Easter Egg Unlocked on Ben's Business Card !! 🥚

What's Ben up to? 👀

11 months ago, I began interviewing oodles of B2B marketers...

It all started out as a little research project I took up to get to grips lightly with how the world's changing with new technology...

I was a student at the time and set out to understand what mattered in marketing now that AI's out of the box and buzzing around our computers.

Over those 11 months, it snowballed into a project of epic proportions... I ended up interviewing 42 absolutely awesome people!!

Now, here's what my 331 days of research can teach you about trust in the age of AI:

You know Pandora's box now lets any business efficiently look the same, sound the same, and sometimes smell like musty cardboard. But how do we defeat it?

Show buyers your soul. What no model can copy.

Ask yourself:

What's my business's story so far?
What's the story behind my customers?
What does my team's own story look like?

I discovered human stories are the heart of any business. This is the physical vessel pumping the blood of trust around your enterprise. Your credibility.

I like to think about trust and credibility in the age of AI with the following analogy:

"In a world of sliced white bread. we want artisan sourdough."

Why do we instinctively prefer the "artisan sourdough"? (even if we're gluten-free) It's because it has an attractive story of effort behind it.

Credibility is not made with AI but with your story. Stories and transformations are what we all genuinely crave. Every form of entertainment you've ever seen tells a story, and most businesses forget that buyers want to hear ours.

Buyers need trust to buy from us, yet so many B2B businesses are not willing to tell their most seductive, trust-building story to the stakeholders behind lucrative deals.

The most persuasive human stories we can tell for these stakeholders who hold the keys to closed deals are called Customer Stories. Most "normal" people just call them "Case Studies," though.

I realised these B2B Case Studies were not the easiest thing to pull off, though- despite how valuable they are.

There's asking the customer to give up 30-odd minutes and "do a case study", when you're not sure if they want to, or if you should really leave them alone.

There's finding out what Customer Story your business actually needs the most and diagnosing what your buyers behind pending contracts are waiting to hear.

There's even building the right distribution strategy to get measurable results across sales and marketing! I was actually quite shocked to discover that so many B2B Case Study freelancers and agencies online were skipping this milestone...

I built KO CASE STUDIES as the end-to-end solution to the above after my research about AI in 2026. Today I'm helping B2B businesses close more deals with Customer Story programs.

It's a funny thing, what a little storytelling can accomplish.

That's my origin story... what's yours?