The Role of Trust in the B2B Sales Funnel
Trust is important in the sales journey regardless of industry or niche. Trust is one of the most important factors in driving the sales funnel. During the sales journey, 73% of buyers rank word-of-mouth recommendations as their most trusted source.
It’s no surprise that building trust with your customers is super important, but this LinkedIn report goes into detail about how trust not only has an impact on brand perception but also on the full B2B sales funnel. It also illustrates how video and influencer marketing are particularly important. PDF download – start at P4 to get straight to the meat of the report.
All Levels.
Jump on over to the LinkedIn blog for the full PDF here
No Time? here are the main points:
Here’s a quick-skim AI summary if you don’t have the time to read the full pdf.
“Clicks don’t build credibility – trust does.” In 2025, trust is the metric that impacts brand awareness, lead generation, and revenue growth. A whopping 94% of B2B marketers now see trust as the fundamental success driver.
This report outlines how to build that trust – so your marketing isn’t just seen, but properly believed.
1. Video: it’s Your Trust Accelerator
Video is no longer optional. It’s essential:
- 78% of marketers are already using video – and 56% plan to use more in the next year.
- ROI by type:
- Short-form social video = 41%
- Brand storytelling = 38%
- Testimonials = 34%
Technical touches that boost performance:
- Emotion-driven videos increase view-through by 44%.
- Vertical formats extend viewer time by 34%.
- Face-to-camera formats drive 34% higher engagement.
- Dynamic camera and soft tones keep viewers 20% longer.
2. Influencers & Creators = Credibility Catalysts
- 55% of B2B marketers already use creators; another 29% plan to start soon.
- They deliver results:
- +39 pts in brand awareness
- +30 pts in lead generation
- +30 pts in revenue growth
Choosing creators wisely matters:
Prioritise authenticity (58%), industry relevance (49%), and brand fit (47%).
Top performer categories: subject-matter experts, customers, independent creators, employees.
3. The Trust Flywheel: A better Model than the Funnel
Forget linear journeys. Think momentum through credibility:
- Attract with helpful content
- Engage through authentic storytelling
- Deliver tangible value
- Amplify via advocates and creators
This creates a self-sustaining loop that builds trust over time.
4. Strategic Playbook: What You Should Do Now
- Audit your current use of video and creator content.
- Map content to buyer journey stages – awareness, consideration, conversion, advocacy.
- Activate video and creator collaborations with an eye toward trust-building.
- Track performance beyond clicks: measure brand lift, trust signals, sentiment, share of voice.
Quick Summary Table
| Strategy Area | Impact on Business Outcomes |
|---|---|
| Short-form video | +41% ROI, boosts engagement and memorability |
| Storytelling formats | +38% ROI via emotional connection |
| Testimonials | +30% ROI via social proof |
| Creator partnerships | +39 pts brand awareness, +30 pts lead & revenue growth |
| Trust Flywheel | Sustained momentum via content → credibility → advocacy |
| Creative execution | Higher engagement driven by emotional, authentic formats |
Bottom Line
Trust isn’t just a feel‑good metric, it’s your competitive edge. In 2025, the brands that lead with honesty, human connection, and consistency will outperform the polished but hollow campaigns.
