The Real Power of B2B Marketing: Trust, Buying Committees, and Why Brand Matters More Than Ever
B2B marketing is complex, political, human, and quietly one of the hardest disciplines in marketing. In this episode of Canned, we discuss why trust, brand, and account based thinking
B2B marketing often sits in the shadow of its louder, flashier sibling. While B2C gets the big budgets, bold creative, and cultural moments, B2B is expected to quietly generate leads, support sales, and somehow do more with less.
But as buying journeys become longer, trust becomes harder to earn, and buying decisions involve more people than ever, B2B marketing is no longer just a support function. It is a growth lever.
In this episode of Canned, we dedicated the entire conversation to the power of B2B marketing. From buying committees and account-based marketing to brand, trust, and long game thinking, this was a deep dive into what actually works in modern B2B.
This article unpacks the key themes, realities, and practical lessons from the episode.
What makes B2B marketing fundamentally different
At a surface level, the goal of B2B marketing seems simple. Create demand. Generate leads. Support sales.
But the reality is far more complex.
Longer buying cycles
Unlike most consumer purchases, B2B decisions are rarely impulsive. They are considered, researched, debated, and delayed. Buyers may take months, sometimes years, to move from problem recognition to purchase.
Higher stakes
B2B purchases are expensive and risky. The people involved are not just spending money. They are risking credibility, reputation, and sometimes their jobs. Choosing the wrong vendor can have real consequences.
Multiple decision makers
In B2B, you are almost never selling to one person.
You are selling to a buying committee.
The buying committee is where deals are won or lost
One of the most important realities discussed in the episode is the concept of the buying committee.
In even moderately sized organisations, purchasing decisions involve multiple stakeholders, each with different motivations, fears, and success metrics.
Common roles include
The economic buyer focused on cost and ROI
The technical buyer focused on functionality and risk
The user buyer focused on usability and day to day impact
Procurement focused on fairness, process, and compliance
Legal and IT focused on risk, security, and integration
Each of these people needs different information to say yes.
A single sales deck or generic website page cannot serve them all.
This is where many B2B brands struggle. They speak to one audience and assume everyone else will follow.
They rarely do.
Trust is the real currency of B2B marketing
If there is one word that defines effective B2B marketing, it is trust.
Trust that
Your product will work
Your company will deliver
Your team will still be there in three years
Choosing you will not backfire internally
Price-based positioning is fragile in this environment. If your value proposition is simply being cheaper, you are easy to replace.
Instead, B2B buyers look for signals of competence and credibility.
This is where brand becomes essential.
Not brand as logos or colours, but brand as
Visibility
Consistency
Authority
Proof
Why brand matters more than performance alone
One of the recurring themes in the episode is the danger of relying solely on performance marketing in B2B.
Search ads and lead forms cannot do all the work.
Buyers want to recognise your name before they speak to you. They want to feel confident that others like them have already chosen you.
This is why B2B brands that invest in brand building consistently outperform those that only optimise for short term leads.
Effective brand signals include
Thought leadership and opinion
Speaking at conferences
Publishing content that educates, not just sells
Being visible where your buyers already are
Showing up consistently over time
Brand shortens sales cycles because it reduces perceived risk.
The underrated power of testimonials and case studies
Few assets are more powerful in B2B than a well-chosen testimonial.
Not generic praise, but specific stories from customers who look like your future buyers.
Why testimonials work
People trust people more than brands
They validate real world outcomes
They help buyers justify decisions internally
They speak in language marketing often cannot
The most effective testimonials
Match your ideal customer profile
Speak to a specific problem
Describe life before and after your solution
Feel credible, not polished
In many cases, testimonials and case studies do more to close deals than any campaign ever will.
Buying journeys are messy and non linear
Another key insight from the episode is that B2B buying journeys are rarely neat.
Different stakeholders realise the problem at different times. Some are proactive, others are dragged into the process reluctantly. People loop backwards, revisit old information, and change priorities mid process.
A typical high level journey looks like
Problem realisation
Education and research
Requirement definition
Shortlisting
Risk mitigation and validation
Procurement and approval
But in reality, each person in the buying committee follows their own version of this journey.
This is why content matters so much.
If your brand is present early during research and education, you shape the conversation before requirements are locked in.
That is an enormous advantage.
Account based marketing as a strategic unlock
Account based marketing, or ABM, was a major focus of the discussion.
At its core, ABM flips traditional marketing on its head.
Instead of marketing to individuals and hoping the right companies appear, ABM focuses on a defined list of high value target accounts and deliberately engages the people within them.
What makes ABM powerful
It aligns marketing and sales
It prioritises quality over volume
It speaks directly to known needs
It respects the reality of buying committees
A strong ABM approach includes
Clear definition of ideal accounts
Deep understanding of stakeholder roles
Tailored messaging by role and industry
Content designed to support internal selling
Consistent engagement over time
ABM is particularly effective for complex, high value B2B products and services.
Practical lessons for B2B marketers
From the episode, several practical takeaways stand out.
Build assets that sell when you are not in the room
Your champion needs tools to sell internally. Case studies, videos, explainers, and content that answers objections matter more than perfectly polished pitch decks.
Invest in brand even with small budgets
Brand building is not about big spend. It is about clarity, consistency, and showing up with substance.
Speak to humans, not job titles
Even in B2B, decisions are emotional. Fear, ambition, and personal risk drive behaviour as much as logic.
Accept complexity rather than fighting it
B2B is complex. Trying to oversimplify buying journeys often backfires. Design your marketing to support complexity, not ignore it.
Why this matters now
We are operating in a low trust, cautious buying environment. Budgets are scrutinised. Decisions take longer. Buyers want proof, reassurance, and confidence.
In this context, B2B marketing that relies purely on tactics will struggle.
B2B marketing that builds trust, authority, and long term brand equity will win.
Final thoughts and what is next
This episode only scratched the surface of B2B marketing, but the message is clear.
B2B marketers are not just lead generators. They are growth architects.
As buying journeys become more complex and competitive advantage becomes harder to sustain, the brands that win will be those that understand people, not just pipelines.
If this conversation resonated, we are taking it further.
Ben and Steph will be speaking live at the Marketing Association B2B Conference, exploring how ambitious B2B teams can grow with small budgets and smart strategy.
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Because B2B deserves better marketing.
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