In general, B2B buyers consult roughly seven information sources before making a purchase decision. Of those sources, a company's blog content ranks near the bottom of what buyers care about; instead, they are preferring product demos, user reviews and peer communities as a way to gauge a tech company's trustworthiness. So, if simply publishing content regularly doesn't move the needle as much it once did, what can B2B tech marketers do instead to build trust for their brand? Join Jacquie Chakirelis, Director of Digital Strategy for Quest Digital and one of the top 50 B2B influencers to follow in 2021, to dive into how we can leverage our marketing efforts to earn and keep trust with our customers and empower them to become our advocates. Top takeaways of this session will include: 1. How to break the "inauthentic” content patterns to build lasting relationships with your customers. 2. Learn simple ways B2B technology companies are collaborating with their customers to become the messengers in peer communities and through user-generated content. 3. Explore new tools that marketers can use for content projects designed to build trust. - - - This is the slide deck from the March 2022 HubSpot User Group (HUG) for B2B Technology USA. View the webinar recording at https://youtu.be/4jpri3zjdfc Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/

1. Jacquie Chakirelis
Director of Digital Strategy
Quest Digital

2. HUG Agenda
12:05 PM ET
12:10 PM ET
1:00 PM ET
Introductions
Presentation begins
Q&A

3. About Your Host…
Kiwi Creative
We are a HubSpot Platinum
Solutions Partner for growing
B2B tech companies.
kiwicreative.net
Jen Lombardi
Head Honcho, Creative Genius

4. About The Speaker
● Top 50 B2B Content Marketers to Follow
● Top 50 Women in Content Marketing
according to Top Rank
● 5X Society of Professional Journalism Award
Winner
● Pioneer in Podcast and Digital Content
Syndication
Jacquie Chakirelis | Director of Digital Strategy | Quest Digital

17. The Edelman Trust Barometer Special Report: Brand Trust in 2020

18. Age of Cynicism
71% aren't convinced brands will
deliver on their promises + only 34%
think they’re transparent about
their commitments and promises.
75% of brands could
disappear
overnight and most
people wouldn't care.

19. Trust
is now the make or
break difference for
brands.
The Edelman Trust Barometer Special Report: Brand Trust in 2021

20. Loyalty
75 percent of people with high brand trust say they will
buy the brand’s product even if it isn’t the cheapest.

21. Engagement
60 percent of people with high brand trust say they’re
comfortable sharing personal information with the
brand, and they pay attention to the brand’s
communications

22. Advocacy
78 percent with high brand trust say
they’ll likely share or repost content
about the brand, they will recommend
the brand to others, and they will defend
the brand against criticism.

24. CHAT QUESTION
People grant their trust based two distinct attributes- WHICH TWO?
1. Competence (delivering on promises)
2. Ethical behavior (doing the right thing and working to improve society)
3. Familiarity (how well they are known)
4. Perceived value (importantance / high value)

25. ANSWER
25
1. Competence (delivering on promises)
2. Ethical behavior (doing the right thing and working
to improve society)

28. 28

31. T Be transparent.

36. WHY TRANSPARENCY MATTERS
IN B2B?
36

37. With every interaction with a prospect, you are either building trust...or
eroding it. It never stays the same.
37
Todd Caponi author of The Transparency Sale book

38. 96% of consumers look at
review
They want to know what to expect before
going into business with you.
The last thing they want is for an organization
to overpromise and underdeliver.— they long
for transparency
38
Todd Caponi author of The Transparency Sale book

39. 39

41. 41

42. 42

43. 43

45. 45

47. R Collaborate with people
who have a relationship
with your audience.

49. B2B INFLUENCERS
49
THOUGHT LEADERS
BRAND PARTNERSHIPS
INTERNAL INFLUENCERS

50. 50

51. 51

52. Begin with the Audience.
52

57. 57

58. 🤯 3 Audience Research Tips
There are three questions to ask yourself...
❑ Will this content be useful to my audience for months and years to
come?
❑ Are people searching for this content now or in the near future?
❑ Will this content resonate with folks who already subscribe to my
content?
58

59. U Encourage and highlight
User Generated Content in
every marketing channel

60. What is UGC?
60
Any content ( blogs, tweets, posts, videos, images,
reviews, etc.) created by users on an online platform.
As a social media marketing tactic, UGC is quality
content that’s curated or directly received from users
and then shared on your social media pages, with
proper credit being given to the original source.

61. 35%
More Memorable

62. 50%
More Trusted

63. Why?
• UGC promotes authenticity and credibility boost
• Presents an undeniable social proof
• Build trust for your brand - we trust recommendations from real people
• It gives the consumer a voice and shows that it matters
• It makes people feel they are a part of an online community
• Customer reviews expand your SEO efforts and help you rank higher

65. 65

66. 66

67. S Serve more and sell
less

68. Daisy Quaker

70. need fun ideas
to teach
need to find
activities that are
not in-person.
Bored
Children
Creative ways
to explain
concepts
Access through
Website
Science
Education
Parents
Educators
Science
Education
The Audience The
Exploratorium

72. Brainstorm Tool: Answer the Public

75. T Consistency and commitment
matters. Over time, your brand will
reap the benefits and earn trust.

76. 76

77. "Lose money for the firm, and I will
be understanding. Lose a shred of
reputation for the firm, and I will be
ruthless."
77

79. Live Feeds

81. 81

82. 82

83. CHAT QUESTION
What is the #1 trust builder for tech?
1. Perceived political affiliation
2. Data Privacy
3. Not allowing misinformation on their platforms

84. CHAT QUESTION
What is the #1 trust builder for tech?
1. Perceived political affiliation
2. Data Privacy
3. Not allowing misinformation on their platform

85. 85

88. T
Be transparent.
Apologize.

89. Respect the relationships
developed with their audience
and influencers.
R

90. Focus on your users.
Many of the people that signed up for
the promotion feel tricked by a
marketing ploy to gain their email
address.
Remove their emails from your
database immediately.
U

91. S
Serve the audience with
authentic behavior and content
day in and day out.

92. Remain committed and
service minded.
Over time this gaff will be
forgotten and replaced by
many more memorable of
good will moments.
T

96. Thank you!
surveymonkey.com/r/hug-content
Wherever you are along your digital journey, Quest Digital can help.

97. Tell us what you’re doing!
https://www.surveymonkey.com/r/hug-content

98. Questions?
P.S. Save the date for our next HUG