In this week’s episode of The 1% Insight, host Jack Regan sits down with Joel Harrison, a veteran in the B2B Marketing space with over 20 years of experience shaping the industry.

Joel co-founded B2B Marketing in 2004 and has been instrumental in establishing key industry communities & events including the Propolis community, B2B Marketing Awards, B2B Ignite, and the Global ABM Conference.

He currently hosts the Trust & Influence in B2B podcast and can be regularly seen on stages across the globe as a keynote speaker and industry commentator.

Why Trust Matters More Than Ever

Joel explains how trust has become increasingly critical in today's B2B landscape. Several factors have converged to make trust essential: growing societal cynicism, the diminishing authority of traditional media sources, increased market noise, and the proliferation of AI-generated content.

Marketing teams must now work harder than ever to cut through the noise and build genuine relationships with their audiences.

Joel identifies three interconnected pillars that B2B organisations should focus on: Thought Leadership, Influencer Marketing & Advocacy.

Key Insights for B2B Tech Marketers

• Trust is a defining challenge for B2B marketers in 2026 due to increased cynicism, market noise, and AI-generated content.
• Thought leadership must demonstrate impact throughout the entire buyer journey, not just at the top.
• B2B influencer marketing includes your team, industry experts, and journalists not just paid promoters.
• Customer advocacy is vastly underutilised, move beyond case studies to operationalise customer voices.
• Consistency over time beats complex tactics, simple, sustained efforts deliver better results.

This is a great episode for B2B Tech Marketers who are searching for the 1% changes that can make a huge difference over time.

• Connect with Joel on LinkedIn

• Learn about Joel’s work, podcast & more: Learn more

Thanks for listening to The 1% Insight!

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing

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• Subscribe to our 1% Insight Newsletter

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The 1% Insight is brought to you by Trend 7!

Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing

This week on The 1% Insight, we welcome Maurice Lawlor, Head of Enterprise Sales at Prerender.io, for an in-depth conversation about creating harmony between marketing and sales functions to fuel long-term business success in the B2B Tech sector.

Maurice examines how buyer behaviour has transformed, with decision-makers now preferring to research solutions independently before initiating contact with vendors. He discusses why establishing a presence across diverse channels from search to social media to LLMs has become fundamental to engaging prospects during their research phase.

Maurice advocates for centring your communications around the specific challenges your technology addresses, using real customer experiences to demonstrate value and establish credibility with your target market.

Key Insights for B2B Tech Marketers:

• Today's B2B Buyers complete substantial research autonomously, requiring marketers to maintain visibility across multiple digital touchpoints
• Problem-centric storytelling that showcases customer outcomes proves more effective than technical feature lists
• Placing both functions under common leadership reduces friction and ensures teams pursue aligned objectives
• Long-term success depends on understanding your customers' problems and maintaining consistency in strategy execution
• Establishing common performance indicators across departments eliminates territorial boundaries and strengthens revenue-focused collaboration

The episode emphasises that enduring business growth flows from deep customer understanding combined with disciplined, repeatable execution. If your organisation faces challenges with prospect handoffs, conflicting team priorities, or fragmented customer communications, you'll find practical frameworks for building a more unified and effective revenue engine.

• Connect with Maurice on LinkedIn
• Learn about Prerender.io

Thanks for listening to The 1% Insight!

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing
• Connect with me on LinkedIn
• Subscribe to our 1% Insight Newsletter
• Watch & Subscribe our YouTube Channel
• Visit our Website

The 1% Insight is brought to you by Trend 7!

Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing

How do you market cutting-edge technology when your audience is still learning what they need? In this episode, Rosemary Wynne, Head of Marketing at EZO, reveals what it takes to build awareness and trust in Ireland's EV charging market.

Rosemary walks us through her transition from digital strategy to leading the marketing for one of Ireland's leading EV infrastructure companies. She opens up about the real challenges of rebranding in a fast-moving industry and shares how EZO navigates the delicate balance between technical B2B marketing and consumer education.

What you'll learn:

• Dual-market strategies for serving both business clients and end consumers
• Why integrating digital and physical infrastructure matters for user experience
• How behavioural shifts drive EV adoption more than technology alone
• Practical applications of AI in B2B marketing for technical products

This episode delivers actionable insights for B2B tech marketers navigating complex product launches, managing rebrands in evolving markets, or building trust around transformative technology.

Essential listening for marketing leaders in technical industries looking to bridge the gap between innovation and adoption.

• Connect with Rosemary on LinkedIn
• Learn about EZO

Thanks for listening to The 1% Insight!

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing
• Connect with me on LinkedIn
• Subscribe to our 1% Insight Newsletter
• Watch & Subscribe our YouTube Channel
• Visit our Website

The 1% Insight is brought to you by Trend 7!

Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing