Trust in governments, businesses and media is in rapid free fall. Misinformation, disinformation and distortion add fuel to growing skepticism and erosion of credibility. Edelman’s most recent trust barometer underscores this point. Of 32,492 respondents in 28 countries, more than half said journalists, and government and business leaders are purposely misleading.
B2B marketing isn’t immune from skepticism. Buyers crave authenticity and trust. They want brands to be honest and transparent. Above all, they expect brands to keep their promises. In an era where trust is fragile, B2B marketers and salespeople can’t afford to lose any credibility. Even small missteps can lead to mistrust and damage reputations.
Trust is a must-have. Consider these statistics:
- 93% of executives agree that building and maintaining trust drives profitability. (PwC)
- 40% of customers stopped buying from a company because of a lack of trust. (PwC)
- By 2026, 60% of chief marketing officers will use content authenticity tools, enhanced monitoring and brand-endorsed user-generated content to guard against deception fueled by generative artificial intelligence (AI). (Gartner)
Disappointing buyers comes at a high cost
If people lack confidence in established institutions, imagine how they must feel about B2B marketers. Buyers are wary of hidden marketing agendas, exaggerated claims, camouflaged ads and vague promises. Campaigns that are little more than sales pitches add to credibility issues. In turn, that makes it even harder for marketers to counter skepticism.
In addition, low-quality content only worsens the problem. It makes B2B marketing seem empty and insincere. For example, imagine a marketer at an industrial supplier looking for tips on crafting messages for a specific audience. She clicks on an article called “How to Create Compelling Content for Niche B2B Audiences.” But rather than offering clear advice or useful examples, the article says things like “know your audience” and “create relevant messaging” without explaining how to do it.
Even worse is gating zero-calorie or promotional content. When buyers must provide their personal information to access a white paper, an e-book or other collateral, they anticipate the content will be worth it. When it’s not, buyers feel frustrated and misled. This situation can damage trust and jeopardize relationships between brands and buyers. Whenever content doesn’t deliver value, buyers will move on.
The role of thought leadership
One of the best ways to build buyers’ trust is with thought leadership. Edelman’s survey of 3,484 business leaders shows:
- 73% trust thought leadership over traditional marketing materials.
- 70% are more likely to view businesses favorably when they produce high-quality thought leadership consistently.
- Over 75% explored a product or service they hadn’t considered because of thought leadership content.
- 60% are willing to pay a premium for businesses that provide valuable thought leadership.
The research makes it clear that content must go beyond surface-level messaging and thinly veiled sales pitches. B2B buyers want verifiable, substantive insights; in-depth analyses; and practical solutions. It’s also wise to share content without gating it behind a form. Buyers don’t want to fill out forms because they don’t want salespeople contacting them.
In short, trust is a rare and valuable asset. Brands can stand out by sharing resources freely to show their expertise and commitment to helping buyers succeed.
Additional ways to build trust
Beyond sharing thought leadership, B2B marketers have many options for gaining buyer confidence. These tried-and-true methods should be part of every marketer’s toolbox:
- Share customer testimonials with their full names, titles and companies.
- Publish customer case studies with full attribution and customer results.
- Interview industry experts and share their insights to establish credibility.
- Provide detailed data and research that supports product or service outcomes.
- Encourage customer advocates to share their positive product or service experiences.
- Seek and respond to customer reviews, whether they’re positive or negative.
- Offer detailed product demos.
Create and maintain a positive reputation
At a time when deepfakes and chatbots can fool even the most discerning eyes, authenticity has never been more critical. B2B brands must prioritize transparency and honesty in every interaction. This commitment affects more than marketing and sales. From the first point of contact to post-purchase support, every touchpoint is an opportunity to reinforce or undermine trust. Brands that keep their promises and act with integrity attract loyal customers.
