BlogsThe Rise of B2B Influencers: Maintaining Trust In A New World
The way b2b consumers make decisions is changing.
Traditional ads don’t land as they used to:
• 84% of users scroll right by them
• 86% crave more real, human stories
Surprise: over-edited, staged brand content is losing its impact.
In fact: 49% of users now say they’d rather see an expert demonstrate real-world usage than listen to another marketing pitch.
With trust at a premium, how do you keep your audience listening?
5 minute read
1st April 2025
WHY TRUST ISN’T GIVEN ANYMORE
It starts by recognising that emotions play a big role in decision-making, even in a data-driven b2b world.
A big name or flashy USPs no longer guarantees credibility. You need to earn trust by offering proof from sources people already believe.
Industry influencers, word-of-mouth recommendations, and real-life stories are the validators of decisions on an emotional level.
WHO DO WE TRUST - AND WHY?
When we scroll through our feeds, we’re most likely to trust three main groups:
1. Field Experts
They’re subject matter pros who back their insights with proven knowledge. We trust them because they’ve earned it over time.
2. Our Peers
Shared experiences build trust. When peers say something works, we think, “If it worked for them, it can work for me.”
3. Industry Influencers
Their personal stories create an emotional bond and help them stand out in a crowded space.
To read the full article, visit Little Black Book.
