Trust is the new KPI—and in 2025, it’s the most valuable currency in B2B marketing. B2B buyers are more selective than ever – they’re not just looking for information, they’re looking for something they can believe in. According to LinkedIn’s 2025 B2B Marketing Benchmark Report, 94% of marketers agree trust is the key to brand success. And if you’re not actively building it through credible voices and connection-driven content, you’re already behind.

The twist? Trust isn’t built by slick ads or polished taglines. It’s earned through authenticity, relevance, and real human connection – delivered consistently through video, influencer voices, and credible content.

Why Trust Is the New KPI

Picture this: Two brands, same product, same price. One has a feed full of polished promos. The other has client stories, expert voices, and behind-the-scenes moments that feel like you’ve just stepped into their office. Which one would you trust with your money?

Trust is your growth engine

• Brands with higher trust scores see stronger ROI across the funnel, from awareness to advocacy.
• It’s not an add-on metric—it’s the strategy. Brands leading with trust see stronger performance at every stage of the funnel.

Influencer marketing is surging

• 55% of marketers now use influencers to help build credibility and it works, driving brand awareness, leads, and even revenue growth.
• Thought Leaders/Industry Analysts ranked at 28% most effective Influencer Types
• Authenticity & Credibility, Industry Relevance and Brand Alignment were the top critieria for selecting B2B creators

Authenticity wins

• Brands that lead with authenticity and credibility outperform peers in growth, engagement, and retention.
• Buyers are sceptical and self-directed. They trust brands that speak with transparency, share real results, and elevate human voices over corporate jargon.
• Multi-department influence matters – IT, finance, and operations now play as much of a role in B2B buying decisions as marketing teams.

Video is table stakes

• Video and influencer marketing are now table stakes: 78% of B2B marketers already use video and 55% partner with creators.
• Video is the top-performing content format – short-form drives 41% ROI, brand storytelling 38%, testimonials 34%.

Key takeaway: Trust isn’t built by one ad or one conversation — it’s the sum of consistent, credible interactions across every touchpoint.

The Shift: From Clicks to Credibility

KPIs like impressions and CTR tell you who saw your message — not who believes it. In 2025, belief is the conversion accelerant.

When your audience trusts you, they:

• Spend less time comparing competitors
• Convert with fewer objections
• Advocate for you without incentives

💡 Pro tip: Start tracking trust signals alongside traditional metrics: testimonial volume, creator collaborations, sentiment in comments, brand mentions in peer networks.

Three Steps to Build Trust in 2025

1. Video at Every Stage

Video creates intimacy. A short-form testimonial can do more for conversion than any sales pitch.

• Share behind-the-scenes moments
• Highlight client wins (with permission)
• Use storytelling, not just selling

Short-form video drives the highest ROI (41%), followed by brand storytelling (38%) and testimonials (34%).

2. Credible Voices

The right collaborator can introduce you to an audience already primed to trust them — and by extension, you. Partner with creators who bring authenticity, industry relevance, and audience engagement.

• Choose micro-influencers with niche authority
• Co-create educational content
• Spotlight shared values in your campaign

📊 Stat: Creator partnerships now outperform many in-house campaigns on engagement and awareness.

3. Operationalising Trust

Don’t leave trust to chance – build it into your marketing system. Use frameworks like the Trust Flywheel to attract, engage, and amplify advocates who reinforce your credibility.

The Flywheel:

1. Attract with high-value, relevant content
2. Engage with consistent storytelling
3. Deliver tangible results
4. Amplify through advocates

💘 Think of it as a relationship loop — the more you give, the stronger it grows.

The Trust Flywheel: Your New Growth Model

The New Funnel Is a Trust System. The report introduces the Trust Flywheel—a loop where video sparks attention, creators deepen connection, advocates amplify reach, and trust keeps the cycle in motion.

It’s no longer about pushing leads through a pipeline. It’s about reaching decision-makers across touchpoints — from marketing and finance to IT and operations — with credible, resonant content.

Why it matters for service-based brands:

• A single high-value video testimonial can feed awareness and drive conversions.
• Creator partnerships (think industry experts, not just influencers) add credibility and humanise your brand.
• Advocacy fuels exponential growth – when happy clients share their story, you win new ones.

Video + Influence = The Trust Intersection

Video excels at showing, not telling. Combine it with trusted voices – whether that’s your founder, a subject-matter expert, or a well-aligned creator—and you tick the boxes of authenticity, credibility, and relevance.

For service-based businesses, this could look like:

• Founder-led thought leadership videos on LinkedIn
• Client success story reels for Instagram
• Short-form educational clips for TikTok that showcase your expertise

Turning Trust into Measurable Growth

Trust isn’t just warm fuzzies—it drives performance:

• +39 pts in brand awareness
• +30 pts in lead generation
• +30 pts in revenue growth for brands using influencer marketing.

Putting It Into Action

If you want your marketing to work harder in 2025, here’s your trust-first action plan:

1. Audit – How are you using video and credible voices now? Where’s the gap?
2. Align – Map content to your buyer journey, from spark (top of funnel) to advocacy (post-sale).
3. Activate – Invest in programs that combine storytelling, credibility, and consistency.

Here’s your next 7 days plan to start building trust:

• Replace one sales CTA with a free resource link
• Audit your last 10 posts: mark which build trust vs. sell
• Post one client story
• Collaborate with one industry creator on a joint tip

In 2025, remember that trust is the new KPI and the brands that act on it will win. In a crowded market, the brands that will be remembered, and chosen, are the ones that stand for something, speak with clarity, and deliver on their promises.

If you’re ready to stop chasing clicks and start building the kind of trust that turns prospects into loyal clients, let’s chat. Book your call with Katy here and get a strategy that feels as good as it performs.