013 Trust as a Differentiator

Openness and trust are two hallmarks of a successful transparent organization. While there is a lot of discussion about the business benefits of openness (speed, efficiency, clarity, reduction of bureaucracy) there is generally less said about the business benefits of trust. If anything, trust is often presented as the risk that an organization must take or the price it must pay in order to enjoy the benefits of openness.

Not so, says Sam Eidson, who uses trust as a business differentiator for his highly successful marketing agency. Carla Johnson talks with Sam about how trust and transparency can boost not only morale, but bottom-line results.

About Our Guest

Sam Eidson is a founding partner of 90octane, a conversion-driven marketing agency recognized as a top agency by BtoB Magazine. Working on the premise that trust is a differentiator, 90octane combines strategy, execution and metrics-driven optimization to drive sales and strengthen customer relationships.

Sam has over 18 years of experience in demand generation, interactive marketing, lead generation and lead nurturing. He earned his BA in International Relations from Brown University and his MBA from Darden School of Business, University of Virginia.