Trust & Influence In B2B podcast

37:33

In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Hayley Brooksbank, Group Marketing Director at TTP (The Technology Partnership). With a background spanning professional services and agency roles, Hayley shares valuable insights on the unique challenges of developing thought leadership in a highly technical organization where confidentiality is paramount and PhDs abound. Topics Covered TTP's unique position as a technology and product development consultancy working with clients from space tech companies to biotech firms The "nose wrinkle" phenomenon when technical experts hear the term "thought leadership" Creating a three-tier approach to content that distinguishes between routine content, insight articles, and true thought leadership Balancing SEO requirements with technical experts' desire to only publish groundbreaking content The role of scientific editors and ghostwriters in creating accessible yet technically accurate content How confidentiality requirements create additional challenges for marketing highly specialized services Recent breakthrough in room-temperature stable mRNA therapeutics as an example of genuine thought leadership The concept of "black ops thought leadership" - keeping valuable insights exclusive for key clients Key Conclusions Redefining Thought Leadership : True thought leadership should be original, commercially relevant, and genuinely disruptive. Distinguishing between different types of content helps technical experts understand what's being asked of them and why, removing resistance to content creation. Building Internal Trust : For marketers in technical organizations, building trust with internal experts is just as important as building trust with clients. Being transparent about marketing objectives and respecting technical integrity helps foster this trust and partnership. Finding the Balance : The most effective approach combines technical depth with commercial relevance. As Brooksbank explains: "It's about us being truthful about which type of content we need and then not over-claiming, because technical experts hate that—they can see through it." Content Evolution : Even in highly technical environments, there's room for more accessible, business-focused content that provides practical value. Developing tools and insights that help clients build internal cases for budgets can be just as valuable as purely technical content. For B2B marketers struggling to engage technical experts, Brooksbank's advice is clear: understand which "lane" your content belongs in, don't misrepresent marketing objectives, show respect for technical expertise, and build trust through genuine partnership. This conversation offers valuable insights for any marketer navigating the complexities of thought leadership in highly specialized B2B environments where technical credibility and marketing effectiveness must coexist.…

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Brand Activism and Thought Leadership in B2B: In-depth with Alan Agency's Benedict Buckland 35:33

6 days ago35:33

35:33

In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Benedict Buckland, who leads Alan Agency, a B2B brand building agency focused on helping clients in financial services, technology, and professional services sectors. Alan Agency operates at the intersection of thought leadership and advertising, helping brands use the power of brand to provoke change in how audiences think and how industries work. Benedict shares insights from their report "Thought Leadership: A Brand Building Manifesto," which explores what makes a leading brand in B2B and how companies can engage more effectively with their audiences. Topics Covered · The role and evolution of thought leadership as a powerful brand-building tool in B2B · Why being an "activist" brand matters to B2B audiences and how it shapes industry perceptions · The relationship between provocative messaging and positivity in B2B communications · The growing credibility and sophistication of thought leadership in the B2B space · The convergence of brand building and demand generation activities · The shift toward consumer-grade, high-production value formats for thought leadership content · Why having a clear brand purpose and long-term vision is essential for effective thought leadership Key Conclusions 1. B2B Brands as Industry Activists : Benedict's research revealed that 3 in 5 business decision-makers consider "a role in defining the sector" as the most important criterion for being a leading B2B brand—ranking above market share, client list, or heritage. This suggests B2B audiences want brands to be active, not passive participants in their industries: "It's about being an active part of your sector, not a passive part of your sector." 2. Balancing Provocation with Positivity : Effective thought leadership needs to challenge existing thinking while offering constructive solutions. As Benedict explains, "What the value of provocation is... it can be a catalyst. I think if you're going to get people to think differently or to conceptually change their understanding of something, there probably does need to be that initial provocation." However, this must be balanced with a positive, solutions-oriented approach. 3. Purpose-Driven Content : In the increasingly crowded thought leadership landscape, having a clear "North Star" or purpose drives consistency and impact. Benedict distinguishes between "big P Purpose" (social good) and "small p purpose" (having intent and focus in your messaging), noting that the latter is essential for effective thought leadership: "It's about this idea of just having intent behind what you're doing, having a real sort of focus in terms of what it is I want to achieve." For B2B marketers looking to improve their thought leadership efforts, Benedict emphasizes the importance of clarity and focus: "Don't bury the lead." Marketers should seek to move conversations forward with original insights that are relevant to their audience while maintaining a distinctive brand voice that could only come from their organization.…

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How Cap Gemini uses thought leadership as a strategic growth driver 35:07

