Why Buyers Don’t Trust You Yet with Jared Gibson

About this episode

Jared Gibson discusses the importance of building trust with buyers through consistent content and executive visibility in B2B sales.

Jared Gibson breaks down a hard truth most B2B companies are missing, the real problem is not pipeline, it is familiarity. Buyers are no longer waiting for sales calls. They are watching, researching, and forming opinions long before they ever reach out. That means trust is being built in the background, and if you are not showing up consistently, you are already losing. He explains why content is no longer just marketing, it is part of how companies earn attention, build credibility, and stay top of mind in a crowded market. Jared is the founder of Outworks, a company helping B2B leaders turn their thinking into consistent, buyer-facing content that builds trust over time. With a background in sales, marketing, and leadership, he has seen firsthand how buyer behavior has shifted and why executive visibility now plays a direct role in growth, recruiting, and closing deals. His work focuses on building content systems that feel human, not automated, even in a world powered by AI. In this episode, Jared shares why most LinkedIn content fails, how AI should be used without turning your message into noise, and why consistency beats intensity every time. They also talk about the…

People in this episode

Host: Adam Spector

Guest: Jared Gibson

Topics covered

• B2B sales
• buyer trust
• content marketing
• executive visibility
• LinkedIn content
• trust building

Keywords

• B2B companies
• buyer behavior
• content systems
• AI in marketing
• vanity metrics

Mentioned in this episode

Organizations: Outworks

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