How to build authentic B2B influence with ABX, thought leadership, and AI | OnBase podcast скачать в хорошем качестве

How to build authentic B2B influence with ABX, thought leadership, and AI | OnBase podcast

In this episode of the OnBase podcast, host Paul Gibson sits down with Joel Harrison, founder of B2B Marketing, for a deep dive into one of the most important topics shaping modern go-to-market strategy: trust. Joel explains why trust is now the foundation of every successful B2B relationship and how ABX, thought leadership, and AI can work together to build authentic influence in an era crowded with average content. Together, Paul and Joel explore what real thought leadership looks like, why AI has created both opportunity and risk for marketers, and how advocacy and emerging “TrustTech” platforms are reshaping how brands build credibility. If you’re looking to elevate your B2B strategy, stand out in the age of AI, and create deeper alignment between marketing, sales, and customer success, this episode is packed with practical insights you can use right away. In this episode you’ll learn: -Why trust is the true currency of modern B2B -How to build authentic influence with ABX and thought leadership -The biggest trust challenges created by AI -Why average content is everywhere—and how to rise above it -How advocacy and “TrustTech” are transforming customer relationships -What it takes to measure trust beyond vanity metrics Chapters: 00:00 - Intro 02:30 - Joel’s journey and reinvention: Joel shares how B2B Marketing began as a magazine 22 years ago and how his role evolved from journalist to founder, analyst, and thought leader. 04:27 - Why trust became the “why” behind thought leadership: Joel explains how a planned book project led him to uncover trust as the missing foundation in B2B influence. 07:14 - The explosion of average content in the AI era: He breaks down how AI has made content creation easier, but also more mediocre, making trust and quality critical differentiators. 09:22 - The Edelman Trust Barometer “aha” moment: Joel describes how the Edelman report reshaped his understanding of trust not just in B2B, but across society. 14:00 - The biggest trust challenges introduced by AI: From hallucinations to synthetic data, Joel explains why oversight and authenticity matter more than ever. 17:06 - What real thought leadership looks like: Joel outlines the difference between random acts of content and strategic, data-backed thought leadership that delivers 52% better ROI. 24:08 - The rise of advocacy and “TrustTech”: He highlights how new referral and advocacy platforms are changing the way B2B companies activate customer trust. 29:50 - Measuring trust through impact, not vanity metrics: Joel explains why trust has no single KPI and how engagement, events, and commercial outcomes tell the true story. 🎙️ Guest: Joel Harrison |   / corrina-owens   🧠 Host: Paul Gibson |   / gibsonp   🎧 Subscribe to OnBase for more conversations with the people redefining B2B marketing and tech. Spotify: https://open.spotify.com/show/7Hwa9es... Apple: https://podcasts.apple.com/in/podcast... Website: https://www.demandbase.com/podcasts/o... #b2bmarketing #abm #abx #accountbasedmarketing #trust #thoughtleadership #aiinbusiness #marketingstrategy #gotomarket #B2BInfluence #contentmarketing #digitalmarketing #JoelHarrison #B2BMarketingShow #OnBasePodcast