Content vs Trust With trust and core values becoming as important to buyers as product, how can we get these across and increase pipeline engagement?

Trust is just as vital in B2B as it is in B2C. I think trust is built with many factors and having a great corporate marketing function greatly helps, but one main driver that demand generation can focus on is validity. Specific third-parties and customers are great for showcasing your organizations validity, competence and capability.

For third-parties - analysts quickly show the validity of your company and product which increases trust. Prospects/customers already have trust built with certain analyst firms like Gartner. So when they see your org as a leader within a Gartner Magic Quadrant - trust increases.

Another example is channel marketing. When you can tie your brand with another reputable brand/leader, you can capitalize off the trust they have already worked to build. For example, if you have an integration with Hubspot - try to collaborate on co-marketing materials like joint display ads to drive awareness, joint webinar where you can tap into their database, etc. This is a huge opportunity that I have seen many businesses look over in the early days.

Leveraging a customer voice really moves the trust needle. Whether through testimonials on your website, customer case studies, customers at speaking in-person or virtual events that prospects are also in attendance of and/or leveraging awards from platforms like G2 your marketing mix - elevating the customer voice whenever and wherever you can build trust.

So in summary - always elevate customer voices, leverage channel/technical partnerships where possible and incorporate key analyst firms.

To effectively convey trust and core values to buyers and increase pipeline engagement, it starts with human connection. One way to connect with your buyers is through storytelling and transparency. Tell your brand's story in a way that illustrates trust. Here are a few additional strategies to consider:

1. Clear brand messaging.

2. Thought leadership content.

3. Testimonials, reviews, and customer stories.

4. Partnerships and associations.

5. Customer support.

Building trust takes time and consistency. View it as a long-term investment in increasing pipeline engagement.