This article is designed to teach you how to develop customer testimonial videos to win b2b clients – even in the tech industry.
First off – let’s break this down into a few different elements since it’s a bit of a long question.
First off – what is involved in developing a video testimonial?
First off, video testimonials are one of the most underrated types of video you can have in your business.
Customers can say things in a way that the business itself can’t. If a business talks about how great their customer service is, it sounds empty and gloating – but when a customer says the customer service was the best they’ve ever experienced – it has a totally different trust factor.
So anytime I hear a company say that testimonials don’t work, I challenge them with the fact many industries have made them illegal (industries like financial, medical, legal).
They are banned in certain industries because they are too powerful!
When it comes to the tech industry, there’s a wide variety of ways to direct your testimonials. Whether you are a tech app, website, hardware solution. Tech can look very different depending on what “tech” we’re talking about.
We do a ton of testimonial videos in the b2b space as it’s one of the easiest, cost effective, and convincing videos to drive results.
The structure of your core questions are outlined below here.
So what’s involved in developing a video testimonial for b2b tech clients?
In short: a good story!
Imagine you are a non-profit in mental health, and this was the story you told instead of just sharing statistics, data, and “information”.
Stories matter because they connect with people. Can you use storytelling to develop your own customer testimonial videos?
What are essential elements in developing a script?
Here’s our secret process to a powerful testimonial.
A character is introduced that looks like your customer.
They share what their problem was before hiring your business
They share what they were looking for in terms of results.
They share the search process they went through to find you
They share why you were the best.
They share the process of your services / product.
They share the transformational results you brought.
They share their final recommendation and CTA
Where is it best to use a testimonial video?
It’s best to use video wherever an emotional connection is desired.
In b2b, for years, sales persons would routinely travel across the country to meetings with high value potential deals. They went in person because seeing each other, hearing their voice, and all of the non-verbal communications matter. There are psychological reasons that testimonials work – but there are also psychological reasons that video work. The sweet spot, is when you combine them.
Sometimes you use testimonial videos on your website, sometimes that’s in a pitch meeting, sometimes that’s in an up-sell, sometimes that’s in an email marketing campaign.
It’s best to use a testimonial video wherever you want to share things that a sales person can’t share. Example: when a sales rep saying how customers love working with their company, it falls flat and feels empty. When you have a video of a person at a company your prospect knows and respects, it is like a nice warm personal recommendation.
In b2b sales, if you could choose between cold leads and nice warm personal recommendations, which would have a higher conversion rate?
How can you examine the results to determine if a testimonial video is gaining new clients?
A huge difference between b2b and b2c is that often, though not always, you know your customer and can track your prospects throughout the buyers journey.
You can track marketing communication, you can track clicks, you can track video views, from email campaigns all the way through to purchases throughout the entire lifetime of a client.
The benefit of a tech company is that you probably are more aware of tracking options in a CRM to attribute actual top line sales to your testimonial videos.
For example: do you tag prospects in your CRM with what videos they have watched on your website? If they watched 3 testimonial videos, are you scoring those leads to indicate they may be highly active and interested prospects?
Beyond tagging – you can automatically send other videos to their email saying “thought this video may be interesting to you”. Perhaps not immediately when they are on your site, but 24 hours or 3 days later.
How to use feedback to develop future customer testimonials?
Tracking leads from merely web visitor to customer can influence a lot of decisions.
Specifically with video, there are premium hosting tools you can use that give you a lot more data than just view count.
There are tools to embed videos on your website that allow you to:
1 – track your email subscribers and tag to see which videos they are watching
2 – track the exact moment that viewers clicked away (or stopped watching) your videos.
3 – track the any spots in the video that people watched more than once.
You can track a lot more details, but those are the big 3 data points to track.
Which videos is a specific lead interested in, when are people losing interest, and which points are maybe unclear or most interesting.
If you know who your ideal customer is – and you know what videos they are watching – you know which videos lead to sales – you know what they liked or turned them off in each video – that’s massive data you can use to structure your next video testimonials.