Creating content in collaboration with prospective consumers can help B2B marketers boost trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 22, 2020, 6:38 PM UTC

Both consumers and internal stakeholders are sceptical about marketers

This piece recommends explores how marketers can instil confidence among consumers and C-level executives of the company. Leveraging influencer campaigns can help marketers boost credibility as well as improve conversion rates and boost ROI. But, brands need to choose the right influencer to drive effective results.

B2B marketers can collaborate with prospective consumers to co-create content. It can let consumers highlight their expertise and enable marketers to build conversations around brand solutions and lend credence to their campaign.

Marketers can also leverage their C-suite as influencers and establish trust by answering consumer queries. They can also design questions by developing a customer topic profile, focused on customers’ goals, pain points and other factors, that affects business purchase decisions.

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[5 minute read]