Why Buyers Don’t Trust You Yet with Jared Gibson

Jared Gibson breaks down a hard truth most B2B companies are missing, the real problem is not pipeline, it is familiarity. Buyers are no longer waiting for sales calls. They are watching, researching, and forming opinions long before they ever reach out. That means trust is being built in the background, and if you are not showing up consistently, you are already losing. He explains why content is no longer just marketing, it is part of how companies earn attention, build credibility, and stay top of mind in a crowded market. Jared is the founder of Outworks, a company helping B2B leaders turn their thinking into consistent, buyer-facing content that builds trust over time. With a background in sales, marketing, and leadership, he has seen firsthand how buyer behavior has shifted and why executive visibility now plays a direct role in growth, recruiting, and closing deals. His work focuses on building content systems that feel human, not automated, even in a world powered by AI. In this episode, Jared shares why most LinkedIn content fails, how AI should be used without turning your message into noise, and why consistency beats intensity every time. They also talk about the metrics that actually matter, why vanity metrics are misleading, and how a single post with the right audience can drive real business. He also explains how trust compounds over time, why every executive should be creating content, and how companies can build a system that works without turning leaders into full-time creators. Key Topics: -Why most B2B companies have a familiarity problem, not a pipeline problem -Trust is built long before a buyer ever books a call -Executive content can drive sales, recruiting, and long term brand trust -AI can support content creation, but human voice still matters most -The best content strategy is a system that keeps you visible and top of mind Timestamps: 05:12 Why Mental Toughness Matters More Than Your Business Plan 06:41 The Real Reason He Finally Bet on Himself 07:45 The Dumpster Fire Acquisition That Changed Everything 13:32 The Career Hit That Forced Him to Grow 14:13 The Advice That Changed How He Handled Setbacks 16:15 The LinkedIn Problem That Turned Into a Real Business 17:11 Why Buyers Trust Executives Before They Trust Companies 18:13 Trust Is Being Built Long Before the First Sales Call 19:14 Why Most LinkedIn Content Fails to Stand Out 20:08 AI Can Write Posts, But It Still Cannot Build Real Trust 21:42 Why Every Executive Should Be Creating Content Right Now 24:43 Why CEO Content Alone Is Not Enough Anymore 27:11 How They Use AI Without Turning Content Into Spam 31:07 The Truth About ROI on Content That Most Founders Miss 31:49 A Post With 300 Views Can Still Make You Money 35:00 The System That Makes Executive Content Actually Work 38:24 Ads Capture Ready Buyers, Content Wins the Rest 41:20 The Most Underrated Skill Every Executive Still Needs 44:16 Treat Everyone Like a Mentor and Watch What Happens Connect with - Jared Gibson:  LinkedIn - linkedin.com/in/jaredoutworks Website: https://www.outworks.io/?utm_source=linkedin-company-page Connect to Entrepreneurial-Excellence Podcast: LinkedIn - ⁠https://www.linkedin.com/company/entrepreneurial-excellence-podcast⁠ Youtube - http://www.youtube.com/@EntrepreneurialExcellencePod TikTok - ⁠https://www.tiktok.com/@eepodcast24⁠Facebook - https://www.facebook.com/profile.php?id=61570329516959 Website - https://www.hirechore.com/resources/podcast