The 1% Insight
Welcome to The 1% Insight podcast, where we help B2B Tech Marketers engage, build trust and create value for their target audience + companies through the power of B2B Content!
In each episode, we dive into strategies that will help you engage the majority of your market, those not actively buying today but who are shaping their future buying decisions while also providing value to your existing customers & those who are ready to buy.
We explore how B2B Tech companies can turn their content into strategic communication channels that build trust, engage audiences, and provide real value.
With a focus on creating content engines that position your brand as a trusted industry voice, The 1% Insight content ensures you have the tactics & information to be top of mind when prospects are ready to buy. If you're ready to learn how to turn early-stage awareness into tomorrow's demand, this podcast is for you.
Learn how "The 1%" changes can make all the difference!
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The 1% Insight
The Importance of Trust in B2B Marketing with Joel Harrison | #22
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In this week’s episode of The 1% Insight, host Jack Regan sits down with Joel Harrison, a veteran in the B2B Marketing space with over 20 years of experience shaping the industry.
Joel co-founded B2B Marketing in 2004 and has been instrumental in establishing key industry communities & events including the Propolis community, B2B Marketing Awards, B2B Ignite, and the Global ABM Conference.
He currently hosts the Trust & Influence in B2B podcast and can be regularly seen on stages across the globe as a keynote speaker and industry commentator.
Why Trust Matters More Than Ever
Joel explains how trust has become increasingly critical in today's B2B landscape. Several factors have converged to make trust essential: growing societal cynicism, the diminishing authority of traditional media sources, increased market noise, and the proliferation of AI-generated content.
Marketing teams must now work harder than ever to cut through the noise and build genuine relationships with their audiences.
Joel identifies three interconnected pillars that B2B organisations should focus on: Thought Leadership, Influencer Marketing & Advocacy.
Key Insights for B2B Tech Marketers
- Trust is a defining challenge for B2B marketers in 2026 due to increased cynicism, market noise, and AI-generated content.
- Thought leadership must demonstrate impact throughout the entire buyer journey, not just at the top.
- B2B influencer marketing includes your team, industry experts, and journalists not just paid promoters.
- Customer advocacy is vastly underutilised, move beyond case studies to operationalise customer voices.
- Consistency over time beats complex tactics, simple, sustained efforts deliver better results.
This is a great episode for B2B Tech Marketers who are searching for the 1% changes that can make a huge difference over time.
• Connect with Joel on LinkedIn
• Learn about Joel’s work, podcast & more: Learn more
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Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing