Trust & Influence in B2B

Latest Episodes:

Synthetic Data - Beyond The Hype | with Lynsey Showman from Adience Oct 07, 2025

Show notes

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Lynsey Showman, a market research professional with over 20 years of experience at Adience, a B2B market research agency. Together, they tackle one of the most hyped yet misunderstood topics in B2B marketing today: synthetic data. With AI promising to revolutionize how we gather insights and inform thought leadership, the question isn't just whether synthetic data works—it's whether marketers can actually trust it to drive real business decisions.

➡️ Lynsey brings a refreshingly balanced perspective to the conversation, neither dismissing synthetic data outright nor accepting the hype uncritically. She walks through exactly how synthetic data is created—from training algorithms on existing datasets to generating artificial respondents that mimic real professionals—and explains why the quality of that foundational data matters more than the technology itself. The discussion covers where synthetic data shows genuine promise (overcoming sample size challenges, reducing costs, speeding up research timelines) and where it falls critically short (capturing emotional decision-making, generating unexpected insights, maintaining diversity and representation). They explore the ethical considerations, regulatory gray areas, and trust issues that currently make synthetic data better suited for augmenting human samples rather than replacing them entirely, especially when it comes to thought leadership that demands credibility and depth.

If you're navigating the pressure to do more research with less budget and wondering whether synthetic data is the answer, this conversation provides the practical guidance you need. Lynsey's message is clear: experiment cautiously, understand your sources, validate rigorously, and recognize that we're not quite at the tipping point yet—but we're getting closer.

Follow Lynsey Showman

https://linkedin.com/in/lynsey-showman

https://adience.com

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—is synthetic data ready for prime time in B2B research, or should we proceed with caution? 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

📲 Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #SyntheticData, #MarketResearch, #AIinMarketing, #B2BResearch, #DataQuality, #MarketingInsights, #B2BThoughtLeadership, #ResearchMethodology, #MarketingAI

How to Unleash the Power of Youtube in B2B | With Katy Howell of Immediate Future Sep 23, 2025

Show notes

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Katy Howell, one of the foremost experts in social media and influencer marketing at Immediate Future. Together, they explore YouTube's untapped potential in B2B marketing and why it deserves a bigger role in your marketing strategy. With YouTube now ranking as the UK's second most popular content destination (ahead of ITV and Channel 4), the question isn't whether B2B brands should be there—it's how to do it effectively.

➡️ Katy brings over 21 years of social media expertise and doesn't hold back on what it really takes to succeed on YouTube. She reveals why B2B marketers need to think like broadcasters, not just content creators, and how YouTube works hand-in-hand with LinkedIn to create a powerful thought leadership ecosystem. They dive deep into the difference between content marketing (answering known questions) and true thought leadership (reframing the questions entirely), and why YouTube is the perfect platform for building trust through deeper, more substantive conversations. Katy also shares practical advice on getting started—from filming entire series in a single day to creating content that works across mobile, desktop, and TV screens. If you're ready to move beyond surface-level content and create programming that genuinely influences buyer behavior, this conversation will show you exactly how to do it.

Follow Katy Howell https://linkedin.com/in/katyhowell/ https://immediatefuture.co.uk/

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬What's holding your B2B brand back from YouTube success—lack of resources or lack of strategy? 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

Building trust with the C-suite | With Izzie Rivers of Realm Sep 18, 2025

Show notes

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Izzie Rivers, Founder of Realm B2B and a seasoned B2B media strategist with 25 years of experience spanning major agencies like Dentsu, WPP, and Ogilvy. Together, they tackle one of the most challenging questions in B2B marketing: How do you build genuine trust with C-suite executives who are bombarded with messages, famously skeptical of advertising, and have limited time for anything that feels like marketing? Can smaller companies actually compete for executive attention without massive budgets, or should they focus their efforts elsewhere?

