The new natural order of things
The new natural order of things
Last year, we challenged the idea that marketing builds trust.
Marketing creates the conditions for belief. Trust comes later, through performance and delivery.
This year, we examine that belief more closely: what builds it, what moves it and why marketers still have influence.
The decision is still in play
This mindset that’s existed for quite some time has been repeatedly reinforced by that overused and often misused word again: ‘trust’.
Trust sounds settled. We're in or we're out. But the fact is that most (97%) IT decision makers say real trust begins only after performance or delivery. Before then, buyers overwhelmingly describe something less certain and more changeable.
In other words, we looked at the data and mistook a head start for a finishing line.
Belief comes before proof
Before delivery, buyers aren't solely making decisions based on proof they’ve found. Instead, they're continually updating their confidence in what they think a provider could do.
Content moves that dial. Salespeople also move it. Experts move it. Customers move it. Risks move it. Generic claims move it backwards. Internal stakeholders interrogate it and either strengthen or weaken it.
Eventually, something is delivered.
of IT decision makers say belief makes them open to a provider; trust makes them stay.
say a provider must rebuild belief before it can regain trust after letting them down.
of IT decision makers say belief makes them open to a provider; trust makes them stay
say a provider must rebuild belief before it can regain trust after letting them down
Belief comes before trust.
Belief comes before trust.
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