Chaos is B2B's problem. Coherence is the answer | Why B2B marketers need to fix their operating model, with Alastair Hussain of TMP

Best in show B2B | Why The RHS Chelsea Flower Show is blooming for Addleshaw Goddard's full-funnel campaign, with Brian Macreadie

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Brian Macreadie, Head of Marketing at Addleshaw Goddard, one of the UK's most creatively ambitious international law firms. Brian reveals how his team did something no legal firm had ever done before—becoming the first-ever official legal partner of the RHS Chelsea Flower Show—and built a full-funnel campaign around it called Flourish in the City. Could flowers, billboards, and a garden at Chelsea really deliver 350% ROI and 40 new clients in under a year? ➡️ With over 30 years of B2B marketing experience across telecoms, media, and legal, Brian doesn't just talk about creativity—he proves it pays. He breaks down the strategic thinking behind Flourish in the City: why a noisy, content-saturated legal market demanded something radically different, and how a single emotionally resonant idea can anchor an entire integrated campaign. From 19 digital billboards at Bank and London Bridge, to handing flowers to city commuters, to hosting 400+ VIP clients across 57 intimate Chelsea events—this is full-funnel B2B marketing at its boldest. Brian also tackles the harder questions: how do you build internal buy-in for long-term, creative marketing investment? How do brand and ABM complement rather than compete? And what does it really take to build the kind of trust that turns one conversation into a 25-year client relationship? His two golden rules haven't changed in 30 years—and they're more relevant than ever. Chapters: 00:00 Podcast Welcome 00:30 Meet Brian McCredie 00:55 Inside the London Office 02:01 Flourish in the City 03:50 Episode Learning Goals 04:36 Brian Career Journey 05:40 Why Legal Needs Creativity 07:19 About Addleshaw Goddard 08:33 The Attention Problem 09:55 Trust and Top of Mind 11:58 Why Chelsea Flower Show 13:34 Authentic Brand Fit 16:28 Pilot Proof and Client Love 17:39 Behind the Scenes at Chelsea 19:17 Flourish in the City 21:05 Making the Long Term Case 23:22 Sponsorship as Full Funnel 25:06 VIP Events at Chelsea 27:54 Citywide Media Blitz 31:31 Measuring Impact and ROI 33:16 Building Creative Buy In 36:08 Results and Payback 37:18 Transferable Marketing Lessons 40:17 Final Takeaways and Close Follow Brian Macreadie, https://linkedin.com/in/brianmacreadie/ https://linkedin.com/in/bmacreadie?originalSubdomain=uk [https://www.linkedin.com/in/bmacreadie?originalSubdomain=uk] https://addleshawgoddard.com [https://www.addleshawgoddard.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 thought leadership—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/https://www.joelharrisonb2b.com/ [https://www.joelharrisonb2b.com/] 💬What do you think comes first—insightful data or a compelling story? 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. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1 [https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1] 📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/https://linkedin.com/in/joelharrison/ [https://linkedin.com/in/joelharrison/] Podcast ▶ https://trust-influence-in-b2b.captivate.fm/https://trust-influence-in-b2b.captivate.fm/ [https://trust-influence-in-b2b.captivate.fm/] Instagram ▶ https://instagram.com/joelharrisonb2b/https://instagram.com/joelharrisonb2b/ [https://instagram.com/joelharrisonb2b/] #JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #LegalMarketing, #B2BCreativity, #SponsorshipMarketing, #FullFunnelMarketing, #BrandBuilding, #B2BEvents, #IntegratedMarketing

Why Data is Still The Achilles Heel of B2B Marketing | Trust in Data Remains at Rock-Bottom for Enterprises — Maureen Blandford Explains What Marketers Can Do About It