➡️ Izzie brings hard-won insights from cracking the C-suite code for enterprise clients, including award-winning campaigns that achieved 92% pipeline influence and internal content that outperformed standard marketing by 500%. She doesn't hold back on the uncomfortable truths—like why targeting C-suite executives on a shoestring budget often fails, and why marketers need to be brutally honest about what they can actually achieve. Along the way, they explore the "people-first advantage" where authentic employee voices dramatically outperform corporate messaging, quality-over-quantity channel selection that prioritizes executive trust over broad reach, and strategic consistency that builds cumulative trust even with limited resources. They also dive into the realities of measuring trust, the power of passion points (from F1 to heavy metal), and why the executive buying journey requires nine-plus exposures to move the needle.

Follow Izzie Rivers https://linkedin.com/in/izzybrivers/ https://realm-b2b.com/

If you care about building authentic executive influence in an increasingly fragmented media landscape, this conversation is for you. It's pragmatic, data-driven, and packed with actionable insights that can help you navigate the complex world of C-suite marketing—whether you're working with enterprise budgets or need to prove ROI on every dollar spent.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #CSuiteMarketing, #ExecutiveMarketing, #MediaStrategy, #TrustBuilding, #B2BInfluencer, #PipelineMarketing, #RealmB2B, #IzzieRivers

Physical vs Digital in B2B Trust Building | Vanessa Schotes on Creating Authentic Island Experiences via Enfuce Island Aug 27, 2025

Show notes

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Vanessa Schotes, CMO at Enfuse. Together, they explore one of the most audacious brand experiences in B2B history: a FinTech company that purchased an actual island in the Nordic Sea between Sweden and Finland. When most B2B brands are doubling down on digital-only strategies, how does investing in a physical island translate into deeper customer trust and accelerated deal velocity?

➡️ Vanessa brings a refreshingly bold perspective on experiential marketing that challenges the traditional B2B playbook. She reveals how Enfuse moved beyond "random acts of content" to create what they call the "Enfuse feeling"—a carefully crafted brand experience that combines subliminal sensory marketing with authentic Nordic heritage. Along the way, they unpack the practical realities of navigating anti-bribery regulations, the strategic use cases for island visits (from ABM workshops to thought leadership gatherings), and how physical experiences can create "big brand energy" that influences buyer perception. They also explore the delicate balance between digital hygiene factors and immersive relationship-building moments that generate lasting business impact. This isn't just about owning an island—it's about authentically bringing your brand values to life in ways that create memorable, trust-building moments with enterprise customers.

Follow Vanessa Schotes

https://linkedin.com/in/vanessaschotes/

Visit https://enfuce.com

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 experiential marketing—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/

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #ExperientialMarketing, #ABM, #AccountBasedMarketing, #FinTechMarketing, #BrandExperience, #CustomerTrust, #B2BEvents, #PhysicalMarketing, #NordicBusiness

Reddit's B2B Awakening | Luan Wise & Andy Lambert on Generative Engine Optimization and What It Means for Your Social Strategy Aug 20, 2025

Show notes

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Luan Wise, social media expert and author of five books on social strategy, and Andy Lambert, content strategist at Adobe and co-organizer of the Social Media B2B Forum. Together, they tackle one of the most pressing shifts in modern B2B marketing: how Generative Engine Optimization (GEO) is fundamentally changing where and how your content gets discovered. With 60% of searches now ending without a click, are traditional gated content strategies becoming obsolete?

➡️ Luan and Andy bring decades of combined expertise in B2B social media strategy, and they don't hold back on the uncomfortable truths. They reveal why platforms like Reddit—often dismissed as "too niche" for B2B—are now driving disproportionate discovery through AI-powered search engines. Along the way, they unpack the dangerous gap between what marketing leadership expects (immediate MQLs) and what actually builds sustainable growth in this new landscape. They also explore why Instagram is quietly becoming more B2B-relevant, how community strategy trumps platform tactics every time, and why the era of "just post it on social" is definitively over. Most importantly, they share practical steps you can take today—starting with a 10-minute Reddit research exercise that could transform your understanding of what customers really think about your brand.

