Your next enterprise prospect already has an opinion about your company. They formed it last Tuesday at 11pm, on their phone, reading G2 reviews and skimming the third Google result for your name. By the time they get on the discovery call, the deal is half-won or half-lost — and your sales team has no…
A churned customer posts a thread on Reddit at 9pm Tuesday. By Wednesday morning, your branded search results show it on page one. By Thursday, an AI Overview is referencing it when prospects ask whether your product is reliable. By the following Monday, two enterprise deals have gone quiet without explanation. This is what a…
Most B2B marketing teams obsess over their own funnel — landing pages, nurture sequences, lead scoring, sales handoff thresholds. Meanwhile, a parallel funnel is running outside their dashboards, on G2 and Capterra and TrustPilot, and that funnel is converting the actual buyers. Prospects research peer reviews before they fill out your form. Buying committees vote…
Before a B2B buyer evaluates your product, they evaluate the people building it. They look up your CEO on LinkedIn. They check your CRO’s posting history. They click through to your head of product to see whether the company knows what it’s doing. Each of those profiles is now a critical pre-sales touchpoint — a…
Open an incognito browser. Type your company name plus the word “reviews” or “vs competitor.” Look at the AI Overview that appears above the organic results. That paragraph — written by an AI that read every public mention of your company — is now the first impression a B2B buyer gets when they research you….
The B2B buying journey has fundamentally changed. Decision-makers now consume an average of 13 pieces of content before engaging with sales, and a growing share of that content is video. B2B video marketing is no longer a creative experiment reserved for top-of-funnel awareness — it is the single highest-performing format across the entire buying cycle,…
There is no shortage of generic B2B brand videos circulating online. The trade rags and award shows celebrate the same shortlist every year, but very few of those examples actually drove pipeline. This guide focuses on b2b video marketing examples that produced measurable revenue outcomes — the patterns worth copying, the production approaches worth funding,…
Video has the highest engagement of any B2B content format, but it also has the most poorly measured ROI. Marketing teams celebrate view counts while CFOs ask how much pipeline the video actually influenced. This guide breaks down the b2b video marketing statistics that matter, the attribution models that prove revenue impact, and the video…
Not all B2B videos do the same job. A polished brand anthem will not close a deal. A product walkthrough will not build category authority. Picking the wrong content type is the single most expensive mistake in B2B video — wasted budget on assets that never had a chance of producing the outcome the team…
Most B2B brands have a video budget. Far fewer have a video marketing B2B strategy that actually drives pipeline. The difference shows up at quarterly business reviews: programs without a strategy report on view counts, while programs with one report on influenced revenue. This guide walks through the five components of a B2B video marketing…
