The key to making buttloads of dough with video
Trust is the not-so-secret sauce that makes video content work.
Did you know that 94% of marketers agree trust is the key to success in B2B??
Marketers love hot takes so it’s nice to see we agree on one thing at least, according to LinkedIn’s 2025 B2B benchmarks report. The report also says trust is,
“…the most valuable outcome in B2B – and the clearest path to ROI. It’s what drives every deal, every decision and every long-term relationship.”
That might sound like an exaggeration, but it’s also the truth. Every B2B SaaS company now has 100 vibe-coders trying to steal their customers. Those customers stay with you over the cheap knockoff because they trust you, and they don’t trust the guy who built his tool in a weekend.
Every business is a people business. Think about how deals used to happen; a round of gold, a handshake at a conference, a meeting over lunch. B2B has always been people selling to people.
These in-person relationships are less common now as business moves online. So how do you build relationships remotely?
Video!!
The three most important trust-builders are credibility, relevance, and authenticity, and you can build all three through video.
Credibility
Show don’t tell! Video helps you prove you know your stuff through demos and tutorials.
Relevance
Relevance is the reason infomercials start with “Has this ever happened to you?” and then show an everyday problem. You can make the perfect sales pitch, but if you’re not solving a problem the customer actually has, they’ll never buy.
This is why video sales letters are so effective: they show your customer exactly which problem you’ll solve for them.
Authenticity
Video is the most authentic form of content. Even if a video is scripted, it’s harder to hide who you are on camera than behind a keyboard. Video is the closest you can get to face-to-face without being physically present — it’s the best way to convey emotions and tell complex stories.
I love video marketing, so it always makes me happy to see hard data that shows how important it is. 78% of video marketers are already using video, which means we only need to convert the last 22% to achieve world domination.
Will you join me in this quest?
—Ademola