How to Build Trust in B2B Marketing

Today’s B2B buying journey has evolved beyond the linear funnel into a sophisticated network of independent research, social validation, and digital interactions. Gartner reports that 75% of B2B buyers prefer a rep-free sales experience, highlighting the critical role of strategic marketing touchpoints in building trust through demonstrated value.

Cultivate strategic awareness

Before you can earn a buyer’s trust, you must first attract awareness to your brand. Brand visibility tactics are foundational for drawing attention. Buyers should also be served educational content to gain insights into relevant industry issues, technological innovation, and new products that are improving efficiencies and addressing pain points.

Multiple studies show that B2B buyers trust brands more when they receive valuable content from them. Providing high-quality, informative content builds trust. As buyers increasingly rely on digital channels for research, companies need to offer accessible online resources to meet buyers’ informational needs early in the journey.

Buyers trust impartial third-party content even more than vendor-provided information about business challenges and technology solutions. Like individual consumers, B2B buyers rely on external sources—such as social media and their value network—to help make buying decisions. Many B2B buyers also trust software comparison websites when short-listing brands. Trusted third-party sources should be leveraged to substantiate your value proposition.

Social proof should also be provided across channels, including sharing testimonials on social media platforms as posts or stories, incorporating testimonials into email campaigns and newsletters, and encouraging customers to leave reviews on third-party platforms like Google.

Entice interest

In today’s consumer-centric marketing landscape, creating personalized, exceptional experiences is no longer a nice-to-have, but a fundamental standard. Consumers place more importance on relevant brand interactions (33%), which address their needs or are based on past behaviors, than on comparable interactions that are merely personalized (20%).

To inform strategic and successful customer interaction management, it’s vital to acknowledge that personalization isn’t a singular data point. You need an evolving view of data sources that understand what kinds of customers you want to reach and how to reach them in the moments that matter. Discerning which attributes hold the most weight for your organization will help refine data collection efforts to shift focus on the key indicators that truly drive value for you and your customers.

Personalized outreach to the buyer can be combined with showcasing expertise to build a brand’s authority to increase interest. Marketers need to go beyond product differentiation and use storytelling to establish thought leadership and add credibility. Public relations (PR) can position your brand as an industry authority through media coverage, bylines, and expert commentary.

B2B buyers conduct extensive research before engaging with sales. PR can ensure that your brand is a leader in the conversation, amplifying news, case studies, and expert insights that buyers will encounter in their independent exploration. Putting your brand in front of B2B buyers where they’re already looking generates interest and can keep your brand top of mind. Targeted press coverage and influencer endorsements can also fuel inbound marketing—driving traffic to owned channels, such as your website. The synergy between PR and inbound marketing attracts prospects while reinforcing your brand’s expertise and trustworthiness.

Nurture consideration

Once a B2B buyer is interested, they will want to see competitive differentiation and evidence of the related benefits in order to consider a brand.

It’s important to highlight specific results and metrics, which can include quantifiable outcomes in testimonials, such as efficiency improvements or cost savings. Presenting concrete data can enhance credibility and persuade potential buyers.

There are several viable options to strategically place testimonials in order to make customer stories readily available to researching prospects. Marketers can create a dedicated page for case studies on a brand’s website. Alternatively, carousels can be used to showcase multiple testimonials on a home page. Testimonials can also be integrated into product pages, social campaigns, and marketing emails.

Data can establish credibility, and success stories help create emotional connections while building trust.

Pave the path to facilitate a purchase

B2B buyers are attracted to brands that offer unique and innovative products and services that stand out from the competition. Modern B2B buyers are also highly skeptical and value-driven, prioritizing brands that demonstrate authenticity and transparency, seeking out information and recommendations from trusted sources. They value social proof and seek validation from others, including peers, experts, and influencers, before making a purchase decision.

How a brand chooses to engage with its customers can either help or hurt the trust it has earned. To reduce the risk of losing that trust, engage with both positive and negative reviews promptly and professionally. Addressing concerns raised in negative reviews demonstrates a commitment to improvement while verifying that the brand values its relationships with customers.

In brands we trust

Building a strong, trustworthy brand improves the chances of it being considered. It is important to understand that trust is an ongoing investment. The brand-buyer relationship does not end at the purchase decision. Building long-term customer value is key.

In a complex B2B buyer journey, a multifaceted marketing architecture will ensure that you reach customers where and when they are searching for information, throughout each phase of the burgeoning relationship you are building.

Key strategic considerations for building enduring trust:

• PR amplifies authority: It strengthens a brand’s credibility, amplifies its message, and reaches buyers where they’re most receptive. It’s not just a part of the process—it’s a strategic advantage that transforms awareness into action.
• Embrace digital channels: B2B decision-makers show a preference for making substantial purchases online, highlighting the need to optimize their digital experience, including self-service platforms.
• Incorporate video content: B2B buyers say video plays an important role in their decision to move forward with a purchase.
• Streamline the decision process: With the rise of digital tools, buyers expect engagement. Companies should be ready to respond quickly to buyer inquiries to stay competitive.

By implementing these strategies, B2B companies can build credibility and trust in their brands throughout the buyer’s journey, adapting to the evolving preferences and behaviors of modern B2B decision-makers.