Trust is not fluffy - it's the strategic foundation for B2B growth | With Kate Mackie from EY

About this episode

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kate Mackie, Partner at EY and author of "B2B Marketing Fundamentals." Kate has over 20 years of experience leading global marketing initiatives across both agency and client-side roles. She's a Fellow of the Chartered Institute of Marketing and was named one of the UK's 2023 most influential marketers. In this conversation, they explore a critical question: Is trust just a soft concept, or is it the strategic foundation that drives real B2B growth?

➡Kate makes a compelling case that the brand isn't fluffy—it's essential. She explains how trust connects brand, reputation, relationships, and revenue, and why consistency matters more than perfection. They discuss how reputation starts inside organizations with employee advocacy, how AI and data can either build or break customer confidence, and why leaders need to create psychological safety for teams to innovate. Kate also shares practical advice for early-career marketers, including why curiosity and reliable execution matter more than having a perfect career plan. Whether you're building brand credibility, navigating AI adoption, or trying to align internal culture with external promises, this conversation offers clear, actionable insights.

If you want to understand how to build lasting trust in B2B marketing, this episode is for you.

Chapters:

00:00 - Introduction to Kate Mackie and Trust in B2B

03:00 - The Daily Reality of Leading Global Marketing at EY

09:00 - Writing a Book: 511 Words a Day and the Four Pillars of B2B Marketing

13:00 - Why Brand Isn't Fluffy—It's Your Strategic Foundation

19:00 - Reputation Starts Inside: Employee Advocacy and Internal Culture

23:00 - AI, Data, and Transparency: Strengthening Trust in the Digital Age

28:00 - Creating Psychological Safety and Permission to Fail

32:00 - The Future of Trust in B2B Marketing

Follow Kate Mackie:

https://linkedin.com/in/mackiekate/?originalSubdomain=uk

https://www.ey.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 trust-building—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 role does trust play in your B2B marketing strategy? Let us know in the comments below.

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