From Bland to Bold B2B Content with Joel Harrison

From Bland to Bold B2B Content with Joel Harrison

Author: Convince & Convert May 30, 2025 Duration: 29:29
Social Pros Podcast
BusinessMarketing

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:

 

Visit SocialPros.com for more insights from your favorite social media marketers.


For years, Social Pros Podcast has served as an essential meeting point for those who do the real work in digital marketing. Created by Convince & Convert, this isn't a theoretical discussion; it's a deep dive into the practical realities of managing social media within larger business ecosystems. The conversations here consistently explore how platforms intersect with brand strategy, content creation, public relations, and paid media, moving beyond hype to examine measurable impact. You'll hear directly from the people behind the profiles at major organizations like Google, Reddit, Uber, and Oracle, gaining insight into their successes and the challenges they navigate daily. The longevity of this podcast is a testament to its value, offering a accumulated wealth of knowledge from hundreds of candid interviews and expert commentaries. Each episode functions like a focused case study, breaking down the "how" and "why" behind decisions that drive genuine business results. If you're looking to understand the evolving role of social media beyond the latest trend, this series provides a grounded, insider perspective that has educated a generation of marketing professionals. Tune in to hear the actual pros discuss the work that rarely makes it into a polished tweet or case study.
Author: Language: English Episodes: 100

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