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Sr. Manager, Client Services · MarketScale

Katie Steinberg

Katie Steinberg is Sr. Manager of Client Services at MarketScale, leading the client experience for Fortune 500 brands. She also serves as a host on the Game Changers sports and entertainment series.

5 articlesWebsite ↗
Contributor Brief·Katie Steinberg · 5 articles
Updated Aug 18, 2026

Trust and first-time decisions reshape B2B buyer behavior across industries

Steinberg argues that seismic shifts in supply chains, consumer behavior, and venue operations are creating entirely new classes of buyers who lack institutional knowledge and must make high-stakes decisions based on trust rather than precedent. She contends that this trust-based decision-making—whether in packaging equipment procurement, content strategy, or security infrastructure—fundamentally rewires how vendors must engage with their markets.

69.3%

of fans factor security into event attendance decisions

“Building a line from scratch, making a seven-figure decision, and shopping on trust because they have no other way to shop.”

Why Reshoring Is Quietly Reshaping Who Buys Packaging Equipment

Strategic buyer decision drivers across industries

Trust (no institutional precedent)9
Security as attendance prerequisite8
Authentic user experiences (UGC)7
Vendor relationships over specifications8
Peace of mind premium willingness7

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23%Trust (no
Trust (no institutional precedent)
Security as attendance prerequisite
Authentic user experiences (UGC)
Vendor relationships over specifications
+1 more

3 in 4

eventgoers willing to pay extra for security assurance

Fan-created content became the heartbeat of Super Bowl 59, revealing how brands can harness real experiences to amplify their reach.

What Super Bowl 59 Taught Us About UGC

Safety sells—and venues must rethink their entire security approach from the ground up.

From Gates to Game Time: Lessons in Proactive Stadium Security

“Setbacks became the foundation for mentoring the next generation.”

Themes:First-time buyers lack precedent, rely on trust over dataSecurity and authenticity become willingness-to-pay premiumsNew market segments emerge from structural supply chain disruption

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