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According to LinkedIn, Bain & Company, and NewtonX, 81% of buying groups report that they only consider suppliers and brands already familiar to the entire group. This means companies must not only be present in the right channel at the right time—they must also be broadly recognized within the customer’s organization long before a decision is made.
This in itself is challenging, and it becomes even more difficult as one of the most important distribution infrastructures of the past decades, social media, now faces declining usage and sharply reduced trust.
Data from Kantar Media shows that Norwegians spent 20% less time on social media in the first quarter of 2025 compared to the same period two years earlier. At the same time, only 10% say they trust the news and information they find on these platforms, while 72% express distrust.
This trend is no coincidence. Reduced content moderation by platform owners, a high volume of unmarked AI-generated content, and an increasing number of actors deliberately spreading misinformation have eroded users’ fundamental trust in the format.
In other words, social media remains accessible but not necessarily credible. And with 80% of a B2B buying journey now taking place digitally, this poses a challenge for companies relying on broad digital visibility to build their position within complex buying groups.
Trust is no longer a soft concept in B2B marketing—it is a competitive advantage. What was once solved with simple, low-cost reach must now be addressed through professional credibility, strategic channel selection, and substantive content.
In an information ecosystem marked by noise and distrust, context becomes crucial: Who is saying it? Where was it published? And why should I trust it?
Coverage in editor-controlled media—such as industry publications, trade journals, and reputable news sources—serves as external validation. When others recognize your relevance, it is more effective than claiming it yourself.
Websites, insight blogs, and newsletters are not just sales channels—they should also be used to build credibility. Content that demonstrates reflection, methodology, and values establishes trust that is difficult to replicate and appears more authentic than generic AI-generated text.
As broad platforms lose trust, the value of niche channels increases: industry podcasts, webinars, trade newsletters, and LinkedIn groups. Here, you find relevant decision-makers in learning mode—not just scrolling.
People trust people. When internal experts share experiences, insights, and perspectives, credibility is built both for the individual and the brand. This is especially true in technical industries where professional confidence drives sales.
Face-to-face and hybrid events create valuable opportunities for building trust and deepening relationships. These settings enable meaningful interactions, allowing companies to demonstrate expertise and commitment beyond digital channels.
Trust is becoming a critical form of capital in B2B marketing. In an era where visibility is easy to buy but difficult to convert into genuine consideration and preference, the quality of communication and its context are decisive.
Being considered by a decision-making group requires more than presence; it demands familiarity, professional recognition, and a foundation of trust built before the need arises.
This places higher demands on how companies prioritize and distribute their communication, rewarding those who think long-term, work consistently, and communicate with substance.
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