The Future of B2B Marketing: Trust, AI & Human Connection – B2B Marketing – Joel Harrison

We welcome back Joel Harrison, founder of B2B Marketing and a leading voice in the industry. Four years after his last appearance, Joel shares how B2B marketing has evolved – impacted by COVID, political tensions, AI, and tariffs.

From the lasting power of podcasts to the shifting balance between brand and performance marketing, he explores the rise of human-centric strategies in B2B, the real impact of AI on MarTech, and why trust, influence, and advocacy are emerging as the new pillars of marketing success.

About B2B Marketing

B2B Marketing is the premier provider of insight and intelligence for marketers across all B2B sectors. Its Propolis community intelligence platform helps marketing teams become more effective and successful. The B2B Marketing Awards are the gold standard for excellence in B2B campaigns, while Ignite and the Global ABM Conference are among the most respected events on the B2B marketing calendar.

B2B Marketing’s offerings include an extensive content portfolio, such as the B2B Agencies Benchmarking Report, the B2B Marketing Podcast, and a suite of industry-focused training courses.

About Joel Harrison

Joel Harrison has spent over 20 years at the heart of the B2B marketing industry — as an editor, keynote speaker, ambassador, and evangelist — playing a pivotal role in shaping the dynamic sector we know today.

Today, Joel focuses on podcasting, public speaking, advisory work, and his upcoming book on thought leadership. He co-founded B2B Marketing magazine in 2004, establishing key industry events and the Propolis community. He remains co-owner and director of B2B Marketing (www.b2bmarketing.net), though he is no longer operationally involved.

Time Stamps

00:00:17 - Guest Introduction: Joel Harrison 00:00:44 - What Has Joel Been Doing Over the Last 4 Years? 00:02:54 - The Future of Podcasts 00:06:28 - Creating Valuable Conferences 00:08:40 - How Has the B2B Marketing Landscape Changed? 00:12:30 - Making B2B Marketing Less Boring 00:16:30 - The Impact of AI on the Marketing Stack 00:18:29 - The Rise of Influencer Marketing in B2B 00:24:20 - Best Marketing Advice and Career Tips Quotes

“In the 22 years I’ve been doing this, I’ve never seen a period that even compares remotely.” Joel Harrison, founder of B2B Marketing

“The only thing you can be certain about is uncertainty.” Joel Harrison, founder of B2B Marketing

“B2B marketing has definitely got more human. And that’s a good thing.” Joel Harrison, founder of B2B Marketing

“AI isn’t the reason to buy a platform. The platform should solve a specific job — AI is just part of how it does it.” Joel Harrison, founder of B2B Marketing

“We can’t really envisage what the midterm future looks like right now — we’re just so early in the AI journey.” Joel Harrison, founder of B2B Marketing

“It’s not about being boring or not boring — it’s about being human and relevant.” Joel Harrison, founder of B2B Marketing

Follow Joel:

Joel Harrison on LinkedIn: https://www.linkedin.com/in/joelharrison/

B2B Marketing’s website: https://www.b2bmarketing.net/

B2B Marketing on LinkedIn: https://www.linkedin.com/company/b2b-marketing/

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

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Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547