In general, B2B buyers consult roughly seven information sources before making a purchase decision. Of those sources, a company's blog content ranks near the bottom of what buyers care about; instead, they are preferring product demos, user reviews and peer communities as a way to gauge a tech company's trustworthiness.
So, if simply publishing content regularly doesn't move the needle as much it once did, what can B2B tech marketers do instead to build trust for their brand?
Join Jacquie Chakirelis, Director of Digital Strategy for Quest Digital and one of the top 50 B2B influencers to follow in 2021, to dive into how we can leverage our marketing efforts to earn and keep trust with our customers and empower them to become our advocates.
Top takeaways of this session will include:
1. How to break the "inauthentic” content patterns to build lasting relationships with your customers.
2. Learn simple ways B2B technology companies are collaborating with their customers to become the messengers in peer communities and through user-generated content.
3. Explore new tools that marketers can use for content projects designed to build trust.
- - -
This is the slide deck from the March 2022 HubSpot User Group (HUG) for B2B Technology USA.
View the webinar recording at https://youtu.be/4jpri3zjdfc
Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/
2. HUG Agenda
12:05 PM ET
12:10 PM ET
1:00 PM ET
Introductions
Presentation begins
Q&A
3. About Your Host…
Kiwi Creative
We are a HubSpot Platinum
Solutions Partner for growing
B2B tech companies.
kiwicreative.net
Jen Lombardi
Head Honcho, Creative Genius
4. About The Speaker
● Top 50 B2B Content Marketers to Follow
● Top 50 Women in Content Marketing
according to Top Rank
● 5X Society of Professional Journalism Award
Winner
● Pioneer in Podcast and Digital Content
Syndication
Jacquie Chakirelis | Director of Digital Strategy | Quest Digital
18. Age of Cynicism
71% aren't convinced brands will
deliver on their promises + only 34%
think they’re transparent about
their commitments and promises.
75% of brands could
disappear
overnight and most
people wouldn't care.
20. Loyalty
75 percent of people with high brand trust say they will
buy the brand’s product even if it isn’t the cheapest.
21. Engagement
60 percent of people with high brand trust say they’re
comfortable sharing personal information with the
brand, and they pay attention to the brand’s
communications
22. Advocacy
78 percent with high brand trust say
they’ll likely share or repost content
about the brand, they will recommend
the brand to others, and they will defend
the brand against criticism.
23.
24. CHAT QUESTION
People grant their trust based two distinct attributes- WHICH TWO?
1. Competence (delivering on promises)
2. Ethical behavior (doing the right thing and working to improve society)
3. Familiarity (how well they are known)
4. Perceived value (importantance / high value)
37. With every interaction with a prospect, you are either building trust...or
eroding it. It never stays the same.
37
Todd Caponi author of The Transparency Sale book
38. 96% of consumers look at
review
They want to know what to expect before
going into business with you.
The last thing they want is for an organization
to overpromise and underdeliver.— they long
for transparency
38
Todd Caponi author of The Transparency Sale book
58. 🤯 3 Audience Research Tips
There are three questions to ask yourself...
❑ Will this content be useful to my audience for months and years to
come?
❑ Are people searching for this content now or in the near future?
❑ Will this content resonate with folks who already subscribe to my
content?
58
59. U Encourage and highlight
User Generated Content in
every marketing channel
60. What is UGC?
60
Any content ( blogs, tweets, posts, videos, images,
reviews, etc.) created by users on an online platform.
As a social media marketing tactic, UGC is quality
content that’s curated or directly received from users
and then shared on your social media pages, with
proper credit being given to the original source.
63. Why?
• UGC promotes authenticity and credibility boost
• Presents an undeniable social proof
• Build trust for your brand - we trust recommendations from real people
• It gives the consumer a voice and shows that it matters
• It makes people feel they are a part of an online community
• Customer reviews expand your SEO efforts and help you rank higher
70. need fun ideas
to teach
need to find
activities that are
not in-person.
Bored
Children
Creative ways
to explain
concepts
Access through
Website
Science
Education
Parents
Educators
Science
Education
The Audience The
Exploratorium
83. CHAT QUESTION
What is the #1 trust builder for tech?
1. Perceived political affiliation
2. Data Privacy
3. Not allowing misinformation on their platforms
84. CHAT QUESTION
What is the #1 trust builder for tech?
1. Perceived political affiliation
2. Data Privacy
3. Not allowing misinformation on their platform
90. Focus on your users.
Many of the people that signed up for
the promotion feel tricked by a
marketing ploy to gain their email
address.
Remove their emails from your
database immediately.
U