Is your content building trust or just adding to the noise?

In a B2B landscape flooded with generic, AI-assisted articles, earning your buyer's attention is harder than ever. With buying committees growing to 13 or more stakeholders and 70% of the journey happening anonymously, the content you produce is your primary sales tool. But when engagement is low, the typical reaction is to create more content, making the problem worse.

So, how do you break the cycle?

In this session, Jessica Fewless of Inverta and Katie Jones of PathFactory discuss how to shift your content strategy from one of volume to one of value. They explore how to build trust, stand out, and create content that doesn't just get clicks, but genuinely helps buyers make decisions.

Watch the full recording for an in-depth discussion, or review the key takeaways below.

Key takeaways from the session

• Understand what buyers actually want According to a recent study by PathFactory, buyers are looking for content that is actionable, relatable, authentic, and visually appealing. Generic, fluffy content quickly loses trust and attention. Data also shows that webinars, demos, and ebooks have the highest average view times, and that including videos and demos early in a content experience encourages binge-watching behavior. For a deeper framework on connecting authenticity with measurable engagement, explore our guide on brand trust strategies — it’s built to help marketers cultivate credibility through empathy and evidence.

• Use creativity to cut through the noise When faced with the task of re-establishing Inverta as a leader in account-based marketing, the team could have written a standard white paper on common mistakes. Instead, they created the “Who Killed ABM?” murder mystery campaign. This creative, human-led concept was far more effective at engaging the audience and starting conversations than Yet Another Whitepaper Nobody Sees (YAWNS). If you’re looking to bring that same originality to your own campaigns, check out our content creation services — designed to help teams craft stories that resonate, convert, and build lasting relationships.

• Use AI as an assistant, not a strategist AI is a powerful tool for speed and efficiency, but it cannot replicate lived experience, a unique point of view, or genuine creativity. As Katie Jones shared, running an authentic, human-written post through ChatGPT can strip it of its personality and make it generic. The most effective model is human-led and AI-assisted, using the technology to augment—not replace—your strategic and creative work. For further insights on how to lead with expertise and originality, don’t miss our thought leadership resources, which explore why strong, informed perspectives drive brand differentiation.

• Enable sales to act on buyer intelligence Providing your sales team with a dashboard of intent signals is not enough. True sales and marketing alignment requires rigorous enablement. You must train reps on how to interpret the data and what actions to take based on specific signals. This investment in enablement leads to more personalized, relevant, and successful outreach by your sales team.

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Strategic Practitioners, Proven Results

Jessica Fewless - Head of Marketing, Inverta - Jessica has mastered the art of turning market complexity into competitive advantage. She'll share the strategic thinking behind breakthrough campaigns like "Who Killed ABM?" and reveal her framework for balancing AI efficiency with authentic brand differentiation.

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Katie Jones - EVP Marketing & Operations, PathFactory
Katie pioneered the science of buyer behavior intelligence. She'll decode how behavioral signals reveal committee dynamics and demonstrate why friction-free experiences drive more qualified pipeline than traditional gating strategies.