Bridging the Trust Gap | RevvedUp Weekly

Hi ,

Trust is at an all-time low in B2B. But that’s exactly where the next wave of revenue growth will come from.

Over the past quarter, I’ve spoken with dozens of revenue leaders and dug into the latest data from Insight Revenue’s new “State of Revenue 2025” report. The message couldn’t be clearer:

• The gap between buyers and sellers isn’t just widening—it’s driving longer sales cycles, stalled deals, and pipeline that fizzles out before it even gets started.
  

• The number one reason for lost deals? Not the competition. It’s indecision, lack of consensus, and (above all) a lack of trust in what’s being promised.

What’s changed? Buyers have more options, less patience, and way less willingness to believe another “best-case” ROI story. After a decade of SaaS exuberance and overpromising, many have been burned before. That makes trust—not flashy features—the most valuable (and scarce) currency in B2B right now.

Here’s where it gets interesting:
In this environment, brand isn’t just a marketing “nice to have.” It’s the single most powerful lever you have for building credibility, reducing risk, and making it safe for buyers to say “yes.”

Top performers aren’t just showing up with better logos or louder messaging—they’re everywhere their buyers are, investing in brand as a trust signal and anchoring every sales motion in real partnership, not just promises.

The takeaway?

• Trust is the new growth lever.

• Brand is back, but not in the old way.

• The teams that will win in 2025 are the ones making it safe to buy, not just easy to sell.

Want to know more? Check out the webinar we ran this week including all the key takeaways here.

We break down what the latest research actually means for anyone running pipeline in a challenging market, the real role of brand, and how to operationalise trust at every stage—from first touch to closed-won.

Ready to close the gap? Let’s get into it!

As always, would love your take—what’s working (or not) when it comes to building trust in your market? Hit reply or drop me a note on LinkedIn.

Weekly quote to ponder

Resources too good to miss!

This week on “AI and Voice Over Marketing: Are You Sabotaging Your Client Trust?”, we’re digging into the tension between using AI to streamline content and the risk of eroding your authenticity — and how to navigate it like a pro.

Join us as we cut through the noise with actionable insights from voiceover veteran and workshop instructor Marc Scott, who shares real-world stories and strategies, including:

✅ Why AI-generated emails and content might be harming your brand’s credibility
✅ How to avoid the cookie-cutter syndrome with your marketing emails
✅ When to rely on human-generated content — and how to infuse your unique voice into every message
✅ How to make your marketing stand out in a world of sameness
✅ The importance of focusing on what you can control (and ignoring the existential fear-mongering!)

If you’re struggling to stand out in a sea of generic AI content, this episode is a must. “AI and Voice Over Marketing: Are You Sabotaging Your Client Trust?” is your practical guide to crafting genuine marketing messages that cut through the noise — and earn your clients’ trust.

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