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Writer's pictureCatrina Gardner

Strategies for Service-Based B2B Marketing: Building Trust and Personal Connections

When it comes to marketing for B2B businesses, especially in the service industry, the challenge is unique and substantial. Unlike product marketing, where the tangible nature of goods can be showcased, service marketing involves selling something that the buyer cannot see, hold, touch, or feel. Essentially, you are selling trust. But how can you effectively market something as intangible as a service? The answer lies in showcasing the person behind the brand and building a robust personal brand.


How Do You Build Trust in Service-Based B2B Marketing?

So, how can service-based B2B businesses build trust and foster connections with their audience? Here are some essential strategies to help you succeed in service-based B2B marketing.


Key Strategies for Service-Based B2B Marketing

  • Build Trust Over Time

  • Understand that building trust takes time. Prospective clients need multiple interactions with your brand before they are ready to make a buying decision.

  • Develop a Strong Personal Brand

  • Show the human side of your business. Share personal stories, experiences, and insights to create a connection with your audience.

  • Consistency in Content Creation

  • Regularly produce valuable content. Remember that many people consume content passively, so stay consistent even if immediate engagement is low.

  • Apply the 80/20 Rule

  • Ensure that 80% of your content provides value, such as tips, insights, entertainment, or personal anecdotes. Only 20% should be promotional.

  • Focus on Relationship Over Sales Pitch

  • Prioritize building relationships over pushing for sales. Share aspects of your personal life to make your brand more relatable and trustworthy.

  • Leverage Influencer Marketing

  • Look to influencers as a model. Build trust and credibility within your industry to become a go-to authority.

  • Benefit from Diversification

  • A strong personal brand provides a foundation for future ventures, whether you expand your offerings or enter new markets.



Marketing for service-based B2B businesses hinges on building trust and personal connections. This involves showcasing the person behind the brand, providing consistent and valuable content, and focusing on relationship-building over direct sales pitches. By following these strategies, you can create a loyal audience that trusts you and is eager to support your business endeavors.


Remember, the goal is to provide value, build trust, and foster genuine relationships. With patience and persistence, these strategies will pay off, leading to sustainable business growth and a strong, loyal customer base.

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