Why digital advertising is B2B's emerging trust crisis - and what to do about it

Trust & Influence in B2B

In this episode of the 'Trust & Influence' in B2B podcast, host Joel Harrison speaks with Dan Shaw of Funnel Fuel about the evolving challenges of trust in B2B marketing, particularly in the realm of digital advertising. They discuss the current crisis in digital advertising, the complexities faced by B2B marketers, and the importance of data integrity and transparency. Dan shares his journey in B2B media and the mission of Funnel Fuel to address these issues. The conversation highlights the need for B2B marketers to ask critical questions about their advertising spend and the importance of data sovereignty.

Takeaways

• Trust in B2B marketing is multi-dimensional and evolving.
• B2B advertising is currently facing a crisis of integrity.
• The B2B community is lagging behind in advertising innovation.
• Complexity in advertising leads to inefficiencies and poor results.
• B2B marketers must focus on data quality over quantity.
• Funnel Fuel aims to improve transparency in B2B advertising.
• Marketers should ask suppliers about their advertising spend.
• Data sovereignty is crucial for maintaining control over first-party data.
• The future of B2B advertising lies in omni-channel strategies.
• Asking questions is essential for understanding advertising effectiveness.