There is a legacy mindset that B2B marketing must be stiff, formal, and devoid of emotion. However, B2B buyers are not robots. They are people looking for solutions to stressful problems.
The Power of Video in the Buyer's Journey Complex products often require a human touch to be understood. The Data: Research from Wyzowl shows that 89% of consumers report that watching a video has convinced them to buy a product or service.
In the B2B sector, where sales cycles are long, short and professional testimonial videos can serve as powerful validators. Instead of a dry case study, imagine a professional from a similar industry explaining—in their own words—how your software solved a critical issue.
.avif)
.svg)
.avif)
.avif)
.avif)
.avif)
Breaking the "Boring" Barrier
When a potential lead is looking at complex software, they don't just want to see a feature list. They want to know, "Does this actually work for people like me?"
- Instead of a 20-page white paper -> A 60-second video summary.
- Instead of a generic stock photo -> A real person explaining a feature.
Using customer videos in B2B humanizes your brand. It shows you understand the user, not just the code.
