Mark Osborne explains how B2B companies build credibility and trust through consistency. A seven-word North Star statement aligns your marketing, sales, and client reporting so the message stays the same everywhere, which is what actually moves deals forward.
And what we have seen time and again is that the biggest challenge for those types of businesses is credibility and trust. And the other thing that we see is that when you have a North Star like these 7 words that defines who you are and where you're going and then flows into how you're going to get there, it ensures that all of your messaging from a marketing perspective, all the messaging that they encounter on the sales journey, even things that they get when they get reports, it's all consistent. And it's that consistency that builds that credibility and trust that is really sort of vital in the B2B space.
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