Human‑Centric ABM Wins Trust Over AI‑Only Content
Account-based marketing needs to become more human. At a time when AI makes content creation easier, leaning into relationship building is the way to differentiate and cut through the noise. That's because today, opportunities aren’t won through content and campaigns alone. They're won when people are involved and trust is built. The clients we work with aren’t just running ABM. They’re surrounding their target accounts with a connected system of employee influence. An intentional program that builds trust as well as visibility. What this looks like in practice... 📌 Content is created by real people - experts, leaders, customers, partners 📌 That content is boosted to target audiences showing intent 📌 Sales multi-thread across their accounts - no single point of reliance 📌 Execs connect at CxO level - influencing top-down (not just bottom-up) 📌 BDRs highly personalise their outreach based on trust signals 📌 Measurement tracks movement: Connections, conversations & pipeline Curious to see how others are seeing this play out.
Strategic Visibility Drives Business Impact, Not Vanity Metrics
I recently asked several executives three questions about their journey to building visibility online. One thing became clear. Value, for them, came from connecting their activity back to business impact - not from impressions or post counts. I'm starting to...
New Framework Distinguishes Thought Leaders, Influencers, Advocates
What's the difference between a thought leader, influencer and advocate? All of these terms have been used interchangeably over the years until Joel Harrison and Katy Howell discussed the topic last week on a LinkedIn Live. Joel shared his new...
75% of B2B Firms Will Prioritize Influencer
Another week, walk and report. This time, 6 B2B Predictions from Forrester : The Race To Trust And Value. Renee Irion , Principal Analyst at Forrester, talked about the prediction that 75% of B2B businesses will increase investment on influencer...
Employee‑Created Video Boosts ROI: 2.5×
If you ever needed convincing that people-powered marketing is the way forward in 2026, check out this article from Lindsey Brummer . Packed full of latest insights from LinkedIn , she walks you through why people are better influencers than...
Unified Exec, Sales, Marketing Drives Scalable Brand Trust
Authentic branding, trust and influence - Forrester are talking about it, Edelman are reporting on it. At a time when AI is diluting trust, brands are searching a way to strengthen it. In my experience, when sales, marketing and executives...
Employee Advocacy and Community Building Are Now Essential
Marketers - your buyer landscape is changing faster than most realise. If you’re not building trust through your people, you’re already behind. Yesterday, at SocialDay ® London I was reminded just how fast B2B buying behaviour is shifting. For those...
Trust Grows Internally, Can't Be Bought or Automated
Trust. Years to build. Seconds to break. 10 years ago, I founded Tribal based on the belief that people trust people more than logos. Somewhere along the way, employee advocacy became a tool, influencer marketing became a budget line item...