How do B2B marketers build genuine trust across the customer journey? Joel Harrison, Founder of B2B Marketing, shares how leading brands are using thought leadership, influencer partnerships, and creative audio to stand out. From award-winning campaigns to vibrant professional communities like Propolis, Joel offers insights that challenge traditional B2B norms. Tune in for a conversation that redefines what it means to connect in the B2B space!

Full Episode Details

Joel joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to explore how B2B marketers can embrace creativity, take smart risks, and reclaim the power of brand. He explains why the industry is shifting toward long-term brand building and trust as key drivers of growth. Joel also shares why bravery is now one of the most valuable qualities for B2B marketers, and how storytelling and strategic thinking are making a strong comeback.

Joel, Zontee and Jason also dive into the growing role of influencers in B2B, the power and resonance of audio content to build emotional connections, and how the best campaigns often come from clear-minded boldness. Joel also reveals how the most effective marketers today are balancing performance with purpose—and even weighs in on which B2C tactics don’t translate to B2B.

In This Episode:

1:48 - The anti-corporate creativity trend
2:26 - Favorite examples of creative anti-corporate campaigns
3:51 - Is there a clear line of going too far with this kind of work?
6:25 - How brands can do better at standing out creatively
8:09 - How organizations can wade into this influencer space by building trust and to coming off authentically
10:08 - How to successfully cultivate thought leadership internally
13:27 - Thought leadership as part of full funnel marketing
15:33 - Why engagement and conversion respond so well to creative content
16:07 - Tactics to get creative campaigns approved by CFOs, CMOs
18:20 - Upcoming trends in the awards submissions space
19:37 - What B2B can learn from B2C
21:30 - Challenges with trust that B2B organizations face
23:20 - The successful use of creative audio in the B2B space
27:36 - Joel’s advice for aspiring social pros

Resources:

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