The Trust Shift: How Influence, Identity, and Communities Are Reshaping B2B Growth

As B2B buying becomes more fragmented, self-directed, and mediated by AI-influenced discovery, traditional demand tactics are losing effectiveness. Today’s B2B buyers increasingly rely on trusted voices, peer validation, and communities—not brand messaging alone—to inform and guide their decisions.

In this virtual event, Betsy Utley-Marin, Sr. Director of Corporate Communications at Madison Logic, and Johanna Shirman, Growth Strategist at Madison Logic, will explore how influence shapes perception across the buying journey. They’ll unpack what’s changing, what’s working, and how teams can operationalize influencer-led strategies that drive credibility, relevance, and measurable impact so you can work smarter—not harder—in 2026 and beyond.

You’ll learn:

• The evolution of trust in a zero-click, and why influence now outperforms visibility in early-stage discovery
• How executive identity and thought leadership become strategic growth assets that humanize your brand and build credibility
• Why communities and peer validation accelerate consensus and shorten decision cycles by reducing uncertainty
• How to integrate always-on influencer marketing with ABM to support accounts throughout the buying journey and drive pipeline impact

Save your seat today to learn how to shift from visibility to influence and build trust that drives meaningful growth. If you can’t make it live, register anyways and we’ll share a recording post event.