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Lead With Trust

Lead With Trust

Hosted by Hannah Eisenberg

Episodes

43

Latest episode

Sep 2026

Language

EN

About the show

Every week, Hannah host transformative conversations by interviewing growth-minded business executives, sales and marketing managers as well as other thought leaders who have understood that, ultimately, everything in business comes down to trust. Trust is the single most important emotion that we as buyers must feel to exchange our hard-earned money for a product or service. Trust is the universal currency every business runs on. Trust is the only constant in world where marketing tactics, AI tools, sales enablement technologies, social media platforms, etc. come and go at a pace that is hard to keep up with. We will explore tried-and-true, proven methodologies such as They Ask You Answer by Marcus Sheridan, we will discuss marketing and sales tactics that build trust and educate your buyers, we will talk about tools and technologies others have used effectively, and we will share practical advice on how you can start building trust in your organization.

Listen to episodes

43 recent
August 4, 2026Episode 4134 min

Scale Yourself Without Multiplying by Zero: Le-An Lai Lacaba on AI-Enabled Virtual Assistants

Le-An Lai Lacaba has spent seven years building an executive assistant agency where the differentiator isn't the assistants — it's that they're trained to manage AI. She's a self-described systems nerd, she wrote the book Scale You , and she's deeper into AI than almost any CEO you'll meet. So it's worth paying attention to the sentence she opens with: "If you multiply something by zero, it's always going to be zero." That's the whole argument. AI doesn't add capability to your business. It multiplies whatever is already there — your documented processes, your standards, your judgment. And if those things live only in someone's head, you're not scaling them. You're scaling the gap. In this episode we get concrete about what that looks like: the book publisher whose AI edited in 20 minutes what took human editors weeks — until two months later the work was quietly wrong, because no one had written down that a human proofreads before print. The lead-gen workflow that drafted 111 emails straight into an inbox with no way to catch the mistakes. The pattern is always the same. The win happens fast. Then it breaks in a way that reveals the standard nobody had codified. We cover: Why AI is a multiplier, not an add-on — and what that means for where you start The moment a "brilliant" AI win turns into a liability you can't see Why documentation isn't the boring part — it's the whole foundation What Le-An believes about AI now that she didn't six months ago Her one piece of advice for the CEO who doesn't know what to do next Connect with Le-an: https://www.linkedin.com/in/leanlailacaba/ Sources / Links Mentioned: • Preorder Scattered to Scaled on Kindle before October 13: https://www.trustleader.co/scattered-to-scaled-book

March 19, 2024Episode 340 min

RoofCrafters' Blueprint: Dave Owens on Creating a Trusted Brand

In today's episode of TrustBuilders, we have got a special guest who's no stranger to weathering storms. Dave Owens, a RoofCrafters, brings his 30 years of industry experience marketing and selling roofs. Dave shares his journey from putting ads in the phone books to embracing the proven business philosophy They Ask You Answer all the way to creating a visionary digital presence that sets a new standard for innovation. As we dive in, Dave will share his journey from frustrations with generic marketing agencies to in-house marketing mastery. He's gone against the grain to differentiate RoofCrafters, emphasizing authenticity over commoditization and value over price. And you won't want to miss the goldmine of insights Dave brings on fostering a video culture that's reshaped not just RoofCrafters but how the entire roofing industry builds trust with clients. From localized service area pages to leadership-driven cultural shifts, Dave's compelling narrative on the power of personal growth, targeted content, and SEO for profit will undoubtedly be an episode full of actionable wisdom. So, if you're ready to learn how trust can be the cornerstone in not just building roofs, but also robust businesses, stay tuned. Sources / Links Mentioned: • Preorder Scattered to Scaled on Kindle before October 13: https://www.trustleader.co/scattered-to-scaled-book

