Today’s self-directed B2B buyers are overwhelmed by increasingly cynical about the mountain of content and sources available to them to ‘aid’ their decision making. AI is making a bad problem worse, reducing the cost of content output, often at the expense of quality or objectivity, flooding already saturated markets. Simply put, B2B marketing has a problem with trust. So what can we do about it?

In this session, leveraging insights gleaned from the B2B Marketing Awards (the world’s biggest B2B marketing celebration), and his forthcoming book, Joel Harrison will explore this growing trust gap in more detail, examining the causes and implications, and going on to discuss practical solutions based on real world examples. Joel will focus on the following in particular:

• How thought leadership is being reinvented in a trust-impaired world
• How to optimise the impact influencers and intermediaries
• Cultivating advocates and advocacy
• Building trust in the sales conversation

Track: Authenticity and Brand