In our previous article, we explored a tough reality: our B2B websites are more important than ever in the sales process, yet many are failing short. The game has changed—81% of buyers have chosen their vendor before ever reaching out. If our websites are not creating engaging, trust-building experiences, we’re already behind.
That's exactly why video has become one of the most important tools in our B2B websites. If you think about it, many of the touchpoints that used to happen through sales conversations—product demonstrations, detailed explanations, trust-building moments—now happen in silence through independent research. Video gives buyers what they want and need in a form that is easily digestible, sharable.
This is the second article in our three-part series on exploring how to turn this challenge into opportunity. In the first part—Our websites are closing (or losing) deals without us—we looked at why our website has become our most crucial revenue driver (and why it's probably underperforming). Next, we’ll uncover how to create human connection in digital buying. But for now, let’s focus on why video is one of the best investments we can make to improve the buyer experience and win more deals.
Video is more important than ever
- 3.3 billion people watch videos daily
- 89% want more videos from brands they're evaluating
- 62% rely on video content to understand products
- 75% of all video viewing happens on mobile devices
Remember - your B2B buyers are just people who, like many today, prefer video in their daily lives. During those crucial weeks and months of independent research, they're looking for ways to understand your products or services quickly and share insights with their team. Video isn't just another content type - it's how modern buyers want to learn.
Four reasons why video wins deals earlier
- Capture attention when it's most crowded: Today's buyers are evaluating roughly 5 vendors simultaneously, and you need to capture attention fast. With 85% of requirements set before contact, video breaks through the noise when static content gets ignored. It's your best shot at making those crucial first impressions count.
- Speed up team decisions: Average buying groups are roughly 11 people strong and they need shareable, digestible content. Video is 52% more likely to be shared than other formats, helping complex ideas become immediately digestible across teams.
- Meeting buyers where they are: Modern B2B buying is increasingly happening on mobile devices - 75% of all video consumption happens there. Buyers are researching outside of office hours and need quick, accessible content. Video meets them exactly where and how they want to consume information.
- Build trust without contact: Without early sales contact, you need to build trust at scale. Video lets buyers see your solution in action, understand complex features quickly, and connect with your brand when in-person meetings aren't possible.
What this means for your strategy
- Turn what they read into something they'll watch
- Switch text-heavy content into engaging video summaries
- Bring customer stories to life through video
- Make complex features quickly understandable in simple language
- Keep it human
- 63% prefer authentic content over high production value
- Focus on clear, helpful explanations
- Remember: B2B buyers are just people looking for answers
- Make it quick
- 83% of marketers find videos under 60 seconds work best
- Break complex topics into digestible segments
- Respect your viewer's time
Start winning deals earlier
The 6sense report highlighted in the first article wasn't just a reality check - it's a call to action. If buyers are spending 70% of their journey in independent research, we need to be there with compelling content that educates, engages, and builds trust before that first sales contact.
The good news? We know exactly what works. Buyers are telling us they want more video content. They're showing us how they want to consume it. Now it's on us to deliver.
Statistics sourced from 6sense's 2024 B2B Buying Experience Report and HubSpot's 2024 Video Marketing Research
