How do you know if your B2B video content is working?

Buyers start showing up more qualified. They stop asking the opening questions, because your videos already answered them and they moved themselves further down the funnel.

Quick Answer

Answer the buyer's specific question right up front, in their language.
Answer it so fully there is nothing else to say, so they can move to the next step.
Watch for more qualified buyers who skip the opening questions.
Prioritize: weigh the possible questions against what is realistic for your team.

This fits inside a bigger picture. If you want the full view first, here's the bigger picture.

What makes a video answer good enough?

You have done it well when you answered the question so fully that there is really nothing else to say, and the buyer can move on to the next step in their journey.

Should you answer every buyer question?

It would be great, but you probably need priorities. Look at the possible questions and weigh them against what is realistic for your team.

"So you'll know this is working when people start showing up more qualified." Dane Frederiksen

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Doing the thing is the easy part. The hard part is knowing where you're already winning and where you're invisible. That's exactly what our free AI Visibility Snapshot shows you, before you spend a dollar.

Frequently Asked Questions

What is the sign that B2B video content is working?

Prospects show up more qualified and stop asking the basic opening questions.

How should a B2B video answer a buyer question?

Up front, in the buyer's own language, and fully enough that nothing else needs saying.

How do you choose which buyer questions to answer first?

Weigh all the possible questions against what is realistic for your team to produce.

Want the full breakdown? Watch the full video, or read the full article.

Most teams don't get this right on the first try. Here's how we approached it for a real team. Curious what it'd look like for you? Let's talk it through.

Full Clip Transcript

So if I make content that answers the questions right up front, that's a really good answer that people are going to want to engage with that because I'm answering their question, their specific question in their language, and I'm doing it well. And so how do we know we're doing it well is when we've answered that question so fully that there's really nothing else to say and they can move on to their next step and their buyer journey. So you'll know this is working when people start showing up more qualified, they're not asking these opening questions anymore, they're educating themselves and moving themselves down. So out of all those questions that buyers have, what are the possible ones that we could answer? You know, it'd be great to answer everything but we probably want to make some priorities. So we're going to look at the possible and we're going to weigh that against what's realistic for our team.

Full Transcript

AI search visibility is all about showing up when your buyers are searching for you in AI. It used to be when people would try and research something, they'd go to Google and they'd find some links and then they'd go to your website and they'd research there. It doesn't work like that anymore so much. It's more about AI Overviews. People will ask a question and then AI is going to give overviews of these answers without giving you credit.

That means you're going to be invisible in the buyer journey as they are educating themselves. AI search results convert around three times better. HubSpot saw when their leads that came from AI got to the point where they talked to a sales person. They would convert three times better. There's a really good reason for that and it's pretty obvious because they are educating themselves.

They are moving further down this buyer funnel before they're willing to talk to a salesperson. Because AI is answering these questions, they're getting educated without you being part of that. But when HubSpot gave the answers to them that showed up in AI searches, by the time that they got to a point where they were willing to talk to them, the decision had been made. They were already well-educated, well-qualified and so they converted better. It can also do some other things for you.

It can convert leads faster. According to the Google rule 7-4-11 rule, buyers need to spend around seven hours with your content over four different platforms and 11 different touch points. What we're trying to do is give them that material to spend seven hours with us, educating them, building trust, moving them closer to the sale. To the extent that we can equip them to do that, we're accelerating the sales process. Then you're also going to save time.

Once you make a video asset, that answers buyer questions that get asked a lot. If you're answering these over and over again on sales calls with unqualified leads, that time you spend making that video content one time, compound over time. Let's say you spent one hour making that content. After 10 people watched that, they spent 10 different interactions of you not having to spend time educating them. Imagine 20 conversations you have, sales conversations, they're 15 minutes each.

That's five hours. Why not just spend one hour putting something out there that's really helpful that's going to educate them and move them closer to a sale? There's something else it can do. It can show you a clear return on investment. Because of, you can see the time that you're putting into creating these assets so you know what it took to make them.