16 days ago35:07

35:07

In this episode of the B2B Trust and Influence podcast, host Joel Harrison speaks with Vito Labate, VP of Global Industry Marketing at Capgemini, a $23 billion global tech consulting firm. Capgemini recently won gold in the thought leadership category at the B2B Marketing Awards in London for their "Building Trust in Data" campaign. With over 20 years at Capgemini, Labate offers valuable insights on how thought leadership has evolved from a support function to become a strategic growth driver for professional services firms. Topics Covered The transformation of marketing in professional services firms over the past decade Capgemini's approach to thought leadership and the role of their Research Institute The award-winning "Building Trust in Data Sharing" campaign targeting public sector organizations Balancing brand building and demand generation through thought leadership The power of executive advocacy and social media in amplifying thought leadership Integration with account-based marketing strategies The shift toward more digestible, multi-format content How thought leadership builds trust in professional services relationships Measuring the impact and ROI of thought leadership initiatives Key Conclusions Strategic Evolution of Marketing : "Ten years ago, marketing organizations were almost perceived as a support function. Now we're seen as a strategic growth driver," notes Labate. This shift has moved marketing from predominantly brand awareness to becoming a central part of business growth strategy, incorporating analytics, data-backed strategies, and storytelling. Trust as Foundation : In professional services, thought leadership builds critical credibility with decision-makers. "In our industry, it's all about credibility," Labate emphasizes. "The value we're bringing is around our expertise, our insight, our ability to counsel our clients on how to navigate their transformational journeys." Content That Cuts Through : In an environment saturated with information, thought leadership provides genuine value rather than just sales messaging. "Thought leadership cuts through that noise because it feels like real value... that someone can take away and either learn from or have a further conversation about," explains Labate, noting the growing preference for expert-led, digestible content over corporate messaging. Long-Term Approach : The most successful thought leadership isn't treated as a one-off campaign but as part of a comprehensive strategy. "What I've seen work most is when you consider it part of a longer-term journey. You get more value out of that, and you have more impact on your audience," advises Labate. For B2B marketers embarking on their thought leadership journey, Labate recommends starting with your "why," ensuring authentic expertise, and developing a holistic content strategy that supports long-term business objectives rather than viewing thought leadership as isolated campaigns.…

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Building trust through thought leadership - how Circana turns data into strategic conversations 38:56

22 days ago38:56

38:56

For B2B businesses seeking to rise above commodity status and establish themselves as strategic partners, thought leadership has become an essential capability. But what separates truly impactful thought leadership from the flood of content that overwhelms decision-makers daily? In a recent episode of the Trust and Influence in B2B podcast, host Joel Harrison spoke with Ananda Roy, VP of Thought Leadership at Circana—a market research powerhouse formed from the merger of IRI Worldwide and NPD that recently won gold in the thought leadership category at the 2024 B2B Marketing Awards. Their conversation revealed how thought leadership can evolve from marketing activity to strategic business function. Thought Leadership as Strategic Function Unlike many organizations where thought leadership operates as a marketing subfunction, Circana positions it as a core strategic capability with representation at the executive level. "I get the feeling that I'm an outlier," notes Roy about his senior position. "You don't necessarily see the leaders of thought leadership practices getting a seat at the strategy table. Thought leadership is pretty much central to what we do in our advisory role with our clients." This positioning reflects Circana's broader objective: transitioning from data provider to strategic growth advisor for its 7,000+ global clients across consumer goods, retail, technology and other sectors. Beyond data dumping Despite analyzing $4 trillion of retail sales data annually and investing $500 million in AI capabilities over six years, Circana recognizes that data alone doesn't drive decisions. "Data is increasingly becoming a commodity," Roy explains. "It's really what you do with it that is the difference between success and significant impact on client behavior." The company's award-winning approach transforms their comprehensive "Demand Signals" report from dense data into story-driven, commercially relevant insights. Instead of overwhelming executives with statistics, they provide "tools for thinking" and strategic options that inform decision-making. The Three-Question Framework Roy shared the elegantly simple framework guiding their thought leadership strategy: What are the big business questions clients are grappling with, and do we have answers? Where do clients go when seeking these answers? Wherever they go, are we the easiest to find? This approach ensures their content appears precisely where decision-makers look for guidance on pressing business challenges. Measuring Success Beyond Leads While traditional thought leadership often struggles with ROI measurement, Circana takes a more sophisticated view of success: Invitations to bid opportunities previously closed to them Ability to command premium pricing Successful negotiations despite competitive disadvantages Establishment of domain authority (their content generated 2.1 billion views and engagements) Expanded access across client organizations "We don't attribute sales directly to thought leadership," Roy notes. "But when we are invited to bids where Circana would not have been otherwise invited, where we are able to justify a premium on our fees... those are the areas where thought leadership is one among many enablers towards a decision." Building Trust in an Era of Data Skepticism With growing concerns about data veracity and AI biases, establishing trust has become increasingly critical. Circana builds credibility through: Evidence-based, independent viewpoints Creative, accessible presentation of complex data Team-based approach rather than individual "guru" voices Cross-functional relevance that extends beyond insights teams "We are not flash-in-the-pan data analysts," Roy emphasizes. "We take great pleasure in the fact that we get invited again and again to those meetings." Looking Forward In 2025, Circana will focus on demonstrating practical AI applications while highlighting potential model biases. They'll also reexamine category assumptions around pricing and media relationships disrupted by recent economic shifts. Key Takeaways for B2B Marketers Roy offers several insights for marketers looking to elevate their thought leadership: Listen before leading : Understanding stakeholder challenges precedes offering solutions Prioritize evidence : Ground perspectives in solid data and analysis Connect emotionally : Engage audiences beyond intellectual understanding Remain authentic : "Be interesting, don't take yourself too seriously" For B2B companies seeking to transcend commodity status, Circana's approach demonstrates how thought leadership can become a strategic business asset that builds trust, establishes authority, and drives commercial success beyond what traditional marketing alone can achieve.…

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The trust crisis in B2B - insights from Edelman's Trust Barometer report 43:24

28 days ago43:24