AI made content easy to produce. Attracting enterprise B2B clients still takes earned trust - not louder brand broadcasting.

Recently we hosted TRUST, our sixth annual online conference, where B2B Marketing Leaders community members shared how B2B companies win enterprise clients in the AI era.

685 registrations from 58 countries and 103 live attendees. Thanks to everyone who joined! 😊

Olga Bondareva, Founder of ModumUp and organizer of B2B Marketing Leaders - сommunity and podcast, opened with the TRUST framework: relationships, owned authority, and borrowed authority as one system when buying moves into dark social. She showed it through ModumUp's community - 400+ members, ROI above 400% - and client work that closed more than $20M for NetApp.

Dmitry Suvorov, Senior Marketing Manager at Harbinger, argued that volume got cheap but trust did not, so Social Selling starts with content before outreach. He showed it with a clean-sheet post at 55,000 views, then 340 leads and $1.25M closed year to date.

Priyanka Dasgupta, Director, Field Marketing - US Alliances at Kyndryl, said the messenger now matters more than the message, so trust comes through employee advocacy. She showed it around Google Cloud Next - about $40M in pipeline from advocacy.

Elsa V. Paul, CGAIE, AIC, Senior Marketing Manager at Columbus McKinnon, argued that mentions are not enough - brands need to be cited. She showed it at Crosby: demo days and training reached 600,000+ people, then that expertise published so partners can carry it.

Doug Kimball, Head of Marketing at Red Sky Health, closed on borrowing a bigger market voice through analysts and influencers. He showed it at Red Sky Health - Gartner briefings led to a report mention and a sale - and the Data Avengers at 454 MQLs in four weeks.

Huge thanks to Priyanka, Elsa, Dmitry, Doug, and Olga for the amazing presentations and insights you shared! 😊

You can read the full recap here: https://modumup.com/blog/trust-2026-how-b2b-companies-win-enterprise-clients-in-the-ai-era

And watch all the sessions here: https://www.youtube.com/playlist?list=PLYO6FNoQAhYA