The Art of Authentic B2B Marketing: Building Trust and Likeability 

Authenticity is a buzzword in marketing, but it’s not always easy to achieve. In the B2B world, where trust and likeability are crucial, marketers must strike a delicate balance between boldness and subtlety. As artificial intelligence tools become more prevalent, human authenticity will be an even bigger differentiator.

So, how can B2B marketers ensure they operate from a position of true authenticity? Let’s explore the six traits of authentic B2B marketing and four smart habits for building brand trust. 

  1. Consistency: Be true to your brand’s unique personality and values. Embrace your uniqueness and reflect it throughout your branding guidelines. Make it easy for creative producers to understand your brand’s tone, style, and visual feel. 
  2. Transparency: Baring your soul and being open about your brand’s strengths and weaknesses can strengthen the bond with stakeholders. Transparency is about being courageous and providing added value through vulnerability. 
  3. Integrity: Stick to your core values, no matter the pressures you face. Integrity is an accountability measure for the entire marketing organization, from the top down. 
  4. Honesty: Avoid twisting facts and figures. Proactively update your content to ensure accuracy and maintain your audience’s perception of your honesty. 
  5. Relevancy: Stay focused on your expertise and avoid jumping on trends that are outside your wheelhouse. Inauthenticity will be evident to your savvy audience. 
  6. Action: Back up your words with tangible actions. Demonstrate how your brand positively impacts society and the communities you serve. Align your brand with causes and showcase your commitment beyond calendar events. 

The Four Smart Habits of Building Brand Trust: 

  1. Make and keep your promises: Building trust requires not only having a quality product or solution but also being reliable and consistent. Keep a content cadence, engage with your audience, and show up when and where they expect you. 
  2. Be genuine and vulnerable: Embrace your imperfections and address past flaws. B2B buyers appreciate brands they can identify with, and perfection is not relatable. Stepping out of your comfort zone can help customers understand your brand better. 
  3. Show up in trusted environments: Where you say something is as important as what you say. Choose trustworthy platforms and channels to convey your message. Being present in trusted environments enhances the validity and acceptance of your brand. 
  4. Collaborate with trusted voices and influencers: Engage with influencers and industry experts to build trust through collaboration. Seek opportunities for co-creation and value-sharing, focusing on creating meaningful experiences for your audience. 

Authenticity is a delicate balancing act for B2B marketers. By understanding the six core traits of authentic B2B marketing and implementing the four smart habits for building brand trust, marketers can establish themselves as genuine, trustworthy, and likable in a crowded marketplace.

Embrace authenticity and differentiate your brand from the clutter, and the rewards will follow.