How do we create videos for technical evaluators vs business buyers?

Why do technical evaluators and business buyers need different videos?

B2B buying committees are increasingly diverse, with each role bringing different priorities to the decision process. McKinsey reports that 6–10 stakeholders are now involved in most B2B purchases (Source: McKinsey B2B Pulse). Technical evaluators—like IT, security, operations, and engineering—focus on feasibility, integration, risk, and long-term maintainability. Business buyers—like CEOs, CMOs, CROs, and CFOs—prioritise ROI, efficiency gains, competitive differentiation, and strategic alignment.

When both groups watch the same generic demo, neither gets what they need. Technical viewers find it too shallow; business viewers find it too technical. This slows deals, increases objections, and forces sales teams to repeat the same explanations across multiple meetings.

Role-specific videos remove this friction by giving each persona exactly the narrative they need.

What should a video for technical evaluators include?

Technical evaluators want proof, specifics, and assurances—not high-level pitches. According to Gartner’s IT Decision Maker Report, 78% of technical evaluators want detailed architectural information upfront (Source: Gartner ITDM Survey).

Strong technical videos include:

• Architecture overview: How the system is built and scales.
• Security and compliance details: SOC 2, SSO, encryption, audit logs.
• Integration workflows: API capabilities, connectors, automation.
• Data flows: What you store, how you process it, where it lives.
• Performance and reliability: Uptime, SLAs, latency guarantees.

Technical audiences value detail, precision, and transparency. They don’t need sales polish—they need clarity and completeness.

What should a video for business buyers include?

Business buyers think in terms of outcomes, not implementation. They want to understand how the solution helps hit goals, avoid risks, and improve performance. Forrester research shows that buyers are 2.8x more likely to select a vendor who clearly communicates business impact (Source: Forrester B2B Buying Study).

Effective business-focused videos highlight:

• Strategic outcomes: Efficiency, revenue, margin, or customer experience improvements.
• ROI: Cost savings, productivity gains, or faster time-to-value.
• Proof points: Results from similar customers.
• Competitive advantage: Why this solution is better than alternatives.
• Ease of adoption: Low change-management burden, smooth onboarding.

Where technical buyers ask “Can we implement this?”, business buyers ask “Why does this matter?” and “Is it worth it?”

How does interactive video help tailor content to both audiences?

Interactive video lets each viewer choose their path—solving the problem of one-size-fits-all demos. It’s a privacy-friendly, self-serve way to personalise the experience based on role, challenges, or goals. Forrester found that self-directed content choices are 3x more predictive of intent than passive viewing behaviour (Source: Forrester Behavioural Intent Study).

An interactive flow can offer:

• Role selector: Technical vs business.
• Depth selector: High-level vs deep-dive content.
• Use-case paths: Tailored scenarios for each persona.
• CTA routing: Tours for technical users, ROI tools for business buyers.

This approach ensures every stakeholder feels seen—and avoids overwhelming or underserving anyone.

What are the risks of using the same video for both groups?

Using a single generic video often results in diluted messaging and lost engagement. When content tries to serve everyone, it ends up serving no one.

Common issues include:

• Technical evaluators feel the content lacks depth and credibility.
• Business buyers disengage when content gets too technical.
• Champions struggle to explain the solution internally.
• Sales cycles drag as teams must repeat explanations multiple times.

Role-based content avoids these bottlenecks and drives momentum across the committee.

FAQ

Do we need entirely separate videos for each role?

No. You can reuse footage and core messaging—what changes is framing, examples, and CTAs.

Which roles should we prioritise first?

Start with your champion and your primary executive stakeholder, usually the CFO or CMO.

Where should these videos live?

Embed them on product, pricing, and solution pages—or inside an interactive flow.

How long should each video be?

30–90 seconds per clip works best for both technical and business audiences.