season 1 Episode 68
Why is employee advocacy so often mistaken for a content strategy? Rida Oyebade, Senior Social Media Manager at Workday, explains why handing employe…
2 months, 2 weeks ago