Let’s face it — video has become the darling of modern B2B marketing. According to Wyzowl’s 2025 State of Video Marketing Report, 89% of businesses use video as a marketing tool, yet only 30% measure the effectiveness of their videos through bottom-line sales.
That gap is telling. Many marketers know video should be powerful — it’s engaging, emotional, and scalable. It creates views, keeps people longer on your website, and generates clicks.
But despite the investment, they often see no change in their sales numbers.
Here’s the uncomfortable truth: It’s not that video marketing doesn't work. It’s that most companies are creating the wrong kinds of videos — self-promotional, surface-level, and disconnected from how real buyers make decisions.
After coaching dozens of B2B companies on video marketing, I have seen the same mistake over and over: companies focus on showing off, not building trust.
By the end of this article, you will know the seven types of videos that consistently drive sales — and why shifting from self-promotion to buyer education is the difference between “video as vanity” and “video as revenue.”
Before we dive into the types of videos that reliably drive traffic, leads, and sales, let’s have a look at the types of videos most companies produce now and why they aren't working. These are the five types of videos that dominate corporate marketing budgets, yet almost never drive tangible sales results. They may look beautiful and feel on-brand, but they fail to meet buyers where they are in the decision process.
Every marketer loves a cinematic brand story. History. Mission. Values. But for buyers evaluating a solution, it’s just noise. These videos fail because they focus on you, not them. They don’t address your customer’s problem, and they’re usually too polished to feel real.
Now, your values do matter — in fact, integrity and shared values are two cornerstones within the TrustLeader Framework — but brand videos are usually about you as a company with vague or aspirational values. They don't feel relatable, so your buyers don't connect with them.
Here’s another classic. A three-minute feature reel showing your product doing… product things. The problem? Features don’t sell. Solutions do.
When you start with a buyer’s pain point and then show how your product solves it, you turn your demo from a catalog into a consultation. Most companies skip that step — and lose the opportunity to connect.
Culture is critical. In fact, it’s the fulcrum of your “trust seesaw” — the balance point where buyer perception tilts toward trust or distrust.
But most culture videos feel hollow. Overproduced. Buzzword-heavy. They show smiling employees in slow motion but reveal nothing about how your company actually behaves.
Authenticity, not aesthetics, builds credibility.
Happy clients talking about how much they love you — sounds great, right? Not if it feels scripted or disconnected from a real problem.
The typical testimonial is too shallow to build trust. It praises results but skips the journey. Without context (the “before” and “after”) it’s just noise.
B2B companies love event videos. They’re fun, easy, and great for social engagement.
But unless someone already knows your brand, they don’t care about your conference booth or your keynote clip. Event videos rarely include a clear call to action or offer value to potential customers. They build awareness, not revenue.
All five of these video types have one thing in common: they are brand-centric, not buyer-centric.
They entertain. They impress. But they do not educate — and that’s where the real power of video lies.
Now that we know what doesn't work, let's have a look at the videos that actually move the needle.
The concept of “Selling 7 Videos,” developed by Marcus Sheridan in The Visual Sale, is one of the most transformative frameworks I have implemented with B2B clients as part of my Endless Customers and TrustLeader coaching. And I have seen it over and over again — when companies switch from promotional to educational videos, everything changes. Sales cycles shorten. Lead quality improves. Teams feel confident using video as a selling tool instead of a marketing accessory.
The Selling 7 videos aren’t about production value (although many of them are amazingly produced), they are about trust value. Each of them builds a different dimension of trust — factual, relational, or transformational — aligning perfectly with the TrustLeader Framework.
Let’s unpack them.
Goal: Increase conversions by removing uncertainty.
Ideal Length: 1–2 minutes.
Every landing page has one job: get someone to act. However, people hesitate because they are not sure what will happen next. It is always astonishing to me how vague landing pages are (Get Started... with what?!). The value of what you receive by filling out the form is often unclear. It's 2025. No one will hand over their email address if you cannot describe to me, in crystal clear terms, what I am getting and why it matters to me.
A landing page video explains — simply and clearly — what someone is getting, what will happen after they fill out the form, and why it’s safe to proceed.
Why It Works:
Addresses unspoken fears (“Will I get spammed?”)
Builds transparency and reliability
Boosts conversion rates dramatically
Pro Tip: Include it on your most important forms, e.g., demo requests, consultation bookings, and gated resources.
Example: Opes Partners
While there are some great landing page videos out there, for me, this one takes the cake. It is both funny and engaging, but more importantly, it clearly outlines the process and is authentic.
Goal: Answer 80% of buyer questions before the first sales conversation.
Length: 5–7 minutes.
Get your sales team to collect the top 10–12 questions every buyer asks before they make a decision. Then get them to answer them as they would for a buyer on camera. This way, they can send this 80% video before important calls to decrease the time spent on generic questions that is better spent on the unique challenges your buyer is facing.
Why It Works:
Builds cognitive trust by educating buyers early
Shortens your sales cycle
Helps your sales team spend time with qualified, informed prospects
Pro Tip: Send this video before every demo or first call. You’ll spend less time explaining and more time closing.