Follow Luan Wise

https://linkedin.com/in/luanwise/

Visit https://luanwise.com/

Follow Andy Lambert

https://linkedin.com/in/andylambert/

Visit https://www.andyrlambert.com/

If you care about building B2B marketing strategies that actually work in the age of AI-powered discovery, this conversation is essential listening. It's strategic, practical, and refreshingly honest about the challenges most marketing teams are facing right now—whether you're a social media manager, content strategist, or marketing leader trying to navigate this shifting landscape.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #GenerativeEngineOptimization, #RedditMarketing, #SocialMediaStrategy, #CommunityMarketing, #AISearch, #GEO, #B2BSocial, #DigitalMarketing, #ContentDiscovery

Stuart Maister on Building Trust Through Flexible Storytelling and Strategic Narrative Aug 13, 2025

Show notes

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Stuart Maister, author of "Choose Trust: Building Relationships for Successful Businesses" published by The Economist. Stuart brings a unique perspective as a former TV and radio journalist turned B2B marketing strategist, combining his background in distilling complex stories for broadcast with deep expertise in strategic narrative development. What happens when trust becomes the intentional foundation of every business relationship, rather than just a nice-to-have byproduct?

➡️ Stuart introduces his "Trust Triangle" framework—clarity, character, and capability—and explains why trust isn't just about being trustworthy, but about consciously designing high-trust relationships that can weather the inevitable changes and challenges in long-term B2B partnerships. He shares a compelling real-world example of how two major organizations on a mega infrastructure project nearly derailed their partnership when trust collapsed, and how rebuilding that trust became critical to project success. The conversation explores why clarity forms the foundation of trust (and how lack of alignment on ambitions guarantees disappointment), how to establish behavioral expectations that work both ways in true partnerships, and why monitoring relationship health is just as important as tracking technical deliverables. Stuart's jazz metaphor for modern business storytelling is particularly powerful—explaining why you need a central "tune" that people can riff on, rather than trying to control every message in classical symphony style.

Follow Stuart Maister

https://www.linkedin.com/in/stuartmaister/?originalSubdomain=uk

Visit https://.strategic-narrative.com/

If you care about building genuine partnerships rather than just winning transactions, this conversation is essential listening. Stuart's framework provides practical tools for intentionally designing trust into your relationships, while his journalism background brings clarity to how strategic narrative and consistent storytelling amplify trust-building efforts.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #TrustBuilding, #StrategicNarrative, #B2BRelationships, #BusinessPartnerships, #TrustTriangle

The Most Human Organisation Wins: The Trust Challenge Facing B2B Sales, with Tim Hughes Aug 06, 2025

Show notes

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Tim Hughes, Co-founder of DLA Ignite and author of the seminal book "Social Selling." Together, they tackle one of the most pressing challenges facing modern B2B sales: how AI has fundamentally shifted the buyer's journey and what this means for building trust and winning deals. With buyers now starting 70% of their research with ChatGPT rather than Google, how do sales and marketing teams adapt to stay relevant in an AI-first world?

➡️Tim brings decades of sales experience and a no-nonsense perspective on what's working (and what's definitively dead) in today's market. He reveals why cold calling is becoming obsolete for complex B2B sales, how the "most human organization wins" in an increasingly automated landscape, and why your entire team—not just sales—needs to be actively building trust through social media. They dive deep into the psychology of modern buying behavior, the critical shift from interruption-based outreach to relationship-building, and how AI is creating both massive opportunities and dangerous blind spots for B2B organizations. Tim also shares real examples from clients like Salesforce who are achieving 187% growth while their competitors struggle, and explains the fundamental mindset shift needed to thrive in this new environment.

