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Trust & Influence in B2BExpert and indepth insights from the key battleground in B2B Marketing: Trust. With a particular focus on thought leadership, influencer marketing and advocacy. Author: Joel Harrison
Im Joel Harrison, founder of B2B Marketing.net (formerly B2B Marketing magazine) Propolis and the B2B Marketing Awards. Its 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, Ill 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. Ill be exploring this topic from every relevant angle and perspective, but Im going to focus particularly on thought leadership, influencer marketing and advocacy as they have particular relevance to this challenge. Language: en Genres: Business, Marketing, Technology Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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How to win trust in ABM's biggest deals
Episode 78
Wednesday, 14 October, 2026
Why AI makes human experiences more valuable, not less, with Claire Ellis of JPCABM was supposed to be about relationships. As AI makes targeting and personalisation cheap and abundant, the thing ABM was meant to build in the first place, trust with the people who actually decide, has become the real differentiator. Nowhere is that more acute than in ABM's biggest deals, where a single account can be worth millions and keeping it can matter even more than winning it.➡️ Joel Harrison is joined by Claire Ellis, Managing Director of JPC, to unpack experiential ABM: human moments designed to move specific stakeholders, rather than events that simply fill rooms. Claire explains why buyers are now using AI to form preferences early and out of sight, why so much supplier activity is noise rather than relationship progress, and how to work out who really carries the room. She shares how BT moved from infrastructure provider to strategic partner with Translink, where organisations should deliberately keep human judgement in the loop, and why accountability matters more than accuracy when AI shapes what a senior buyer sees. If you run ABM, or are weighing up where your next experience budget should go, this conversation will sharpen how you plan, measure and own those moments. This episode is sponsored by JPC.What you’ll learnWhy AI has made trust harder to earn in complex deals, and what buyers rely on instead.How to design experiences around the change you need in specific stakeholders, rather than around the format.How to spot who really carries the room, and when to rethink your account plan.Where to deliberately keep human judgement, and how open to be about AI's role.What credible relationship movement looks like, and who should own what happens next.Chapters00:00 Introduction: trust and ABM in an AI world01:55 Claire Ellis and JPC04:29 Where suppliers go wrong in complex deals08:26 AI cuts both ways: why trust is harder to earn11:59 Influencing an account before the opportunity exists15:30 What experiential ABM is, and what it isn't18:06 Why the format gets decided first, and what it costs22:00 Finding who really carries the room26:17 BT and Translink: when co-creation is real31:14 Where to keep human judgement in the loop35:13 Accuracy, authenticity and accountability in AI37:44 What credible relationship movement looks like41:47 What a CMO should ask before booking anything44:11 Close and where to find out moreFollow Claire EllisClaire Ellis on LinkedIn ▶ https://www.linkedin.com/in/claireellisjpc/JPC ▶ https://thinkjpc.com/Find out moreRead JPC's report, The human advantage in an AI-powered world ▶ https://thinkjpc.turtl.co/story/experiential-abm-roundtable-recap/page/1?pid=6aabbc5b8632548bf34bd33cHear Claire and JPC at the Global ABM conference ▶ https://events.b2bmarketing.net/abmconferenceIf 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, whether you're a marketing leader, an ABM practitioner, or working alongside sales on your most important accounts.🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/💬 What's the last event in your account plan that actually moved a relationship? 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.📲 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, #ABM, #AccountBasedMarketing, #ExperientialABM, #ExperientialMarketing, #B2BTrust, #AIinMarketing, #EnterpriseSales, #StrategicAccounts, #SalesAndMarketing, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BStrategy, #CMOLeadership, #B2BGrowth
