Hosted by Joel Harrison
I’m Joel Harrison, founder of B2B Marketing.net (formerly B2B Marketing magazine) Propolis and the B2B Marketing Awards. It’s been my mission for the past 21 years to recognise, celebrate and evangelise for the amazing profession that is B2B marketing, which has evolved beyond that recognition in that time.
65 episodes · publishes weekly · latest 2026-07-02 · ~37 min/episode
Rank
#42
Substance
86.0
/ 100
Breakdown
Scored 2026-07
Updated monthly
General rank
#3 of 267
Across the index
#42 of 6182
Substance
Top 1%
outscores 99% of the index
Trust & Influence in B2B ranks #42 on The B2B Podcast Index with a substance score of 86.0 out of 100, scored across 1 recent episode. It scores highest on originality and insight density. The central thesis - that bold 'we're the best' positioning quietly hurts you because AI operates in exploratory mode top-of-funnel - is genuinely counterintuitive, and the reframing of AEO as fundamentally different from SEO is fresh rather than recycled.
Averaged across 1 recently scored episode, with cited evidence.
The episode is packed with several non-obvious, specific mechanics of AI search - retrieval rates by funnel stage, query fan-out, the visibility-vs-influence iceberg, and information gain tiers - though the lengthy intro and product plugs add some padding.
“Zero. Not once. Um, same in consideration... And then in conversion stage, 48%”
“it does something called query fan out, where it decomposes that term”
The central thesis - that bold 'we're the best' positioning quietly hurts you because AI operates in exploratory mode top-of-funnel - is genuinely counterintuitive, and the reframing of AEO as fundamentally different from SEO is fresh rather than recycled.
“it just has a bit of a bearing on the language that we use... most of us use... is extremely directive... We're the best for this specific scenario”
“AI simply does not search or very, very rarely searches”
Tom is a founder of a 2.5-year-old startup with a firsthand research study and prior enterprise sales experience at Zephr, making him a relevant practitioner, though he runs a small early-stage company rather than having operated at large scale.
“my most kind of uh, formative point in that journey was as an enterprise sales rep for a company called Zephyr”
“And you launched Demand Genius for how long the company been around for two”
Good use of concrete stats (89% Forrester, 0%/48% retrieval, 16%/84% split, 22% ranking boost) and named companies, but several claims are explicitly hedged as unprovable or theoretical, and some figures are cited from memory.
“89% of B2B users now use Gen AI during their buying process”
“there was a 22% rankings boost even in search and AI overviews”
The host asks some sharp framing questions and delivers one genuine pushback, but the conversation largely functions as a friendly setup for the guest's expertise and product, with several claims left unchallenged.
“Is that cynicism or naivety?”
“where's the line between earning genuine trust and simply gaming the machine?”
First period on the Index - history builds from here.
1 scored on substance · 61 tracked in total.
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