How to Get B2B Customers to Happily Record Video Testimonials

If you've ever tried to get a B2B customer on camera, you know it’s not always easy.

Even the happiest customers sometimes hesitate to record a video about their experience, even when they love your product.

The good news? It’s not that they don’t want to help. They just don’t want to be uncomfortable, unprepared, or feel like they’re doing your marketing for you.

You can turn this around with a simple mindset shift, the right prep, and a smoother process.

In this post, we’ll walk you through how B2B customers can share their story on video, with examples from the field, smart tips, and practical ways to make it easy (and even fun) for them.

Why Do Customers Fear the Camera?

B2B professionals are not content creators. They don't spend much time in front of cameras. For them, video testimonials evoke certain fears:

Tips on How to Inspire B2B Customers to Share Their Story on Camera

You have customers who have had remarkable results and impact with your product or service. Having those stories on video can be a great way to establish credibility and bring in new leads. But how do you get them to agree to it?

Here is how to get them to let you share their experience in a natural, unforced, and helpful manner:

1. Reframe the Ask: It's Not a Testimonial. It's a Spotlight.

Most B2B buyers aren’t exactly excited about the idea of doing a "testimonial". It's like they're endorsing you.

Rather than asking for a testimonial, ask for a "customer spotlight." This way, the attention goes from your brand to highlighting the customer's success and accomplishments.

Place emphasis on the fact that it's about them and their success, and not entirely about your product.

Place the video as an opportunity for them to convey thought leadership and build their brand.

2. Make It Worth Their While

People are more likely to say yes to a video interview when there's something in it for them. Here’s how to sweeten the deal:

3. Make It Incredibly Simple for Them

Even the most enthusiastic customer won’t follow through if the process feels like a burden.

So remove the friction:

You want your customer thinking, “That was way easier than I expected.”

4. Prep Them Without Over-Scripting

Don’t send questions; send reassurance. You can also use Content Beta. It sends every customer a pre-interview guide. It includes friendly context, suggested talking points, and a casual reminder that there’s no need to “get it perfect.”

Send talking points. But what helps more is easing their nerves. Tell them:

5. Choose Customers Who Can Tell a Story

Not every customer will shine on camera. And that’s okay.

You want someone who:

Another way to spot a good candidate is to see if they’ve been part of a webinar, panel, or social video. If they have, they’re likely comfortable on camera.

6. Ask Better Questions

You won’t get great stories by asking, “Tell us why you like our product.”

Instead, focus on the journey. Ask things like

These types of questions lead to real answers. You’ll hear challenges, wins, and turning points.

7. Ask at the Right Moment (Not Just the Right Customer)

The best time to ask for B2B video testimonials is not six months after the project ends. Ask when:

8. Normalize It as a Part of the Journey

Want to keep customer testimonials in B2B marketing easily in the long run?

Start by setting the expectation early.
At onboarding or quarterly business reviews, casually mention:

"By the way, we actually feature our customers' stories. If all goes well, we'd be happy to feature yours."

Mentioning it early in onboarding makes the ask a next step rather than a cold ask down the line.

Final Thoughts

Customers won’t just volunteer to go on camera. You have to lower the friction and raise the value. When you shift from asking for a favor to offering a spotlight, customers are far more likely to say yes. And when you make them look good? They'll proudly share it, amplifying your brand in the process. And tools like Feedspace make the whole process smoother. So all you need to do is ask the right customer at the right time. Try it yourself — sign up and start collecting video testimonials on Feedspace today.