In short
- Classic B2B content doesn’t convince when it sounds cold, technical and difficult to remember.
- The UGC style can humanise complex solutions without losing authority.
- Demos, real-life cases, POVs and testimonials help capture attention and close sales.
If you think that selling B2B is synonymous with endless PDFs, corporate videos and “catalogue-style” language, this episode will come as a (good) reality check.
Most B2B companies sound the same. Cold, technical and difficult to remember. The problem isn’t the product… it’s how they tell its story.
In this episode, we explain why human content —yes, even the UGC style— works just as well (or better) in B2B as it does in ecommerce:
Do you want UGC videos that work for your brand?
Create your free brand account and receive proposals from creators. You only pay per video.
What you’ll take away:
- Why classic content (especially corporate videos) doesn’t convince anyone.
- How to humanise complex solutions without losing authority.
- Content types that work in B2B: practical demos, real-life cases, POVs, micro-stories, testimonial videos—in general, any video speaking to camera that conveys closeness and solves a problem or creates a need…
- How to use it throughout the funnel: from capturing attention to closing sales.
- The key idea: B2B doesn’t need to be serious… it needs to be clear.
If you sell services, software or any professional solution, this episode will open up a new way for you to stand out in an industry where hardly anyone dares to sound human.
Hit play, Jose Luís!
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Our marketing podcast “TODO ES CONTENIDO” is now available on the main channels. Find out more on the official page 👉 TODO ES CONTENIDO Podcast .
Frequently asked questions
Why doesn’t classic B2B content convince?
Because many B2B companies use corporate videos, PDFs and catalogue-style language that sound cold, technical and difficult to remember. The problem lies in how they tell the product’s story.
What types of videos work in B2B?
Practical demos, real-life cases, POVs, micro-stories and testimonial videos work well. So does any video speaking to camera that conveys closeness and solves a problem or creates a need.
How can this content be used in the funnel?
Human content can be used at different stages of the funnel, from capturing attention to closing sales. The key is to communicate clearly and in an approachable way, including when presenting professional solutions.
For brands
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