Research has shown: consumers don’t trust the companies they buy from. They don’t trust ads. And they definitely don’t trust marketers. Trust in marketing is on a decline – between internal stakeholders and customers. In fact, according to a study by Fournaise Group, 80% of CEOs simply don’t trust marketers at all.
Trust is the gateway to influence.
Influence plays a major role in the marketing that moves customers to make purchases. That’s why Lee Odden (our fearless leader and CEO of TopRank Marketing) is challenging marketers to take a step back from the day-to-day of marketing and recognize the trend of reduced trust and influence in marketing.
To help marketers make the shift towards greater credibility and trust, Lee came to Pubcon prepared with five secrets for increasing your level of influence – both internally and externally – plus four key takeaways.