Скачать или смотреть Thought Leaders, Influencers and Advocates | Introducing the B2B Matrix of Influence

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Katy Howell, Founder and CEO of Immediate Future, a social media agency she has been leading since 2004. Together, they dive deep into one of the most misunderstood challenges in B2B marketing: the difference between thought leaders, influencers, and advocates — and why getting it wrong is costing brands trust. Are you deploying the right trust personas, or are you leaving some of your most powerful channels completely untapped?

➡️ Katy brings decades of hands-on experience in influencer strategy and doesn't shy away from the hard truths. She and Joel unpack why B2B marketers tend to treat influence like a media plan — obsessing over reach and frequency — instead of focusing on how these personas actually move buyers through their journey. Joel also introduces his brand-new B2B Matrix of Influence, developed after analyzing data from over a thousand B2B marketing awards entries, which maps five distinct trust personas: thought leaders, employee advocates, unpaid external influencers, paid external influencers, and customer advocates. They explore why customer advocates — arguably the most powerful of all — are used in only 11% of campaigns, and why employee advocates are almost entirely overlooked. Katy offers a brilliant framework for how brands should approach each persona differently, why scripting humans kills credibility, and why influence in all its forms is not a content tactic — it's a trust system.


Chapters:
00:00 - Introduction to the B2B Matrix of Influence
01:02 - Why Marketers Confuse Thought Leaders, Influencers & Advocates
02:09 - Treating Influence Like a Media Plan: The Problem
04:21 - Why the Trust Problem Has Gotten Worse
06:47 - Internal vs. External Voices: Understanding the Difference
09:04 - The Jazz Metaphor: Giving People Freedom Within a Framework
12:37 - Research Findings: How B2B Campaigns Use Trust Personas
15:15 - Introducing the B2B Matrix of Influence Framework
25:11 - Customer Advocates: The Most Underused Trust Asset
27:37 - How to Use the Matrix to Build a Trust Plan
31:24 - Final Thoughts: Influence Is a Trust System, Not a Content Tactic

Follow Katy Howell,   / kathowell   https://immediatefuture.co.uk

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---building a strategy around the personas you have, or the trust gaps you need to fix? Let us know in the comments below.

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Welcome to the official YouTube channel of Joel Harrison B2B.
This is your inside track to the ever-evolving world of business-to-business marketing---told through the lens of someone who's lived and breathed it for over two decades. I'm Joel Harrison, founder of B2B Marketing, creator of Propolis, and host of the Trust & Influence in B2B Marketing podcast. Through this channel, I bring you real conversations with the people driving change, navigating complexity, and building the next generation of marketing leadership.

➡️Expect regular videos filmed on the move---from major events like Ignite, to behind-the-scenes interviews, to deeper dives into topics that matter most to today's marketers. We'll explore what it means to be a commercial marketer, how to build trust and credibility in technical sectors, and how thought leadership can evolve beyond buzzwords into something truly impactful. You'll hear from voices at the cutting edge of B2B, including marketers from global brands, fast-growing startups, and everything in between. This isn't theory for theory's sake. It's about helping you become more effective, influential, and commercially grounded---so you can thrive in a fast-moving, high-expectation world.

👉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.
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