Bain & Company's Jamie Cleghorn spoke with the Association of National Advertisers on why it's important for marketers to work more closely with their sales teams to build connections between past customers and others who can generate social trust in their B2B offerings. 

"You're not marketing to an attribution model, but to a group of people," said Cleghorn. "You need to leverage data to target your buyer groups, and your creative messaging needs to bring your company's value proposition to life."