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- 93.7% say trust drives ROI
93.7% say trust drives ROI
“soft metrics” close hard deals
Paige Peterson
August 15, 2025
Hey, Paige here!
Before we get into today’s best marketing research…
In today’s release:
93.7% of B2B marketers say trust is the most important driver of brand success
Buyers prefer peer recs (62.3%) over broad awareness—and reviews beat analyst reports 5:1
77% of buyers read reviews, 54% talk to a peer, and only 14% check analyst reports—proof beats polish every time
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DEEP DIVE
Everyone talks about building trust.
But the way most B2B teams actually treat it? Somewhere between a brand halo and a warm fuzzy metric they can’t really measure.
Here’s the truth: Trust isn’t soft. It’s full-funnel performance. It’s what buyers actually respond to at every stage—from first click to closed-won.
So no, it’s not just “vibes” (as much as I do love me some vibe marketing). It’s velocity.
Let’s break down what all that good, rich, recent research says.
What’s really happening across the funnel:
Top of Funnel (TOFU)
→ Trust = category fame + relevance.
Not fame like “your CEO got quoted in Forbes once.” Fame like “when I think of this problem, your brand’s name shows up in my head (and in Google’s AI Overview).”
Middle of Funnel (MOFU)
→ Trust = social proof + third-party validation.
Think: customer video testimonials, real reviews, analyst nods, or someone’s buddy from ops saying, “Yeah, we use that. It’s solid.”
Bottom of Funnel (BOFU)
→ Trust = transparent pricing + verified intent + peer validation.
Not 14 more nurture emails. Not a sales PDF with a smiley stock photo. Confidence closes.
The receipts
93.7% of B2B marketers say trust is the #1 brand success factor.
Buyers prefer peer recs (62.3%) over big awareness campaigns (37.7%).
77% read user reviews; only 14% read analyst reports.
Deals can close 33% faster when pricing is shown upfront.
AI search leads convert ~40% better than traditional SEO.
61% of buyers want to buy without a rep.
So yes, your demo-less landing page matters more than ever.
“Cool stats, but what do I do with this?”
Glad you asked.
Here’s how smart content teams are using trust like a performance lever—not just a brand slogan.
TOFU: Relevance beats reach
👉 Be Category-Famous
No one’s Googling “best all-in-one SaaS solution.” They’re searching for their specific problem. Be the brand in your category with explainers, case stories, and review quotes optimized for SEO and AI Overviews.
Pilot: Publish 2 ungated explainers + 3 video case vignettes → prioritize crawlability, citations, and community distribution.
👉 Make Thought Leadership Do Something
TL is a wedge into stalled deals and hidden buyers (IT, finance, compliance—those folks who derail deals silently from the side).
Pilot: Track TL engagement across functions. If only marketing is reading, it’s not working.
MOFU: Give the people proof
👉 Let Customers Do the Talking
77% of buyers want real feedback from real users. So stop using stock quotes and start activating advocates: videos, AMAs, peer roundtables, anything that says “yes, I’ve actually used this thing.”
Pilot: Run a “review + reference” drive with velocity and outcome tracking → aim for evidence-rich content (outcomes, before/after metrics, objection handling).
👉 Use Experts—but Don’t Worship Them
Yes, analyst validation helps. But when forced to choose, buyers trust other buyers (58.1%) more than expert panels (41.9%). Sorry, Gartner.
Pilot: Combine expert proof and peer proof in the same asset—e.g., customer story + “top-rated” badge.
BOFU: Qualify with confidence, not just clicks
👉 Transparent Pricing Converts
Deals can close 33% faster when pricing is clear. So yes, your “contact us for pricing” CTA might be costing you pipeline.
Pilot: Test pricing transparency → track time-to-close and conversion lift.
👉 Build a “Trust Score,” Not Just a Lead Score
Smart marketers are layering intent, identity, and proof consumption into scoring models—because “downloaded the eBook” ≠ ready to buy.
Pilot: Define Trust-Qualified Opportunities (TQOs) → e.g. pricing page visit + review engagement + peer asset consumed.
👉 BOFU Content Should Close, Not Coddle
Use objection busters, ROI calculators, and short testimonial videos to reinforce confidence. Fewer touches. Faster deals.
Trust isn’t just a brand play. It’s a performance channel.
Smart content teams are treating trust like a measurable, scalable growth lever.
Not just “thought leadership.” Not just “awareness.” Not just “let’s get featured in a newsletter.”
They’re building trust that sells.
And it’s working:
The big takeaway: The fastest-growing teams treat trust like a growth channel—stacking proof, peer validation, and transparency across every stage.
That’s it, ya’ll! Here’s how we can help…
✅ Binge our podcast about the future of media in business.
✅ Download the 2025 State of Video Podcasts Report.
✅ Book a video podcast strategy call with Ben from our team.
Keep creating,
Paige Peterson
Newsletter Aficionado, Sweet Fish