In B2B sales, trust is the foundation of every buying decision. Studies show that before making a purchase, potential customers typically spend around 7 hours engaging with a company’s content across different platforms and formats.

What does that mean?

To earn trust, businesses need to deliver valuable content consistently — through blog articles, webinars, case studies, social posts, or videos. These touchpoints collectively shape perception and build familiarity over time.

It’s not about pushing the hardest sales message. It’s about showing up with relevance — again and again. The content you share becomes the groundwork for credibility, expertise, and connection.

For companies working with trigger-based lead generation, this strategy is especially relevant. A lead might react to a sales trigger — but the real difference lies in whether they already trust your brand. If they’ve spent hours with your content, they’re more likely to respond, convert, and commit.

Conclusion: The 7-Hour Content Strategy is not just a marketing concept — it’s a framework for sales growth. Those who invest in long-term engagement build stronger relationships, shorten sales cycles, and win better customers.