{"id":7908,"date":"2024-06-17T14:16:08","date_gmt":"2024-06-17T14:16:08","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/will-you-ever-trust-a-b2b-tech-vendor\/"},"modified":"2024-06-17T14:16:08","modified_gmt":"2024-06-17T14:16:08","slug":"will-you-ever-trust-a-b2b-tech-vendor","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/will-you-ever-trust-a-b2b-tech-vendor\/","title":{"rendered":"Will you ever trust a B2B tech vendor?"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Trust in business is not quite the same as trust in our personal lives. I think everyone recognizes that.\u00a0<\/p>\n<p>You\u2019ll never trust Salesforce or HubSpot the way you trust your family or your best friend, and I think the people at those companies would whole-heartedly agree on that point.<\/p>\n<p>When it comes to trust, the best a B2B tech vendor can hope for is to be where IBM stood when someone coined the phrase, \u201cNo one ever got fired for buying IBM.\u201d<\/p>\n<p>Trust, in this context, essentially boils down to:  \u201cThe product is going to work and you aren\u2019t going to get screwed over.\u201d It\u2019s not asking all that much. \u00a0<\/p>\n<p>But we are, as a culture, wired to mistrust our institutions like, say, the government or Google.\u00a0<\/p>\n<p>\u201c<em>Google?<\/em>\u201d you ask. \u201c<em>Google was one of the few tech brands that made the Morning Consult\u2019s list of most trusted brands in 2024!<\/em>\u201d<\/p>\n<p>You\u2019re not wrong. Google did make <a rel=\"nofollow noopener\" href=\"https:\/\/pro.morningconsult.com\/analyst-reports\/most-trusted-brands-2024\" target=\"_blank\">a list dominated by CPG brands<\/a> like Band-Aid, Kleenex, Lysol and Clorox. However, the top brands in Morning Consult\u2019s report take a consumer perspective.\u00a0<\/p>\n<p>Consumers trust Google to deliver the right information. We experience this all the time when talking to our friends. <em>\u201cThanks for settling that, Google. The Royals did, in fact, win the 1985 World Series.\u201d<\/em> (And the AI-generated responses from Google have only improved this experience for consumers.)<\/p>\n<p>If you work in SEO or paid media, you have a B2B relationship with Google and likely have a more complex take on the brand.\u00a0<\/p>\n<p>Last month, a massive <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/google-search-document-leak-ranking-442617\" target=\"_blank\">leak of documents<\/a> surrounding Google\u2019s search algorithm confirmed for many that comments by the company\u2019s employees did not always jive with how the docs say the mysterious system operates. As a result, that industry is questioning how much it can trust what it hears from the company that quite literally controls their careers.<\/p>\n<p>Social media, of course, amplifies everything. And when someone posts about their poor customer experience or some questionable action taken by a vendor, it travels the world in record time.\u00a0<\/p>\n<p>Posting about poor SaaS renewal experiences or what happens when you don\u2019t renew with a vendor is now a pastime on LinkedIn.\u00a0<\/p>\n<p>How many times when a renewal comes up have you heard, \u201cThat SKU is no longer available\u201d?\u00a0<\/p>\n<p>It\u2019s as if SaaS apps are on a shelf somewhere and the cashier is getting an error when they try to scan the bar code. \u201cThat SKU is no longer available\u201d means \u201cbraced yourself for a more expensive package.\u201d<\/p>\n<p>Failure to renew leads some customers to be shown the fine print in the contract they signed. This is where they learn that saying goodbye to a vendor is a lot like a marriage that ends in divorce. Few people enter the arrangement thinking about how expensive and ugly it might be at the end.\u00a0<\/p>\n<p>Speaking of fine print, the non-lawyers on social media recently got in a twist over language in Adobe\u2019s Terms of Service that said the company could see what it is you\u2019re creating with its software.\u00a0<\/p>\n<p>This should not have been a surprise. The terms laid out examples of why this might be necessary. It could be useful for customer support or in case Adobe is served with a warrant. The provision was included in the terms for months before anyone raised a fuss on social media.\u00a0<\/p>\n<p>Adobe agreed <a rel=\"nofollow noopener\" href=\"https:\/\/www.engadget.com\/adobe-is-updating-its-terms-of-service-following-a-backlash-over-recent-changes-120044152.html\" target=\"_blank\">to change the terms<\/a> in response, but it <a rel=\"nofollow\" href=\"https:\/\/martech.org\/legal-risks-loom-for-firefly-users-after-adobes-ai-image-tool-training-exposed\/\">wasn\u2019t even the first time this spring<\/a> that people questioned whether they could trust Adobe\u2019s word.