B2B marketing faces a growing trust and attention crisis as buyers are overwhelmed by content and AI-driven noise. Hosted by Joel Harrison, a long-time B2B advocate and founder of B2B Marketing Magazine, the podcast focuses on how trust and influence are truly built in modern B2B. Through conversations with CMOs, founders, analysts, and practitioners, it delivers practical, real-world insights on earning buyer trust, the evolving role of thought leadership and influencers, and how brands can be chosen—not just noticed—to drive growth.

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Jon Miller, co-founder of Marketo and Engagio, and one of the most influential figures in modern B2B marketing. Jon literally helped create the demand generation playbook that defined an entire era of marketing automation—and now, he's here to explain why that same playbook might be fundamentally broken. What happens when the very systems you helped build no longer reflect how buyers actually make decisions?

➡️ Jon brings a rare combination of technical rigor (he studied physics before pivoting to marketing) and decades of hands-on experience building category-defining companies. He doesn't just critique the old model—he unpacks why MQLs, linear funnels, and attribution models were always a bit simplistic, and why they've become completely disconnected from today's complex, non-linear buying reality. This conversation digs into the chaos theory of B2B buying, the rising importance of brand over demand, and why trust has become the most critical currency in an era of AI-generated content overload. Jon also reveals what he believes CMOs need to do differently to survive the next decade, why marketing platforms built for the old playbook are now limiting progress, and what he's building next to solve these challenges.

If you've ever felt like your marketing metrics don't tell the full story, or wondered why demand gen tactics that used to work suddenly don't, this episode will give you clarity. Jon talks openly about the internal trust crisis facing CMOs, the political coalition-building skills that tomorrow's marketing leaders will need, and why the future of B2B marketing will be defined by experiences, relationships, and craftsmanship—not just campaigns and conversions. Whether you're questioning the MQL model, struggling to justify brand investment, or trying to navigate AI's impact on your go-to-market strategy, this conversation offers both validation and a path forward.

Follow Jon Miller

https://www.linkedin.com/in/jonmiller2/details/experience/

https://www.linkedin.com/company/adobemarketoengage/

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 demand or building brand? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

00:00 - Introduction

02:33 - Jon's journey from physics to pioneering marketing automation

08:06 - Why the MQL model is fundamentally flawed and no longer works

13:58 - The evolution from demand gen to ABM to brand focus

18:36 - The critical role of trust in B2B brand building

22:23 - The internal trust crisis facing CMOs today

25:11 - What the next generation of successful CMOs will look like

30:12 - Jon's new AI-native startup in stealth mode

32:04 - How marketers should adapt to the AI-powered future

35:09 - The future of marketing:...

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robert Heldt, CEO of AIM B2B, a B2B marketing and PR agency specializing in helping Western companies navigate the Japanese and South Korean markets. With 17 years of experience in Japan and a new office opening in South Korea in early 2025, Robert brings invaluable insights into two of Asia's most sophisticated yet distinctly different economies. Together, they tackle a critical question: Why do so many Western B2B companies fail when they treat Japan, Korea, and the broader Asian market as one homogeneous opportunity—and what does it really take to succeed?

➡️ Robert reveals the stark differences between Japan's relationship-first, risk-averse business culture and South Korea's fast-paced, digitally-driven marketplace. He explains how trust operates fundamentally differently in these markets, why your global marketing strategy won't land without deep localization, and the cultural missteps that can kill momentum before you even get started. From understanding the role of hierarchy and consensus-building in Japan to navigating South Korea's "Ppalli-Ppalli" (fast-fast) mentality while still respecting traditional business structures, Robert unpacks what Western companies must know before entering these $6 trillion markets. He also dives into channel strategy—why LinkedIn advertising fails in Japan while trade events thrive, why Naver and Kakao dominate in Korea, and how content expectations differ dramatically between formal, data-heavy materials in Japan versus visual, dynamic content in South Korea. They explore the agency landscape, regulatory compliance, PR dynamics including Japan's exclusive Press Club system, and the essential first steps for market entry.

Follow Robert Heldt,

https://linkedin.com/in/robert-heldt/

https://aim-b2b.com/

If you're considering expansion into Japan or South Korea, or simply want to understand how cultural nuance shapes B2B marketing success in sophisticated Asian markets, this conversation is essential listening. It's practical, detailed, and filled with actionable insights that can save you time, budget, and costly mistakes.

00:00 - Introduction and episode overview

02:15 - Robert's background: from hospitality to B2B marketing in Japan

05:30 - Understanding the $6 trillion opportunity in Japan and South Korea

08:45 - Why treating Asia as one market is a costly mistake

12:20 - Cultural foundations: Confucian roots, hierarchy, and trust dynamics

15:40 - Buyer behavior differences between Japan and Korea

18:30 - Channel strategy: Why LinkedIn fails in Japan but trade events thrive

22:15 - Digital landscape: Yahoo Japan, Naver, Kakao, and YouTube

26:00 - Content expectations: Formal vs. visual, data vs. speed

29:20 - The consumerization of B2B content in Korea vs. traditional formats in Japan

31:30 - PR and earned media: Navigating Japan's Press Club system

35:10 - Regulation and compliance: Data privacy and advertising standards

37:45 - The agency landscape: Dentsu, Hakuhodo, and finding the right partners

40:20 - Essential steps for market entry and go-to-market strategy

42:30 - Future trends and closing thoughts

🌐 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 matters more—speed to market or cultural respect? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing.