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Trust: Unlocking B2B Growth in Today's AI World
Unlocking B2B Growth in Today’s AI World Have you considered that the drag hindering deals moving forward could be that the prospect simply doesn’t believe what is being presented?Is the sales blocker actually now more often the prospect’s lack of trust - not your product or service capabilities?B2B revenue models are rapidly evolving beyond traditional sales-led approaches (e.g. increased implementation of product-led-growth (PLG) and ecosystem selling combined with the amount of time that buyers now take conducting research before ever wanting to talk to a salesperson.) The genesis of this book was an investigation on how to improve sales velocity in this new B2B environment. The result was uncovering that trust is now at the center of accelerating growth.
Add to the evolving B2B sales models the current trust-eroding macro market dynamics including the impact of AI, and buyers are now found to be increasingly skeptical about new products and services presented by vendors. The outcome is peer authority for influencing buyer behavior is on an upward trend, evidenced by several recent research reports. While the data confirms the emerging trust challenge for businesses worldwide, there are currently only a few new solutions to help companies take on these new headwinds constraining growth.
Unlocking B2B Growth in Today’s AI World explores why strengthening public trust is now more important than ever to business success. The book provides key insights from several recent research reports, examples of companies winning on the trust dimension, and how companies can evaluate current stakeholder trust. The book culminates with a recommendation for your business’ overall strategy to strengthen trust and unlock growth, focusing on how to implement a modern company-wide B2B customer advocacy initiative, as one tactic to easily launch (or revitalize) to quickly begin improving trust with customers, prospects, partners, employees and recruits.
CONTENTS
Chapter 1: Understanding the Current State of Trust
How We Got Here
Welcome to Today’s AI World
The Importance of Trust Relative to Growth
Chapter 2: Reviewing Trust in Your Business
The Connection Between Trust and Being Authentic
Evaluating your State of Trust
The Impact of Decreasing Employee Tenure
The Case for Monitoring 365
Chapter 3: Improve Trust with Customer Advocacy
The Value of Peer Recommendations
Authentic Customer Advocacy
Implementation Considerations
A Hybrid Customer Advocacy Traditional + Modern
Chapter 4: A Customer Advocacy Model for Today
Use Small startup business (with no current program)
Use Established company (with aged program)
Services v. product company considerations
Incorporating employer brand building
Setting goals and evaluating impact
The importance of a company-wide approach
Chapter 5: Evolve With Developing a Holistic Model
Core foundational elements
Trial, freemium and reverse trial offers
The organic v. paid debate
Chapter 6: Building Enduring Trust
For more than 20 years, Kristin Oelke has been defining and executing B2B marketing growth strategies for technology and tech-enabled products for startups to big tech companies.
Add to the evolving B2B sales models the current trust-eroding macro market dynamics including the impact of AI, and buyers are now found to be increasingly skeptical about new products and services presented by vendors. The outcome is peer authority for influencing buyer behavior is on an upward trend, evidenced by several recent research reports. While the data confirms the emerging trust challenge for businesses worldwide, there are currently only a few new solutions to help companies take on these new headwinds constraining growth.
Unlocking B2B Growth in Today’s AI World explores why strengthening public trust is now more important than ever to business success. The book provides key insights from several recent research reports, examples of companies winning on the trust dimension, and how companies can evaluate current stakeholder trust. The book culminates with a recommendation for your business’ overall strategy to strengthen trust and unlock growth, focusing on how to implement a modern company-wide B2B customer advocacy initiative, as one tactic to easily launch (or revitalize) to quickly begin improving trust with customers, prospects, partners, employees and recruits.
CONTENTS
Chapter 1: Understanding the Current State of Trust
How We Got Here
Welcome to Today’s AI World
The Importance of Trust Relative to Growth
Chapter 2: Reviewing Trust in Your Business
The Connection Between Trust and Being Authentic
Evaluating your State of Trust
The Impact of Decreasing Employee Tenure
The Case for Monitoring 365
Chapter 3: Improve Trust with Customer Advocacy
The Value of Peer Recommendations
Authentic Customer Advocacy
Implementation Considerations
A Hybrid Customer Advocacy Traditional + Modern
Chapter 4: A Customer Advocacy Model for Today
Use Small startup business (with no current program)
Use Established company (with aged program)
Services v. product company considerations
Incorporating employer brand building
Setting goals and evaluating impact
The importance of a company-wide approach
Chapter 5: Evolve With Developing a Holistic Model
Core foundational elements
Trial, freemium and reverse trial offers
The organic v. paid debate
Chapter 6: Building Enduring Trust
For more than 20 years, Kristin Oelke has been defining and executing B2B marketing growth strategies for technology and tech-enabled products for startups to big tech companies.
99 pages, Kindle Edition
Published April 27, 2024
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