Marketing, when done correctly, is centered around building a trusted partnership with your customers – eliminating a vendor/customer relationship and agreeing on a “partnership” begets success.

The level of transparency and the sheer volume of information shared on the internet every day means it’s easy for companies to do their homework before entering into an agreement to purchase your products or services.

Business-to-Business (B2B) consumers want to buy from brands they trust. How do they come to trust brands? They trust brands once you establish authority and thought leadership in your industry. And how do you do that? By teaching your audience through news announcements, blog posts, newsletters, media coverage and more as a way to answer your potential customer’s questions about your market should be a priority. Knowledge builds trust.

Use your organization’s expertise to fuel your marketing/PR strategy. Ongoing marketing campaigns that connect back to the customer’s pain points and educates the market on your specific area of expertise will be key.

Once you build trust, you build a following. Once you build a following, sales become easier.