Why Trust is the Fastest Way to Long-Term ROI w/ Ashley Faus, Head of Lifecycle Marketing, Portfolio @ Atlassian

AI is everywhere. Budgets are tight. Audiences are skeptical. So how do you get people to actually trust your brand—and stick around? In this episode, Ashley Faus joins us to talk about what trust really looks like in marketing today. We get into how common language like “lead capture” and “MQLs” is working against us, and why rethinking your buyer’s journey—starting with intent and ending with long-term value—can lead to better results. We also talk about her new book, Human-Centered Marketing, and why building trust isn’t fluffy—it’s a strategic advantage. Register now to attend live and to receive show notes and a special pre-order bonus from Ashley. What You’ll Learn: What trends in public trust mean for marketers The language and practices marketers are using internally that hurt their chances for connecting with their audience A new way to think about the audience journey that honors the intelligence and curiosity of your audience Resources: https://www.linkedin.com/in/ashleyfaus/ If you'd like to buy Ashley's new book, you can order it here and get 25% off when you use code: KOGANPAGE25 https://97thfloor.com/articles/podcasts/why-trust-is-the-fastest-way-to-long-term-roi↗ "People trust people like themselves and people buy from people they trust. And so how do you showcase the humans? Which work remains important for the humans to do and having the thoughts and connecting with folks continues to be something that I think even in the age of AI is gonna be more important." - Ashley Faus Timestamps: 08:36 - Why trust is essential for business results 13:58 - The content playground vs. traditional funnel 20:54 - The case against gated content 23:13 - Data-informed vs. data-driven measurement 34:56 - Short vs. long-term content strategy 41:22 - Book discount and final takeaways

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