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.
July 2026 FEATURE
When AI Helps Buyers Build the Case
When AI Helps Buyers Build the CaseB2B buyers are using AI to research vendors, compare options, and pressure-test claims before they talk to sales.
A quick look at the signals shaping buyer behavior
right now.
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.
July 2026
What Buyers See First
What Buyers See FirstAI-assisted research can shape a buyer’s first impression before they ever reach your website.
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.
Juy 2026
AI Search Is Becoming Part of Buyer Research
AI Search Is Becoming Part of Buyer ResearchG2 found that 79% of software buyers say AI search has changed how they conduct research. That shift changes how buyers get oriented before they engage with vendors.
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.
July 2026
Gong: Can a Category Leader Stay Distinct in the AI Revenue Stack?
Gong: Can a Category Leader Stay Distinct in the AI Revenue Stack?Gong has the visibility and proof of a category leader. The test is whether its broader Revenue AI story stays clear enough for buyers, and AI systems, to understand what makes it different.
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
July 2026
How to Show Up Before the Shortlist Forms
How to Show Up Before the Shortlist FormsA practical guide to making your company easier to find, compare, and verify while buyers are still doing early research.
- Check how AI tools describe you
- Make your category position easier to retrieve
- Write for comparison
- Bring risk questions forward
- Treat proof as part of discovery
About The Signal
The Signal is where The Influence Lab explores what makes B2B ideas resonate, brands feel credible, and buyers pay attention.