Ben Billups — Founder, Breaker
Published:
Relevance. Trust is a function of relevance (and reliability) over time. A B2B reader is evaluating whether you understand their problem well enough to be worth a meeting. The first touchpoint isn’t really about trust (yet), but demonstrating relevance. Demonstrate relevance 15 or 20 times in a row, and you have trust.
What does Ben Billups say on The Agile Brand podcast?
Ben Billups, Founder, Breaker, says: Ben Billups, founder of Breaker, argues that the AI-driven panic about readers distrusting AI-written B2B email misses the real problem: relevance. He advises marketers to prioritize audience definition and targeting, measure leading vs. lagging indicators sensibly, compute cost-per-qualified and cost-per-engaged leads, and be patient with newsletter programs because purchase intent often emerges many months after initial contact.
From: The Agile Brand podcast
Cite as: Ben Billups. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/ben-billups-relevance-trust-is-a-function-of-relevance-and-reliability