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

⚡ 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

https://reelflow.com

Follow Joel Harrison

https://linkedin.com/in/joelharrison/](https://linkedin.com/in/joelharrison/

B2B Marketing -

https://linkedin.com/company/b2b-marketing/