May 21, 2024Episode 1137 min

Trustbuilding Video Strategies: Lessons from Thad Barnette of Sheffield Metals

Welcome to another episode of TrustBuilders! Today, I am thrilled to have Thad Barnette, Senior Video Producer at Mazella Companies and Sheffield Metals and the creator of The Metal Roofing Channel, a wildly successful YouTube channel, as my guest. Thad brings a wealth of knowledge on creating compelling video content that educates customers and builds trust in the B2B metal roofing industry. In this episode, we dive deep into what it takes to be a successful content creator, from being a subject matter expert and a self-starter to the importance of collaboration and independent work. Thad shares invaluable tips on reviewing video producer resumes, focusing not just on portfolios but practical assignments when necessary. We also tackle the challenges of creating controversial content, dealing with location filming mishaps, and the essential tools and resources for video production. Plus, Thad gives us a peek into the inner workings of Sheffield Metal's YouTube strategy, how it drives sales, and why educational content is key. Timestamps: 00:41 Building a Successful YouTube Channel 02:02 The Metal Roofing Channel: Brand and Content 05:05 Content Creation and Audience Engagement 13:22 Impact on Sales and Business 23:24 Getting Started with Video Production 26:10 Hiring the Right Video Producer 34:29 Final Thoughts and Recommendations Tune in for a wealth of insights, practical advice, and more on how to leverage video content to build enduring trust with your audience. Sources / Links Mentioned: • Preorder Scattered to Scaled on Kindle before October 13: https://www.trustleader.co/scattered-to-scaled-book

April 30, 2024Episode 939 min

You Need To Be More Human In The Age Of AI: Key Lessons Learned From Impact Live

In this special solo episode, Hannah shares some of the key takeaways from the Impact Live conference recently held in Chicago. This annual event, which draws around 250 marketing and sales professionals, focuses on innovative strategies for winning and maintaining customer trust in the increasingly AI-driven market landscape. 0:00 Welcome and Introduction to Impact Live Conference Insights 01:26 Exploring the Big Five Content Framework 05:03 Leveraging AI for Content Creation 08:37 Diving Into Video Content: The Selling 7 Framework 18:42 Maximizing Website Effectiveness 28:02 Enhancing Sales Activities with Content and AI Sources / Links Mentioned: • Preorder Scattered to Scaled on Kindle before October 13: https://www.trustleader.co/scattered-to-scaled-book

February 24, 20242 min

Welcome to TrustBuilders: The Podcast for Exceptional Business Leaders

Join your host, Hannah Eisenberg, CEO of 3P Creative Group, as she embarks on a journey to redefine business growth through trust, transparency, and customer obsession. With over two decades of marketing experience and a passion for empowering businesses from within, Hannah has transformed her expertise into actionable insights for leaders ready to take control of their marketing and sales. In This Episode: Introduction to TrustBuilders: Discover what makes TrustBuilders a must-listen for industry innovators and leaders. Learn how this podcast will help you become the voice of trust in your sector by focusing on your customers' needs and questions. Meet Your Host: Hannah Eisenberg shares her extensive marketing background, her evolution from running an inbound marketing agency to becoming a Certified They Ask You Answer coach, and her vision for helping businesses thrive in the digital, buyer-driven Age of AI. What to Expect: Regular Tuesday releases of 35-40 minute episodes featuring interviews with industry leaders, CEOs, coaches, and trainers. Get ready for a mix of guest insights and solo episodes from Hannah, all designed to provide you with actionable strategies and real-world experiences. How to Listen: Available on all major podcasting apps including Apple Podcast, Spotify, Google Podcast, and Amazon. Video versions will be posted on YouTube for an enriched listening experience. Subscribe Today : Don’t miss an episode. Subscribe at https://trustbuilder.captivate.fm/ and join a community of business leaders dedicated to building trust in their industries. Remember: No matter your industry, success boils down to trust. Welcome to the beginning of your trust-building journey. Welcome to TrustBuilders.

October 21, 2025Episode 2931 min

15 Must Haves That Turn Your Pricing Page Into A Trust Engine

Today’s buyers make over 80% of their buying decisions before ever talking to sales—and 75% prefer a rep-free experience. Yet most B2B companies still hide their pricing behind forms or vague “contact us” messages. In this episode, Hannah Eisenberg breaks down why transparency in pricing has become one of the most powerful trust signals in modern marketing. You’ll learn how to show pricing safely, position it with confidence, and create a pricing experience that educates and converts before the first sales conversation ever happens. What You’ll Learn: Why hiding your pricing damages buyer trust and costs you a qualified pipeline How transparent pricing helps you show up in both human and AI-assisted searches The essential pricing elements every B2B website should cover—from cost drivers to ROI Practical ways to write or redesign your pricing page without “locking yourself in” How to use pricing articles and calculators to educate buyers and speed up sales cycles The link between transparent pricing and the TrustLeader Framework principle of Complete Transparency Sources / Links Mentioned: • Preorder Scattered to Scaled on Kindle before October 13: https://www.trustleader.co/scattered-to-scaled-book

