When the economic recovery begins to vibrate the sales needle in your industry, what's one thing your customers will demand before they buy? Credible references: Other satisfied customers; proof you have handled successfully their type of application before.

Traditionally we tackled this with reference lists and case study articles, often posted on-line with relevant photography. Why not kick this up a notch with video case studies so prospects can see and hear your customers talk directly about their experience with your firm?

Video has impact and authenticity. It's flexible; it can be used on-line and in sales presentations. It is searchable and shareable on the Web, and views can be tracked and quantified. And there is growing evidence that on-line video has a solid place in B-to-B marketing communications and PR programs.

A recent study by Knowledge Storm Inc. and Universal McCann on the role of new media found that online video has a significant impact on B-to-B technology purchase decisions. As reported in ChiefMarketer : "...63% of respondents accessed online videos at least once a week. And, a majority of respondents are viewing online videos on a variety of business and technology topics."

Even more recently, Forbes Insights, in association with Google, released a study of 354 C-level and top executives at major US companies that shows nearly one-fourth of these executives prefer to access on-line business information via video. (See a summary: Executives Turn to Web Video for Business Information ). One basic finding: "Textual information is still king, but online video is growing in importance."  

Here's the bottom line for me: Most B-to-B marketers are going to develop a number of new case study or "customer success" articles every year. They'll pour time and resources into interviews, writing, editing, and most likely still photography. Why not make a point of turning a few of your best customer-endorsements into short, well-conceived video case studies in the new budget year? There is no faster, simpler, more powerful way to provide those credible references your prospects will demand before they buy.