In this episode of “Marketing Demystified,” host Jenn Mancusi talks with Philipp Kristian, an international keynote speaker and global voice on trust, about building trust in business to drive growth and win customers in a skeptical world.
Key topics discussed:
- The concept of “winning with trust” in B2B marketing
- Evolution of trust in the digital age and the “trust economy”
- Approaches for building trust in B2B marketing
- The impact of trust on business growth
Understanding the power of trust
Philipp introduces the concept of “winning with trust” and explains its importance:
“With distrust, it’s sort of a fear type of response, and in a fear type of response, we collectively become a little bit less intelligent and a little bit less collaborative. With trust, our intelligence and collaboration are where they should be, which is really allowing us to do big things.”
Read next: The Rise of Community-Led Growth and How B2B Companies Can Benefit
The trust economy and technology
Philipp discusses how technology has shaped the “trust economy”:
He introduces the concept of the “tax on trust” – the time, money, and data spent on removing distrust or overcoming it to achieve the level of trust needed to do business. Building trust in business matters but also takes resources to establish and maintain.
“Trust is an enabler of humanity,” he said. “It’s an enabler of human performance. It’s as simple as that.”
What questions can we answer about leveraging trust in your B2B marketing strategies?