Key Takeaways:

Authenticity is theultimate trust builder - In an era of AI-generated noise, the most valuable content is a "coffee shop conversation" rather than a scripted production. Video allows buyers to see the "twinkle in the eye" and human passion - elements that build essential trust which synthetic content simply cannot replicate.

Solving the "Supermarket" website problem - Many B2B websites force buyers to walk down "14 aisles" just to find a "bag of sugar." Interactive video acts as a digital concierge or host, meeting and greeting visitors to guide them directly to the information they need, effectively bypassing the complexity of a static site.

Bridging the social-to-site gap - There is often a disconnect between engaging human content on social media and a faceless corporate website. By using Thought Leader ads that link to video-led landing pages, brands can maintain a "human continuity" where the same expert who caught the buyer's attention on LinkedIn is there to guide them on the website.

The high impact of low-friction production - You do not need a £10,000 camera or a studio. A modern phone or laptop is "absolutely good enough" for 2026. The key is the coaching and "directing" - taking multiple takes until the presenter stops reading a script and starts speaking naturally from the heart.

About this series

The B2B website is having an identity crisis. On one hand, it needs to be machine-readable to feed the LLMs and AI agents that now perform the initial research for buyers (AEO/GEO). On the other, it needs to be deeply human, engaging, and authentic for the actual decision-makers who visit. The buyer landscape has changed, and the way in which modern, increasingly younger, audiences consume content has changed with it with the rise and influence of short-form video.

If you're a founder, marketer, or GTM leader this series explores this tension. We’re speaking with the founders, creators, and GTM leaders who are rewriting the playbook on how B2B companies build trust, engage the "silent majority" of buyers, and turn static websites into dynamic experiences.

Part 1: The Coffee Shop Standard - Why authenticity is the ultimate B2B differentiator

Chris Nelson's philosophy on B2B video is simple: it should feel like you have just sat down in a coffee shop to chat with a friend. In a world where AI is eroding trust in content, unscripted and authentic conversations are the only way to rise above the noise.

The Key Takeaway: Buyers are placing a premium on "real" content. Video is the closest thing to an in-person meeting - it allows a prospect to decide if they actually trust the person behind the brand.

Part 2: Take 4 is the Magic Number - Overcoming the friction of video creation

The biggest barrier for B2B teams is the fear of the camera. However, in 2026, a laptop or a phone is "good enough" technology. The role of a producer is to guide experts through the process, reassuring them that they don't need a $10,000 camera to be effective.

The Key Takeaway: Don't fear the friction. Most people find the process fun once they start. Remember: the third or fourth take is usually the magic one where the presenter stops overthinking and starts being themselves.

Part 3: The Social-to-Site Bridge - Ending the "Corporate Wall" disconnect

There is often a jarring disconnect when a buyer sees a human, engaging video on LinkedIn but lands on a corporate website that feels like a "video-free zone" filled with static text. Chris and Chris discuss the "cheat code" of Thought Leader ads - using personal content to drive traffic to landing pages that continue that same human conversation.

The Key Takeaway: Maintain continuity. If a buyer clicks an ad featuring a human face, they should be met by that same human on the website to guide the next stage of their journey. Your website should be a host, not just a repository. Interactive video helps visitors "meet and greet" your team authentically while guiding them through their research.

Part 4: The Long Game - Why Conversion is a Lagging Indicator

B2B is not transactional. You aren't reordering toilet rolls; you are building a long-term brand play.

The reality is that conversion is a lagging indicator. It is the end result of the work you have done over the previous 6, 12, or even 24 months to build trust and awareness. A buyer might visit your website 50 or 60 times, consuming your content quietly without ever interacting, before they finally decide to "put their hand up" to start a trial or book a demo.

If you create niche content that is both educational and entertaining - whether through podcasts or short-form video - you stay front of mind. When that silent researcher is finally ready to solve their problem, you are the only vendor they consider because they already know, like, and trust the person representing the brand.

The Key Takeaway: Stop expecting instant returns from two-day-old campaigns. Focus on the dozens of touchpoints across your website and social channels. Your job is to take people on a journey and "rise the tide" of trust until conversion becomes the natural, inevitable reward.

Part 5: The Soul in the Machine - Navigating the AI Avatar paradox

While AI avatars are becoming "terrifyingly realistic," both founders agree that they lack the "twinkle in the eye" that builds genuine trust. While AI is excellent for regionalising content into different languages or fixing small audio errors, using it to "con" a viewer into thinking they are seeing a real person can cause serious reputational damage.

The Key Takeaway: If you cannot be bothered to record a one-minute video as a founder or expert, why should a buyer bother to watch it? Use AI for efficiency, but keep the human at the core of your go-to-market strategy.

Final Thoughts

The "faceless vendor" model is no longer sufficient in B2B. Whether it is through maintaining the "Coffee Shop Standard" in your video content or bridging the gap between social media and your site, the goal remains the same - to be the most helpful, human, and authentic resource in your niche.

Remember that conversion is a lagging indicator. It is the reward for the months of quiet work you do to aid buyer research and rise the tide of trust. If you prioritise the human experience and building trust, over the lead-capture trap, you don't just win a click - you win a partner.

Aiding with buyer research is the work. Conversion is the reward.

Putting the human first - how to stand out in the age of AI

Key Takeaways:

About this series

Part 1: The Coffee Shop Standard - Why authenticity is the ultimate B2B differentiator

Part 2: Take 4 is the Magic Number - Overcoming the friction of video creation

Part 3: The Social-to-Site Bridge - Ending the "Corporate Wall" disconnect

Part 4: The Long Game - Why Conversion is a Lagging Indicator

Part 5: The Soul in the Machine - Navigating the AI Avatar paradox

Final Thoughts

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