INBOUND 2015

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Trust: The New Metric in
Selling
Steve Woods
CTO & Co-Founder, Nudge
Former CTO & Co-Founder, Eloqua

2. 1. Why Do We Trust?
2. Does Trust Matter In Buying?
3. How is Now Different?
4. What Do We Need to Do?
5. Where Is The Future?

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WHY DO WE TRUST?

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Why Do We Trust?

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The Problem of the Antelope and the Fridge

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Tools: Humanity’s Secret Weapon

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Happy Family
Conundrum
Why don’t we all just get
along happily?

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A Prisoner’s Dilemma

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Cheater Detection
Better at it than we are at
logic
C
25B
16
Logic:
• All cards with a B must have a number
greater than 20
• What is the minimum number of cards to
flip?
W

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Cheater Detection
Better at it than we are at
logic
Coke
25 yrsBeer
16 yrs
Cheat Detection:
• All people with a Beer must have an age
greater than 20
• What is the minimum number of people to
check on?
Water

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Trust, Time and Groupness

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Trust Begets Speed

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2 DOES TRUST MATTER IN BUYING?

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Brands as Proxies for Trust

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Brand: Perfect Match to Psychology
BRAND

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• Does status quo need to change?
• What needs to change?
• Is it an urgent priority?
• Who can help?
Complex Buying is “Opinion Formation”

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Relationship
Expertise
Peer
Validation
Expertise
Dissecting Trust
in the Buying
Process

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3 HOW IS NOW DIFFERENT?

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Death of the Old Way

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Everything Old is New Again
5
15
35
150
500
1500

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Viability of a New Way
THEN NOW
Contact Data
Geographical Proximity
Interaction Time
Lost
Crucial
1 hour
Permanent
Irrelevant
1 minute

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4 WHAT DO WE NEED TO DO?

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You’ve Got it Backwards

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Bring Your Own Identity

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Build From
Your Base.

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Leverage Your Team

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5 WHERE IS THE FUTURE?

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Trust: The New Metric
Commitment Asked
Trust Required

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Trust: Critical Dimension Unrelated to Funnel
Commitment Asked
Trust Required
Customer
Lead MQL SAL SQL
Minimum
Required Trust

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Trust: Critical Dimension Unrelated to Funnel
Transaction
Trust
Lead MQL SAL SQL
Customer

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Marketing Queues the Conversation

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THANK YOU
Steve Woods
CTO & Co-Founder, Nudge
Former CTO & Co-Founder, Eloqua