Trust isn't binary. It's not simply "trusted" or "not trusted". It exists on a nuanced spectrum that ranges from algorithmic recommendations to the unshakeable faith we place in our closest relationships.

The algorithms know your expertise. But do they know YOU?

In the rush to measure every marketing dollar spent, we've developed a dangerous obsession with attribution models that miss the forest for the trees.

The boss leans back in her chair and asks: "Which campaign actually drove those sales?" The room goes quiet. Everyone knows the truth, but no one wants to say it.

Two powerful forces - social selling and answer engine authority positioning are colliding. And when they do? The benefits are exponential.

In social selling, authenticity isn't just important - it's everything. Yet countless financial services firms are unknowingly sabotaging their social selling efforts by outsourcing their voice to people who fundamentally cannot represent them authentically.

For financial services providers embracing social selling, understanding and leveraging long runways isn't just helpful - it's absolutely essential.

The changing landscape of social selling

Let's be honest—most of us are tracking the wrong things on social media.

For the past decade or so, marketing departments have largely dictated the customer acquisition narrative.

Have you ever noticed how rarely someone reaches out after reading your carefully crafted LinkedIn article?

Why your LinkedIn sales strategy needs a reality check

Content might get you noticed, but strategic sales engagement gets you meetings.