Video Testimonials are like liquid gold for marketing your B2B business, and they offer a uniquely authentic piece of proof that new customers will be in safe hands.

But capturing the perfect case study video is not as easy as it seems. We speak to marketers regularly about the fact that they have tried to capture testimonial videos from happy clients, but have been disappointed by what they have been able to extract.

So here we have our seven perfect questions to ask on camera. We suggest you follow this order too as these questions build on each other. Feel free to get in touch if you have any questions about video production in Melbourne.


1. Tell me about your business.

This might seem like a boring one, but it will quickly establish the authority and setting in which your business did the great work. It’s also a nice warm-up so the interviewee can warm into the ‘speaking on camera’ zone.


2. How was it that you came to start working with Company X?

Establishing the way the businesses came together can add credibility too, we often get great stories of remarkable referrals ‘My business mentor told me I simply had to use Company X because all of their clients had such extraordinary results using them, and with a glowing review like that I thought I’d give them a try.’


3. Tell me about what your {problem} was like before you engaged Company X.

This will paint the picture of how bad things had been, this will often help paint the picture for how bad the viewer’s situation is, and encourage them to take action.


4. How did you work with Company X, what did they do for you?

This is the money shot – We use this one to dig the deepest – if you listen closely you’ll have a bunch of naturally occurring follow up questions. ‘What was it like?’ ‘how long did that take?’ ‘when did you start to see results?’ etc.


5. What do you love most about your experience working with Company X?

This is the emotive one, it lets the interviewee fly with their emotive language – they can feel free to fire up in this answer. People who are absolute raving fans (or ‘Sneezers’ as Seth Godin would call them) will use this moment to speak openly about their undying love for Company X.


6. Was there anything that pleasantly surprised you about the work that you did with Company X?

This one is optional, but worth asking … about 30% of the time we’ll get “No” and that’s ok, 20% of the time we’ll get “no, and that was the best part, they laid everything out for us from the start and it was wonderful.” Then the remaining 50% give you something like “We could never have prepared ourselves for the speed and level of service they offered us. Nothing was too hard, everything was done quickly and efficiently and exceeded our every expectation.”


7. What else would you like to tell us about your experience with Company X?

We ALWAYS ask this one. Sometimes they’ve said everything they wanted too, but often there will be a nugget of gold lying just here, waiting to be discovered. They’ll speak to a pain point you didn’t know existed. They’ll make reference to something that no-one even was aware had happened, or they’ll speak about something that will relate strongly with your audience.


If you use these questions, along with the naturally occurring follow up questions – you’ll get some sensational testimonial videos to share on your website and through your digital channels.

Remember to be curious and be interested in the answers your interviewee is giving, and you’ll get some really engaging content.


Tips for using the 7 questions:

  • You must listen closely and ask the follow-up questions you want the answers too. This will make for a more engaging interview anyway, but it will also help you paint the full picture.
  • Don’t push for the interviewee to use specific language or keywords, let them do it in their own words.
  • Make sure the interviewee is looking at the interviewer and not the camera. This needs to feel engaging and relaxed, like a chat over a cup of tea, not an interrogation.
  • In some instances, the power of the case study will be in a numerical value, an ROI or a dollar figure. We ask about this directly before the interview starts so we can gauge how comfortable the interviewee is with divulging this info. If they are open to sharing this info, then its great to get, but nothing can make your interview more uncomfortable than asking someone to speak about something they aren’t comfortable sharing.