In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Richard Fitzmaurice, serial B2B CMO and founder of Paartner, a B2B referral platform. Together, they tackle one of the most overlooked yet powerful forces in B2B marketing: advocacy and referrals. Why do most organizations fail to formalize referrals despite knowing they drive some of the best business outcomes? And what would it take to turn advocacy from an afterthought into a strategic priority?

➡️ Richard brings a unique perspective, having led marketing at globally recognized companies like TMF Group and their largest competitor before stepping into the startup world. He doesn't hold back on why referrals have remained informal for so long—the fear of compliance issues, the false belief that referrals should be based purely on karma, and the challenge of diverting limited marketing resources to something new. Along the way, they unpack the tension between doing more with less, the commercial value that marketers generate but rarely capture, and why now is the time to industrialize what has always worked but never been properly measured. They also explore Richard's journey from corporate CMO to founder, what it's taught him about building products that solve real problems, and how marketers can start giving themselves a pay rise by formalizing the referrals they're already making.

Follow Richard Fitzmaurice,

https://linkedin.com/in/richardfitzmaurice/

https://www.paartner.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 advocacy and referrals—whether you're a content creator, strategist, or brand leader.

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💬What do you think—should referrals be formalized and incentivized, or should they remain karma-based? Let us know in the comments below.

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