Follow Tim Hughes

https://linkedin.com/in/timothyhughessocialselling/

Visit https://www.dlaignite.com/

If you care about staying ahead of the curve in B2B sales and marketing, this conversation is essential viewing. It's candid, data-driven, and packed with actionable insights that challenge conventional wisdom while providing a clear roadmap for success in the AI era.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬What's your take—is cold calling really dead, or just evolving? 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

___________________________________________________________________________

📲Follow Joel Harrison and Trust & Influence in B2B across the web:

LinkedIn ▶ https://linkedin.com/in/joelharrison/

Podcast ▶ https://trust-influence-in-b2b.captivate.fm/

Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #SocialSelling, #AIinSales, #TrustBuilding, #ModernSelling, #SalesTransformation, #B2BInnovation, #DigitalSelling, #CustomerTrust, #SalesLeadership

Trust and the Trojan Horse: Using thought leadership to convince internal influencers - with Annie Dunleavy of Edelman Jul 29, 2025

Show notes

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Annie Dunleavy, EVP of Content Strategy at Edelman, about the critical role of internal influencers in B2B purchasing decisions. They explore Edelman's latest research revealing that over 40% of B2B deals stall due to internal misalignment, and how thought leadership can serve as a "Trojan horse" to reach hidden stakeholders who hold 50% of decision-making power but rarely interact with sales teams. Annie shares insights on why internal influencers prefer provocative content over validation, how quality thought leadership outperforms traditional marketing materials, and practical strategies for B2B marketers to engage these otherwise inaccessible audiences. Join them as they discuss the evolving complexity of B2B buyer groups and the future of thought leadership strategy.

Takeaways:

🎯 Hidden buyers hold 50% of decision-making power but are often overlooked by marketing efforts

📊 Internal influencers consume just as much thought leadership as formal decision makers (64% vs 63%)

🧠 86% of internal influencers want provocative ideas that challenge assumptions rather than validate existing thinking

🔓 95% say strong thought leadership makes them more receptive to future sales outreach

💪 71% view thought leadership as more effective than traditional marketing materials for demonstrating vendor capabilities

🤝 79% of internal influencers are more likely to champion RFP proposals from companies with strong thought leadership

🎨 60% of internal influencers prefer unique formats compared to 51% for target buyers

⚖️ 53% of both audiences agree that high-quality thought leadership matters more than brand recognition

📈 41% of decision makers have been encouraged by C-suite executives to consider vendors based on their thought leadership

🔄 Thought leadership creates internal virality, helping stakeholders advocate for vendors in closed-door conversations

Chapters:

00:00 - Introduction to Trust in B2B Marketing

01:32 - The Challenge of Internal Misalignment in B2B Deals

02:39 - Understanding Hidden Buyers vs Target Buyers

04:23 - Content Strategy for Internal Influencers

06:10 - Why Internal Influencers Want Provocative Content

08:58 - Thought Leadership as a Trojan Horse Strategy

12:09 - Building Credibility vs Traditional Marketing Materials

13:23 - Transforming Skeptics into Internal Advocates

15:10 - Creating Human-Accessible Content Formats

18:01 - Leveling the Playing Field for Challenger Brands

19:08 - C-Suite Influence and Top-Down Momentum

20:17 - Measuring Impact on Internal Influencers

25:28 - Three Key Recommendations for B2B Marketers

27:59 - The Future of Internal Influences and Buyer Complexity

Resources Mentioned:

🔎 The Jolt Effect by Matt Dixon - amazon.com/Jolt-Effect-Hard-Customers-Decide/dp/059308076X

🔎 LinkedIn and Bain Research on Buying Committees - business.linkedin.com

🔎 Edelman's 2025 B2B Thought Leadership Report - edelman.com

Follow Annie Dunleavy:

https://linkedin.com/in/anniedunleavy/

Edelman - https://edelman.com

Follow Joel Harrison:

https://linkedin.com/in/joelharrison/

B2B Marketing - https://linkedin.com/company/b2b-marketing/

Future-Fit Marketing Teams: Building Trust for AI-Era Transformation Jul 22, 2025

Show notes

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Roland Glass, CCO of Hello Kindred, and Shane Redding, a prominent B2B marketing expert, about building future-fit marketing teams in an AI-driven world. They explore the challenges of managing distributed teams, the evolution from traditional hierarchical structures to agile pod-based models, and the critical importance of building trust while navigating resource constraints. The conversation delves into the "Rubik's cube" approach to talent allocation, the rise of star-shaped marketers, and how AI is reshaping skill requirements across different experience levels. Roland and Shane share insights on maintaining culture in decentralized teams, the ethics of AI implementation, and practical strategies for CMOs looking to transform their operations while proving commercial value to stakeholders.

