The Trust Factor: Why Video is the Ultimate B2B Closer (with Lightspeed Commerce)

In the world of B2B commerce, you aren’t just selling software; you’re selling trust. At JED Lab, we’ve found that while features tell, it’s the human stories that sell.

Our recent collaboration with Lightspeed Commerce provided the perfect canvas to prove this. By moving "behind the lens" with real operators, we transformed technical product features into undeniable social proof.

Turning Proof into Profit

Marketers across the globe consistently report that video offers the strongest ROI of any content medium. But for Lightspeed, the impact went beyond the marketing department.

The social-led series we produced became so effective that the sales teams began leveraging the videos to build credibility and close new customers. When a prospect sees a peer succeeding, the "pitch" disappears and the "solution" takes center stage.

A Multi-Series Strategy

We worked hand-in-hand with Lightspeed’s internal teams to understand the nuances of their product. This deep dive resulted in several distinct, high-impact social series:

• Behind the Counter: Highlighting the daily hustle and triumphs of Lightspeed retail clients.

• Feature in Focus: A collaboration with product engineers to translate complex tech into digestible, social-first content.

• Hot Take: Raw, honest insights and industry opinions from the Lightspeed community.

Real Operators, Real Outcomes

To tell a convincing B2B story, you need authentic voices. Our production took us on the road to capture the experiences of industry leaders who rely on Lightspeed to power their dreams:

• Shannon Hunter, Founder of Wander The Resort

• Jonathan Metcalfe, Chef and Owner of Tuckshop

• Mitchell Dale, Head of Strategy & Growth at GWS GIANTS

Great storytelling requires a bridge between brand strategy and cinematic execution. Our team worked as an extension of Lightspeed’s brand department to ensure every frame aligned with their global vision.

The Creative Team:

• Brand Director: Tcharli Mathurin

• Production Director: Kate Lalic

• Director: Jack Lafortune