B2B marketing used to be about TRUST...
"Trust me, this is going to be BIG"
"Trust me, our leads are good"
"Trust me, we're accelerating revenue"
In today's environment, that's not good enough. Trust today is about 2 things:
1. Building meaningful engagement with prospects and customers through empathy, expertise, and emotion. You're there to help them succeed, not to sell them anything.
2. Showing direct line connection between activity and value creation through real-time dashboards, data-driven decisions, and a relentless focus on corporate metrics (ARR, GDR, NDR) as opposed to marketing metrics (clicks, opens, forms)
B2B marketing today is still all about Trust. Just maybe not what it used to be.