Let’s get real about something: The B2B buying journey has completely transformed. And if you’re still relying on traditional content alone, you’re probably getting destroyed by competitors who’ve figured this out.
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The Death of the Linear B2B Journey
Remember when B2B sales was simple?
Prospect downloads whitepaper → Sales rep reaches out → Demo → Negotiation → Close.
Those days are DEAD. 💀
Today’s B2B buyers are doing 70% of their research before they ever talk to sales. But here’s what most companies miss: They’re not just reading your whitepapers and blog posts.
They’re binge-watching your YouTube channel at 11 PM after putting their kids to bed.
They’re consuming your competitor’s video content during their morning commute.
They’re sharing quick video explanations in Slack instead of sending long email summaries to their team.
Why This Changes Everything
Think about your own behavior for a second.
When you’re trying to understand a complex topic, what do you do first?
If you’re like most people, you hit YouTube and look for someone to explain it to you.
Your B2B buyers are no different. They’re human beings who:
- Are overwhelmed with information
- Have limited time
- Need to explain decisions to multiple stakeholders
- Want to feel confident in their choices
And guess what? Video crushes all of these needs. 💪🏼
The Hard Truth About Modern B2B Content
Here’s what happens when you don’t have video content:
Your prospect finds your website. Reads your blog. Downloads your whitepaper. Gets interested.
Then they think: “Let me see how this actually works in practice.”
They hit YouTube… and find nothing from you. But they find THREE detailed videos from your competitor showing their solution in action.
Game over. 👎🏼
Why Video Is Your Secret Weapon
Video isn’t just another content format. It’s a trust accelerator that:
- Makes complex topics digestible (Try explaining your enterprise software's architecture in a blog post vs. a 5-minute video)
- Shows rather than tells (Nothing beats seeing your product actually solving real problems)
- Creates emotional connection (Your prospects get to see and hear real humans explaining real solutions)
- Speeds up the buying process (A 10-minute video can replace hours of reading and meetings)
The Real Reason Companies Resist Video
“But our industry is different!” “Our solutions are too complex for video!” “Our buyers want serious content!” ⛔
I hear these objections constantly. But let’s be honest – they’re usually covering up the real fear:
Making video content seems hard, expensive, and risky.
But here’s the thing: Your competitors who are crushing it with video didn’t start with a Hollywood production team.
They started with simple screen recordings. They started with quick explainer videos. They started with authentic content that answered real questions.
Where to Start (Without Losing Your Mind)
You don’t need to launch a full-scale video production studio tomorrow. Start small:
- Turn your top 3 performing blog posts into video content
- Record quick product walkthroughs addressing common questions
- Film short expert interviews with your team
- Create simple animated explainers for complex concepts
The key is starting somewhere. Because every day without video content is a day your competitors are building trust with your potential customers.
The Bottom Line
The B2B buying journey has changed forever. Your prospects aren’t just reading – they’re watching.
They’re making massive purchasing decisions based on video content. They’re sharing videos with their team to build consensus. They’re using video to understand complex solutions quickly. 🔑
The question isn’t whether you need video content anymore.
The question is: How much longer can you afford to be invisible in the medium your buyers prefer?
The answer might make you uncomfortable. But it should also make you act.
Because while you’re reading this, your competitors are probably uploading another video.
Guest Post Author
Gil Hildebrand
Helping creators win with AI, Founder of Subscribr, Sharing insights on YouTube + AI
