What really builds Trust in B2B.
Megan Burns, Founder and Principal at Experience Enterprises, on what genuinely earns and sustains trust between B2B buyers and vendors.
In this episode of Trusted Voices, the team is joined by Megan Burns, Founder and Principal at Experience Enterprises, for a wide-ranging conversation about what really builds trust in B2B. Megan draws on her background in customer experience to explain why trust is earned through consistent, predictable behaviour over time - not through messaging.
They dig into the difference between the trust a brand claims and the trust a buyer actually feels, how emotion shapes even the most rational enterprise purchase, and why the moments after the sale matter as much as the pitch. It's a practical look at the human foundations underneath Trust-Led Growth.
About the guest
Megan Burns is the Founder and Principal of Experience Enterprises, advising leaders on customer experience and the emotional drivers of loyalty. Her work focuses on how organisations build the durable trust that turns customers into advocates.
- Trust is earned through consistent, predictable behaviour over time - not through messaging.
- There's a gap between the trust a brand claims and the trust a buyer actually feels.
- Emotion shapes even the most rational-looking enterprise purchase.
- The moments after the sale build - or erode - trust as much as the pitch.