Trust has become marketers’ most valuable currency and how brands will differentiate themselves, with 94% of marketers agreeing that trust is the key metric for B2B success in 2026. Particularly in a B2B environment, where trust is the overwhelming driver for customer behaviour and the most valuable outcome for B2B brands now more than ever. Every B2B marketer knows the importance of relationships, and it’s trust that powers success and influences future decision-making.

For marketers designing for trust, live events are one of the most impactful channels. Through events, brands can create the familiarity and credibility that only comes from human connection, showing up tangibly, and getting people in the room.

Broadsword works with some of the leading financial and professional firms in the world, specialising in delivering corporate events in the financial, fintech, professional services, and political sectors for over two decades. Our clients trust us to deliver their events professionally and connect them effectively to their audiences – which is what drives our business. And for sectors like these, trust is a non-negotiable and powerful differentiator.

Our latest downloadable guide explores how you can design events for trust including:

• The 95:5 rule explained
• Trust as a growth lever
• Earning trust through events
• Measuring what matters
• Exclusive case studies from leading brands

Access and download the guide here

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