The pressure for quick wins never lets up in B2B marketing. Every new quarter brings a scramble to prove your value, but with that urgency comes a nagging question: Are you building real trust with your audience, or just chasing the next metric?

Few people have explored this tension as deeply as David Ebner, President and Founder of Content Workshop. David is known for helping B2B teams use content strategy and storytelling to drive business outcomes and build lasting relationships.

He often finds that teams get stuck in a cycle of short-term tactics, missing the bigger opportunity to lead with generosity.

David challenges marketers to stop fixating on whether to gate content or hold back insights and instead reimagine generosity as a strategic lever.

Not because it feels good, but because it drives long-term brand growth and trust.