A recurring theme in my conversations over the past few months - particularly whilst reconnecting with colleagues and customers - is the massive shift we're seeing in B2B Go-To-Market strategy. There's a unanimous feeling that yesterday's playbooks are increasingly ineffective in today's buyer-driven markets.
Website numbers are dropping. Buyers now favour self-service during their journey, engaging with sales teams much later in the process. At that point, they're selecting vendors they know and trust, or have worked with previously. And cutting through the noise with carefully crafted messaging has become rather more challenging than ever.
Yet three trends are particularly fascinating and offer promising opportunities for forward-thinking marketers.
Firstly, the digital journey is changing. Remember when we thought we could map out a clear path from first touch to sale? Those days are largely over. Our buyers aren't following those carefully planned routes anymore. (If they ever did at all?)
Secondly, a refocus on brand, storytelling and humanisation. In ultra-competitive marketplaces, this presents an opportunity to tell a compelling story and build trust through human connection.
Thirdly, the rise of AI isn't going to replace your marketing team - it's going to unleash them. AI can now handle the hours spent tweaking campaigns and analysing data, leaving our marketing teams to focus on creativity and building real connections.
What does this mean for us?
Whilst some vendors chase diminishing returns with traditional tactics, we have a chance to build a marketing approach that capitalises on these changes.
Websites today shouldn't feel like corporate brochures. They ought to enable visitors with authentic, self-guided experiences that help them find the answers they need.
The secret weapon in all this? I believe it is video. Not just any video - strategic, human-centred video that:
- Puts authentic voices front and centre
- Explains real solutions to real problems
- Guides buyers through complex decisions
- Creates moments of genuine connection
But here's the key - this isn't about production budgets, fancy effects or long-form embedded YouTube videos. It's about using video to bring back the human element that B2B marketing is at risk of losing.
Want to get ahead of this shift?
- Grab attention - use video to quickly engage your visitors from the moment they land on your website, without intruding on their experience
- Find your stuck points - where do your buyers hesitate or drop off on your website?
- Create video content that provides real human connection and insight
- Let technology handle the delivery while you focus on the connection
At ReelFlow, we're excited about what we've built and the early impact our customers - and their buyers - are experiencing.
If you're interested in exploring how you can provide your buyers with a more engaging, human experience through the power of interactive video on your website, then we'd love to start a conversation.
