From Full Funnel to LLMs: why trust has become a strategic asset
How do you build a digital presence today that is capable of generating business results?
On June 24th, B2B Accelerate was held in Milan, an event we organized in collaboration with our partner LinkedIn to discuss an increasingly relevant topic: how to build a digital presence today that can generate business results?
We wanted to create an opportunity for discussion and to do so, we decided to give space to the experiences of companies and professionals who face these challenges every day: their point of view is essential to understand how trends and innovation are applied to deliver concrete results.
Although starting from different topics – from designing the digital experience to Full Funnel strategies, up to the impact of AI on discovery processes – a common thread emerged from the presentations: trust. A word that in B2B takes on different meanings, but today unites collaboration among teams, relationships with buyers, and even the way LLMs select the sources they draw information from.
People and data: the internal alliance that unlocks innovation
The sessions opened with presentations on projects developed for Crédit Agricole Italia and Florim, which highlighted how Customer Experience is a commercial accelerator that aligns people, data, and objectives.
When synergy among business, marketing, design, and IT is strong, those who manage the user experience can focus on business goals without being slowed down by technological complexity. Trust between teams thus becomes an enabler of innovation throughout the entire funnel.
Full Funnel Strategies: Trust is Built Over Time
In the second session, together with LinkedIn and Red Hat, we delved into Full Funnel strategies.
In B2B, the purchasing process involves multiple stakeholders and requires time. A Full Funnel strategy coordinates content and channels to provide continuity to this journey: trust does not come from a single campaign, but from the consistency of the experience offered throughout the entire customer journey.
AI and Search: How LLMs Evaluate Brand Authority
The last panel focused on how artificial intelligence is changing lead generation. Increasingly, buyers use LLMs to gather information. These do not simply search for content but select sources by evaluating signals of experience, expertise, and authority. In this scenario, LinkedIn has become strategic: its verified profiles and in-depth content make it one of the primary sources consulted by language models. Maintaining a presence on the platform today means "feeding" AI with quality data.
Next stop?
Channels and tools will continue to change, but the role of trust remains steady, just as it remains a constant that digital effectiveness depends on the quality of content and relationships.
We will continue to explore these themes through events, research, and case studies, because we believe that dialogue is the best way to interpret an ever-evolving market.
To not miss our upcoming events, follow us on LinkedIn and our social channels. If you want to discuss your project with us, you can write to commerciale@webranking.it.
