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Ask, You Answer and Endless Customers — joins Hannah Eisenberg to deliver a wake-up call for leaders still clinging to outdated marketing playbooks.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.

• Why your 2020 marketing strategy is holding you back — and how to fix it
• How to stop outsourcing your voice and start building in-house trust
• Why imperfection and speed beat polish and delay
• How to practice Ethical Disruption — breaking industry norms that no longer serve your buyers
• A simple 90-day roadmap to rebuild your marketing for the new era

Website: marcussheridan.com

LinkedIn: Marcus Sheridan

Your old playbook won’t save you — but the TrustLeader Framework can.

Take the free TrustLeader Assessment to:

• Identify your organization’s biggest trust gaps
• Understand where you fall across the 3 layers of trust
• Get a personalized roadmap for your next 90 days

👉 Take the Free TrustLeader Assessment

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 pipeline
• How transparent pricing helps you show up in both human and AI-assisted searches
• The essential pricing elements every B2B website should cover—from cost drivers to ROI
• Practical 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 cycles
• The link between transparent pricing and the TrustLeader Framework principle of Complete Transparency

Most 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.

• The five types of videos most B2B companies produce that don’t generate sales
• What the Selling Seven videos are and why they work
• How each video supports a different stage of trust-building in the TrustLeader Framework
• Practical tips for creating videos that educate and convert
• How to identify which videos to prioritize in your own strategy

• 0:00 Introduction to Video Marketing Challenges
• 06:27 The Five Video Types to Avoid
• 06:54 The Selling Seven: Effective Video Types
• 07:37 1. The Landing Page Video
• 09:14 2. The 80% Video
• 10:48 3. The Product or Service Page Video
• 11:43 4. The Bio Video
• 13:39 5. The Customer Journey Video
• 14:48 6. The Cost & Price Video
• 17:42 7. The Claims We Make Videos
• 18:38 Why Selling 7 Videos Work

Can someone copy your framework, name, or content — and get away with it?

In this episode, I sit down with Anu Kinhal, an intellectual property attorney who helped me register my own trademark, to break down the essentials of copyright and trademark for coaches, consultants, and creators.

Whether you’re just starting to define your methodology or already using a signature brand, this conversation will help you understand what’s worth protecting, when to act, and how IP fits into your trust-building strategy.

You’ll learn:

• What copyright protects vs. what trademark covers

• When you should (and shouldn’t) file for registration

• How to secure frameworks, assessments, and digital tools

• Why IP protection signals authority and trustworthiness

• The risks of skipping it — from lost funding to copycats

💬 After listening:

What’s one piece of your IP you’ll protect this year?

Message me or share your takeaways in the comments!

Takeaways:

• Understanding copyright protects your original works, while trademarks safeguard your brand identity and names.
• As a content creator, you should consider copyrighting your work once you invest time and resources into it.
• It's crucial to put a TM or R symbol next to your brand to indicate your ownership and deter potential infringers.
• The distinction between copyright and trademark can save you from legal headaches down the line, so learn it well.
• If you're building a brand or framework, take steps early to secure your intellectual property rights.
• Hiring an IP attorney can simplify the registration process and help ensure you're not leaving money on the table.

Links referenced in this episode:

• kinhallaw.com

Companies mentioned in this episode:

• IBM
• Kinhal Law

Empathy is an essential ingredient for building trust in sales, and in this episode, we dive deep into how you can cultivate this vital skill. Brian Moseley, co-owner of SailTime Boston, shares his extensive sales experience and offers practical examples of how to apply empathy in your conversations with prospects.

From active listening to being genuinely curious, he emphasizes the importance of putting your agenda aside and focusing on the needs of your clients. Brian also highlights common mistakes, such as making assumptions about a prospect's situation, and how avoiding these pitfalls can lead to stronger relationships and quicker sales cycles.

Tune in for actionable tips that can transform your approach to sales and help you become a more empathetic and effective salesperson.

