Credibility is the degree to which your company or brand is deemed trustworthy and believable. To establish credibility, there must be little or no disconnect between your company’s delivered competencies and offerings and the picture you paint for the outside world.
With online customer testimonials playing an increasingly important role in buyer behavior and with attitudes towards corporate spin or propaganda hardening, credibility has become an important parameter for a company’s success.

Efforts to build and sustain credibility must be ongoing and response must be immediate if that credibility is threatened. B2B businesses can earn extra credibility by representing the industry rather than the interests of a specific company—and by becoming an industry advocate instead of a salesperson.