<\/p>\n<p>Part of what\u2019s going on here is the social media effect. But part of it is that brands must earn trust and too many aren\u2019t doing that.<\/p>\n<p>A MarTech.org Podcast I recorded in May with contributors Jay Mandel and Liam Maroney\u00a0about <a rel=\"nofollow\" href=\"https:\/\/martech.org\/why-does-everyone-seem-to-be-re-thinking-b2b-marketing\/\">why people are re-thinking B2B marketing<\/a> took a somewhat unexpected turn when Jay and Liam brought up how many smaller B2B tech vendors were never built to develop a brand, earn trust or provide amazing customer experiences.\u00a0<\/p>\n<p>Instead, their founders were in it for the exit and the payout, not for the long haul, and it showed.<\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center has-black-color has-white-background-color has-text-color has-background\" style=\"grid-template-columns:44% auto\">\n<figure class=\"wp-block-media-text__media\"><a rel=\"nofollow\" href=\"https:\/\/www.surveymonkey.com\/r\/HN2NQGJ\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" data-lazy-sizes=\"(max-width: 549px) 100vw, 549px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" sizes=\"(max-width: 549px) 100vw, 549px\"\/><\/a><\/figure>\n<\/div>\n<p>Growth at all costs leads to decisions that hurt customers. When mass layoffs hit profitable software vendors, customers pay a price. They have to transition to new customer success reps and account managers, eroding the relationship and trust they built with those people.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/even-great-demand-gen-cant-overcome-a-lack-of-brand-marketing\/\" target=\"_blank\">Even great\u00a0<strong>demand<\/strong>\u00a0gen can\u2019t overcome a lack of\u00a0<strong>brand<\/strong>\u00a0marketing<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-vendors-are-built-brands-are-built-to-last\">Vendors are built. Brands are built to last.<\/h2>\n<p>How do today\u2019s B2B tech vendors establish and build trust with their customers and prospects?\u00a0I don\u2019t have an easy answer. <\/p>\n<p>Companies are made up of humans, and humans are prone to errors. The good news is humans know that and will forgive some lapses or mistakes.\u00a0<\/p>\n<p>But maybe the answer lies in the same podcast episode with Jay and Liam, where the discussion turned toward brand vs. performance marketing.\u00a0<\/p>\n<p>If you\u2019re building a company with a growth-at-all-costs attitude, you probably aren\u2019t investing enough in your brand.\u00a0<\/p>\n<p>If you\u2019re building a company just to sell it, you probably aren\u2019t investing enough in your brand.\u00a0 If you\u2019re so concerned with measuring your bottom line that your marketing team is overwhelmingly built for performance marketing, you\u2019re likely not investing enough in your brand.\u00a0<\/p>\n<p>Adobe and Google will survive what customers see as their lapses. Adobe, in fact, had its best quarter ever in Q2 of this year. Both Adobe and Google are heavily invested in their brands.\u00a0Maybe that\u2019s a coincidence, or maybe not.\u00a0<\/p>\n<p>After all, brand was all IBM had when people knew it was the safest bet in the business.\u00a0<\/p>\n<hr\/>\n<hr\/>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/demand-gen-vs-lead-gen-have-we-reached-a-final-verdict\/\" target=\"_blank\"><strong>Demand gen vs<\/strong>.\u00a0<strong>lead gen<\/strong>: Have we reached a final verdict?<\/a><\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/will-you-ever-trust-a-b2b-tech-vendor\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Trust in business is not quite the same as trust in our personal lives. I think everyone recognizes that.\u00a0 You\u2019ll never trust Salesforce or HubSpot the way you trust your family or your best friend, and I think the people at those companies would whole-heartedly agree on that point. When it comes to trust, the [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":7909,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7908","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Will you ever trust a B2B tech vendor? - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/will-you-ever-trust-a-b2b-tech-vendor\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Will you ever trust a B2B tech vendor?\" \/>\n<meta property=\"og:description\" content=\"Trust in business is not quite the same as trust in our personal lives. 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