Trust Is a Brand Differentiator: 3 Ways to Build It To Drive B2B Success

As we launch into the New Year, it’s the perfect time to weigh in on a significant and transformative shift now underway in the B2B landscape. This shift, which was covered in  detail in the 2024 dentsu Superpowers Index, was the focus of our recent article in Forbes.

As dentsu revealed, for the first time in the four-year history of the Superpowers study, personal decision drivers have surpassed functional professional ones in shaping the B2B buyer journey. This change underscores a crucial truth: Brand and trust have never been more pivotal in the business-to-business sector.

Personal decision drivers, deeply rooted in elements like trust, personal values, ethics and opportunities for learning and growth, are now taking the lead. In contrast, professional drivers, which traditionally focus on concrete metrics such as cost, product features and service efficiency, are taking a back seat. The dentsu report reflects a growing emphasis on the human side of B2B relationships—which drives trust, loyalty and long-term collaboration.

As a performance marketing agency, our team has always prioritized data and outcomes. However, we also understand that these pragmatic factors need to be balanced with creativity, emotional resonance and storytelling. Building campaigns for our diverse B2B clients—from Fortune 1000 companies to small enterprises—has shown us that success lies in forging authentic connections with target audiences.

The foundation of these connections, however, begins within. In other words, the culture you build within your own organization is the starting point for gaining trust and building success with customers, partners, investors and other stakeholders.

Go here to read more in Forbes about the strategies we lean into at our agency to build trust  from the inside out. We also invite you to reach out to our team to connect on our award-winning customer acquisition solution and services, including our B2B Living File® database – used by Fortune 1000 firms and startups to fuel omni-channel campaigns; our B2B2C linkage service; and custom audience building for CTV advertising, email marketing, media activation and much more.