In a world with seemingly infinite options and infinite marketing to show us those options, consumer purchasing behavior has changed dramatically. We've gone from a place of inherently trusting brands by default—after all, why would they lie—to distrusting brands by default. Turns out they lie all the time.

The result? Most marketing has shifted to needing to reinforce trust through free trials, money-back guarantees, and plenty of content. If you can "try before you buy" or at least feel like the brand's spoken to you enough, you'll feel more comfortable making a purchase.

One particular piece of content that's been on the rise are influencer and celebrity endorsements. As media becomes more and more fragmented, we end up trusting individuals over institutions. Let's explore this phenomenon with a bunch of data to answer, should you embark on influencer marketing even in B2B?

Go to http://protectthehustle.com/ for the full write-up

This is a ProfitWell Recur production—the first media network dedicated entirely to the SaaS and subscription space.