The Pre-Decision Playbook: Building Trust Before B2B Buyers Choose

💡 Emily Askham, CMO at Natixis Investment Management, explores the crucial role of marketing in building trust within the B2B financial sector. She highlights strategies for fostering credibility, including voice-of-the-customer programs and third-party research. The discussion also covers proactive problem-solving and CX-driven differentiation for long-term success. 💡"Most people will listen to you if they like you. But unless they trust you, they won’t do business with you. That’s why trust is the most critical part of it." - Emily AskhamReflecting on Emily Askham’s insights, trust emerges as the goal and outcome of sophisticated, customer-centric B2B strategies. Transformation happens when trust becomes measurable through enhanced customer experiences, increased referrals, and lasting relationships. This journey requires a collective effort, uniting cross-departmental contributions with a deep understanding of the customer’s voice and needs.Follow Emily Askham on LinkedInFollow host Steve MacDonald on LinkedIn