Why Your B2B Marketing Isn’t Building Buyer Trust (Insights from The B2B Institute)

Why is your B2B marketing reaching buyers but still not building enough trust to move them forward? In this episode, Michelle J Raymond speaks with Vita Molis from The B2B Institute about the credibility gap facing B2B brands. They explore why B2B buying journeys are getting longer, why more deals are stalling, and why reach alone is not enough to create buyer confidence. This episode is for B2B marketers who want to understand why their LinkedIn content, brand activity, and demand-generation efforts may not be converting into pipeline, and what they can do to build buyer trust before sales ever get involved. Key moments in this episode - 00:00 - Why B2B marketers need better research, not more trends 02:00 - The B2B credibility gap and why reach is not enough 03:15 - Why 40% of B2B deals stall before closing 05:30 - Why marketers need to influence the whole buying committee 07:30 - Are B2B creators becoming the new demand engine? 09:00 - The credibility stack: brand, employees, customers and creators 13:00 - The employee advocacy opportunity for B2B brands 19:20 - Is video becoming the new language of B2B marketing? 24:20 - What smart B2B marketers should do in 2026 31:10 - New B2B Institute research to watch: The Credibility Code Connect with Vita Molis on LinkedIn Check out The B2B Institute research CONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedIn Book a free intro call https://socialmediaforb2bgrowthpodcast.com/ B2B Growth Co newsletter #LinkedIn #B2BMarketing