In a B2B context saturated with information, decision-makers are not looking for the most visible brands. They look for those they can trust. This is the main conclusion of the study conducted by LinkedIn and Ipsos among 5,000 decision-makers in 8 countries. A strong signal for ingredient brands that want to make a lasting difference. I would like to thank Xavier Degraux for drawing our attention to this study and for being the first person to do so.he first to relay it !
A profound change in the expectations of B2B decision-makers
The belief that brand awareness is the main driver of B2B growth is being challenged. According to the LinkedIn x Ipsos study, 81 % of B2B decision-makers prefer a brand they trust, even if it is not the best known. In the ingredients sector, where purchasing cycles are long and technical, this data is particularly strategic.
Trust thus becomes a factor of elimination or selection in the early stages of consideration. And it is built well before the commercial meeting, often through brand content, perceived values, coherent discourse and proof of expertise.
What B2B decision-makers want today
The study identifies several key expectations:
- Reliability A brand must be perceived as consistent, professional and aligned between what it says and what it does.
- Clarity Buyers are looking for offers that are easy to understand, even in a technical environment.
- Usefulness 58 % of decision-makers say that branded content helps them to make better decisions.
- Consistency over time Repetition and consistency are seen as signals of seriousness.
In other words, B2B branding is no longer based solely on moments of visibility, but on continuous, credible and contextualised proof.
How can we build this trust?
Here are some concrete actions that brands can take to build (or reinforce) trust:
| Objective | Recommended action | Why it's strategic |
| Provide expert evidence | Produce educational content (articles, white papers, webinars, podcasts) | 1 in 2 decision-makers find a brand more credible if it helps them to learn |
| Gain clarity | Simplify messages, create explanatory infographics, clarify offers | Clarity = reassurance, especially in a highly technical market |
| Strengthening coherence | Aligning storytelling, positioning, sales pitch and CSR discourse | Perceived harmony boosts overall confidence |
| Creating social reassurance | Show case studies, testimonials and proof of performance | 68 % of buyers are sensitive to validation by their peers |
| Being present on a regular basis | Continuous publication on LinkedIn, newsletters, trade fairs, etc. | Repeated presence increases recall and the feeling of reliability |
An opportunity for ingredient brands: moving from product marketing to trust marketing
Too many brands in the ingredients sector are still concentrating their communications on a single theme.on technical descriptions, functional claims or performance figures. However, as the Ipsos x LinkedIn study shows, this is not what generates the greatest emotional and decision-making impact.
Trust is also built through the tone and style of communication and the type of relationship a brand establishes with its stakeholders.
This is where the marketing and communications departments have a strategic role to play: recasting messages, rethinking content formats, and uniting internal teams around a single brand intention.
Conclusion: trust isn't just something extra, it's a business accelerator.
Notoriety puts you on the map. Trust opens doors.
In an increasingly competitive B2B world, where decision-makers are in demand from all sides, it is the quality of the relationship - not the quantity of messages - that will make the difference. For companies in the ingredients sector, this is an invitation to move away from a purely product approach and build a brand that is relational, sustainable and engaging.
Want to understand how your brand can create trust at every point of contact?
Source
Read the full report on the LinkedIn Business website:
Want to win in B2B? Build trust, not just awareness