If you're not measuring trust, you're missing what actually drives revenue.

In this episode of A Mind for Marketing, Christina Moore speaks with social media strategist Katy Howell (Immediate Future) about why trust is becoming the most important KPI in marketing and how it directly impacts pipeline, and revenue.

If you're a CMO or Marketing Director under pressure, this conversation challenges how you measure success and where your strategy might be falling short.

You'll learn:

• Why trust, not virality, drives long-term revenue growth
• A practical three-layer measurement model that connects content to pipeline
• How AI search and answer engines (ChatGPT, Gemini, Perplexity) are reshaping discovery and vendor selection

Katy also shares a real-world example where a trust-led content strategy generated a £38M pipeline in 12 weeks, proving that trust isn't a soft metric.

This episode is for marketing leaders who want to move beyond surface-level metrics and build a content strategy that drives trust, influence, and measurable business outcomes.

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Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License

Audio Editor: Jake Wittlin