Trust & Influence in B2B · 2026-06-02 · 43 min
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tejal Patel , Independent Marketing Consultant and former marketing leader at Cisco, Microsoft, and Nokia. Together, they examine how B2B technology marketing is changing as AI reshapes content creation and digital channels become more saturated than ever. Using exclusive insights from B2B Marketing Awards data, they reveal four emerging trends that are helping leading brands stand out in an increasingly crowded marketplace. ️ Tejal explains why marketers are moving beyond traditional buyer personas and investing more heavily in developers, practitioners, employees, and advocates who influence purchasing decisions from within. The conversation explores the growing importance of employee advocacy, experiential marketing, proof-of-concept campaigns, and highly targeted direct mail programs that cut through digital noise. They also discuss why trust, authenticity, and human experiences are becoming more valuable competitive advantages - and why many marketing measurement frameworks may be preventing organizations from fully embracing these strategies.
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