💡 Joris van der Waart, CMO at Lumosa, shares invaluable insights on building brand trust and the critical importance of deeply understanding the Ideal Customer Profile (ICP). He highlights the ongoing decline of trust within B2B relationships and emphasizes that marketers must rebuild it through authentic dialogue and genuine curiosity. Drawing from his experiences, Joris illustrates how direct, unfiltered engagement with customers and internal teams strengthens relationships and sharpens marketing strategies. 💡

"Trust is a basic need, and trust is also about feeling. When your intentions are pure and good, and you are authentic, really close to yourself and genuinely interested in helping your customer, people feel that and respond to it." - Joris van der Waart

This conversation explores the profound transformation when businesses shift from mere familiarity to truly knowing their customers by asking the right questions and being proactively involved. Joris advocates bridging internal communication gaps and fostering sincere involvement inside and outside the organization. His strategic approach demonstrates how prioritizing transparency and continuous conversation elevates customer satisfaction and aligns teams around common goals, creating a culture of trust and authentic interaction in B2B leadership.

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