But let's remember that, in B2B decision making, 'trust' is absolutely the most important part of a buy decision.
We believe that "know, like, trust" ought be the mantra of every b2b (and, for that matter, b2c) company. People need to know who you really are, what your competitive advantage might be and actually like doing business with you. But above 'know' and 'like', trust is always the most important.
Trust comes in many shapes and sizes. Prior experience is probably the major component. If you screwed a customer your trust level is zero and more business is unlikely. In the advertising business we always knew that you won accounts on the promise (of breakthrough creative) but lost accounts with sloppy account management or suspect accounting; issues of trust.
Trust can often come from 'thought leadership'. This catch-all phrase encompasses a lot of things, but mostly 'thought leadership' provides some level of trust that some of that wisdom and experience will be applied to your business too.
Trust also comes from under-promising and over-delivering. Beating expectations once strongly suggests that you have the ability to do it again. Many companies make the mistake of over-promising in the belief that this kind of pie-in-the-sky will give them a competitive edge.
Many companies, especially in the B2B world seek to bolster limited marketing budgets with puffery and (especially in the tech world) obfuscation and jargon. Nothing, absolutely nothing, beats a healthy dose of trust.