Then when your buyers start showing up late stage, pre-qualified, pre-educated, that's time that you've saved, that's value you've captured and you can see the return on investment there by time saved. Right there, with a content system that's educating buyers, you're already building a machine that's going to get better over time. Let's look at what's going on. The website traffic is probably falling for you because they're getting their questions answered in AI Overviews without citing you. That means you're not even in the consideration set because you're invisible.

So they're getting their questions answered and then as they move further down here, if you're not in that first consideration set, you've missed your opportunity to be a part of their journey. They're not necessarily going to your website so much anymore. They're educating themselves everywhere. They're going to Reddit, they're going to YouTube, they're asking friends. It's a low trust environment.

So people are finding better ways to educate themselves, not necessarily on your website. So some misunderstandings about video. Video to a lot of people seem scary, seems hard, but the thing that video can do for you is help you show up in that buyer journey. So it's a good thing to do and it's not as expensive or as hard as it used to be. And I'll show you how my process works.

So basically what we do is we create this video content that answers buyer questions by starting with our goals. We're trying to accelerate sales. We're trying to get more volume, better qualified leads. So we're going to go look at our buyer questions in your transcripts in Gong or Gemini or Otter or wherever you're recording these transcripts for your sales calls. You've got the verbatim buyer questions that they're asking.

And so because you know exactly what they're searching for, you can make content that resonates with them. Another way you could go about this is use a tool like Answer the Public or an SEO search tool. And from my side, I've gone through and we've seen these are the keywords or the phrases that people are searching for. This is a high opportunity for me. People are searching for B2B video that drives pipeline.

So out of all those questions that buyers have, what are the possible ones that we could answer? You know, it'd be great to answer everything, but we probably want to make some priorities. So we're going to look at the possible and we're going to weigh that against what's realistic for our team. And so when you think about what's realistic, you know, this video content, it's not just one and done. This stuff is going to have to be updated because there's a frequency bonus that you get with both the bots and the platforms and viewers if you're showing up frequently, you know, things change, tools change, the market change.

So we got to have something that's going to be sustainable and realistic. So, you know, in my plan, I basically do 90 minutes per video. That's the time for each one of your team members. So we just need one person for 90 minutes per video. And so that's a realistic assessment.

So once we pick the thing we're going to answer in video, we approve the plan, and then we go into the build mode. And so we're going to take that buyer question, and we're going to make a video about it that goes in depth, just like we're doing right now. This is time we're going to use with your team. This is part of the 30 minutes here, part of the 90. And then we're going to post that.

That's going to take some time from your team. And we're going to go over the analysis of how things are performing. So there's 30 minutes right there. And so after we've posted, right away, we're going to see whether people are clicking and watching. We can find out within 24 hours whether we're getting traction.

After about two weeks, our A/B tests will be complete. We'll see a little more full data. And then after a month, we'll have a lot more juicy data. So I think every week is a good cadence for us to be measuring this. And then based on what the data tells us and our priorities, we're going to revise and we're going to keep answering buyer questions.

And until we have these all answered and we approach an end state where we have most of the buyer questions answered, maybe like 80% of them, you know, the main column, the main swim lane of questions you get all the time. Once this is kind of covered and they're ready to talk, that means we've got most of it covered. So that's what we're approaching. And then the these should convert better at like three times the amount roughly because they have gone through the buyer journey and educated themselves. So the reason you care is because your leads will convert better.

They'll convert faster because you've followed the 7-4-11 rule and given them the time with you educating them fully building trust. And then that time you put in there is going to compound because these assets are going to keep earning for you 24 seven. And the longer that goes on, the more time you've saved. So the savings just get better and better. And then you can look at that time you spent making this content.

And you can look at how people are converting. And that's going to show you a clear return on investment. So this is how you build a content flywheel, which is going to drive pipeline and increase the volume, quality, and speed of sales in AI search. So AI search is your friend. And if you want some help with this, I've got a downloadable checklist in the description, which is going to show you how to build a plan that's going to meet this criteria where you can reach out.

And I can help. This is what I do and love to help you out. Okay, good luck.