Strategy of Trust-Building: Examination from a Leading Global Electronics Corporation
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In today's increasingly commoditised markets, trust has emerged as a key differentiator for businesses seeking to stand out. This is particularly true when it comes to partnerships targeting Small and Medium-sized Businesses (SMBs). In this article, we delve into several case studies that illustrate the impact of trust on B2B business growth and performance.
Case Study 1: One of the World's Largest Electronics Firms (European division)
Over a five-year period, this multinational corporation partnered with a trusted payment partner to serve SMB customers across 15 websites in eight EMEA markets. This partnership generated 60-65% of the European division's total revenue.
When the firm decided to transition complex order-to-cash (O2C) operations back in-house following poor outsourcing service, trust was central to the decision. Rebuilding direct relationships and customer insight was key to scaling SMB services effectively. A strategic move was introducing a flexible 30-day invoicing option tailored to SMB cash flow needs, enabled only by a trustworthy partner collaboration. This example highlights that trust enabled operational transformation, regained customer visibility, and drove SMB revenue growth.
Case Study 2: Soar Agency's Community Marketing for SMB Brands
Soar Agency built trust in skeptical and diverse communities for SMB clients by engaging authentically. Results included millions of views, top Google rankings, and social proof that accelerated brand authority and user acquisition. Trust-building through community engagement directly translated into measurable growth such as user adoption, brand credibility, and higher digital rankings for SMBs.
Case Study 3: Owned Channels as Trust-Building Pillars for SMB Marketing
Marketing research emphasizes that SMBs grow trust by nurturing owned channels like websites and email lists with consistent, valuable content rather than pushy promotions. This trust compounds over time, leading to long-term relationship growth crucial for SMB client retention and business resilience. Genuine relationship-building content is foundational for SMB-focused B2B companies to outperform competitors reliant on fleeting digital ads.
Case Study 4: Nuvei’s Payment Partnerships
Nuvei's B2B partnerships in payment technology have enabled SMB-facing companies to improve transaction rates, streamline billing, and enable new payment options. Their case studies imply that trustworthy, reliable payment partnerships enhance SMB customer experiences and drive growth.
In summary, these cases show that trust enables critical operational capabilities, customer insight recovery, flexible financial options, authentic community engagement, and reliable payment solutions—all fostering B2B partnerships that fuel SMB customer growth and performance. Trust reduces friction, supports adaptation to SMB needs, and builds lasting business value in competitive markets.
Notable findings include:
- Streamlining the invoicing experience freed up account managers to focus on delivering real support to SMB clients.
- The European revenue from SMB customers represents 60-65% of the total European revenue.
- PwC found that 93% of executives believe trust directly impacts the bottom line.
- Forrester's 2024 Business Trust Survey confirms that B2B buyers are nearly twice as likely to recommend or pay more for services from companies they trust.
As Martha Salinas, the CCO at TreviPay, noted, "Trust is the foundation upon which successful B2B partnerships are built." This is particularly true when it comes to serving SMBs, where trust can lead to increased revenue, improved customer experiences, and long-term business growth.
[1] TreviPay. (2025). Case Study: Building Trust in B2B Partnerships. Retrieved from https://www.trevipay.com/case-studies [2] Forrester. (2024). 2024 Business Trust Survey. Retrieved from https://www.forrester.com/report/2024-business-trust-survey/-/reports/1630921 [3] Soar Agency. (2023). Case Study: Community Marketing for SMB Brands. Retrieved from https://www.soaragency.com/case-studies [4] Nuvei. (2024). Case Study: Payment Partnerships for SMB Growth. Retrieved from https://www.nuvei.com/case-studies
- In the European division of the World's Largest Electronics Firm, a trusted payment partner was instrumental in generating 60-65% of the division's total revenue over five years, demonstrating the importance of trust in business partnerships and finance.
- Marketing research highlights that SMBs build trust by nurturing owned channels like websites and email lists with consistent, valuable content, with trust compounding over time to support long-term client retention in the business industry.
