In this episode of Social Media for B2B Growth, Michelle J Raymond speaks with Vita Molis from The B2B Institute about the data behind why B2B marketing isn’t working the way many teams expect.
B2B buying journeys are longer. Buying committees are bigger. Deals are stalling. And according to Vita, the real issue may not be reach. It may be a credibility gap.
In this conversation, we cover B2B buyer trust, LinkedIn, employee advocacy, creators, video marketing, Company Pages, demand generation and why B2B marketers need to build confidence across the whole buying group before sales ever gets involved.
You’ll learn why B2B brands need more than polished corporate content, how creators and employees can help build credibility, and why video may become one of the most important trust-building formats in B2B marketing.
Guest: Vita Molis, The B2B Institute
Host: Michelle J Raymond, B2B Growth Co
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Timestamps
00:00 - Why B2B marketers need research, not more trends
02:00 - Why B2B brands have a credibility gap
03:00 - The data behind stalled B2B deals
05:20 - Why marketers need to influence the whole buying committee
07:30 - Are B2B creators the new demand engine?
08:30 - Why buyer expectations are changing in B2B marketing
12:00 - How creators and employees build buyer confidence
13:00 - The employee advocacy opportunity for B2B brands
16:10 - Why creator-led content builds brand trust
18:40 - Is video the new language of B2B marketing?
20:50 - Lo-fi vs polished video: what works best?
23:00 - What smart B2B marketers should do in 2026
25:20 - Why one video is not enough to prove a strategy works
27:00 - Why brand building takes time in B2B
28:20 - Why rapport matters before know, like and trust
30:00 - New research from The B2B Institute
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