Authenticity and Trust 

B2B brand marketing stands at a crossroads. The pressure’s on for short-term leads, just as low-cost AI floods the market with identikit messaging and approaches. Meanwhile, consumer trust is plummeting. The research is clear: great brands still drive B2B growth. But right now, how do you even make that case? This track will equip you with hard evidence on the power of brand in B2B. It’ll help you judge that balance between brand and demand gen. And – at a time when everything is suspect – it’ll give you effective ways your brand can stand out, show authenticity, and win trust.