Example: Sheffield Metal
The "9 Things to Consider When Buying a Metal Roof" is an excellent example of what an 80% video should look like. In the video, Adam Mazzella addresses any buyer's most burning questions head-on, starting with the fact that metal roofs aren't cheap.
Goal: Help buyers visualize value.
Length: 2–3 minutes (but sometimes longer)
This video sits high on your product or service page and answers three questions:
What problem does this solve?
How does it work?
What makes it different?
Why It Works: Buyers don’t want to read — they want to see. By visualizing outcomes, you reduce friction and boost understanding.
Example: Berry Insurance
Berry Insurance has these types of videos on every one of their product or service pages. They explain what the insurance is, who it is for (and who it is not a good fit for), what is included and what not, and how much the insurance costs. They also address common misconceptions.
Goal: Humanize your team.
Length: 90 seconds to 2 minutes.
A bio video introduces your customer-facing team — not just their title, but their personality. Who are they? What do they love about helping clients? What do they do outside work?
Why It Works:
Buyers do business with people, not logos. A bio video builds emotional trust by showing the human behind the role.
Pro Tip: Embed it on your team page, link it in your email signature, and send it before your first meeting.
Example: Dale Pease at A1 Concrete (I dare you noto smile watching this.)
This bio video of my good friend Dale is one of the best bio videos I have ever seen! And if you watch it, you will know why. It is 100% authentic. If you call up Dale or meet him at a conference, this is who you will meet. Now after you watched this video, how do you think potential franchisees will feel about meeting with him?
Goal: Turn success stories into empathy engines.
Length: 7–15 minutes.
This is not a testimonial — it’s a narrative. Start with the problem the customer faced, walk through how they found your solution, and show what their world looks like now.
Why It Works:
When prospects see someone like them succeed, they start to believe they can too. That’s the foundation of relational trust.
How do you feel about Kramer Beverage and CultureWise after watching the video? Their storytelling is authentic, human, and engaging. It doesn't feel like a brag, but rather you were part of their story. You want to cheer them on and experience the same type of transformation in your organization. That's the power of a Customer Journey Video.
Goal: Build radical transparency around pricing.
Length: 5–8 minutes.
Few things create more distrust than hiding prices. This video explains:
What drives your costs up or down
What options or features impact pricing
Where you sit relative to competitors
Why It Works:
Transparency creates credibility. Even if you can’t share exact figures, share ranges and reasoning. Buyers appreciate honesty far more than secrecy.
Pro Tip: Pair it with a personalized video walkthrough when sending quotes — it humanizes your pricing discussion and reduces objections.
Example: AIS
There are many awesome cost and price videos out there. Above is a great example because it follows a clear structure a buyer can easily follow and if brings clarity into something that can feel a bit overwhelming: the factors that impact the cost and price of a cloud phone system.
Goal: Back up your promises with proof.
Length: 3–5 minutes.
If you say you’re “the most reliable partner in your industry,” show how. Explain what that means, why you can claim it, and what evidence supports it.
Why It Works:
It transforms marketing claims into teachable moments — showing integrity and expertise, two core components of cognitive trust.
Example: Rescue My Roof
There are thousands of roofing companies out there. They all have a story, they all claim to be reliable, honest, and professional. But Rescue My Roof is different. They claim that they will give you a roof to "keep your family safe and secure for a lifetime." How do they back this up? What makes this claim believable? The founders as off-duty firemen who have seen it all and they don't want their customers to be in the same position.
These seven videos build trust across every layer of the TrustLeader Framework — the true foundation of B2B growth.
Foundational (Cognitive) Trust — Fact-Based: Landing Page, 80%, and Cost/Price videos educate and clarify. They remove fear and build confidence through transparency and information.
Relational (Emotional) Trust — Relationship-Based: Bio and Customer Journey videos humanize your brand, showing empathy, respect, and benevolence.
Transformational (Unshakable) Trust — Shared-Values-Based: Claims We Make videos prove integrity and ethical conviction — moving your company from “expected” to “extraordinary.”
When these layers work together, your videos stop being marketing collateral and become trust accelerators.
They turn content into confidence and confidence in conversion. In addition, they:
They Educate, Not Advertise. They answer the real questions your buyers ask, removing fear and friction from the sales process.
They Humanize the Brand. Seeing real people, not polished actors, makes your company approachable and believable.
They Reduce Friction. By addressing objections and clarifying next steps early, they speed up the buyer’s journey — and increase conversions.
Video is not about looking impressive. It’s about being useful. The Selling 7 Videos work because they build confidence through honesty, clarity, and humanity — the three currencies of trust.
Here is my challenge to you: Audit your current videos. Which of the Selling Seven do you already have, and which will you create next?
Remember: trust is the true ROI of video. When you lead with transparency and empathy, sales naturally follow.
If you found this helpful, subscribe to the TrustLeader Weekly Newsletter for practical insights on building measurable trust in your marketing, sales, and leadership.