Resources  >> The New Currency for Branded B2Bs

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  November 04, 2014

The New Currency for Branded B2Bs

Blinding flash of the obvious: our reputation matters. And according to this great “Future of Money” report from the Institute of Customer Experience, the digital world will take that reality to a whole new level. My favorite findings:

  • Reputation is not a fixed asset. It’s a moving target and is not easily measured.
  • The sharing economy will herald a new emphasis on trust and reputation. They will be make-or-break elements now.
  • In high-trust environments, great reputations can and will be poached.

Look past the consumer focus and you’ll see the big picture. Once clients (and even potential clients) can rate our experiences with them, what role will our reputation play in B2B marketing efforts? It only takes a few platforms that share experiences to get the ball rolling.

Trust and reputation has always reduced risk and makes us safe to hire. Prediction: in the not-too-distant future, your reputation will overshadow what you offer. Proceed accordingly.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.