Buyer distrust of advertising and brand communications is one of the top challenges of our time for marketers.
As TopRank Marketing’s Nick Nelson has shared, “trust is currency” and that trust is “arguably the most valuable currency in today’s B2B marketing environment.”
Studies continue to show that business peers and experts have customer attention over brands. 95% of B2B buyers say they prefer credible content from industry influencers according to a study from Demand Gen Report.
As a result, it is more important now than ever for marketers to find ways to become part of this new “circle of trust” for buyers.