Lead With Trust

Hannah Eisenberg
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Every week, Hannah host transformative conversations by interviewing growth-minded business executives, sales and marketing managers as well as other thought leaders who have understood that, ultimately, everything in business comes down to trust. Trust is the single most important emotion that we as buyers must feel to exchange our hard-earned money for a product or service. Trust is the universal currency every business runs on. Trust is the only constant in world where marketing tactics, AI tools, sales enablement technologies, social media platforms, etc. come and go at a pace that is hard to keep up with. We will explore tried-and-true, proven methodologies such as They Ask You Answer by Marcus Sheridan, we will discuss marketing and sales tactics that build trust and educate your buyers, we will talk about tools and technologies others have used effectively, and we will share practical advice on how you can start building trust in your organization.

  1. 23/12/2025

    The TrustLeader Framework: How To Build Trust Systematically In B2B

    Summary Most business leaders know trust matters—but very few know how to build it on purpose. Buyers are more cautious, more skeptical, and quicker to walk away, which makes relying on “good intentions” or old playbooks risky at best. In this episode, Hannah Eisenberg shares the TrustLeader Framework, the result of 25 years working hands-on in B2B marketing and sales, from large software companies to founder-led businesses in the messy middle You will learn how this framework will help you turn trust into something practical, measurable, and repeatable—so it can actually support growth instead of quietly holding it back. What You’ll Learn: How the TrustLeader Framework turns trust into something you can operationalizeWhat trust really means in a business context, and why buyers experience it as risk and vulnerabilityThe three phases of trust and what must be true before you can move to the next oneWhat the two trust maturity jumps are—and what changes when you reach themWhy most companies unknowingly build or destroy trust by accidentHow to start building trust intentionally without overwhelming your organization

    40 min

  2. 17/12/2025

    Why the Trust Gap Is Slowing Down B2B Decisions—and What Leaders Can Do

    Summary Buyers have more information, more access, and more control than ever before—yet they have less confidence than ever, decisions are delayed, and post-purchase regret is rising. In this episode of Lead with Trust, Hannah Eisenberg explains why the traditional 7–11–4 rule no longer reflects how trust forms in modern B2B buying. She introduces the much larger and morphed trust gap leaders face today: not a lack of exposure, but a lack of belief and emotional safety. This episode offers a more straightforward way to think about trust as risk reduction, not persuasion. What You’ll Learn What the 7–11–4 rule was actually describing—and why it no longer explains buyer trustWhy more of the same content will increase hesitation instead of confidenceWhy buyers struggle to know what to believeWhy epistemic trust has become the hidden bottleneck in B2B decisionsHow validation reduces the risk of being wrongWhy emotional safety is what ultimately turns belief into action Resources: B2B buyers consume 13+ pieces of content before making a decision. Source: Demand Gen Report / FocusVision70% of the B2B buying journey happens independently before contacting sales. Source: Forrester / SiriusDecisions75% of buyers prefer a rep-free buying experience. Source: Gartner56% of major B2B purchases end in regret. Source: Gartner86% of B2B deals stall during the buying process. Source: ForresterZMOT study showed buyers doubled the number of sources consulted (5.2 → 10.4) Source: Google ZMOT (2011, 2021 update)

    27 min

  3. 09/12/2025

    The Trust Seesaw: Understand Why Buyers Feel Distrust By Default & How To Overcome It

    Most B2B leaders know trust is essential—but few can clearly define it, operationalize it, or measure it.  In this episode, Hannah Eisenberg breaks down the Trust Seesaw, a core concept from her book Lead with Trust and the foundation of the TrustLeader Framework, to show why buyers hesitate and how companies can systematically overcome distrust and build deep, lasting trust. You’ll learn the three deficits that create distrust with your buyers, how to eliminate them through intentional processes, and what it takes to rise beyond customer expectations into true Trust Advantage. If you’ve ever wondered why deals stall, why customers default to “safe” options, or how to become the vendor buyers actively prefer, this episode gives you the roadmap. What You’ll Learn: • Why distrust is the default emotional starting point for modern B2B buyers • The three deficits—information, interest, and power—that quietly derail decisions • How to close these deficits and reach Trust Equilibrium, and then create your Trust Advantage • Why culture and processes act as the fulcrum of trust-building • What separates trusted companies from true trust-based market leaders • How organizations can progress from transparency to authority, advocacy to influence, and fairness to leadership

    35 min

  4. 28/11/2025

    The TrustLeader Compass: A Clear Way to Understand Trust in Your Business

    SummaryTrust matters in every B2B relationship, but most leaders struggle to define it in a way that actually guides decisions. In this episode, Hannah Eisenberg explains why trust feels so hard to articulate and offers a practical definition built for business environments. She breaks down how vulnerability and perceived risk shape customer decisions and introduces the TrustLeader Compass—a simple tool for diagnosing and improving trust in your key relationships. This conversation gives you a clear, actionable way to build stronger, more dependable partnerships. What You’ll LearnWhy trust feels subjective, contextual, and difficult to pin down.A practical definition of trust tailored to B2B decision-making.How vulnerability and perceived risk determine whether trust forms.How trust influences buying decisions more than product or price.The four directions of the TrustLeader Compass and how to use them. How to identify the next step to move any relationship toward unshakable trust.

    20 min

  5. 13/11/2025

    You Don’t Have a Lead Gen Problem. You Have a Trust Problem.

