Ep. 140: How B2B Marketers Can Build Greater Trust

In many B2B organizations, the C-suite inherently distrusts the marketing department. There is this ideological disconnect between marketing, the C-suite, and the rest of the organization. One side is thought and process-driven and then there’s marketing which requires unconventional thinking, experimentation, and a deep understanding of human behavior. How can B2B marketers bridge the trust gap and build credibility inside and outside their organizations? How can they effectively get “buy-in” from the C-suite? That’s why we’re talking to B2B marketing expert Gee Ranasinha (Founder & CEO, KEXINO) about how marketers can build trust with senior management and other business units. During our conversation, Gee discussed the pitfalls marketers should avoid, the importance of understanding your audience, and why it’s imperative to find those internal champions within the organization.