How to Win with B2B Video Marketing



It’s official. Video is now one of the most influential content formats in the B2B buying space. Take it from the experts at Brightcove, who found 95% of B2B buyers regard video as a critical element in the purchase decision-making process.

Why? Well, it’s because video marketing enables B2B marketers to deliver engaging, personalized buying experiences to B2B prospects, making it easier for them to navigate their customer journey.

Examples of B2B marketing videos include:

  • Product demos
  • Product reviews
  • Training videos 
  • Live webinars
  • Educational videos
  • Thought leadership interviews
  • Industry trend videos

Read on to discover the benefits of incorporating video into your existing B2B marketing strategy and learn how to accelerate quality lead generation and customer conversion with engaging, value-based video content. Plus, get familiar with some of the best examples of B2B video marketing out there today.

Video is an effective way to condense tricky topics into entertaining, easily digestible formats.
Video is an effective way to condense tricky topics into entertaining, easily digestible formats.

Five Reasons to Use Video in B2B Marketing

Wondering if video marketing can help your business? Here are five reasons why it should be a non-negotiable part of your marketing strategy.

1. Video is Essential to the B2B Buyer’s Journey

According to that same Brightcove report, only 5% of B2B buyers don’t use video to help guide their purchase decision, which just goes to show how crucial video is to prospective buyers.

Video content speeds up the B2B buying process by providing information quickly and easily. This aids B2B buyers at every stage of the decision-making process, from problem recognition and information gathering, right through to post-purchase. 

2. Authoritative Video Content Builds Trust

As if the previous stat wasn’t convincing enough, here’s another one to try on for size: Brightcove’s report also found 93% of B2B buyers favor companies that use video marketing, and they’re more likely to trust these companies over others that don’t leverage video at all.

For buyers, high-quality video content is indicative of a company’s ability to deliver results. In-depth educational videos that showcase a deep understanding of buyers’ pain points and business objectives is an efficient, effective way to drive home value-based messaging to buyers in need of answers.

3. Enhance Account-Based Marketing

Account-Based Marketing (ABM) greatly benefits from video marketing.

In an industry where B2B buyers receive countless emails from vendors, a personalized video message or live video call can really help a service provider stand out. It shows initiative to understand the prospect’s challenges and a willingness to help them devise an action plan. 

4. Video Content Fast-Tracks Self-Guided Experiences

More B2B buyers than ever rely on self-service product discovery and research. These same buyers are also the ones most likely to convert into high-value deals, provided the company in question provides a streamlined buying experience.

Case in point: a recent Gartner Sales Survey found 65% of B2B buyers leveraging self-guided sales journeys were eventually able to secure high-quality deals. In contrast, only 24% of B2B buyers who took the more traditional route through sales-led nurturing made similar purchases. 

5. Video Marketing Accelerates User Understanding

Thanks to its ability to condense information into an easily digestible format, video is an excellent tool to educate prospects about your business and products.

Video content can take advantage of text, data visualization, audio, and live demonstrations to deliver immersive experiences to prospective buyers. This is especially useful when communicating complicated information, such as product documentation or technical functionality. Video transmits these dense topics in a fraction of the time.

6. Overcome Distance Barriers

During the pandemic, video content and live chat gained huge popularity among B2B buyers looking to facilitate the customer journey. In fact, omni-channel selling is now the preferred purchase path of B2B buyers in today’s post-pandemic world.

Although social distancing restrictions have eased, the B2B landscape continues to enjoy the convenience, accessibility, and efficiency video communication provides.

How B2B Buyers Use Video at Each Stage of the Buyer’s Journey

Video is beneficial throughout all stages of the buyer’s journey. Here are some examples of video types to leverage at each stage.

1. Awareness

Problem recognition is the beginning of the B2B customer journey. It’s the point at which a business becomes aware they have an internal challenge in desperate need of solving. As a first step, buyers begin researching the problem to identify any potential solutions or solution providers.

At this stage, helpful awareness-building videos, like those highlighting a product’s top-level functions, benefits, and cost-reduction capabilities, can help convince buyers a company truly does understand the issues they’ve been experiencing. Also, B2B companies can leverage video to share industry expertise and advice on trending business topics, which helps assure in-market buyers of the value their product really can deliver.

As a result, B2B buyers feel comfortable moving onto the next stage of the sales journey—the consideration phase.

2. Consideration 

Buyers consume most of their video content within this information-gathering stage of the customer journey.

Throughout the consideration stage, B2B buyers explore product and service options at a more detailed level to determine the perfect fit for their organization’s needs.

