Vision Report

The B2B Trust Mandate

To Attract And Retain Buyers, B2B Leaders Must Understand How Trust And Risk Drive Decision-Making

November 11th, 2021
With contributors:
Stephanie Balaouras , Jennifer Ross , Isabel Montesdeoca , Jennifer Zhang , Kate Pierpont


Trust is an essential brand attribute and a competitive advantage that drives deeper and longer-lasting relationships with customers. In this report, we explore how to build, sustain, and grow trust and provide a framework for understanding the levers of trust and how to use them to the best effect for your company.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.