# Trust is B2B currency but how do we measure it? | A review of FT's 'Trust Gap' report with Paul Collier of Funnel Fuel

Page: https://stenobird.com/podcast/trust-influence-in-b2b-7231194/trust-is-b2b-currency-but-how-do-we-measure-it-a-review-of-ft-s-trust-gap-report-with-paul-collier-of-funnel-fuel
Text version: https://stenobird.com/podcast/trust-influence-in-b2b-7231194/trust-is-b2b-currency-but-how-do-we-measure-it-a-review-of-ft-s-trust-gap-report-with-paul-collier-of-funnel-fuel.md
Podcast: [Trust & Influence in B2B](https://stenobird.com/podcast/trust-influence-in-b2b-7231194)
Published: 2026-01-13T11:00:00+00:00
Episode link: https://joelharrison1.wpenginepowered.com/trust-is-b2b-currency-but-how-do-we-measure-it-a-review-of-fts-trust-gap-report-with-paul-collier-of-funnel-fuel
Audio file: https://episodes.captivate.fm/episode/53d6158d-b00d-4c5a-a47d-9fa1e75c1c0b.mp3
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Duration seconds: 2306

## Resource

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Paul Collier, CMO at Funnel Fuel and a serial B2B marketing leader who's worked with Fortune 50 tech companies. They unpack the FT's landmark "Bridging the Trust Gap" report, which reveals that companies measuring trust are three times more likely to report stronger profits—yet only 22% actually do. Can B2B advertisers afford to ignore trust when planning their media strategies? ➡️ Paul brings hard-won client-side experience to the conversation, sharing his own wake-up call when his digital advertising spend flatlined without explanation. Together, they explore the five pillars of B2B trust (reliability, human competence, data security, ethics, and integrity), why trust gaps exist across industries, and how AI is rapidly reshaping the advertising landscape. They also tackle platform opacity, the balance between trusted media and social channels, and practical steps marketers can take to demand transparency from their advertising partners. 00:00 - Introduction: The FT Trust Gap Report 02:15 - Paul Collier's Background & Journey to Funnel Fuel 05:30 - First Impressions of the Trust Gap Report 08:45 - The Five Pillars of B2B Trust 12:20 - Trust Gaps Across Industries: Why B2B Marketers Should Care 15:40 - Paul's Wake-Up Call: The Christmas Spreadsheet Story 19:25 - Trust Differences Across Media Channels 23:10 - Measurement Gaps in B2B Marketing 26:35 - AI, Transparency & the Future of Advertising 31:20 - What Questions Should Marketers Ask Their Partners? 34:50 - Why Paul is Optimistic About B2B Advertising's Future 37:15 - Closing Thoughts & Key Takeaways Follow Paul Collier https://linkedin.com/in/paulcollier/   https://funnelfuel.io   If you care about making B2…

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