6 Powerful B2B Video Testimonial Examples You Can Copy
Why you should read: See how conversational intelligence can unearth the right insights to save countless hours and provide premium client experience at scale.
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Head of product, Caleb & Brown
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How exactly will these video testimonial examples help you?
The years when a firm handshake and snappy suit would close a deal are long gone.
Now it's all digital advertising, SEO, social media and endless branding meetings.
But one thing remains as valuable as it ever was: a word-of-mouth recommendation.
Amidst the noise, the recommendation of someone you trust is often the deciding factor in whether you buy or don't.
But your B2B sales don't come from a client referring you to their friends, right? That's not how B2B businesses work anymore, right?
Well it is, actually. We've just stepped it up a bit.
Video Testimonials Are the New Word of Mouth.
And they're far more powerful than a single former customer mentioning you to their friend or family member. They're wide-reaching, build trust, and provide invaluable brand validation.
And they work:
- Testimonials drive a 74% increase in product purchasing.
- 72% of consumers say that reviews and testimonials make them trust a company more.
- 79% of online shoppers trust online reviews as much as friends and family.
- 90% of consumers are impacted by positive reviews
- Video has a 95% retention rate, compared to 12% for textual information
- 4x as many customers would rather watch a video about a product than read about it.
Every business markets themselves as innovative and new. Every business prides itself on its customer support, dedication to its clients, and a high-quality product or service. All businesses are blogging. All businesses are using Google Ads.
Video testimonials are something different—something your competitors aren't doing (or aren't doing as well as you can).
This article will explore why video testimonials are so great for driving B2B sales, give you the top best practices for creating high-quality, high-impactful video testimonials, and then share seven B2B video testimonials examples you can copy today.
Why Testimonial Videos are Great for B2B
The fact of that matter is that, when it comes to your own business, you aren't the most unbiased source of information.
You're not exactly objective, are you?
So why should your customers trust you? Even if you seem honest, you aren't in business exclusively to help other businesses succeed.
Before I work with you, your sales team is going to promise me the world. Their job is to say whatever they need to say to get me to sign the dotted line.
And in the B2B space, your prospective clients know it.
So why should they trust you?
They shouldn't, and they don't.
But your clients? The people who have worked with you before and have no incentive to lie on your behalf? What possible reason would they have to mess me around?
That, right there, is why testimonials are so impactful: your previous clients provide an objective account of how you helped them.
A few more reasons video testimonials are so great for B2B sales.
- Video testimonials are from people like your target customer
- They can showcase specific benefits.
- Showing a real face personalizes your business.
- Real-world numbers make the effect your business had on your client's success feel more concrete to prospective clients.
Video Testimonial Best Practices
- Focus on creating high-quality video. A video testimonial shot from your phone, without B-roll, quality audio, or lighting, is actually more detrimental to your business' objectives than no video testimonial at all. Consider using a professional third party who creates video testimonials for a living.
- Use specific video testimonials to target specific campaigns toward a segment of your target market. For instance, if you're running a Cyber Monday promotion of your Widget X6000, use a video testimonial on the landing page from a client who uses (and loves) the Widget X6000.
- Share the client's story, first. You want your prospective customers to feel connected to your clients. The more relevant they are, the more impact their testimonial will have on the decision to buy.
- Discuss the pain point. After your client has introduced themselves, ask them to share the pain point which your business addressed. Again (as above), you want your prospective customers to feel that this person (and, thus, your business) knows their specific frustrations and can solve them.
- Share specific numbers: The easiest way to make your video testimonials believable is to include real people sharing real details. Not, "This product was great and I recommend it," but "This product increased the rate at which MQLs became SQLs by 34% in the first six months."
Now you're well aware of video testimonials, why they're incredible, and the best practices for creating them. Let's dive into some powerful video testimonial examples.
B2B Testimonial Video Examples
Sometimes the best way to understand how something works isn't to read about it or hear a lecture, but to see it in action.
