Give the People What They Want

The Trust Gap in B2B Marketing

Buyers don't trust your company.

Buyers don't trust your marketing copy.

Buyers don't trust your case studies.

Buyers definitely don't trust your salespeople.

So, what do they trust?

When I'm exploring a new tool or agency, the first place I turn to is my network. And I'm not alone. A staggering 82% of B2B buyers seek advice from people they know before making a purchase.

So, how do you tap into this in your marketing? In the past, you couldn't.

The best you could do was:

• Leverage Customer Advocacy Programs: Develop programs that encourage your satisfied customers to share their stories. Offer incentives, but more importantly, make it easy for them to share their experiences.

• Facilitate Peer Connections: Create opportunities for potential buyers to interact with your current customers. This could be through webinars, live Q&A sessions, or community forums.

• Showcase Authentic Testimonials: Move beyond written testimonials. Use video, live streams, and real-time interactions to showcase authentic customer experiences.

But all of those experiences are curated through the company - making every buyer question the true authenticity.

But there is a shift happening now in B2B. You may have already seen this trend on site like Demandbase, Cognism, Apollo, Chili piper, Navattic, Warmly, and Pavilion where companies proactively offer to connect you with their existing customers that you know and trust.

This is the way to make it easy for buyers.

Give them what they want.

The tool they are all using is Noble—a company I have been advising for over a year and truly believe will be on every single B2B website in the near future.

Noble simplifies the process of connecting potential buyers with your current customers. They have a waitlist you can join to get it on your site, and it's filling up fast.

Give the people what they want.