Enterprise buyers don’t trust easily – nor should they. When you’re asking someone to commit six or seven figures to your solution, they need rock-solid confidence in your ability to deliver.
Trust gaps widen as contract values increase. A $50 purchase might need one or two touchpoints. A $500,000 enterprise deal? You’re looking at anywhere from 20 to 70 meaningful interactions before closing. This isn’t arbitrary – it reflects how businesses protect themselves from costly mistakes.
Most founders get this wrong. They blast cold emails expecting immediate results, or rely solely on LinkedIn ads, wondering why qualified leads aren’t converting.
The reality? B2B buyers need to see you everywhere, consistently, before they’ll risk their budget and reputation on your solution.
Here’s what actually works:
Direct Outreach Plus Advertising
Cold outreach alone feels sketchy. Ads alone lack personal connection. But combine them strategically, and you’ve got something powerful.
Start warming prospects before your first contact. Target your ideal customer profile with relevant ads two weeks before beginning direct outreach. When they receive your message, they’ll already recognize your brand. This isn’t coincidence – it’s orchestrated familiarity.
Your outreach becomes significantly more effective when prospects have already encountered your message elsewhere. Data shows deals close 30% faster when combining targeted ads with direct outreach. Why? Because you’re not a stranger anymore.
Content as Your Trust Engine
Your organic content isn’t primarily about lead generation – it’s proof you know what you’re talking about. Every blog post, video, or social update should demonstrate expertise in solving your prospect’s specific problems.
But great content alone isn’t enough. You need to actively put it in front of your target accounts. Take your best-performing organic pieces and promote them directly to your prospect list. This creates a powerful trust-building loop: They see your ads, receive your outreach, and encounter your expertise through content.
The Messaging Framework
Here’s where most B2B companies stumble: Their LinkedIn ads say one thing, their sales team says another, and their content discusses something entirely different. This fractures trust instead of building it.
Develop a clear message hierarchy:
- Primary pain point you solve
- Unique approach to solving it
- Proof points that validate your solution
- Clear next steps for engagement
This core message should flow through every channel, adapted to each format but maintaining consistency. When prospects encounter the same fundamental story across multiple touchpoints, it reinforces their confidence in your solution.
Making It Work
Start by mapping your current trust-building assets:
- Direct outreach capabilities
- Advertising channels
- Content resources
- Sales team messaging
Identify the gaps. Most companies over-invest in one area while neglecting others. You need all pieces working together to cross the trust threshold in B2B sales.
Then, build your multi-touch sequence:
- Initial awareness through targeted advertising
- Valuable content promotion to your target accounts
- Personalized outreach referencing their specific challenges
- Consistent reinforcement across all channels
- Clear path to engagement when they’re ready
B2B buyers aren’t just evaluating your solution – they’re assessing the risk of working with you. Every touch point either builds or erodes trust. Make each one count.
The Goal: Inevitable Trust
When done right, this multi-touch approach makes trust inevitable. Your prospects see you everywhere that matters. They encounter consistent, valuable messaging that demonstrates your expertise. By the time they’re ready to buy, working with you feels like the natural choice.
This isn’t about gaming the system or tricking buyers. It’s about being present and valuable throughout their decision-making process. When someone needs 20-70 touches to trust you, make every single one meaningful.
Start by auditing your current approach. Are you relying too heavily on one channel? Is your messaging consistent across touchpoints? Are you actively building trust, or just hoping it happens? In B2B sales, trust isn’t optional – it’s everything.
