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Navigating the Trust Barrier: Effective Marketing Strategies for Skeptical IT Buyers

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In this episode, Dani Woolf shares her journey from being a digital and demand gen marketer to founding an agency focused on helping cybersecurity companies understand their buyers.

Dani discusses the importance of building trust with IT buyers and provides insights into why they are skeptical. She emphasizes the need for marketers and sales professionals to shift their mindset from profits over people to people over profits.

Dani also presents a framework for building trust with IT buyers, including nurturing curiosity, empathy, and likability, as well as delivering value.

She shares valuable experiences and insights from conversations with IT practitioners and offers practical tips for acquiring and retaining customers.

Key Takeaways

  • IT buyers are skeptical due to the complexity of B2B buying processes, the abundance of information and products, and negative experiences with aggressive or outdated marketing and sales tactics.

  • Building trust with IT buyers is crucial for reducing risk, establishing lasting relationships, and providing peace of mind.

  • To build trust, marketers and sales professionals should nurture curiosity, empathy, and likability, and be transparent, reliable, accountable, and resourceful.

  • Active listening, understanding, and authentic connection are essential for acquiring customers and delivering value that aligns with their goals and business outcomes.

  • Avoiding buzzwords, focusing on customer stories and industry trends, and providing clear and concise information can enhance messaging and resonate with IT buyers.

  • Retaining customers and turning them into loyal advocates requires consistent support, responsiveness, and engagement throughout the customer journey.

  • Taking feedback to heart and continuously improving based on customer insights can lead to second chances and long-term relationships with skeptical IT buyers.

Why IT Buyers Are Skeptical

IT buying decisions involve significant investments and can have far-reaching consequences for an organization. As a result, IT buyers approach the buying process with caution and skepticism.

They have been burned by aggressive sales tactics, overpromising and underdelivering vendors, and the fear of making the wrong choice.

Additionally, the complexity of IT buying processes and the need for solutions that fit into existing infrastructure further contribute to their skepticism.

The Importance of Trust

Trust is the foundation of any successful relationship, and the relationship between vendors and IT buyers is no exception.

When IT buyers trust a vendor, they are more likely to have that vendor at the top of their list, make decisions more quickly, and become loyal advocates.

Trust also opens up lines of communication and feedback, driving innovation and ensuring that the vendor's offerings meet the buyer's needs.

Building Trust: Strategies and Insights

Starting the Conversation

  • Be genuinely curious and interested in the buyer's experiences and challenges.

  • Nurture empathy and put yourself in the buyer's shoes to better understand their perspective.

  • Be likable by creating pleasant interactions and making the buyer feel valued.

Acquiring the Customer

  • Segment your audience and tailor your messages to specific buyer personas.

  • Focus on delivering value and demonstrating how your product or service can help the buyer achieve their business outcomes.

  • Avoid using excessive jargon and buzzwords that can turn buyers off.

Retaining the Customer

  • Provide responsive and timely support, reducing friction and maintaining open lines of communication.

  • Foster peer-to-peer interactions and facilitate networking opportunities for buyers.

  • Take feedback to heart and continuously improve your offerings based on customer insights.

Closing Thoughts

Building trust with IT buyers is essential for success in the B2B tech market.

By adopting a people over profits mindset, nurturing empathy and curiosity, and consistently delivering value, marketers and sales professionals can establish and maintain trust with their customers.

Trust reduces risk, fosters lasting relationships, and turns customers into loyal advocates.

By understanding the reasons behind IT buyers' skepticism and implementing strategies to build trust, you can transform your relationship with IT buyers and drive long-term success.


This episode was originally broadcasted at FullFunnel Summit by the team at

Download the 2023 RSA Conference Messaging Analysis and Buyer Research Report here.

Interested in sponsoring an episode like this with your target buyer?

→ Reserve your sponsorship here. ($2,575)

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