Building B2B authority: How brands win the trust of key decision-makers

Awareness gets a brand noticed, but authority gets it trusted. For enterprises that sell to decision-makers, the distinction matters. Senior decision-makers rarely respond to a single ad. They respond to brands they have seen explain their thinking, take part in industry conversations, and show real expertise over time.

The ET Partner With Us provides six brand solutions, designed to create a lasting impact for a brand.

ET Roundtables

ET Executive Roundtables: Brands can engage with senior leaders and decision-makers in focused discussions, shaped around specific business objectives. ET helps define the discussion, bring in the relevant participants, facilitate dialogue, and extend engagement through agreed editorial, video, and social formats.

Spotlight Stories

For a brand to impact industry conversations, it must have a platform that unites various perspectives, while bringing in consistency through content. Spotlight Stories are hosted by ET with content ownership, real-time coverage, and post-event promotion. This setup allows brands to take charge of the discussion and showcase their business impact.

ET-Led Interviews

Credibility naturally stems from the industry leaders and peers who know your brand. In order to ensure that the brand's message is communicated, ET-Led Interviews pair a senior ET business editor with a corporate spokesman. For leaders who want to speak directly to investors, legislators, and CXOs, this becomes a channel for the brands to capture their attention

Webcasts and Live Shows

For product launches, major announcements, or real-time thought leadership, immediacy matters. ET’s digital platforms and on-demand replays keep the content available afterwards. Broadcast live to lakhs of engaged viewers on ET's platform. Real-time brand presence at the moment your audience is most attentive, with on-demand replay extending your reach post-broadcast.

Branded Podcast Series

With a Branded Podcast Series, a brand can sponsor and own an ongoing conversation about its category. Distributed to ET's loyal audio audience and available on major streaming platforms: a permanent content asset you control.

Social Media Amplification

ET's verified social handles carry your brand story to millions of active followers across platforms. Guaranteed impressions, credible context, and measurable engagement at scale.

Also Read: Are you paying to reach your target audience or just paying for the numbers?

Who these solutions suit

These channels are suited for brands seeking to build authority, not just awareness. Instead of depending on short-term promotion strategies, these solutions enable brands to build credibility with India's business audience.

Explore the best format for your brand- connect with ET Partner With Us