A PUBLICATION FROM THE INFLUENCE LAB
The Signal
What moves trust and influence in B2B.
Recent Stories from The Signal
MAY 2026 FEATURE
Trust Hasn’t Disappeared. It’s Just Harder to Find.
Why buyers trust marketing less than ever, and what earns credibility now.
Short observations from what we’re seeing, reading, and hearing across the market.
May 2026
Accuracy is not the same as trust
Accuracy is not the same as trustAI-generated content is getting better, but better is not the same as more distinctive, more useful, or more trusted.
A quick look at the signals shaping buyer behavior
right now.
May 2026
Demand shows up in high-intent moments
Demand shows up in high-intent momentsThe strongest signals are emerging where buyers are actively evaluating options.
A look at how companies show up to buyers today
and what holds up under scrutiny.
May 2026
What Clay gets right about credibility
What Clay gets right about credibilityClay builds trust through clear demos. The test is whether flexibility becomes consistent execution.
Practical ways to apply what’s working right now.
May 2026
How to show up where it counts
How to show up where it countsA practical guide to applying the issue’s core idea: trust forms when your strongest signals show up in the moments buyers are actively evaluating what to believe.
Map the moments that actually carry weightTreat consistency as a signalMake your point of view visible earlyCut what doesn’t connect
About The Signal
The Signal is where The Influence Lab explores what makes B2B ideas resonate, brands feel credible, and buyers pay attention.