B2B Voice Over Secrets: The Surprising Reasons Your Sales Videos Aren’t Converting
When it comes to your sales videos, a weak or jarring B2B voice over can cause more damage than you’d think.
Many businesses pour time and budget into visuals, messaging, and the offer itself, but they overlook how the sound of their video or audio ad can impact conversions.
The truth is, in business marketing, every element of a sales promo or commercial must build trust and authority to drive action.
If your B2B voiceover is punching below its weight, it may be the very thing preventing you from converting passive listeners into potential leads.
In this article, we’ll highlight how voice overs can shape the message of your B2B video and what the professional voice actor you contract should be bringing to the table to make it a true success.
How Do B2B Voiceovers Shape Your Message?
Whether solving problems or positioning your business as a leader in its field, the B2B voiceover in your video can help shape the message of both.
For instance, a calm and confident voice can convey authority, which is especially important in high-pressure industries like finance or healthcare.
In technology industries, where the goal of the video campaign might be to build trust with decision-makers, a professional but still approachable tone may work best.
If the voice sounds overly scripted or too casual for the expectations of the audience, it can create a disconnect, dashing credibility.
Aligning Tone, Pace, and Delivery
An experienced voice actor will know how to align their tone, pace, and overall delivery to engage the target audience.
Talent who’ve done their homework and at least rehearsed the script before getting in front of the mic is a first step in a strong B2B voice over.
American voice actor Tracy L.
Tracy L., a much in-demand voice over artist who has voiced for top names like General Motors, CVS Pharmacy, Procter & Gamble, and Realtor.com, among many others, states:
I always start by quickly researching the product or service so I understand what it is and how it helps the target audience.
As a seasoned voice actor, Tracy tends to go a little deeper into her work, recognizing that behind every B2B product, no matter how complex, there’s a real person listening.
I try to think about the demographic of who this product or service is trying to reach and picture them in my mind so I can speak just to one person when I’m recording. This makes it sound more personal than if I imagine speaking to a whole room full of people.”
This comes through clearly in her warm, approachable tone and well-balanced pacing in the Altman Hospital video below.
Ensure Your B2B Voice Overs Sound Real, Not Robotic
This last point Tracy makes is key to keep in mind when planning your B2B video.
Yes, you’re likely speaking to an audience already familiar with the ins and outs of the industry—and yes, they expect expertise and clarity in the content you put before them.
But your video will be far more effective if it connects with them as people first.
In other words, rattling off technical benefits by rote during a product walkthrough will do little to hook your audience.
A skilled voice actor must deliver technical jargon with clarity, control, and the right pacing, ensuring the value of the product or solution comes through easily and without confusion.
As part of her process with a B2B voice-over, Tracy explains:
I’ll typically skew more authoritative and professional-sounding, while staying approachable and human, emphasizing solutions. But again, this depends on the individual brand. Corporate doesn’t mean stiff and impersonal; it just means I’m giving LinkedIn versus Instagram in my delivery style.
A B2B Voice Over that Helps Others Understand Your Brand
A warm, professional-sounding B2B voice over is half the win, but just as important in any kind of B2B marketing video is making sure the overall tone matches the brand’s identity.
Tracy agrees, noting that once she has an understanding of the target audience, her focus is on “delivering the key message with an authentic tone that reaches the customer while aligning with the brand’s image.”
It’s this alignment between voice, message, and brand that brings everything together to create a cohesive and credible experience for the B2B video viewer.
Of course, it’s a process, and one that businesses should always check their voice over artist will actively engage in when they sign them up for voicing duties.
“I’ll often look up existing ads this company has produced to get a sense of what they may be looking for,” Tracy explains.
I also pay close attention to the notes or any reference examples the client has sent along with their voiceover request because this is the best way to determine what they truly want from me.
And the human touch doesn’t end there. As a voice actor who always goes that extra mile, Tracy adds:
I also stay human and personal in my communication style with the client when messaging through Voice Crafters, and because of that, I get a lot of repeat business from the same clients, which I love!
If you’researching for professional voice talent experienced in B2B voice overs, Voice Crafters can help. With hundreds of award-winning professional voice artists on our platform, we’ll find exactly what you need.
Not sure where to start? Don’t worry! Get in touch, and let’s chat about your project.
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