Why Is Building Buyer Trust So Hard in B2B Sales Today?

In today’s competitive B2B landscape, trust is hard to earn and easy to lose.

Active opportunities

Invited

In progress

Pending

In progress

Confirmed

In progress

Completed

In progress

Sent

In progress

Stuck

In progress

Confirmed

In progress

Completed

In progress

B2B buyers face overwhelming choices, high-stakes decisions, and pressure to justify every investment. Trust turns interest into engagement, hesitation into action, and customers into long-term partners.

And without trust, it’s almost impossible to grow your business and build a loyal customer base.

Here’s why it’s hard to build the trust of B2B buyers:

Skeptical buyers

Modern B2B buyers are more cautious than ever. They question vendor claims and require more proof before engaging.

Difficulty differentiating from competitors

With so many similar solutions on the market, it's hard for sales teams to show unique value.

More complex sales cycles

Multiple stakeholders, risk-averse decision-making, and information overload make it harder to move deals forward.

Deals stalling or lost to "do nothing"

Even interested prospects often choose inaction over commitment when they aren’t fully convinced or confident.

Ineffectiveness of traditional marketing and sales collateral

Static case studies and sales decks often fail to inspire trust or address real buyer concerns.

Reliance on cold outreach

Emails and calls from unfamiliar reps rarely resonate; buyers are more likely to engage when there's a trusted connection.

How Deeto Transforms Skepticism into Confidence

Deeto solves the trust issue by connecting prospects with real customer voices, empowering internal champions, and delivering verified proof. Prospects no longer have to take your word for it. They hear directly from satisfied customers and gain confidence in your product or service.

Here’s how it works:

Identify & Activate Trusted Customer

You’ll tap into your happiest customers and internal champions.

Seamlessly Connect Prospects

You’ll match interested buyers with relevant, trusted references.

Share Authentic Proof

You’ll deliver content and testimonials grounded in real user experiences.

Track Impact & Accelerate Deals

You’ll gain insights into what builds trust and where deals speed up.

What You Gain with Deeto

You will replace hesitation and doubt with verified proof from real users your prospects can trust. Deeto gives buyers the confidence they need to move forward.

1

With the removal of trust barriers early, Deeto accelerates your team's sales process and gets decisions faster without annoying delays and follow-ups.

2

Stand out from the competition by backing up your value with real-world validation from happy customers. Deeto adds the credibility that closes deals, saves time, and prevents wasted resources.

3

You’ll arm your reps with powerful trust-building tools to boost confidence and close rates—including real customer voices, authentic stories, and peer proof. A more confident, empowered sales team means more sales.

4

Deeto makes it easy to scale trust across your entire pipeline. You’ll move beyond time-consuming, ad-hoc reference requests while growing your business.

5

You’ll turn satisfied customers into active contributors who drive new business and feel more connected to your brand.

6

What Our Customers Say

Carmi Lañada

Director of Operations of Callbox

“Maintaining a pool of references used to be a very tedious manual task. Deeto has made this process much easier for us. We’re also able to get valuable reviews, user stories, and quotes.”

Anita Kostadinov

Chief Client Officer of SmartSites

“It has been very easy to invite our happy clients to join our platform and share their experiences with our prospects. It used to be a hassle to get leads and existing customers in touch, involving multiple departments and schedules.”

Danielle Stewart

Director of Customer Advocacy of Go1

“Deeto has been an invaluable tool for our team when launching our reference program. The platform has made it a breeze to allow customers to opt in, and the assets created are the cherry on top!”

Deeto FAQs – Answers to Your Common Questions

Find answers to the most common questions about Deeto here. Feel free to get in touch if you can’t find what you’re looking for.

How do I invite a reference to join my advocacy program?

You have 3 different ways to invite references to your platform:
- Clicking the “Add reference” button on the upper right corner of your Deeto Reference dashboard
- Directly through your CRM, if integrated
- A shareable, public self-registration link
- Specialized Campaigns

‍

Can I change my prompts and questions that I initially added during onboarding?

Of course. If you are interested in making any changes to your profile please email us.

I invited a bunch of references that are still pending. How can I increase my conversion rates and encourage them to sign up?

Congrats on starting your journey. Here are some tips we recommend:

Make sure the incentive is clear in your communications
Make sure the invites are sent through the account owner’s email address
Utilize the "Request Contribution" function

‍

Are you able to upload existing content to Deeto?

Deeto is currently able to facilitate only content that was created through the platform’s onboarding.

Can I customize my brand colors and themes?

Yes! Deeto allows you to customize the interface in order to match your brand’s theme. This can be done in various different parts of the Deeto journey including:
- Reference onboarding
- Self-registration landing pages
- Invite emails
- Referral campaigns
- Social Proof widget

‍

I invited a reference who is no longer a referenceable customer. Can I disable them in the system?

Yes. You have a disable button in each reference’s profile.

What types of customers should I invite to Deeto?

We recommend the following:

Start by inviting your absolute best customers. These are the ones you always reach out to for reference calls, etc..
Next, invite the masses. You have full control over which content is being approved, displayed, and shared, so there is absolutely no risk involved.

‍

What support can I expect from Deeto? Do they offer unlimited support plans?

We are here for you, every step of the way. Feel free to reach out to us through Slack, email, or the platform’s support chat.

How can I increase the number of seats I have on my current plan?

Deeto’s model places no limit on the amount of references and advocates you can invite, regardless of your package. The pricing is Seat based, meaning you are paying per amount of internal Deeto users. If you would like to grow your account, please feel free to reach out and we will help curate your plan.

Once I create content in Deeto, how can I share that with others?

Each content piece has its own shareable link! Once a social proof asset was created by one of your references & approved by your Deeto champion you will be able to easily click on that piece and generate a shareable link.

How can I best enable Deeto for my sales team?

Deeto offers you multiple options to set your team up for success by scheduling a team onboarding session with one of our Deeto Success representatives.

On average, how long does the reference onboarding process take?

Our onboarding process takes around eight minutes for full competition (quote, review, User Story, and Video testimonial).

What integrations do you offer with Deeto?

Deeto integrates directly with:
- the two leading CRMs today Salesforce and HubSpot
- The leading peer-to-peer review platform G2

‍

Can I customize my brand colors and themes?

Yes! Deeto allows you to customize the interface in order to match your brand’s theme. This can be done various different parts of the Deeto journey including:
- Reference onboarding
- Self-registration landing pages
- Invite emails
- Referral campaigns
- Social Proof widget

‍

Can I invite multiple references at once?

Yes, you can. There are 3 ways to do so:
- A shareable, public self-registration link
- Sharing a list of potential references you would like to invite with your dedicated customer success manager
- Deeto’s Automations feature

‍