How to Build Trust, Grow on LinkedIn, and Win in B2B Marketing

I was in India last week and had a hilarious yet thought-provoking experience. I ordered a bottle of Bisleri. Nothing unusual. The packaging looked familiar: the signature green, the fonts, the style. It even had a Bisleri International Pvt Ltd 's popular camel. Without a second thought, I picked it up.

It was only after returning home that I realized I had bought Bicteri, not Bisleri.

The resemblance was uncanny. From the color scheme to the typography, everything was designed to mimic the trusted brand. And in a fleeting moment of decision-making, I (like many others, I’m sure) fell for it. This got me thinking

"Branding isn’t just about logos or colors. It’s about trust"

Bisleri International Pvt Ltd has built credibility over decades, becoming synonymous with bottled water in India. But the existence of near-identical lookalikes highlights both the strength of its brand and the risks of brand dilution. When I asked for a Bisleri, I didn’t just mean bottled water, I meant "that bottled water". My #brandloyalty was strong, but at the distribution level, it was a leaky bucket, leading to an imitation being handed to me instead.

Strong #brandrecall is powerful, but ensuring end-to-end consistency in #CX is just as crucial.

In the 14th edition of this newsletter, I’m going to cover:

1. How to leverage LinkedIn to land a job in this highly competitive market (cheat sheet below).
2. Old vs New: The Changing Playbook of B2B Marketing and how to capitalize on it
3. Fintech Marketing Spotlight: Plaid 's rebranding

Mastering LinkedIn: Hacks, Cheat Sheets & Personal Branding

Lately, I’ve been mentoring professionals on how to stand out in a highly competitive job market. My biggest advice? Leverage LinkedIn strategically!

LinkedIn isn’t just a job-hunting platform; it’s a powerful tool for showcasing expertise, building credibility, and increasing visibility among key decision-makers. Sharing your insights, learnings, and unique perspectives can help position you as an industry expert. The more you share, the more you learn. More importantly, it gives you visibility in front of the right people.

Do you networking, meet new people, build connections, but don't leave it at that. There are a lot of dependencies in that approach and a lot of the times, things are not in your control, but sharing your thoughts on Linkedin is. So, let your expertise speak for itself and increase your chances of landing opportunities.

But it’s not just about posting. It’s about knowing what works. The LinkedIn algorithm favors certain types of content, and understanding how to craft engaging posts, optimizing your profile, and interacting strategically can make all the difference.

If you're looking for a structured way to maximize LinkedIn’s potential, I highly recommend this cheat sheet by Chris Donnelly , which breaks down how to navigate recent algorithm changes and boost your visibility.

Old vs New: The Changing Playbook of B2B Marketing... and how to Capitalize on it.

Just as individuals need a strong personal brand to stand out, companies must rethink how they engage customers. B2B marketing has changed dramatically over the last 5 years. What used to be a straightforward checklist: having an online presence, creating funnels, and sending email just isn’t enough anymore.

Here’s a playbook by Niall ratcliffe on the new ways of doing B2B marketing and how to capitalize on it in 2025. By embracing these shifts, brands can build stronger relationships, foster trust, and create long-term value in an ever-changing market.

Fintech Marketing Spotlight

As a #fintechmarketer, I love dissecting branding and marketing strategies within payments and fintech. It fascinates me how brands take complex financial products and humanize them, simplifying their value propositions in ways that resonate with their audiences. Whether it’s a campaign, an ad, a rebranding effort, or any other marketing move that stands out, I enjoy sharing these insights with you all.

This week, Plaid 's rebranding caught my attention.

Here’s what stood out:

1. Bridging the past & the future – The brand embraces the evolution of finance, reflecting both its historical roots and the shift towards a digital-first economy.
2. Vibrant & Engaging – The new branding injects energy and personality, making finance feel more dynamic and accessible. I love the color palette, gives them so much room for creativity.
3. Design with Intent – It's like they're honouring history with the contemporary designs inspired by the intricate details of paper currency (like guilloche patterns and holographic elements), and looking forward to the bright future of finance.
4. Messaging That Resonates – The tagline "Make Money Work for Everyone" is simple yet powerful, aligning with Plaid’s mission of financial accessibility.
5. Music - Lastly, the music makes you feel like you’re stepping from the past into the future.

Plaid’s transformation is a great example of how branding isn’t just about visuals. It’s about storytelling, emotion, and connection.

Final Thoughts

At the core of successful marketing, whether personal or B2B is trust, visibility, and authenticity. Your brand, whether personal or corporate, isn’t just about what you say. It’s about how people perceive, engage with, and remember you.

Whether you're optimizing your LinkedIn strategy, adapting to new B2B marketing trends, or revamping your brand identity, ask yourself: Does this make my brand more trustworthy and relatable?

If the answer is yes, you’re not just marketing, you’re building meaningful connections.