Trust Signals Are the New Brand Currency for B2B

Marketing Execution with Mark Donnigan · Sep 15, 2026 · 20m

Your sales team is spending months building trust one handshake at a time. Meanwhile, 95% of your market never hears your name until they are already buying from a competitor. Scott Baradell nails the problem: "PR is the art of securing trust at scale." Most B2B tech companies pour budget into lead generation, targeting only the 5% actively shopping while ignoring the brand-trust infrastructure that makes every future deal easier to close.