Whether B2B or B2C, all brands need to focus on building customer trust. This is especially true as more people grow cynical of media, political figures and businesses. Margot Bloomstein has helped organizations like Canon, Harvard University, Fidelity and Sallie Mae develop their brand messaging and content strategies. She has taken these experiences, and her study of the evolving media and business climate, to author a new book: Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap.
During this episode of the B2BMX Podcast, hosts Klaudia Tirico and Alicia Esposito dig into Margot’s work and takeaways from the book. Tune into the convo to learn:
- The intrinsic and extrinsic factors hurting trust in B2B;
- How to apply voice, volume and vulnerability to win over cynics; and
- How marketing, design and content teams can better collaborate to tackle B2B’s big trust problem.