For technology buyers, security isn’t just an important part of the purchase decision — it’s a non-negotiable. That’s why an ever-growing number of technology providers are taking steps to demonstrate their commitment to security via a public-facing Trust Center.
An interactive Trust Center communicates a commitment to transparency and proactivity that can be a significant competitive advantage in today’s buying landscape. The savviest sellers leverage the Trust Center early in the buyer’s journey to both demonstrate that commitment, as well as to get ahead of the time-consuming security review process that can hold up deals and frustrate buyers and sellers alike.
While a Trust Center can be an incredibly valuable tool once a prospective customer is “in the door,” we know that the buying journey begins long before a prospect enters into a conversation with the sales team. They are likely researching, evaluating, and making a short list of favorite vendors for weeks, if not months, in advance of their first conversation with your team.
Recognizing this, many of our customers have taken the extra step to promote the Trust Center in their public channels, like their company’s website. Because a SafeBase Trust Center is public by default, and sensitive documentation is provided only to approved viewers, there’s no risk to sharing the link with the widest possible audience. In fact, doing so can inspire a sense of confidence in your brand from the very beginning of your relationship.
Above and beyond the buyer’s journey, you should be proud of your security posture. Showcasing your Trust Center publicly is an opportunity to demonstrate your commitment to transparency, and is likely to give you a leg up on the competition.
Four ways you can showcase your Trust Center
1. Include a link to your Trust Center on your company’s website.
Hosting your Trust Center on your company’s website, often on a "security & trust” page, acts as a public expression of your philosophy on security. It’s where prospective customers can begin to form an impression of your company’s trustworthiness as they verify your commitments to security — an impression swayed by what you’re willing to share publicly. This is a natural home for a link to your Trust Center, which is free of marketing speak, telling the full story of your company’s commitments, while also indicating a commitment to transparency and proactivity that your competitors don’t have.
Companies like HubSpot, Vivun, Formassembly, and OpenAI showcase their Trust Centers on the company website. Postman has taken it a step further, including a description of how to use their Trust Center on the website, making self-service that much easier.
HubSpot
Vivun
FormAssembly
OpenAI
2. Include a link to your Trust Center on your company’s “Why Us?” page.
For our customers, security isn’t just tablestakes — it’s a selling point. That’s why organizations like Nudge Security include a link to their Trust Center under the company’s “Why Us” section of their website. Including a link to the Trust Center here communicates your commitments in a way marketing language can’t fully express.
Nudge
3. Share your Trust Center on your company’s social media channels.
In addition to browsing your website, prospective customers (and partners, investors, and candidates) may also head to your social media channels to gauge your expertise and credibility. This is another opportunity to showcase your commitments, with a public proclamation and the uncommon extra step of offering your public Trust Center.
Crossbeam
Hootsuite
Palantir
4. Drop the link into your email signature
For security teams, a Trust Center is essentially a resume of the hard work you’ve put into your security foundation. Hosting a link in your email signature may mitigate incoming questions from prospects, customers, and internal partners. It will also reinforce the use of the Trust Center with internal stakeholders — a daily reminder of a valuable resource that will save them time and effort.
Our champion at Split proudly showcases his Trust Center with a beautifully-designed button in his email signature. Others, including LinkedIn, have leveraged the Trust Center in their OOO messages, to preempt security questions while on PTO.
How have you shared your Trust Center publicly? Are you sharing your Trust Center in other ways? We’d love to hear about it!
SafeBase is the scalable Trust Center that automates the security review process between buyers and sellers. With a SafeBase Trust Center, companies can seamlessly share sensitive security documentation with buyers and customers, including streamlining the NDA signing process by integrating with your CRM and your data warehouse.
If you’re ready to take back the time your team spends on security questionnaires, create a better buying experience, and position security as the revenue-driver it is, get in touch with us.
