page title icon Unfiltered Marketing: Why Customers Don’t Trust Your Marketing Message Anymore

B2B Digital Marketer
Unfiltered Marketing: Why Customers Don't Trust Your Marketing Message Anymore

We are in this age of technological immersion and there is a huge storm of input that’s coming into us. People’s behaviors are changing. How do you navigate the change and adjust your strategies and tactics to be more real and authentic and gain back your customer’s trust?

Technology has become so easily accessible. Custom, curated media can easily be made and they constantly bombard the minds of our customers through digital interruption. There is growing doubt and distrust, and people don’t believe our message so easily anymore. People want authenticity. They want raw, unfiltered marketing.

As marketers, how do you keep up with this change? How do you come up with the strategies and tactics needed to regain their trust and be real and authentic at the same time?

In this episode, Stephen Denny let’s you find out about the implications of this phenomenon and what B2B companies can do to regain their customers’ trust.

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Stephen Denny is an internationally known speaker and author, as well as the president of Denny Marketing, a boutique consultancy focused on helping brands struggling with escaping the, “We’re #2… and we hate it,” trap. 

We focus on spotting macro consumer and work trends and then applying the resulting insights to impact client performance, from go-to-market strategies to higher level marketing strategy. 

His 2011 book, Killing Giants: 10 Strategies to Topple the Goliath In Your Industry, was hailed as one of the “10 Books You Have to Read” by Advertising Age. His newest book, Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World, is based on five years of global research, presenting a modern-day blueprint for leaders competing for attention and trust in a technologically immersed age.

The roster of companies Denny has consulted for, spoken to, or advised includes Hewlett Packard, Leo Burnett, The North Face, Barco, Altria, Campbell‘s Soup, Nuance Imaging, The Motorcycle Industry Council, Jabra, GN Resound, Elsevier, and others, from start-ups to Global 500 players. Prior to consulting, he was a 20+ year senior marketing executive at Sony, Onstar, Iomega and Plantronics.

He has lived and worked in both the US and Japan, has an MBA from the Wharton School and lives just south of Denver, CO.

Podcast Timestamps/Outline

01:12 – Introduction

02:53 – What should B2B Digital Marketers be asking themselves right now?

07:07 – How Stephen can help B2B Digital Marketers

12:26 – The 5 Rules to Win Back Trust, Credibility, and Customers

24:37 – What is C2B?

38:29 – Budget reallocation

42:45 – Connect with Stephen Denny

Memorable Quotes

“We are in this age of technological immersion and there is this huge storm of input that’s coming into us.”

“Unless you take that step and move from passive to active, you’re not going to get there.”

“We are living in this age of technology and platforms and enablement. How do you change behaviors in your channels, your buyers, and your people?”

Episode Links and Resources

Stephen’s book:

Stephen’s website: 

Stephen’s LinkedIn: 

Digital activity ROI assessment:

More episodes related to trust: 

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