In B2B marketing, trust is the ultimate currency…but it’s built one interaction at a time.

In this episode of Straight to Voicemail, Amanda Smith connects with Jeff Coyle, Head of Strategy at SiteImprove. Jeff shares his expertise on how content can build trust throughout the entire buyer journey, from awareness to purchase and beyond. He discusses the importance of knowing your customer, delivering value consistently, and creating content that speaks to each stage of the journey.

You’ll learn:

• How content builds trust by understanding the customer journey
• Why consistent, value-driven content inspires confidence
• How to create content that resonates across buyer personas

Jump into the conversation:
(00:00) Why we wanted to hear from Jeff
(00:18) Meet Jeff Coyle and the role of trust in B2B
(01:00) Why knowing your customer is key to building trust
(01:40) How content fits into every stage of the funnel
(02:00) The importance of consistent, valuable content
(02:40) Creating content for multiple buyer personas
(03:10) How to show expertise through your content
(03:40) Why trust must be maintained after the sale

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.