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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