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RV148 - The Rise of the “Who” Economy: How to Become a Trusted Voice in B2B | The Nearbound Podcast
Feb 27, 2024
The podcast delves into the evolution of B2B marketing, emphasizing the importance of trust and relationships over information overload. It explores the shift from a 'how economy' to a 'who economy,' focusing on the role of influencers in shaping buyer preferences. The discussion challenges traditional marketing metrics, advocating for a paradigm shift in attribution models to capture impactful touchpoints in the customer journey.
42:18
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Quick takeaways
- Buyers prioritize trust and relationships in the 'who economy' over information overload.
- Middle funnel attribution challenges require innovative approaches for accurate tracking and conversion measurement.
Deep dives
Shifting to the Who Economy
Buyers are transitioning from the 'how economy' to the 'who economy', seeking trusted individuals for guidance rather than overwhelming data. Becoming a trusted voice, exemplified by consistently sharing high-quality content, like Chris Walker, is crucial in establishing credibility and attracting clients. Embracing this shift involves prioritizing trust-building over traditional advertising methods.
