Episode #237:Alena Iakaitite, CMO at Ozon Global, explains that B2B pipelines rarely leak leads but instead leak trust, which modern buyers increasingly rely on peers to validate. She shows how even a single failure can spread across business communities within hours, and why transparency, promise-keeping, and internal alignment are the only durable defenses. She also demonstrates how consistent communication and accountability create the customer experience that drives long-term growth.“B2B is a business society, and people always communicate with each other. You need to demonstrate consistent experience and build trust across the entire business community. Your brand voice should be the one that is transparent and willing to address what happened and how you will fix it openly.” – Alena IakaititeIn this episode, Alena shows how trust is the real source of B2B leakage. She explores how internal transparency, promise-keeping, and accountable communication fuel customer experience and long-term growth, especially in global environments where a single misstep can quickly spread across entire business communities.Follow Alena Iakaitite on LinkedInFollow Steve MacDonald on LinkedIn

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