I've spent the past year increasingly focused on the issue of trust in B2B marketing, and it was apparent to me that thought leadership was one of the primary means of enabling or communicating trust between B2B brands and buyers.
I set out to write a book on thought leadership, but eventually concluded that the landscape is changing so fast that by the time I published many of the insights I'd gathered would be out-of-date or redundant. Hence I needed to focus on the catalyst for change, which is obviously AI, and I needed a more dynamic publishing format to enable this.
The content of this report has largely been gleaned from conversations that I've had with marketers for my podcast, called ‘Trust & Influence in B2B’. I've included links to relevant episodes throughout the report, and I hope you find these as useful and interesting as I have.
A little more about me
Having founded B2B Marketing magazine back in 2004, I've spent 20 years as a passionate evangelist for, and enthusiast about, everything B2B.
These days, the business that I founded (and still co-own) now operates very comfortably without me, and as of 2025 I've been freed up to get back to my roots as a content creator, albeit using new channels and formats.
I've known Turtl for many years, and am delighted to be using their platform to publish this indepth analysis. It's the first of many collaborations, I hope.
