Trust & Influence in B2B
Trust & Influence in B2B
Podcast Description
Trust is the biggest challenge facing B2B marketers today. 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.
We'll focus in particular on the topics of thought leadership and influencer marketing, but inevitably brand, advocacy and demand generation, and much, much more.
Podcast Insights
Content Themes
The podcast explores topics such as thought leadership, influencer marketing, and brand advocacy, with episodes discussing real-world campaigns like Capgemini's 'Building Trust in Data' and Circana's insights on turning data into strategic conversations, as well as the findings of Edelman's Trust Barometer report
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.
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/
Instagram ▶ https://instagram.com/joelharrisonb2b/
#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #ExperientialMarketing, #ABM, #AccountBasedMarketing, #FinTechMarketing, #BrandExperience, #CustomerTrust, #B2BEvents, #PhysicalMarketing, #NordicBusiness
Disclaimer
This podcast’s information is provided for general reference and was obtained from publicly accessible sources. The Podcast Collaborative neither produces nor verifies the content, accuracy, or suitability of this podcast. Views and opinions belong solely to the podcast creators and guests.
For a complete disclaimer, please see our Full Disclaimer on the archive page. The Podcast Collaborative bears no responsibility for the podcast’s themes, language, or overall content. Listener discretion is advised. Read our Terms of Use and Privacy Policy for more details.