In part three of my informal, self-recorded reading of Reaching the B2B Informed Buyer, I get into the importance of earning topic authority: earn attention with industry expertise. This is where B2B marketers often stumble. Marketing is still about attention. Digital marketing didn't change that. And the new era of what vendors call ‘AI-powered content experiences’ doesn’t change that either. So what do we do about it - and how can we serve buyers better, and earn their trust? Note: the full dbook is available on diginomica, and also as an ebook on virtually all ebook platforms.