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/

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's holding your B2B brand back from YouTube success—lack of resources or lack of strategy? Let us know in the comments below.

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