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maureen Blandford, Founder of Serendipitas and co-author of the Diginomica Enterprise Data Health Study. Together, they expose one of B2B marketing's most uncomfortable truths: that senior leaders across major enterprises don't actually trust their own data—even when they say they do. Could the data powering your most critical business decisions be far less reliable than anyone is willing to admit out loud? ➡️ Maureen draws on nearly twelve years as a B2B tech CMO and frank conversations with eighteen senior practitioners—CEOs, CDOs, and commercial leaders—to unpack the dangerous gap between stated and behavioral trust in enterprise data. She introduces the "verification tax," where organisations are burning 30 to 70% of professional time simply assembling and reconciling data rather than analysing it. They dig into why 94% of organisations still have siloed data despite years of integration projects, why legacy MarTech was never built for strategic business needs, and why vendor-funded research is feeding a narrative that doesn't match reality on the ground. On AI, the findings are stark: vendor surveys claim 93% of organisations plan to deploy autonomous AI agents within two years—yet only 3 of 18 interviewed organisations have anything resembling agentic AI in practice. Maureen also shares what genuine AI readiness requires and, crucially, three things any senior marketer can do this week—with no new budget and no board approval—to start making real, lasting progress. Chapters: 00:00 - Introduction to the B2B Data Trust Crisis 02:28 - Why Data Became Maureen's Central Obsession 04:10 - What the Current Data Narrative Gets Wrong 05:37 - Stated Trust vs. Behavioural Trust: The Key Discovery 11:26 - The Verification Tax and Its Hidden Cost 14:12 - Why MarTech Was Never Built for Strategy 15:55 - 94% of Organisations Still Have Siloed Data 19:29 - Why Vendor Research Misleads Buyers 23:39 - The AI Readiness Gap: 93% vs. Reality 29:08 - The Three Types of AI Organisations (and the Most Dangerous One) 31:00 - Rays of Sunshine: What's Actually Working 34:41 - Three Things You Can Do Starting Monday Follow Maureen Blandford, https://linkedin.com/in/maureenblandford/https://linkedin.com/in/maureenblandford/ [https://linkedin.com/in/maureenblandford/] https://serendipitas.comhttps://serendipitas.com [https://serendipitas.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 thought leadership—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/https://www.joelharrisonb2b.com/ [https://www.joelharrisonb2b.com/] 💬What do you think is the biggest barrier to data trust in B2B—the tools, the culture, or the narrative? 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. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1 [https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1] 👉Subscribe now and tap the bell icon to get notified whenever a new episode drops—from the show floor, the studio, or the front lines of B2B. --------------- 📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/https://linkedin.com/in/joelharrison/ [https://linkedin.com/in/joelharrison/] Podcast ▶ https://trust-influence-in-b2b.captivate.fm/https://trust-influence-in-b2b.captivate.fm/ [https://trust-influence-in-b2b.captivate.fm/] Instagram ▶ https://instagram.com/joelharrisonb2b/https://instagram.com/joelharrisonb2b/ [https://instagram.com/joelharrisonb2b/] --------------- #JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #DataTrust, #B2BData, #AIReadiness, #DataHealth, #EnterpriseData, #VerificationTax, #MarketingAnalytics

The Four Pillars of Success in The Agentic AI Era: Governance, Judgement, Taste and Orchestration | With Angela Tangas of Oliver

