In this episode of the Trust and Influence in B2B podcast, host Joel Harrison speaks with Saima Rashid, CMO of Sixth Sense, about the multifaceted challenges of building trust in B2B marketing. They discuss the role of the CMO in establishing credibility, the balance between brand and demand, and the importance of sales and marketing alignment. Saima shares insights on navigating intent data while respecting customer privacy, leveraging customer advocacy, and making informed martech decisions. The conversation also touches on the impact of AI on trust, the significance of post-sale trust, and the importance of transparent reporting and metrics in building trust within teams.

Takeaways

• Marketing must show the value of its contributions.
• Strong brands lead to lower customer acquisition costs.
• Sales and marketing alignment is crucial for success.
• Intent data should be used responsibly to build trust.
• Customer advocacy is a powerful tool in B2B marketing.
• Transparency in reporting builds trust within teams.
• AI can create trust issues if not used properly.
• Choosing the right martech partner is essential.
• Post-sale trust is vital for customer retention.
• Building a culture of trust starts with hiring the right people.

Chapters

00:00 Introduction to Trust in B2B Marketing

02:09 The Role of the CMO in Building Credibility

05:52 Balancing Brand and Demand in Marketing

09:50 Sales and Marketing Alignment for Trust

12:14 Navigating Intent Data and Customer Privacy

14:55 Harnessing Customer Advocacy in Marketing

17:06 Building Trust in Martech Decisions

19:46 AI's Impact on Trust in Marketing

25:06 Post-Sale Trust and Customer Retention

28:00 Building Trust Through Reporting and Metrics

30:57 Personal Trust and Team Dynamics