Episode 18
The future of the B2B website: Can AI make it more human AND more trusted?
In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Chris Wickson, serial entrepreneur and founder of ReelFlow, about the future of B2B websites and how AI can make them more human and trusted. Chris, who has experience building two pioneering MarTech firms and selling one to a US parent company, shares his insights on how websites must evolve to serve as both AI training data sources and enhanced visitor experiences. They discuss the declining effectiveness of traditional SEO-driven content, the rise of video consumption in B2B, the importance of humanization in digital experiences, and how interactive video overlays can transform website engagement. The conversation also explores the role of AI avatars, the integration challenges companies face, and practical steps for implementing video-first website experiences. Join them for this forward-looking discussion on the intersection of AI, trust, and human connection in B2B marketing.
Takeaways
🎯B2B websites must evolve to serve dual purposes: AI training data sources and enhanced visitor experiences
📱Visitors arriving at websites today have higher intent but shorter attention spans, requiring more effective engagement
🎬Video content dramatically outperforms traditional text-based content for engagement and trust-building
👥Humanization becomes more critical as digital advancement increases, with authentic video helping build trust
🔄 Traditional website navigation is becoming obsolete in favor of guided, personalized experiences
📊 Interactive video overlays can achieve 20-40% engagement rates compared to 1-2% for chatbots
âš¡ Modern video creation barriers are lower than ever, requiring minimal technical setup and budget
🤖 AI avatars and voice synthesis can enable video content creation while maintaining transparency about usage
🚀 Future websites will combine immersive video experiences with AI-powered live chat for better buyer enablement
📈 Video-enhanced websites show improved metrics: lower bounce rates, higher time on site, and deeper page engagement
Chapters:
00:00 - Introduction to B2B Website Evolution
01:21 - The Changing Role of Websites in AI Era
02:24 - Website Complexity and Political Challenges
03:44 - Simplifying Buyer Journeys and User Experience
05:56 - Higher Intent Visitors and Better Engagement
07:23 - The Importance of Humanization in B2B
09:35 - Why Human Connection Matters More Than Ever
10:08 - Video vs Text-Based Content Consumption
12:03 - Video's Impact on Website Engagement Metrics
14:36 - Building Trust Through Authentic Video Content
16:16 - Overcoming Executive Resistance to Video
18:12 - The Rise of Media-Savvy Workforce
19:25 - Future of Website Experiences and Navigation
23:24 - Getting Started with Enhanced Video Experiences
25:59 - Integration Challenges and Technical Solutions
26:58 - Results and Performance Data from Video Overlays
29:08 - AI Avatars and Authenticity in Video Content
33:04 - The Future Intersection of AI and Human Marketing
Resources Mentioned
🎬 ReelFlow - Interactive video overlay platform
📊 Story Lane - Interactive product demo platform
💬 Intercom - AI-powered customer support platform
📈 B2B Marketing Trends Report - Anti-corporate creativity insights
Connect with Our Guest and Host
Follow Chris Wickenson
https://linkedin.com/in/chriswickenson/
ReelFlow
Follow Joel Harrison
https://linkedin.com/in/joelharrison/](https://linkedin.com/in/joelharrison/
B2B Marketing -
