Today's buyers are more independent, more sceptical, and further along their own research before they ever speak to a marketer. Peer communities, self-service channels, and AI tools have replaced the traditional funnel as the primary place buyers form opinions. Forrester's finding that 72% of customers don't trust business only sharpens the stakes: brands are being evaluated and dismissed long before sales gets a seat at the table. This holds whether the buyer is B2B or B2C, enterprise or mid-market, the assumptions that built modern marketing are breaking down everywhere at once. Join this fireside conversation as our speakers explore what it actually takes to earn trust and influence with a buyer who no longer needs a vendor's permission to make up their mind. Key takeaways: - How to market credibly inside communities, dark social, and self-service channels marketing doesn't control - What AEO actually changes about being found, and what it doesn't - Why 72% customer distrust in business is a strategy problem, not a messaging problem - Building assumptions around scepticism instead of retrofitting trust after the fact - A practical read on where B2B and B2C buyer behaviour is converging