    Most B2B leaders are right now frustrated by the lack of leads coming in. They blame marketing for being inefficient or sales for being lazy. But in reality, the root cause isn’t your marketing strategy or your sales tactics. In reality, you have a trust gap problem. Modern buyers behave in fundamentally new ways, and traditional go-to-market systems have not kept up. You will learn why your GTM feels harder than it should, how low trust quietly slows every part of the buyer journey, and why solving this requires a mindset shift — not more tactics. If you are ready to understand what is actually driving your stalled deals, unpredictable inbound, and price pressure, this conversation will give you the clarity you have been missing. What You’ll LearnWhy most revenue challenges are not marketing or sales issues, but trust issues.How modern buyer behavior creates a wider trust gap than ever before.The three deficits (information, interest, power) that shape trust in every B2B decision.How low trust shows up operationally across marketing, sales, and customer experience.Why no amount of tactical optimization can compensate for a trust deficit.The mindset shift required to turn trust into a measurable driver of growth.

    27 min

  6. 04/11/2025

    Lead, or Be Prepared to Follow — Marcus Sheridan on Leading With Trust

    In this episode of Lead with Trust, Marcus Sheridan — bestselling author of They Ask, You Answer and Endless Customers — joins Hannah Eisenberg to deliver a wake-up call for leaders still clinging to outdated marketing playbooks. Marcus explains why the old “content is king” formula no longer drives growth in the age of AI, zero-click search, and omnichannel buyers — and what companies must do now to earn and keep customer trust. What You’ll Learn:Why your 2020 marketing strategy is holding you back — and how to fix itHow to stop outsourcing your voice and start building in-house trustWhy imperfection and speed beat polish and delayHow to practice Ethical Disruption — breaking industry norms that no longer serve your buyersA simple 90-day roadmap to rebuild your marketing for the new era Marcus Sheridan, in His Words:“Disrupt, or be disrupted. Lead, or be prepared to follow.” (37:21)“You can’t outsource your voice and think that you’re going to become that voice of trust online.” (05:39)Connect With Marcus:Website: marcussheridan.com LinkedIn: Marcus Sheridan Next Step — Build Your 90-Day Trust PlanYour old playbook won’t save you — but the TrustLeader Framework can. Take the free TrustLeader Assessment to: Identify your organization’s biggest trust gapsUnderstand where you fall across the 3 layers of trustGet a personalized roadmap for your next 90 days 👉 Take the Free TrustLeader Assessment

    43 min

  7. 21/10/2025

    15 Must Haves That Turn Your Pricing Page Into A Trust Engine

    Today’s buyers make over 80% of their buying decisions before ever talking to sales—and 75% prefer a rep-free experience. Yet most B2B companies still hide their pricing behind forms or vague “contact us” messages. In this episode, Hannah Eisenberg breaks down why transparency in pricing has become one of the most powerful trust signals in modern marketing. You’ll learn how to show pricing safely, position it with confidence, and create a pricing experience that educates and converts before the first sales conversation ever happens. What You’ll Learn: Why hiding your pricing damages buyer trust and costs you a qualified pipelineHow transparent pricing helps you show up in both human and AI-assisted searchesThe essential pricing elements every B2B website should cover—from cost drivers to ROIPractical ways to write or redesign your pricing page without “locking yourself in”How to use pricing articles and calculators to educate buyers and speed up sales cyclesThe link between transparent pricing and the TrustLeader Framework principle of Complete Transparency

    31 min
  8. Why Most Corporate Videos Don't Generate Sales (& The 7 Types Of Videos That Do)

    14/10/2025

    Why Most Corporate Videos Don't Generate Sales (& The 7 Types Of Videos That Do)

    ​SummaryMost B2B companies invest heavily in video marketing — yet see little to no impact on sales. In this episode, Hannah Eisenberg explains why traditional brand, product, and culture videos often fail to build trust or drive revenue. She introduces the Selling Seven videos that consistently convert by focusing on education, transparency, and authenticity. What You’ll Learn:The five types of videos most B2B companies produce that don’t generate salesWhat the Selling Seven videos are and why they workHow each video supports a different stage of trust-building in the TrustLeader FrameworkPractical tips for creating videos that educate and convertHow to identify which videos to prioritize in your own strategy Timestamps:0:00 Introduction to Video Marketing Challenges06:27 The Five Video Types to Avoid06:54 The Selling Seven: Effective Video Types07:37 1. The Landing Page Video09:14 2. The 80% Video10:48 3. The Product or Service Page Video11:43 4. The Bio Video13:39 5. The Customer Journey Video14:48 6. The Cost & Price Video17:42 7. The Claims We Make Videos18:38 Why Selling 7 Videos Work

    23 min
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About

Every week, Hannah host transformative conversations by interviewing growth-minded business executives, sales and marketing managers as well as other thought leaders who have understood that, ultimately, everything in business comes down to trust. Trust is the single most important emotion that we as buyers must feel to exchange our hard-earned money for a product or service. Trust is the universal currency every business runs on. Trust is the only constant in world where marketing tactics, AI tools, sales enablement technologies, social media platforms, etc. come and go at a pace that is hard to keep up with. We will explore tried-and-true, proven methodologies such as They Ask You Answer by Marcus Sheridan, we will discuss marketing and sales tactics that build trust and educate your buyers, we will talk about tools and technologies others have used effectively, and we will share practical advice on how you can start building trust in your organization.

Information

  • Creator
    Hannah Eisenberg
  • Years Active
    2024 - 2025
  • Episodes
    35
  • Rating
    Clean
  • Copyright
    © Copyright 2025 Hannah Eisenberg
  • Show Website
    Lead With Trust