Building trust and confidence is so important to converting B2B buyers today. We know that real human connections are often the best way to build that trust - a conversation where you can demonstrate expertise, show understanding, and build genuine rapport.
But the challenge with modern B2B buyers is that they will try almost anything to avoid a sales call. That crucial opportunity for human connection is happening later and later in the buying journey, if at all.
This shifting landscape is something we observe closely at ReelFlow, and it was captured particularly well by Devin Reed (Founder of The Reeder) during his conversation with Tas Bober (Founder of Scroll Labs) on Reed Between the Lines Podcast:
"What you're really doing is trying to earn mindshare…the likelihood that they convert is low because of what their mindset is, not anything we're going to put on this page. So instead, let's optimise and be intentional about the page to earn mind share… so that later when they're really actually ready to start a sales cycle or make a purchase, we're the first one that they call.”
This insight reflects a clear pattern in B2B buying behaviour. Research shows buyers spend most of their journey researching independently, often selecting their preferred solution before making contact. In this world, many buyers are not on your website to convert immediately—they're often there to build understanding and confidence.
We need to think differently about website strategy. Whilst conversion metrics matter, evidence points to the value of building trust and understanding. For B2B organisations, this means:
- Presenting complex solutions with clarity
- Supporting internal decision-making processes
- Maintaining genuine connection during independent research
- Offering clear pathways through the buying journey
This is precisely why we're seeing short-form, interactive video become increasingly valuable for B2B websites. When buyers are researching late at night on their phones (which happens more than we might think), a 60-second video explanation often serves them better than paragraphs of text.
But it's not just about format - it's about intention. The companies winning mindshare today are those that:
- Share clear, valuable insights upfront
- Make information easily accessible and digestible
- Treat visitors as people seeking understanding, not just leads
- Guide rather than sell
With effective video content, websites can build trust at scale. When decision time arrives, buyers remember the organisations that simplified their research—those that helped them understand, share knowledge internally, and build confidence in their choices.
By focusing on earning mindshare through measured video interactions, websites can create experiences that position organisations favourably for future engagement. Organisations remember those that made their journey easier.
In today's B2B landscape, that's how silent research becomes successful sales—not through aggressive conversion optimisation, but balancing it with building trust and understanding when it matters most.
This is something we think about a lot at ReelFlow - interactive short-form video is a powerful tool in capturing mindshare of the modern buyer. If you're interested in taking a look, let’s chat!
