In B2B companies, marketing is often stuck in a frustrating loop: leadership agrees that video is important, everyone nods about building trust and thought leadership, and then... nothing happens.
The reason? Leadership won’t get on camera.
And the marketing team, stuck without a spokesperson, is left trying to build brand credibility using stock footage and third-party quotes while the company’s most powerful voice stays silent.
If you’re a marketer, you’ve probably lived this. You’ve probably heard every excuse in the book. And you’ve probably spent more time trying to coax a VP into a camera session than actually executing the campaign that needed them.
But here’s the truth: you can’t force leaders on camera—but you can reframe the ask so they say yes.
This post is your playbook for doing exactly that.
Learn more by watching "Why B2B Leaders Must Get on Camera" on the Content Wars Podcast.
The Real Problem: The Ask Is Too Weak
Most marketers approach executive video like it’s a creative favor:
“Hey, we were thinking about doing a quick video… if you’re open to it…”
“We’d love to maybe feature you in a LinkedIn clip sometime…”
“If you’re comfortable, we could film a short intro video for the trade show…”
These aren’t legitimate asks.
What you’re really doing is giving leadership an easy way out. And when you frame video as optional, guess what? It stays optional. And it never happens.
Instead, you need to frame video as a strategic business activity—a core responsibility of leadership in today’s digital landscape.
Reframe the Ask: It’s Not About “Doing a Video”
Most executives aren’t resistant to the idea of video. They’re resistant to what they think it requires: big production days, rigid scripts, hours of lost time, and potential public embarrassment.
That’s why your ask can’t be vague or creative-led. It has to be mission-aligned.
Instead of:
“Would you be willing to shoot a video about our new offering?”
Try:
“As part of our go-to-market strategy, we need a short video from you that speaks directly to the pain our customers are feeling, and why we’re uniquely positioned to solve it. This will be used in our LinkedIn campaign, our sales outreach, and on the website.”
It’s a shift from “do us a favor” to “this is part of how we lead externally.”
Anchor It in Their Role
If you want leadership buy-in, speak their language. This isn’t about the marketing team needing content. It’s about leadership showing up where the market is paying attention.
Frame it like this:
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“Your team hears from you every week. The market hears from you… never.”
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“We’ve got the strategy. We just need the face of the message.”
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“Sales can’t build trust without leadership presence. Video gets you in the room—before the first call.”
Make it clear that this is part of the job. In the same way execs handle investor updates, internal town halls, and board meetings, they need to communicate to the market. Video is how that happens today.
Show Them It’s Not a Performance—It’s a Conversation
Executives worry they’ll look awkward. That they’ll forget their lines. That they’ll say something dumb and become a joke.
Your job is to dismantle those fears before they’re voiced.
Make the process feel simple and supported:
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Prepped, not scripted. Let them know you’ll provide talking points, not a teleprompter. No one wants to sound robotic.
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Guided, not solo. There’s always someone behind the camera helping shape the message.
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Flexible, not fragile. Multiple takes are welcome. No pressure. Editing will make it shine.
You’re not asking them to perform. You’re asking them to speak to the people they already lead, just through a lens, not in a boardroom.
Tie It to Business Goals
Here’s where most marketers miss the mark: they treat content creation like a marketing objective instead of a business lever.
Execs care about impact, not impressions. So speak to what matters:
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“This video will increase conversion rates on our key landing page by 20%.”
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“We’re seeing 3–5x engagement on content where leadership is present.”
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“Our competitors are getting in front of prospects earlier—this helps us beat them there.”
When you connect the video to pipeline, revenue, and positioning, it stops feeling like “marketing content” and starts feeling like business strategy.
Make the First Win Easy
Don’t start with an ask for a 60-minute keynote or a 10-part video series. Start with a single, short-form win.
A 30-second POV clip. A welcome message to new hires. A quick “why now” video for an upcoming campaign.
The goal is to build confidence and show them the lift is lighter than they thought, and the payoff is bigger than they imagined.
Then you show them the edited version, post it, and report back on the results. That first win is the key to getting them to say yes again.
Create the Infrastructure That Makes It Repeatable
Once you’ve got buy-in, don’t leave it to chance. Build a video system:
The more friction you remove, the more consistent their involvement becomes. Eventually, it stops being a big ask, and it just becomes “what we do.”
Final Word: Don’t Beg. Lead.
You don’t need to bribe execs to get on camera. You need to lead the conversation differently.
Frame the opportunity. Tie it to business outcomes. Make it easy. And always remind them: this isn’t about being a performer—it’s about being present.
Because in B2B, people don’t buy from brands, they buy from people. And if your people never show up, your competitors will gladly fill the gap.
Marketing doesn’t need more content; it needs more leadership.
So stop asking for favors and start making the case for visibility.