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Angela Tangas, CEO of Oliver, part of the Brandtech Group—the original pioneers of the in-house agency model. Together, they tackle one of the most urgent questions facing B2B marketing leaders right now: how do you move beyond AI experimentation and drive genuine, scalable transformation? And is the operating model you choose as important as the technology itself? ➡️ Angela draws on her experience working with eight of the world's ten largest advertisers across forty-eight countries to deliver a frank, practical, and genuinely eye-opening conversation. She explains why 2025 became the year of "pilot purgatory" for so many organisations—and what separates the brands that broke through from those that didn't. She unpacks the layered pressures on B2B marketing teams today, from longer deal cycles and more decision-makers to the commoditisation of AI-generated content, and makes the case for why volume without effectiveness is a dead end. Angela also tackles the environmental footprint of AI adoption—an issue she argues deserves far more attention—and sets out a clear, actionable framework for marketing leaders who want to build momentum this quarter. From governance and change management to agentic workflows and the future of the resource mix, this episode is packed with real-world insight. Chapters: 00:00 - Introduction to AI-Led Marketing Transformation 02:09 - How Oliver and Brandtech Group Work 04:05 - What's Driving Urgency Behind AI Adoption in B2B 07:09 - The Capability Gap in B2B Marketing Teams 08:15 - Where Marketing Teams Are Focusing Their AI Efforts 10:37 - Efficiency vs. Effectiveness: Are Teams Getting It Right? 14:02 - The In-House Agency Model Explained 18:26 - How Oliver's Role Has Evolved with AI 20:24 - Managing the Resource Mix: Internal Teams, Agencies & AI 23:11 - The Environmental Cost of AI in Marketing 25:59 - What's Holding Organisations Back from Real Transformation 29:37 - What Marketing Operations Will Look Like in 2–3 Years 32:39 - Where Marketing Leaders Should Start This Quarter Follow Angela Tangas, https://linkedin.com/in/angelatangaslinkedin.com/in/angelatangas [https://linkedin.com/in/angelatangas] https://oliver.agencyoliver.agency [https://oliver.agency] 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 thought leadership—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/https://www.joelharrisonb2b.com/ [https://www.joelharrisonb2b.com/] 💬What do you think comes first—insightful data or a compelling story? 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. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1 [https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1] 📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/https://linkedin.com/in/joelharrison/ [https://linkedin.com/in/joelharrison/] Podcast ▶ https://trust-influence-in-b2b.captivate.fm/https://trust-influence-in-b2b.captivate.fm/ [https://trust-influence-in-b2b.captivate.fm/] | Instagram ▶ https://instagram.com/joelharrisonb2b/https://instagram.com/joelharrisonb2b/ [https://instagram.com/joelharrisonb2b/] #JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #AgenticAI, #AITransformation, #InHouseAgency, #MarketingOperations, #GenerativeAI, #AIinMarketing, #MarketingLeadership, #BrandtechGroup

Is PE killing the B2B ROI imperative? | Nick Eades on what PE-backed marketing teaches the rest of B2B

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Nick Eades, Chief Strategy Officer at Freemarket and one of B2B marketing's most experienced senior leaders, having served as CMO five times across PE-backed, publicly quoted, and VC-funded businesses at companies including IBM, Dell, BT, and Fujitsu. Together, they explore one of the most consequential shifts reshaping the marketing profession: the rise of private equity ownership in B2B — and what it demands of marketers operating inside it. Could the high-pressure, outcome-driven discipline of PE-backed marketing actually be making all of B2B better? ➡️ Nick holds nothing back. He dismantles the cult of MQLs — sharing real-world cases where marketing leaders were measuring leads that never converted to revenue — and argues that closed-won SQLs sourced by the GTM function is the only metric that truly counts. He introduces his operating mantra of "evidence builds confidence," explains why he talks about reputation and positioning rather than brand, and breaks down what a genuine GTM engine looks like in practice: daily standups, zero ego, AI-powered tech stacks, and full sales-marketing alignment. He also speaks candidly about the personal demands of PE culture and how to manage your own capacity without burning out. If you're a marketer whose organisation has been acquired, is at risk of acquisition, or simply wants to sharpen your commercial instincts, this conversation will challenge how you think about your role and what it's really there to deliver. Chapters: 00:00 - Introduction: PE and B2B Marketing 02:09 - Nick Eades: Background and Career 03:13 - How PE Transformed the B2B Landscape 06:06 - Buy and Build: The SaaS Era and Cheap Capital 08:08 - What PE Owners Actually Expect 12:09 - Marketing Inside a PE-Backed Business 14:25 - Why MQLs Don't Matter (And What Does) 17:03 - Building a GTM Engine That Drives SQLs 18:15 - The CMO Role in PE: Myth vs. Reality 22:02 - Riding Two Horses: Brand vs. Demand in PE 25:14 - Evidence Builds Confidence: Metrics That Matter 28:16 - Personal Wellbeing and Capacity in PE 32:18 - GTM as a Silo Buster 36:11 - The Death of ROI as a Standalone Metric 36:53 - Future-Proofing Your Career for a PE World Follow Nick Eades https://linkedin.com/in/nickeades/ [https://linkedin.com/in/nickeades/] https://freemarket.com/ [https://freemarket.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 thought leadership—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/https://www.joelharrisonb2b.com/ [https://www.joelharrisonb2b.com/] 💬What do you think comes first—proving marketing ROI or building a GTM engine that makes ROI irrelevant? 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. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1 [https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1] 📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/https://linkedin.com/in/joelharrison/ [https://linkedin.com/in/joelharrison/] Podcast ▶ https://trust-influence-in-b2b.captivate.fm/https://trust-influence-in-b2b.captivate.fm/ [https://trust-influence-in-b2b.captivate.fm/] Instagram ▶ https://instagram.com/joelharrisonb2b/https://instagram.com/joelharrisonb2b/ [https://instagram.com/joelharrisonb2b/] #JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #PrivateEquity, #PEMarketing, #GoToMarket, #GTMStrategy, #RevenueMarketing, #SalesAndMarketing, #CMOLeadership, #B2BGrowth

