52% of B2B purchases now driven by personal decision drivers

Hey, Paige here!

Before we get into today’s best marketing research… 

In today’s release: 

• B2B buyers' priorities have shifted — why personality-led is critical today

• What you need to attract customers with 306% higher LTV

• Your video content game plan in 3 simple steps

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DEEP DIVE

The rules of B2B buying have changed. For the first time, personal values are taking precedence over professional considerations, redefining how decisions are made.

This data means your buyers are likely placing trust and connection above pricing and al la carte services. 

A few more key stats: 

• 90% of buyers look for authenticity in content, but less than half of brands deliver.

• Customers with a genuine brand relationship have a 306% higher LTV

• 71% referral rate for these customers vs. the average of 40%.

In previous years, functionality won above all other purchasing decisions. But in 2025, there’s a new buzzword driving B2B buyers: 

Personality — the human side of your business that builds trust, relatability, and loyalty.

A B2B content reflection 

Let’s take a look at what B2B content typically looks like: 

• Blogs

• Case studies

• Product walkthroughs

• Testimonials

• White papers

(These are all still important — but do little to build trust) 

🔥 Pro tip: Don’t completely drop traditional B2B content… These assets are great for website performance and ranking MOFU. 

But, if you want to build trust and connection with personality-led content, it’s time to take a look at your TOFU content…

Building personality-led content in the B2B world

The easiest, most effective way to build personality-led content today is through video.

A few key stats: 

• Video consumption accounts for as much as 82% of all internet traffic 

• 89% of businesses use video as a marketing tool, 93% say it provides substantial ROI

• 50.9% of B2B decision-makers use YouTube to research purchases

Your video content game plan: 

Step 1: Video series.

Tap into your team’s expertise. 

Gather 2-4 subject matter experts (SMEs) to discuss key industry topics. Create segmented, engaging 25-minute videos showcasing their knowledge and personality.

This sets your SMEs apart as experts in your niche — and most importantly, puts a face and personality to your business.

When people trust your experts, they trust your brand.  

Step 2: Distribution.

Pull the best clips from each video you create. Share these on social media.

Create captions, text-only statuses, and other assets using your full-length videos as a foundation. 

Upload across video and audio channels (when you use a video-first approach, your content can work in both formats). 

Design a weekly newsletter and blogs pulling the best insights.

🔥 Pro tip: Plan your content with an omnichannel mindset before you hit record. 

Step 3: Rinse and repeat. 

Batch production saves time and resources. Commit to a quarterly recording cadence, capturing months’ worth of content in just a few days.

The takeaway: Video works, and when you put personality first, you position your brand as the go-to authority in your niche. It goes beyond showcasing expertise — it’s about creating the genuine human connections buyers crave to drive trust and long-term loyalty. 

P.s. We’ve created 350+ top 3% shows using our proprietary episode planning system. Want a peak? Respond to this email and I’ll send it to you.