As a result, we've included seven successful B2B video testimonial examples from businesses like yours. We've also broken down what makes each one great, enabling you to copy the best parts of these testimonials for your own.
Let's get rolling.
B2B Video Testimonial Example #1: UI Path
What makes this B2B video testimonial great:
- Personality: Straight from the get-go, the prospective buyer can tell that this is a real person (not a paid actor). Showing your genuine interactions with your previous clients is a great way to increase the trust your prospective clients have in you.
- Clarity: This video testimonial says everything clearly, so there's no ambiguity for the viewer. For instance, the client says, "UI Path is the software that helps us..." If that need is shared by the viewer, immediately they know that the client's experience is relevant to them.
- Saying the words: "For someone who is looking to..." As above, you want to avoid ambiguity in your video testimonials. A best practice is to actually ask them, "So, would you recommend our business?" and record their response. It might seem aggressive, but you want your prospective customer to hear the words.
B2B Video Testimonial Example #2: InsightSquared
What makes this B2B video testimonial great:
- B-Roll: This video testimonial shows the value of B-Roll. If this video was just a static shot of the business CEO talking, it would be boring. Instead, with shots of the business' employees and dashboards, the viewer gets not just a more engaging video to watch, but the sense that, yes, this is a real company like my own.
- Mentions competitors: Most B2B buyers are well aware of your competitors. In fact, they're probably watching this video testimonial to help them make a choice between you. If your clients mention that competitor (in this case, Salesforce), and describe a specific benefit of working with you, it can be incredibly impactful on the prospective client's decision.
B2B Video Testimonial Example #3: Explainify
What makes this B2B video testimonial great:
- Multiple interviews: Showing that your business has made multiple people (in multiple roles) happy is a powerful way to show how great you really are. Multiple interviews also increase your chance of having your clients' words resonate with more people.
- Really saying the words: There's no confusion with the statement, "For anybody out wondering if you should work with Explainify, I think it's a very simple answer. The answer's yes."
B2B Video Testimonial Example #4: Robin
What makes this B2B video testimonial great:
- Shares common pain-points: If you can identify frequent pain points of your clients, you should identify a customer who has experienced them and feature that customer in your video testimonial. For example, in this video, the customer shares their problem with previous space booking solutions (a frequent pain point), and how the company addressed that specific pain point.
B2B Video Testimonial Example #5: FineDine
What makes this B2B video testimonial great:
- Specific numbers: This testimonial features real-world, concrete numbers which will resonate with the viewer. How much more effective is "We've increased our liquor and food sales about 15-20%" than "It was great. We grew a lot"?
- Shows the platform in action: If you sell a product which looks great, feature it in your video testimonial as much as you do on your product pages - even if it's software. This video testimonial focuses on the intuitiveness and polish of the brand's software in the hands of real users (the restaurant's customers).
B2B Video Testimonial Example #6: BlueTarp
What makes this B2B video testimonial great:
- Shows benefits for multiple roles: This testimonial features both customers at the director level and the analyst level. Because you can never be sure what level of employee your video testimonial will be seen by, it's best practice to include multiple testimonials from multiple customers. And ensure that those customers share the benefits which resonate specifically with them (which may not be the same benefits as their boss sees).
Final Thoughts
Hopefully this article has given you a better understanding of both why video testimonials can have such an impact on your business' bottom line and how you can start using them.
The video testimonial examples have taught us to:
- Only feature video testimonials if they're high-quality. A low-quality video is more damaging for your brand than no video at all.
- Use the right testimonial at the right time. If possible, it should speak directly to the product or service you're promoting.
- Feature specific benefits and specific numbers. This will increase how "real" the testimonial feels as well as make the effect of your business more concrete.
- Feature the "realness" of your clients. If they're funny or quirky, include it. The whole point of a video testimonial is to create trust, and authenticity will do that more than any script.
Dan shares on:
Brokers no longer need to spend hours each week tagging conversations manually and adding notes after each call—ZRA does all that for them.
