How Trust, Video, and Creators Will Define B2B Marketing
- GUIDES

Trust is the new KPI in B2B marketing.
If you want to grow on LinkedIn, forget the funnel and start building trust.
According to new research shared by LinkedIn and Social Media Today, trust now plays a bigger role in buyer decision-making than ever before.
The message is clear.
Buyers want brands that show up authentically, educate without selling, and invest in long-term relationships, not just transactions.
Let’s explore the three pillars shaping B2B brand success this year: Video, Influencer Marketing, and the Trust Flywheel
Why Trust Is the Most Important Metric Now
B2B is undergoing a shift. Decision-makers are no longer just looking at price or features, they’re evaluating values, tone, and authenticity.
According to LinkedIn’s 2025 B2B Benchmark Report, brands that lead with trust see better results across the entire funnel, from awareness to conversion.
Brands that lead with trust-based marketing outperform competitors on engagement, lead generation, and loyalty
At Vulse, we’ve always believed tone, consistency, and relevance are everything. That’s why we built our tone model to help teams scale trust-building content on LinkedIn.
Video: The Fastest Way to Build Connection
Video content is no longer optional for B2B. It’s the format that builds trust fastest, especially on LinkedIn.
Why?
- It humanises your brand
- Delivers expertise quickly
- Performs well in-feed and in sponsored content
- Drives stronger recall
According to the benchmark study, brands with mature video strategies rank significantly higher in trust and audience connection.
Use short-form, authentic video updates from your team. Don’t over-edit. Speak directly to your niche.
⚙️ Vulse makes it easy to include video in your LinkedIn content planning and we can even suggest video scripts tailored to your brand voice.
Influencers and Creators Drive B2B Trust
Influencer marketing isn’t just for beauty brands. B2B creators are now central to growth strategies.
In fact, according to the report:
73% of marketers believe creators influence brand perception
66% say creators help drive measurable impact across the funnel
Creators, such as subject matter experts, founders, and employees with strong personal brands, bring authenticity and reach that paid media often lacks.
How to start:
- Identify internal experts or advocates
- Let them create their own content, not just reshare brand posts
- Use tools like Vulse to manage consistency, tone, and content strategy
The Trust Flywheel (Not the Funnel)
The report introduces a new model: the Trust Flywheel. It focuses on building momentum through credibility, influence, and consistency, rather than relying on a linear funnel.
“The funnel isn’t dead. But it’s no longer in charge.” – LinkedIn
The Trust Flywheel starts with real stories, moves through creator voices, and gains momentum as credibility compounds.
At Vulse, we help you build this flywheel by scaling:
- Authentic personal brand content
- Smart post scheduling
- Tone matched content
- Post-performance analysis
The Playbook: What Marketers Should Do Now
✅ Lead with value, not vanity
✅ Invest in video, especially from people, not just company pages
✅ Enable employee advocates and creators
✅ Focus on tone, transparency, and trust
The old B2B marketing playbook is fading. In its place is a new approach built around human-first, voice-led, trust-driven content.
We’re officially in the Trust Era of B2B marketing.
Whether you’re a startup founder, marketing lead, or consultant, the brands that build trust win.