There is a structural inefficiency in most B2B sales pipelines.
Sales leaders often report high activity but low conversion. Their teams are executing the playbook - dialing the numbers, sending the sequences - yet response rates are flatlining. The default assumption is that the volume is too low, or the copy is not persuasive enough.
But in B2B the problem is rarely the outreach itself. The problem is the Trust Gap.
When a prospective buyer receives a cold email from a Business Development Manager they do not know, they immediately perform a risk assessment. In industries like aviation, fintech, or software infrastructure, the risk of engaging with an unknown vendor is high.
If the prospect lacks context, the default answer is silence. To fix this, we need to shift our thinking. We need to stop viewing video as a brand awareness tool and start viewing it as a Sales Acceleration Mechanism.
In 2026, we face a new compounding factor: the collapse of trust in the written word.
Generative AI has driven the cost of producing text to zero. A cold email sequence that used to take a human an hour to write can now be generated in seconds by an LLM. As a result, decision-makers are flooded with perfectly written but ultimately hollow outreach.
Text has become a low-signal medium. It proves nothing about the sender's expertise or humanity.
This is where video acts as a proof of work. While AI can fake text, generating high-fidelity, coherent, founder-led video content that demonstrates deep domain expertise is still incredibly difficult to counterfeit convincingly.
Video is a high-bandwidth medium. It transmits micro-signals; tone, cadence, confidence, that text cannot. In an era where buyers assume every email is automated until proven otherwise, video is the fastest way to validate that there is a real, competent human behind the offer.
The most effective way to improve cold outreach is not to write better subject lines. It is to ensure that by the time the email lands, the recipient already possesses a mental model of who you are.
This is the function of a consistent video strategy on LinkedIn.
When a decision-maker sees your founder discussing industry trends in their feed on a Tuesday, and again on a Thursday, they are passively absorbing context. They are learning your philosophy and your face.
When your sales team contacts them the following week, the interaction is no longer cold. You have moved from being a stranger to being a known entity. In sales psychology, familiarity drastically reduces the perceived risk of interaction.
The second inefficiency lies in the education phase.
B2B products and services often require explanation. Traditionally, this burden falls on the sales reps, who must repeat the same pitch and handle the same technical objections on every call. This is a poor use of expensive human capital.
A more efficient model is to build a digital asset library that handles the education asynchronously.
Imagine a prospect asks a complex question about your integration protocol. Instead of scheduling a 30-minute call to explain it, your sales rep sends a 90-second video where your CTO breaks down the architecture with a clear visual diagram.
This achieves three things simultaneously:
Finally, we must address the dark funnel. The period where a buyer goes silent to research you.
During this phase, your content is your only representative. If your digital footprint is sparse, the buyer’s confidence wavers. If your footprint is rich with founder-led insights, case studies, and technical breakdowns, the buyer’s confidence grows.
You are effectively enabling the buyer to sell the solution to themselves. By the time they return to the conversation, they are less focused on asking 'does this work?' and more focused on 'how do we implement this?
If you are spending significant budget on a sales team, you have a responsibility to equip them with high-leverage tools.
In the current market, a PDF brochure is insufficient. Your team needs a library of high-fidelity video assets that can cut through the AI noise and bridge the trust gap.
You do not need more salespeople. You need better sales assets.