March 26, 2024Episode 435 min

Transforming Your Website into a Trust-Building Powerhouse with Nick Burrage

In this episode, Nick Burrage, the CEO and founder of the UK-based Ambitions Agency, talks about the importance of buyer-centric websites filled with informative, educational material. Nick Burrage began his career in the advertising industry with a challenging start, dedicating a year of his time working without pay. His break came with a position at the renowned agency Saatchi & Saatchi, a name so well-established that even his mother recognized it. For over a decade, Nick honed his skills in crafting effective commercials and press posters, which propelled him forward in the industry. Nick draws on his extensive experience, including crafting TV ads for Ford and directing for global brands, to share game-changing insights on how businesses can engage potential customers by addressing their needs and problems directly on their websites. Sources / Links Mentioned: • Preorder Scattered to Scaled on Kindle before October 13: https://www.trustleader.co/scattered-to-scaled-book

January 30, 2025Episode 2640 min

Mastering Empathy: Tips for Sales Success You Can Use Today

Empathy is an essential ingredient for building trust in sales, and in this episode, we dive deep into how you can cultivate this vital skill. Brian Moseley, co-owner of SailTime Boston, shares his extensive sales experience and offers practical examples of how to apply empathy in your conversations with prospects. From active listening to being genuinely curious, he emphasizes the importance of putting your agenda aside and focusing on the needs of your clients. Brian also highlights common mistakes, such as making assumptions about a prospect's situation, and how avoiding these pitfalls can lead to stronger relationships and quicker sales cycles. Tune in for actionable tips that can transform your approach to sales and help you become a more empathetic and effective salesperson. Takeaways: Empathy is crucial in sales as it builds trust and rapport with clients. Always prioritize understanding your prospect's needs over pushing your own sales agenda. Active listening can significantly enhance your empathetic communication during sales conversations. Do not make assumptions about your prospects; ask questions to truly understand them. Being punctual and respectful of your prospect's time demonstrates empathy and professionalism. Practice empathy in personal interactions to improve your sales conversations and techniques. Companies mentioned in this episode: HubSpot Semrush Databox Amazon SailTime PowerTime Sources / Links Mentioned: • Preorder Scattered to Scaled on Kindle before October 13: https://www.trustleader.co/scattered-to-scaled-book

December 10, 2024Episode 2437 min

Corporate Gifting Reimagined: From Waste to Meaningful Connections With MK Getler, CMO of Loop & Tie

Branded items and gifts can be powerful tools for building and repairing trust in business relationships, as highlighted by MK Getler-Porizkova in this engaging conversation. They emphasize the importance of intentionality behind gifting, distinguishing between traditional swag and meaningful gifts that resonate on a personal level. MK shares practical tips on when to use branded items versus unbranded gifts, stressing that thoughtful gestures can significantly enhance human connections and foster loyalty. Through real-world case studies, such as how Caraway Home effectively uses gifts to recover trust after service issues, listeners gain insights into actionable strategies for their own businesses. With a focus on sustainability and social impact, MK encourages organizations to rethink their approach to corporate gifting, aiming to create a more authentic and empathetic marketing landscape. Takeaways: Branded gifts can enhance relationships, unlike traditional swag that often lacks meaning. To build trust, consider the recipient's familiarity with your brand and their relationship with you. Curated gift collections allow recipients to choose items that resonate with their personal lives. Using gifts strategically in customer lifecycle moments can deepen connections and celebrate achievements. Sending gifts during service recoveries can help rebuild trust after a negative experience. The environmental impact of corporate gifting can be reduced through intentional gifting practices. Companies mentioned in this episode: Loop Tie Caraway Home Sources / Links Mentioned: • Preorder Scattered to Scaled on Kindle before October 13: https://www.trustleader.co/scattered-to-scaled-book

May 28, 2024Episode 1251 min

Crafting Compelling Brand Stories: The Power of the StoryBrand Framework with Erin Fults

Welcome to Trustbuilders. In this episode, we take a closer look at the art of crafting compelling brand messages that resonate with audiences. Erin Fults, a certified StoryBrand guide and They Ask, You Answer coach, explains the power of clear messaging in marketing as we discuss the StoryBrand framework, the importance of making the customer the story's hero, and how to effectively engage customers by addressing their needs and desires. Episode Highlights: 03:20 The Importance of Clear Messaging 11:25 Understanding Customer Desires and Needs 22:04 The StoryBrand Framework Breakdown 25:20 Balancing Success and Failure in Messaging 26:04 The Seven-Part StoryBrand Framework 27:31 Common Struggles with StoryBrand Implementation 37:31 Real-Life Success Stories with StoryBrand 45:05 The Importance of Consistent Marketing Efforts Join us as we uncover the keys to unlocking impactful brand communication and connecting with your audience on a deeper level. Sources / Links Mentioned: • Preorder Scattered to Scaled on Kindle before October 13: https://www.trustleader.co/scattered-to-scaled-book

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