Study demonstrates that a trusted brand is a prerequisite for organic and paid search
You can flood the market with paid search ads or dump money into SEO to rank on page one, but if you want people to click, you need them to trust you; the way you build trust is by building...Read More
Marketers focus on demand generation increasingly seek to build trust
It’s good that trust is back in fashion for demand generation at the strategic level – but we’ve got to put those words into action across all marcom tactics too “How do marketers balance trust-building with immediate lead generation?...Read More
Sometimes B2B marketing just tries too hard
It’s not that we need a new playbook, or a new idea, or new way of doing things; we need to execute on the tried-and-true fundamentals of marketing, communications and psychology. This post is merely a musing. It’s thinking out...Read More
Machina or ex-machina: ~40 marketing and comms predictions for 2025
If these predictions are any indication, there’s little consensus across marketing and PR about what will happen next year; exciting times are ahead In pouring over predictions I received this year, I had a simple observation: I disagreed with a...Read More
Are B2B SaaS companies engaged in their own version of shrinkflation?
SaaS companies have slashed marketing budgets, effectively cutting off communications with customers; and now some are imposing harsh terms to protect margins at the expense of trust There’s an old saying, it’s not the circumstances that matter as much as...Read More
PR pros say consumers trust social media more than traditional news, according to a new survey
News coverage fuels social media; but increasingly, social media fuels the news; shaping opinion on social media boils down to authenticity, experience and customer service More consumers trust social media for information than other conventional sources, including traditional news, business...Read More
7 takeaways from a study on B2B thought leadership; why it works or doesn’t
Thought leadership benefits B2B marketing in so many ways – awareness, consideration and even customer retention – but it can have adverse effects when it’s under-resourced and turns out to be light on substance The social media platform LinkedIn and...Read More
Trust issues: the one reason buyers give B2B content a letter grade of “D”
71% of B2B marketing prospects are disappointed in the content they’ve traded their contact information to obtain at least some of the time, which leads to trust issues B2B marketing can hit the right target with the right message and...Read More
For comms pros, Silicon Valley Bank is a reminder that trust is currency
Trust is a currency that can’t be bought or sold but it can be earned, loaned and squandered Why does money have value? It’s not because there’s gold “backing it up.” That ended long ago. And sure, it makes bartering...Read More
Comms Pros on Whether or Not their Organization Trusts the Media
“Depends on the media outlet.” wrote one respondent. “Some [media outlets] are fair; some are not.” More communications pros say their organization trusts the media than do not. Even so, the percentage is a little under half. The rest is...Read More
