Ep. 118: How to Close Trust Gaps in a Trust-Deficient World

How to Close Trust Gaps in a Trust-Deficient World

The world of the B2B buyer has changed considerably and marketers need to adapt accordingly. We also know that buying groups spend a significant amount of time conducting their own research before even talking to a company’s sales representative. The reason boils down to a lack of trust that needs to be filled.

Join us as marketing and sales expert Dustin Tysick (VP of Revenue, Testimonial Hero) talks to us about how video testimonials can help to close that trust gap. During our conversation, Dustin explains how the way B2B buying behaviors have changed, and how marketers can build trust and credibility throughout the different stages of the buyers’ journey. He also highlights the pitfalls to avoid, how to ask customers for testimonials, and provides tips on how to ensure that prospects feel confident in choosing your business.

https://youtu.be/5Rx07Kh_D2M

Topics discussed in episode

• Dustin explains why trust is a challenge in B2B [2:09]
• Common mistakes and misconceptions when it comes to closing the trust gap in B2B [4:37]
• How to create case studies that are NOT BORING [6:20]
• How to get the most out of customer research for case studies [7:42]
• How “loss analysis” helps to create more effective stories [10:00]
• Dustin explains how B2B companies can build trust and credibility through the different stages of the buyers’ journey [14:42]
• Dustin’s actionable tips: [18:33]
• • Build your advocacy pipeline – integrate it into your process
  • Prepare and practice your interviewing skills
  • Start small
  • Put content in different places to increase the exposure
• How to get customers to agree to being interviewed [22:08]
• Metrics that are specific to video testimonials [24:43]

Companies and links mentioned

• Dustin Tysick on LinkedIn
• Testimonial Hero
• Vimeo
• Wistia
• Vidyard
• Influitive upshot

Transcript

SPEAKERS

Christian Klepp, Dustin Tysick

Christian Klepp 00:03

Welcome to B2B Marketers on a Mission, a podcast for changemakers where we question the conventional, debunk marketing myths, provide actionable tips, think differently, disrupt industries, and take your marketing to a new level, from improving your campaigns to making you a better marketer. These are the inspirational stories that will help us change the way we think and approach B2B marketing, one conversation at a time. This podcast is brought to you by EINBLICK Consulting, helping you to stand out in the market and drive revenue to your B2B business. And now your host, Christian Klepp.

Christian Klepp 00:43

Okay, folks, welcome to this episode of B2B Marketers on a Mission. This is the show where we help you to question the conventional, think differently, disrupt your industry and take your marketing to new heights. This is your host Christian Klepp. And today I’m joined by someone on a mission to help B2B companies close trust gaps with strategic video testimonials. So coming to us from Vancouver, Canada, Dustin Tysick, welcome to the show, sir.

Dustin Tysick 01:08

Hey, Christian, thanks for having me. I’m looking forward to it.

Christian Klepp 01:12

Great to be connected. Dustin. And you know, I must say short of stating the obvious you are from a beautiful part of Canada. Right? For all of those that don’t know,

Dustin Tysick 01:20

This time of year. Yeah, it’s nice and sunny, the other nine months, there’s a lot of rain but beautiful place for sure.

Christian Klepp 01:24

Yeah. Yeah. And for those that don’t know, look up that Netflix series “Island with the Sea Wolves”. So it’s kind of close to that, right. So

Dustin Tysick 01:30

Yeah, exactly.

Christian Klepp 01:31

Yeah. Fantastic. Okay. So Dustin, let’s dive in. Because this is a really pertinent topic for B2B marketers out there. So you’re an expert w...