Are you struggling to build trust with your buyers?
Allyson Havener (TrustRadius) and Mark Huber (UserEvidence) break down the B2B buying disconnect between buyers and marketing and sales efforts-including some helpful tips to apply to your own marketing strategy to help close that gap.

What's working in B2B marketing:
DATA-BACKED PROOF
Original research and transparent data are key to building credibility and trust with skeptical buyers, who are demanding upfront pricing and product claims before purchasing.

What's not working in B2B marketing:
SUGAR-COATED "PROOF"
Focusing too much on traditional bottom-funnel tactics without addressing what buyers genuinely want reduces trust and transparency. Pushing overly optimistic marketing narratives without real proof causes buyer mistrust. (And can ultimately lead to decision-making paralysis.)