Why is your B2B marketing reaching buyers but still not building enough trust to move them forward?

In this episode, Michelle J Raymond speaks with Vita Molis from The B2B Institute about the credibility gap facing B2B brands. They explore why B2B buying journeys are getting longer, why more deals are stalling, and why reach alone is not enough to create buyer confidence.

This episode is for B2B marketers who want to understand why their LinkedIn content, brand activity, and demand-generation efforts may not be converting into pipeline, and what they can do to build buyer trust before sales ever get involved.

Key moments in this episode -

00:00 - Why B2B marketers need better research, not more trends

02:00 - The B2B credibility gap and why reach is not enough

03:15 - Why 40% of B2B deals stall before closing

05:30 - Why marketers need to influence the whole buying committee

07:30 - Are B2B creators becoming the new demand engine?

09:00 - The credibility stack: brand, employees, customers and creators

13:00 - The employee advocacy opportunity for B2B brands

19:20 - Is video becoming the new language of B2B marketing?

24:20 - What smart B2B marketers should do in 2026

31:10 - New B2B Institute research to watch: The Credibility Code

Connect with Vita Molis on LinkedIn

Check out The B2B Institute research

• Michelle J Raymond on LinkedIn
• Book a free intro call
• https://socialmediaforb2bgrowthpodcast.com/
• B2B Growth Co newsletter

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