During customer calls, brokers, salespeople, and customer success agents can easily see AI-generated notes from previous interactions and continue the conversation, whether it involves offering the customer more information about a particular token or solving a simple troubleshooting issue like two-factor authentication.
Using ZRA has streamlined customer processes, from sales to customer service calls to onboarding. “When we go through a customer onboarding process, we need a lot of information from the customer to remain compliant,” Dan explains. “With Zoom Revenue Accelerator, our onboarding team can easily see what’s been collected and what’s missing.”
After each call, ZRA will automatically create a summary and generate a list of the next steps to complete the onboarding. “Our onboarding team can now save time. When engaging with a customer, they can focus and prioritize that customer conversation.”
With automatic, AI-enabled insights into customer calls, Caleb & Brown now uses the intelligence gathered from conversations to guide business decisions. “When we want to start a new customer acquisition campaign or explore a new business line, we have insights into what matters most to our customers,” Dan says. “We can adjust our acquisition strategy and the key messages we use in our comms to match what we see.”
ZRA makes data sharing between teams easier, so brokers can share customer feedback with product and engineering teams—something they couldn’t do easily before. “In the past, it was quite clunky to pull a clip or audio file to share with other teams. Now, they can easily search through transcripts and provide those snippets as text snippets. It’s been a huge improvement to our workflow,” Dan says.
The enhanced collaboration—furthered by the adoption of Zoom Chat and Zoom Meetings—has also improved security. Teams can communicate faster and use ZRA to share data and call recordings to identify bad actors and confirm client identities quickly.
"Our teams can look at the data and make sure the voice and conversation style matches previous conversations. The auto-generated transcript that ZRA provides makes it much easier to search previous conversations." — Dan Johnson, Head of product, Caleb & Brown
In addition to tightening security, ZRA has made it easier for Caleb & Brown to track potential compliance issues and conduct quality assurance.
Along with ZRA, Caleb & Brown adopted Zoom Phone.
As a distributed company with global teams, it was important to ensure that distance didn’t impact customer experience. According to Dan, their previous provider “had significant latency issues and delays in the conversation. It made conversations quite disjointed and felt very unnatural.”
Switching to Zoom Phone solved those issues, and with the seamless integration of ZRA, they’ve gained data analysis capabilities they didn’t have before.
Since they’ve started working with Zoom Phone and ZRA, Caleb & Brown has gathered valuable data from every single customer call. “Previously, only a fraction of those calls were analyzed and reviewed. Now it’s 100%, and our team doesn’t have to do anything—the software does it for us. It’s quite magical,” Dan says.
This analysis has led to significant time savings and given the team a deeper understanding of their customers.
“Understanding those conversations and what topics matter most to our customers at scale has been absolutely phenomenal. We can’t put an exact number on it, but days, months, years of work have been saved.” —Dan Johnson, Head of product, Caleb & Brown
Caleb & Brown have gotten so much value from Zoom Phone and ZRA that they’ve expanded their Zoom ecosystem.
One such integration involves Salesforce. ZRA integrates directly with Salesforce, which means agents no longer have to spend time searching for the information they need. When a customer calls, their profile pops on the screen, allowing agents and brokers to swiftly navigate through that customer's data for additional context for a particular request. “If a customer wants to update their address, for example, the agent can click see and change that information directly in Salesforce. The useability is phenomenal,” Dan says.
Another addition is Zoom Contact Center, which provides a better way for the global support team to service customers. Rather than having support team members to have unique phone numbers, they leverage intelligent routing to streamline call volume through a single phone number. This capability makes reporting much clearer, as it's easier for leadership to understand the types of conversations being had and who is having those conversations.
With so many solutions to offer, Zoom enables Caleb & Brown to improve productivity, know their customers better, and get deeper deal insights to drive more revenue.
“One of the biggest benefits of working with Zoom is their complete product line. Having one provider that you can go to for many solutions makes things quite easy.” —Dan Johnson, Head of product, Caleb & Brown
