Funnels and content volume don’t build trust. Standout experiences do.
It’s time to invite the right clients into your world by creating something they actually want to be part of.
A few months ago, I helped an agency owner host her first think tank.
It wasn’t a huge event, there were no stages, speaker lineup or fancy name tags.
Just a handful of purpose-driven community leaders in the same niche, sitting around a table, talking about the real challenges they were facing, especially the ones no one says out loud on LinkedIn.
By the end of the two-hour session, here’s what happened:
→ The group asked for a follow-up. They came for perspective but left feeling like collaborators.
→ The host was able to speak directly to the pain points in the room, sparking deeper conversations that opened the door to project work.
→ And now, after running a few more of these think tanks, she’s landed new clients not from pitching, but from showing up as a convener and strategic leader in her space.
That’s what a standout experience does.
It’s not flashy, it’s not expensive and it’s not about scale.
It’s about creating a moment of connection and clarity: one that reflects what your agency stands for and makes people feel invited, seen, and supported.
In a noisy, skeptical market, standout experiences aren’t extra. They’re the new foundation for visibility and growth.
That’s why the fifth pillar of the Trust Equity System™ is Pipeline. And in this framework, pipeline isn’t about automation or content calendars. It’s about intentional, high-trust experiences that spark credibility and connection.
Rethinking Pipeline: Not a Funnel. A Signal.
Most agencies still treat pipeline like a funnel: you push out content, collect leads and hope some convert.
But in 2025? That’s just noise.
Getting ahead of the curve right now isn’t about creating more content.
It’s about creating signature experiences, the kind that make people pause, connect, and remember what you stand for.
Experiences that reflect your values and leadership before a proposal is ever sent.
Your pipeline isn’t just what you fill. It’s what you embody.
Why Experiences Work (Even When Content Doesn’t)
If you’ve ever hosted something that created real energy, a conversation where people opened up, connected, or followed up days later, you’ve felt the power of an experience-first approach.
Experiences do what content can’t:
- They pause the scroll.
- They spark emotion.
- They build trust in real time.
You’re not just sharing your expertise. You’re giving people a taste of what it’s like to work with you.
That’s what makes the difference in a skeptical market.
3 Types of Trust-Building Pipeline Projects That Work Now
Let’s get practical. Here are three kinds of standout experiences I’m seeing work across the agencies I coach and collaborate with:
1. Community Leadership Projects
Facilitate think tanks, peer roundtables, or collaborative panels. You become the connector, not just a contributor.
Example: One agency runs a quarterly niche leadership circle. No sales agenda, just real talk with real decision-makers. It’s now their top referral source.
2. Event Experience Projects
Host gatherings, either virtual or in person, that reflect your niche and your values. The key isn’t size. It’s intention.
Example: At Agency Together, our Strategic Partnership Mixers lead to partnerships, referrals, and collaborations because the experience is carefully designed around trust not self-promotion.
3. Impact Projects
Do something bold and generous that reflects your agency’s purpose.
Example: One agency offers a grant to help underfunded nonprofits rebrand. Another hosts outdoor strategy retreats. These aren’t content plays, they’re credibility builders.
Why This Builds Real Pipeline
These experiences aren’t about performance, they’re about presence.
When done well, they lead to:
✔ Word-of-mouth that actually spreads
✔ Aligned clients who resonate with your values
✔ Invitations to collaborate and refer
✔ A natural flywheel of credibility and connection
No hacks. No chasing. No burnout.
What Got You Here Won’t Get You Chosen Next
If you’re pouring energy into content but still feel invisible. If your pipeline is filled with mismatched leads or if your referrals have stalled…
It’s not a signal to do more. It’s a signal to create something worth being part of.
That’s what the Pipeline pillar of the Trust Equity System™ helps you do.
The experiences you design say more than your marketing ever will and that’s where trust begins.
Next Step: Want to Build a Standout Experience?
If growth has stalled and you’re ready to spark more aligned opportunities, don’t default to content volume.
Start with the kind of experience people remember.
Day 5 of the free Trust Equity System™ email mini-course walks you through how to design a Pipeline Project that attracts with trust not tactics.
Get the short email course here
👆To building a pipeline people actually want to be part of.
