How Much Time Does B2B Video Take From Your Team?

Key Takeaways

• Start with one video a week using about an hour of one team member's time. It depends on which steps your team wants to own, and you can adjust at any time.
• Three steps fit your team best because of your roles: pulling buyer questions from your sales transcripts, putting your own experts on camera, and posting.
• We handle the scripts, graphics, editing, and packaging (thumbnails, descriptions, chapters, links). Posting takes your team about 15 minutes, or we do it with guest access.
• The editing stays light on purpose. A few flubs show a real person, and that builds the trust that closes a sale.
• Once videos are live, the performance data decides what to make next: which questions got answered, where viewers drop off, and what moves buyers down the funnel.

How much of your team's time does a video system take?

About an hour a week from one person, to start. That covers one video a week. The exact number depends on which of the steps below your team wants to handle and how often you want to publish.

There is no wrong answer here. Taking on more work internally changes your time commitment, and it can be adjusted at any time. The video's performance data will show us what to improve next time and where to double down, so the plan gets sharper as it runs.

Three steps sit with your team because of your roles and expertise. Everything else sits with us.

We've run this play for B2B teams for years. If you want proof before the process, here's what it looked like for Twitch's sales team.

Step 1: get the buyer questions from your sales transcripts

Your team owns this one. The buyer questions come out of your sales transcripts, and you have access to those better than we do. That is where the real questions live, in the buyer's own words.

Step 2: scripts and graphics

We do this once we have the transcripts. We design what the video looks like for you, with just a little bit of feedback from your side. The way I do it is one way, not the only way. We figure it out together.

Step 3: your experts on camera, lightly edited

Your people should be the ones on camera, because of your expertise with the product or service. They represent the company. They know the stuff. And the whole point is to build trust so we can actually close a sale.

We handle the editing. We record on Riverside and do a little bit of cleanup, and it stays very lightly edited on purpose.

"By showing the little bit of flubs and things like that, you're kind of showing your authenticity. You're helping people build trust when they see you're a real person, and you're really just trying to educate them rather than razzle dazzle them with marketing fluff." — Dane Frederiksen

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Step 5: packaging, and the 15 minutes to post

Packaging is ours. We make the thumbnails and write the YouTube descriptions, which have to be optimized, along with chapters and links. We put all of that together for you.

Posting is the one place your team may spend a little time. In many cases companies want to handle posting themselves, and my guess is that takes about 15 minutes. We will see how long it actually takes. If you would rather not, we can post for you with guest access.

What the analytics decide next

Once the videos are live, we look at how they perform, and that decides the priorities. You probably want to be involved here. The questions are:

• Which buyer questions are getting answered?
• Where are people dropping off in the videos?
• What is the next piece of content that will actually move buyers down the funnel?

Buyers move toward the sale through the funnel, and the goal is to get all of their questions answered until they are about 80% of the way through. At that point they are typically ready for a sales call. So we prioritize the content that helps them get there and close a deal.

Then we iterate on what the data taught us and repeat the whole process. Buyer questions, sales transcripts, video content, post, analyze, revise. Because the analytics feed the revisions, it gets better every time. We keep checking off buyer questions until, in a theoretical world, they have run out of questions.

If you're weighing this decision, let's pressure-test it together. Grab a time and we'll figure out the right next move. No hard pitch.

Frequently Asked Questions

How much time does a B2B video program take from our team?

About an hour a week from one team member to start, for one video a week. It depends on which steps your team takes on, and it can be adjusted at any time.

Which parts of the video process should our team handle?

Three parts fit your team best: pulling buyer questions from your sales transcripts, putting your own experts on camera, and posting. Scripts, graphics, editing, and packaging sit with us.

Why keep B2B videos lightly edited?

Because a few flubs show a real person. That authenticity builds trust, and trust is what closes the sale. The goal is to educate buyers, not to dazzle them with marketing fluff.

How long does it take to post a finished video?

About 15 minutes, if your team posts. We deliver the thumbnail, the optimized description, chapters, and links ready to go. With guest access, we can post it for you.

How do you decide which video to make next?

From the performance data. We look at which questions got answered, where viewers drop off, and what content moves buyers further down the funnel toward a sales call.

Full Transcript

This is how much time it takes from your team to build a video creation system that drives inbound leads. It depends on which of the 10 steps below that your team wants to handle and how often you want to create videos. There's three key steps you and your team are best suited to because of your roles and expertise and we'll get deeper into those 10 steps in a moment. I recommend starting out with one video a week by using about an hour of one team members time. The video's performance data will help us see what to improve next time and where to double down. It's entirely up to you. This can be adjusted at any time and taking on more work internally changes your time commitment.

So it starts with step one. We're gonna get the buyer questions from your sales transcripts. You have access to those better than us. So that's probably a good role for your team.

Next, we're gonna create the scripts and graphics.

Then the next role, because of your expertise internally with the product or service you have, having your people on camera is probably gonna make the most sense. They represent the company, they know this stuff and we're trying to build trust so we can actually close a sale here. So that's why they need to be probably the people.

We can handle the editing. We use Riverside. We just do a little bit of cleanup. It's very lightly edited because by showing the, little bit of flubs and things like that, you're kind of showing your authenticity. You're helping people build trust when they see a real person and you're really just trying to educate them rather than razzle-dazzle them with marketing fluff.

Next step, packaging. We'll handle making the thumbnails and coming up with the descriptions for the YouTube videos that have to be optimized. Things like chapters, links, we'll put all that together for you so you guys can just post. If you are the ones posting, which in many cases that'll be the case. People wanna handle that themselves. So that could be one area where your team needs to spend a little bit of time. Or we can do that for you with guest access.

And then of course, there's the analytics. Once we post these videos, we're gonna see how do they perform? And then based on performance, that's gonna help us prioritize, which you probably wanna be involved in this, is like, what questions are being answered? Where are people dropping off on the videos? What's the next content that we need to make? The priority content that's actually gonna help move them down the funnel. So we're gonna see where in the funnel, if this is the beginning of the funnel, they're moving towards the sale in this direction, we're gonna see where are they dropping off? And can we get them, all their questions answered until we get to 80% of the way through? And then they're typically ready for a sales call. So we're trying to prioritize the content that's gonna help them move down the funnel and close a deal.

Then we're gonna iterate based on the data that we learn. Just kinda talked about that, based on the priorities that we have, and then we're gonna repeat this entire process. We start with the buyer questions, then we go to the sales transcripts, pull those out, make our video content, post it, then we analyze and see what do we learn, and then we revise. And because of the analytics, going into our revisions, this is just gonna get better and better every time. So we're gonna start checking off all the buyer questions that they have until, in a theoretical world, they've run out of questions. So that's what we're headed towards. And if you want some help with this, just reach out. That's what me and my company do.