Takeaways:

• Empathy is crucial in sales as it builds trust and rapport with clients.
• Always prioritize understanding your prospect's needs over pushing your own sales agenda.
• Active listening can significantly enhance your empathetic communication during sales conversations.
• Do not make assumptions about your prospects; ask questions to truly understand them.
• Being punctual and respectful of your prospect's time demonstrates empathy and professionalism.
• Practice empathy in personal interactions to improve your sales conversations and techniques.

Companies mentioned in this episode:

• HubSpot
• Semrush
• Databox
• Amazon
• SailTime
• PowerTime

Barry Angel, CEO and Co-Founder of Juriba, joins Hannah to discuss how the Windows 7 Project Plan Template and Windows 10 Servicing Timeline became game-changers in the IT landscape. By offering these comprehensive resources for free, they not only addressed significant challenges faced by IT managers but also established Juriba as a trusted market leader.

The project plan, with over 12,000 downloads, showcased their expertise and provided immense value, leading to increased credibility and demand generation. Barry explains how understanding the pain points of their target personas allowed Juriba to create solutions that resonated deeply with customers, ultimately building lasting trust.

Their strategic approach not only disrupted the market but continues to yield results even years later, proving that genuine problem-solving can elevate a brand's standing in a competitive field.

Takeaways:

• Barry Angel's creation of the Windows 7 migration project template built substantial trust with clients.
• By giving away valuable project plan templates, Juriba established itself as a thought leader in IT.
• The Windows 10 Servicing Timeline article attracted over 100,000 views, demonstrating its market impact.
• Providing comprehensive resources helped project managers effectively scope and budget their IT projects.
• The success of Juriba's templates led to increased credibility and demand for their software solutions.
• Understanding the customer persona and their pain points is crucial for creating impactful content.

Companies mentioned in this episode:

• Juriba
• J.P. Morgan
• Chase
• Air France
• KLM
• Microsoft

Branded items and gifts can be powerful tools for building and repairing trust in business relationships, as highlighted by MK Getler-Porizkova in this engaging conversation.

They emphasize the importance of intentionality behind gifting, distinguishing between traditional swag and meaningful gifts that resonate on a personal level. MK shares practical tips on when to use branded items versus unbranded gifts, stressing that thoughtful gestures can significantly enhance human connections and foster loyalty.

Through real-world case studies, such as how Caraway Home effectively uses gifts to recover trust after service issues, listeners gain insights into actionable strategies for their own businesses. With a focus on sustainability and social impact, MK encourages organizations to rethink their approach to corporate gifting, aiming to create a more authentic and empathetic marketing landscape.

Takeaways:

• Branded gifts can enhance relationships, unlike traditional swag that often lacks meaning.
• To build trust, consider the recipient's familiarity with your brand and their relationship with you.
• Curated gift collections allow recipients to choose items that resonate with their personal lives.
• Using gifts strategically in customer lifecycle moments can deepen connections and celebrate achievements.
• Sending gifts during service recoveries can help rebuild trust after a negative experience.
• The environmental impact of corporate gifting can be reduced through intentional gifting practices.

Companies mentioned in this episode:

• Loop Tie
• Caraway Home

Maxwell Nee shares expert tips and best practices for building trust through scorecard marketing, highlighting key mistakes to avoid along the way. He explains how a well-crafted scorecard can engage clients and convert leads by providing valuable insights tailored to their needs.

Case studies, such as a branding coach who generated 800 leads and a gym that saw 90% conversion rates from complimentary body scans, illustrate the effectiveness of these strategies. Maxwell emphasizes the importance of understanding client awareness and delivering value that resonates with them. Tune in to discover how you can leverage scorecard marketing to enhance your client relationships and boost your business results.

Takeaways:

• Scorecard marketing is a powerful tool for generating highly qualified leads, especially for products needing education.
• Maxwell highlights the importance of providing two-way feedback through scorecards to engage clients effectively.
• One effective strategy is to ask for contact information at the end of the scorecard to reduce drop-offs.
• Using urgency in follow-up communications can significantly increase conversion rates from leads to customers.
• A case study showed that a personal branding coach generated 800 leads through an effective scorecard.
• Highlighting gaps in clients' knowledge can create urgency and drive them to take action.

Companies mentioned in this episode:

• ScoreApp
• Rethink Press
• Amazon