Most B2B marketing leaders see AI as a productivity booster, but only a small fraction trust it with strategic decisions like positioning or long-term planning. By Constantine von Hoffman January 16, 2026 When it comes to AI in B2B marketing, strategy is still a gray area. That’s one of the biggest takeaways from … Continue reading B2B marketers trust AI for execution but not strategy
Stable prices have consumers moving back toward quality and trust after several years of embracing less-expensive store brands. By Constantine von Hoffman January 9, 2026 As prices climb, shoppers aren’t just spending less—they’re spending differently. Nearly half are buying smaller quantities or trading down to lower-cost options, such as canned fruit instead … Continue reading How inflation reshapes shopping habits and trust in private labels
As AI accelerates decisions, brands endure by investing in the human layers of experience that technology can’t generate. Angela Vega on December 15, 2025 As AI agents collapse the consumer funnel and mediate more decisions, brands must strengthen the distinctly human moats — loyalty, trust, community, ecosystems of convenience and meaningful human care. Consumers … Continue reading The customer funnel is gone, and trust is the new moat
At the November MarTech Conference we discussed AI consent compliance, changing regulations and more. Here’s a recap. MarTechBot on November 13, 2025 At the November MarTech Conference, Tim Hillison, founder and CMO of Entry Point 1, moderated a session called “Consent, compliance and trust in the AI age,” a practical discussion at the intersection … Continue reading The stakes around trust, compliance and consent are higher than ever
Moving past attribution can feel risky, but staying stuck is worse. Reframe marketing measurement to reflect real buying behavior and business impact. Kathleen Schaub on October 30, 2025 A tough conversation is unfolding between marketing leaders and the C-suite. CMOs are realizing that static, deterministic metrics like attribution create false narratives. Many fear CEOs … Continue reading Winning executive trust in the move beyond marketing attribution
In B2B, trust is the real product — and storytelling is how you earn it. Here’s why every strategy should start there. Scott Hornstein on October 16, 2025 Technology can earn confidence, but only people earn trust. Performance might win the first deal — relationships win the next ten. In a remote-first world, B2B … Continue reading Why your B2B strategy should start with a story that builds trust
The new data tools aim to turn trusted data into faster decisions, smoother campaigns and customer experiences that actually deliver. Constantine von Hoffman on October 15, 2025 Twilio today launched a suite of data capabilities aimed at one of marketers’ biggest challenges: trusting their data enough to act on it promptly. The new features … Continue reading Twilio launches data tools to help marketers trust their signals and move faster
October 09, 2025 Trust and governance in the shift to agentic transformation I recently had an unsettling rideshare experience. Let me paint a visual picture. You have a Tesla doing its self-driving thing, a guy just sitting in the driver’s seat “supervising,” and a terrified human (me) in the backseat looking on in horror. Finally, … Continue reading Trust and governance in the shift to agentic transformation
AI projects fail from bad data and weak governance. Having bet the house on agents, Salesforce is going to keep working to fix those gaps. Mike Pastore on October 3, 2025 Salesforce announced this week it is expanding its data, governance, security and semantics capabilities across its platform as it continues to build trust … Continue reading Salesforce announces new initiatives to build trust in AI agents
Lost In Data: Why Marketers Don’t Trust Attribution And Measurement by Laurie Sullivan , Staff Writer, September 22, 2025 Marketers are challenged with putting data insights together piecemeal to prove performance. Privacy changes and fragmented user journeys have blurred the picture of what truly drives growth. Companies expect artificial intelligence (AI) to solve it all, … Continue reading Lost In Data: Why Marketers Don’t Trust Attribution And Measurement
