Humanize Your Brand with Video-Led Marketing

Hosted by: Mark Kilens, CEO & Founder at TACK
Speakers: Tim Davidson, VP of Marketing B2B Rizz

Overview

If your B2B content still looks and feels like it’s built for a tradeshow booth, it’s time for a rethink. In this session Tim breaks down why video-led marketing is no longer optional, and how to start without overcomplicating it. From scrappy ideas to real-life editing tips, Tim shared a practical roadmap to help B2B marketers create authentic, engaging video content that actually drives conversations.

Check out the full slides of the webinar

1. Why Video is Your Fastest Path to Brand Trust

The market is flooded with content—but not all of it feels human. Video lets you cut through the noise by showing the actual people behind your brand. In Tim’s case, his personal videos have helped prospects feel like they already know him, dramatically lowering the barrier to meaningful interactions.

• People buy from people—not PDFs or static posts.
  
  
• Video platforms dominate today’s attention (YouTube is the second-largest search engine).
  
  
• Scrappy, authentic videos outperform polished, overproduced ones in B2B.
  
  
• It’s not just brand value—video drives click-throughs, conversions, and time-on-page.
  
  

“There’s no better way to tell your story—or get feedback on it—than with video.”

2. Stop Overthinking: Getting Started Is Simpler Than You Think

Many teams delay video because they think it needs to be perfect. But Tim stresses: your phone is enough. You don’t need a DSLR, studio setup, or scriptwriters. The key is starting—and accepting that your first 15 videos might not be great. That’s okay.

• Use Apple Notes or any mobile app to jot down ideas.
  
  
• Record yourself answering real customer questions or sharing a personal POV.
  
  
• Don’t script everything; outline key points and riff naturally.
  
  
• Start with your personal account if you’re unsure about posting from the brand.
  
  

3. Where to Find Endless Content Ideas

Running out of content? You’re probably not listening enough. Tim suggests mining Slack communities, influencer comment sections, and sales team conversations for gold.

• Community posts (like Exit Five, Pavilion) are full of real pain points.
  
  
• Influencer comments often contain unaddressed questions—answer them.
  
  
• Talk to your sales team. If a question keeps coming up, it’s worth a video.
  
  
• Repurpose consumer content: adapt formats from TikTok or YouTube to your niche.
  
  

4. Making Videos That Keep People Watching

The first three seconds are everything. Whether it’s a fruit-cutting jump scare or a direct punchline, you need to grab attention early. Tim also emphasized the power of post-production—even with simple tools like CapCut, Descript, or Momento.

• Open with your core message or a mini mystery.
  
  
• Use frequent cuts to maintain viewer attention.
  
  
• Add personality, not just polish—mistakes and bloopers humanize you.
  
  
• Include subtitles and thoughtful captions for silent scrollers.
  
  

5. Don’t Just Post—Distribute and Experiment

Once your videos are out there, use them everywhere: emails, landing pages, DMs. Tim and others have seen significant lift in engagement by embedding short-form videos in outreach or campaign follow-ups.

• Loom videos can rehumanize stale email threads.
  
  
• Video on landing pages boosts time-on-page and conversions.
  
  
• Test on your personal account first, then move to paid ads or brand channels.
  
  
• Track not just engagement, but the conversations your videos start.
  
  

6. Building a Media Arm: Worthwhile, But Resource-Intensive

While owning your own “B2B streaming service” is a compelling idea, it’s a heavy lift. Tim suggests starting small: memes, podcasts, behind-the-scenes clips. Lavender and ClickUp are doing it well, but it’s all about bandwidth and clear ownership.

• Launch with low-effort formats (memes, voiceovers, repurposed video).
  
  
• Don’t underestimate the need for a full-time content/community lead.
  
  
• Consider fractional roles to test traction before hiring a dedicated team.
  
  

Pull Quote

“People think they need a $100K video setup. But your iPhone and 15 bad videos are all it takes to get started.”

Key Takeaways

• Video is the most efficient and human way to earn trust in B2B marketing.
  
  
• Your first videos won’t be perfect—start anyway.
  
  
• Communities and comment sections are treasure troves for content ideas.
  
  
• Prioritize attention-grabbing intros and authentic storytelling.
  
  
• Repurpose widely—emails, DMs, pages—and track real outcomes, not just views.