Useful video types in the consideration stage include:

  • Product demos
  • How-to instructional videos
  • Live event coverage

Essentially, any video that allows B2B buyers to independently deep-dive into a business’s product and service offerings works well here.

3. Conversion

The conversion stage is arguably the most critical step for buyers in the B2B customer journey.

According to a recent DemandScience benchmark report, B2B buyers lean heavily on webinars—whether live or on demand—to help seal the deal on a final purchase decision.

And given webinars often discuss product or service expertise at a more detailed level, they’re a useful resource for B2B buyers wanting to ensure they’ve made the best pick of the bunch.

4. Post-Purchase

While the conversion stage is the most significant step in the customer journey for B2B buyers, it’s the post-purchase phase B2B vendors consider the most critical. And that’s simply because of the numbers—it’s 5x more expensive to go through the process of acquiring a new customer, so maintaining existing customer relationships is vital to sales success. Therefore, providing customers with video that emphasizes continued education and product support is essential to winning their sought-after trust.

Videos ensure customers enjoy a positive experience with onboarding, training, troubleshooting, and post-implementation optimization. They also improve learning retention, platform expertise, loyalty, and brand advocacy in the process. 

Using B2B video in your marketing strategy helps buyers navigate their purchasing journey.
Using B2B video in your marketing strategy helps buyers navigate their purchasing journey.

B2B Video Marketing: A Three-Step Success Strategy

Ready to implement video in your own marketing strategy? Below are three simple steps for B2B video marketing success.

1. Identify Your Target Audience

Video production can be costly and time-consuming, so make sure your efforts count by prioritizing the needs of your ideal prospects.

To identify these prospects, you need to look at signals attached to buyer intent: technographics, firmographics, and recent activities. 

  • Intent: Are buyers actively shopping for products in your industry? And more importantly, are they currently looking to buy solutions like yours?
  • Technographics: Does your company offer solutions in line with prospects’ current technology stacks?
  • Firmographics: Which industries do my ideal prospects represent? What’s their annual revenue and company size?
  • Recent activities: When was the last time a prospect communicated with your brand?
  • Challenges: What are the challenges your ideal prospects face?

Once you’ve identified your target audience, you can create videos that satisfy prospects’ specific intent and communicate value props that align with their business needs.

2. Engage Your Sales-Ready Buyers

Reinvigorate inactive buyers already present within your database by sending them personalized video content to spur action. Various video content types can activate different kinds of leads.

For example, leads who have lost steam due to a poor nurturing strategy may respond positively to a retargeting video. On the other hand, high-priority contacts in your ABM list may be more suitable for an online video consultation. 

3. Help SDRs Work Faster

Sales Development Representatives (SDRs) directly impact your company’s ability to hit revenue goals.

A professional SDR commits to learning your offerings and services from top to bottom, using resources such as curated SDR scripts and sales enablement tools to close as many deals as possible. All of which often take significant time and effort.

Luckily, video content can supercharge the productivity of in-house and outsourced SDR teams.

Consider combining your SDR outreach with custom videos. It’s as simple as filming a short clip on your phone, attaching it to an email, and delivering personalized messages across all your hot contacts.

Top Examples of B2B Video Marketing

Continually coming up with engaging ideas is one of the toughest aspects of B2B video marketing. To get your creative juices flowing, here are three stellar examples of B2B video marketing campaigns: 

1. Ahrefs YouTube Tutorials Playlists

The Ahrefs YouTube channel is packed with comprehensive video tutorial playlists that explore the platform’s features along with real-world use cases. These playlists cater to B2B buyers conducting product research, as well as existing Ahrefs users who need extra implementation tips. 

2. Adobe Creative Cloud Reels

Adobe Creative Cloud regularly posts Instagram Reels that feature quick tutorials, product features, and user stories. These short-form videos not only educate prospective customers, but also highlight social proof to build buyer confidence. 

Elementor’s 2019 popup builder video ad contributed to an impressive surge in popularity. The whole video is less than a minute long, but it manages to succinctly convey the new popup builder’s features and benefits using visuals, screenshots, and a catchy original song. 

Dig Deeper into the B2B Buyer’s Journey

B2B buyers are meticulous researchers. Generic content that only skims the surface of broad, top-of-the-funnel topics isn’t enough to win their trust.

They want in-depth, data-driven content specifically focused on the products and services they’re interested in. With video marketing, that’s exactly what you can give them. 


Want to learn more about the modern B2B buyer’s journey and the role of video content? Download our benchmark report “The B2B Tech Buyer’s Journey: New Insights, New Influences” today.


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