Why Expertise Wins in the Age of AI
the-trust-advantage

Our research revealed 3 fundamental shifts in B2B buying

Win in the AI-driven sales era with The Trust Advantage playbook

Frequently asked questions

What is The Trust Advantage report about?

 
The Trust Advantage examines how AI has transformed B2B buying and why trust has become the ultimate competitive differentiator. Based on survey data from nearly 900 B2B buyers, it reveals when human expertise matters most and provides actionable strategies for building trust in an AI-driven sales environment.

How are buyers using AI in their purchase process?

 
AI ranks as a top-three information source across all buying stages. 48% of buyers use AI to analyze vendor proposals, while others leverage it to identify solution risks, conduct competitive analysis, and evaluate build-versus-buy alternatives.

How does LinkedIn Sales Navigator help sales teams build trust?

Sales Navigator combines AI-powered insights with LinkedIn's network to help teams demonstrate expertise. Sales Assistant surfaces qualified leads, Message Assist personalizes outreach, and Account IQ delivers instant summaries for credible, insight-driven conversations.

Who should read The Trust Advantage report?

Sales leaders, revenue operations professionals, enablement teams, and individual sellers who want to understand how AI is reshaping B2B buying and how to build trust to win deals.

What methodology was used for The Trust Advantage research?

Survey of nearly 900 B2B buyers conducted by LinkedIn and Ipsos across 7 global markets: US, UK, France, Germany, Singapore, Australia, and India, examining buyer behavior, AI usage, and trust drivers across all purchase stages.

How can sales teams implement The Trust Advantage strategies?

Focus on four pillars: structure content for AI parsing, concentrate on mid-journey touchpoints, lead with professional personalization, and build transparency with validation-ready proof points. Sales Navigator enables execution at scale.