Chaos is B2B's problem. Coherence is the answer | Why B2B marketers need to fix their operating model, with Alastair Hussain of TMP

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Alastair Hussain, Chief Strategy Officer at TMP (The Marketing Practice), a specialist B2B marketing agency. Together, they confront one of the most pressing realities in B2B marketing today: the chaos most marketers are experiencing isn't a streak of bad luck—it's the symptom of operating models that have fundamentally broken down. Is coherence the cure, and what does it actually take to build it from the inside out? ➡️ Alastair draws on TMP's Cost of Chaos Report—research spanning over a thousand B2B marketers and tech buyers—to map out the "chaos cascade": how macro forces like geopolitical instability, economic uncertainty, and rapid technological change filter down into fragmented teams, stalled deals, and burned-out marketers. He argues that the instinct to move faster or pile on more technology doesn't fix chaos—it accelerates it. The real answer is coherence: aligning brand, messaging, product, and strategy so every part of the marketing function pulls in the same direction. Along the way, they explore why product has become marketing's most disconnected discipline, how cognitive fluency underpins buyer trust, and why CMOs need to take back control of the strategic conversation rather than waiting to be handed objectives. Whether you're leading a stretched team or questioning the value of your marketing function, this episode delivers both the diagnosis and a clear direction forward. Chapters: 00:00 - Introduction: The Chaos Facing B2B Marketers 02:12 - What Is the Chaos Cascade? 05:30 - The Human and Commercial Cost of Chaos 09:00 - Why Faster and More Tech Makes Things Worse 13:15 - Defining Coherence: What It Actually Means 17:00 - The CMO as Chief Market Officer 19:45 - Why Product Is the Most Disconnected Area 22:20 - Making the Business Case for Coherence 24:00 - 97% of Buyers Notice Vendor Coherence 26:30 - Cognitive Fluency and Buyer Trust 30:00 - Buyer-Side Barriers: Decision Makers, Messaging, and Trust 33:45 - Realistic Expectations for CMOs Under Pressure 36:00 - Where Coherence Breaks Down in Practice 38:00 - Advice for Overwhelmed Marketing Leaders Follow Alastair Hussain, https://linkedin.com/in/alastairhussain/ [https://linkedin.com/in/alastairhussain/] https://tmpb2b.com [https://tmpb2b.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 thought leadership—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/ 💬What do you think comes first—fixing internal alignment or improving external messaging? 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. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1 📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/ [https://linkedin.com/in/joelharrison/] Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ [https://trust-influence-in-b2b.captivate.fm/] Instagram ▶ https://instagram.com/joelharrisonb2b/ [https://instagram.com/joelharrisonb2b/] #JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #MarketingOperations, #CMOLeadership, #B2BGrowth, #CostOfChaos, #MarketingAlignment, #BuyerTrust, #B2BStrategy