The Key to Building Trust in a Zero-Click World: Highlights from IMPACT Live

Recently, over 300 marketing and sales professionals gathered at IMPACT Live to tackle some of today’s biggest challenges: declining organic traffic, fewer leads from traditional inbound marketing, and a buyer’s journey that’s increasingly independent of sales. The urgency in the room was palpable, as nearly everyone raised their hand when asked if they’d seen a dip in organic search traffic and lead generation. Here’s what we learned about navigating this uncertain landscape and building a trustworthy brand in 2025.

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A New Reality: Buyers Are Vetting Us to Death

Buyers today complete about 80% of their decision-making before ever reaching out to sales, thanks to AI and abundant information. But while marketing teams are aware of this shift, many sales teams are still resistant, viewing buyer education as “a marketing job.” In reality, the only path forward is complete alignment between sales, marketing, and customer experience. To win in this new landscape, we need to build trust at every touchpoint.

No More Building on Google Alone

Gone are the days when you could reliably build a pipeline of leads with SEO and content marketing alone. Inbound marketing is no longer a failsafe for generating leads, and reliance on Google’s algorithms is increasingly risky. With uncertainty around what drives search results and AI potentially moving toward zero-click answers, brands can’t solely rely on search engines for visibility.

Instead, we need to focus on what we do know and what still works. The answer? Build more trust.

Trust as Your North Star: The 4 Pillars

In uncertain times, trust should be your North Star and the filter through which every decision is made. If a strategy doesn’t build trust, it’s probably not worth pursuing. This approach requires consistency across departments and a singular focus on connecting with the customer. Here’s how the 4 Pillars of Trust can guide you:

1. You have to be willing to talk about the things that others aren't willing to talk about,
2. You have to be willing to show what others aren't willing to show,
3. You have to be willing to sell in ways others aren't willing to sell and
4. You have to be willing to be more human than others are willing to be.

For example, this shows up as:

• Transparency: Share pricing, processes, and potential challenges openly. Being upfront about what you offer, including costs, can build a stronger connection.
• Authenticity: Be willing to address questions and concerns that others may shy away from, such as product comparisons and potential downsides.
• Humanity: Show your team, imperfections and all. Letting customers see the real people behind your business helps create a relatable and memorable brand.
• Education: Educate rather than sell. Becoming a trusted resource not only increases credibility but also positions your brand as a go-to solution when buyers are ready to commit.

Disruption is the New Content Strategy

Standing out isn’t just about keeping up with the trends; it’s about changing the way people think about your industry. In 2025, disruptive content should be the focus. Instead of creating ripples, aim for content that makes waves, causing your audience to stop and ask, “Who is this company?” To do this, consider strategies like:

• Rethinking old practices or norms that are outdated and proposing customer-first changes
• Challenging industry assumptions in a way that supports your audience’s needs
• Developing original content that addresses pain points in a new, innovative way

Think Video-First

With video making up 82% of all internet traffic, adopting a video-first strategy is essential. Start thinking like a media company: If there’s something you can show rather than tell, create a video. Prioritize high-impact platforms like YouTube Shorts, Instagram Reels, and LinkedIn video. Try focusing on Big 5 topics—like cost, comparisons, and reviews—to reach more people looking for solutions in your field.

The Future of Search: Signals and Zero-Click Content

As we move toward a zero-click environment, brand discovery will depend less on SEO rankings and more on “signals.” These signals—everything from social engagement and video content to podcast appearances—are how both people and AI will recognize you as a trusted brand. Focus on creating genuine, useful content that reflects your expertise, and be active on social platforms to build a recognizable presence.

Self-Service Tools for Empowered Buyers

With customers taking control of their buying journey, providing self-service tools on your website is essential. These tools help customers independently explore options, gather pricing information, and make informed choices. Consider adding:

• Self-assessments for product suitability
• Self-scheduling for consultations or demos
• Pricing calculators to give accurate estimates
• Configurators for customizable products
• Product selectors to help customers find the right solution for their needs

The Human Element: Your Most Valuable Asset

In an AI-driven world, the personal touch is more critical than ever. Humanize your brand by showing the real people behind it, using conversational language, and embracing imperfection. This authenticity fosters stronger connections and sets you apart from companies relying too heavily on automation.

As you plan for 2025, keep these strategies in mind: build trust, disrupt where it counts, embrace video, leverage signals, and prioritize self-service. And above all, remember that building a trustworthy brand isn’t just a tactic—it’s a foundation for long-term success.