Takeaways:

🎯 CMOs must shift from functional design to outputs and value-driven team structures

🧩 The "Rubik's cube" talent model combines full-time, freelance, agency, and specialist resources dynamically

⭐ Star-shaped marketers need both deep specialization and commercial breadth across marketing functions

🏗️ Pod-based structures enable agile, multidisciplinary teams for specific projects and outcomes

🤖 AI augments experienced marketers more effectively than replacing junior talent entirely

🌍 Distributed teams require intentional culture-building and inclusive environments regardless of contract type

⚖️ Ethical AI usage and thinking skills are paramount for responsible marketing automation

📊 Sharp instruments (specialized teams) deliver better results than blunt tools (generalized approaches)

🔄 Change management has become the #1 skill for modern CMOs navigating constant transformation

🚀 Start small with pilot projects to prove value before scaling new operating models

Chapters:

00:00 - Introduction to Future-fit Marketing Teams

01:59 - The Catalyst for Change in Marketing Talent Strategies

04:34 - From Crisis to Smart Adaptation

06:22 - The Rubik's Cube Approach to Team Building

09:09 - Star-shaped Marketers vs Deep Specialists

12:34 - Skills Polarization and the Missing Middle Layer

17:04 - Pod-based Structures and Agile Operating Models

21:38 - AI's Role Across Different Experience Levels

27:57 - Maintaining Culture in Distributed Teams

30:19 - Future-proofing Marketing Organizations

38:12 - Practical First Steps for Transformation

Resources:

📚 The Culture Map by Erin Meyer - Essential reading for global teams

🏢 Hello Kindred - Digital talent management specialists

🎓 Cambridge University Faculty - IT ethics, law and business program

Follow Roland Glass:

https://linkedin.com/in/rolandglass

Hello Kindred - hellokindred.com

Follow Shane Redding:

https://linkedin.com/in/shaneredding

Follow Joel Harrison:

https://linkedin.com/in/joelharrison/

B2B Marketing:

https://linkedin.com/company/b2b-marketing/

Listen to Trust & Influence in B2B:

🎧https://open.spotify.com/show/trust-influence-b2b

🍎 https://podcasts.apple.com/podcast/trust-influence-b2b

📺 https://youtube.com/c/trustinfluenceb2b

Why Ignorance is No Longer Acceptable in B2B Digital Advertising Jul 16, 2025

Show notes

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Paul Collier, CMO of Funnel Fuel, and Preeti Saini, Global Marketing Leader at IFS, about the critical need for transparency and accountability in B2B digital advertising. The conversation, recorded live at Marketing Ignite, explores the widespread lack of visibility into where digital advertising budgets actually go and how much reaches target audiences. Paul shares his personal journey from ignorance to awareness after experiencing a costly digital advertising failure, while Preeti discusses IFS's approach to taking control of their digital destiny. Together, they examine why the traditional B2C-focused digital advertising model doesn't work for B2B, the importance of challenging agency relationships, and practical steps marketers can take to regain control of their digital spend. Join them as they advocate for a fundamental shift from blind trust to informed scrutiny in digital marketing.

Takeaways:

🔍 Challenge what you've been doing and why - question your current digital advertising approach

💰 Understand where your advertising dollars actually go in the supply chain

📊 Demand transparency from agencies beyond impression data and eyeball metrics

🎯 Start with inclusion lists rather than exclusion lists when targeting audiences

🧪 Test small, learn fast, and scale successful campaigns gradually

🤝 Take back control of your digital destiny rather than outsourcing blindly

📈 Focus on conversion into your funnel, not just media conversion metrics

🔄 Use multiple data sources to piece together the complete customer journey

💡 Fail faster to identify where to place confident bets with your budget

⚖️ Balance agency expertise with internal control and oversight

Chapters: