"THE GROWTH BLOG" - A RESOURCE FOR B2B LEADERS, MARKETERS, SALES & SERVICE PROFESSIONALS

Business decision-makers no longer believe what they read, hear and see by default. Global social platforms, media outlets and even some of our world leaders have seen to that. Instead, they are increasingly looking for genuine expertise, well-researched insights, and voices they can trust.

We live in a state of "trust deficit."

Why:

• AI-generated content has overwhelmed social channels. Instead of originality, we see regurgitated, reworded versions of the same information—adding little value.
• Fake news and manipulated media have eroded trust. Your buyers are more discerning, questioning the authenticity of everything from deepfake videos to fabricated statistics...and their source.
• Buyers are overloaded with content. Many now scroll through LinkedIn and other platforms out of habit rather than interest, disengaged from the flood of self-promotional and uninspired posts.
  
  

The new content imperative: Trust over traffic

So, what does effective B2B content look like in a world where scepticism is high and credibility is everything?

Switching to a new CRM is a bit like switching your morning coffee order. You know the new one is supposed to be better – smoother, stronger, maybe even more energising – but the first few sips feel... different. And let’s be honest, your sales team loves their routine.

So, if you’re a sales manager tasked with getting your reps to actually use your CRM (rather than treating it like an inconvenient admin chore), you might have a challenge on your hands. People resist change, even when it’s good for them. But don’t worry – with the right approach, you can turn your team into raging CRM superfans in no time.\

We are huge fans of HubSpot's CRM and here is what we've learned when onboarding over 50 companies onto HubSpot's CRM over the last couple of years.

Here’s why switching to new software can be tricky – and how you can make the transition smoother than your smoothest well-crafted sales pitch.