Samantha Finley

In 2024, diving into business-to-business (B2B) video marketing is practically essential for success. While video has long been a star in business-to-consumer (B2C) circles, its potential in B2B is equally immense.

Unlike quick consumer decisions, B2B purchases tend to involve more detailed research and complex decision-making. That’s where your video content can take the lead, providing a dynamic way to educate and influence stakeholders throughout the sales journey — from sparking interest to sealing the deal.

Video is your ally in making a lasting impact in the B2B landscape. Read on for a roadmap to mastering B2B video marketing in 2024, whether you’re trying to capture attention, build trust or drive conversions. 

What Is B2B Video?

B2B video is a dynamic medium that uses moving images and sound to convey information or communicate messages. They’re essentially supercharged storytellers, grabbing attention and expressing ideas in a way that sticks with your B2B audience.

And how do they do this? Simple: In marketing, video content is a powerful way to simplify complex subjects and build genuine connections with other businesses. It’s more than just a tool; it’s how your team’s story comes to life in the digital marketing age.

Some of the most common types of B2B video marketing today include:

  • Explainer Videos.
  • Product Demos.
  • Customer Testimonial Videos.
  • Webinars.
  • Corporate Videos.
  • Product Tutorial Videos.
  • Event Coverage.
  • Interviews and Q&As.
  • Brand Stories.

How Does B2B Video Differ From B2C Video?

Before we go any further, let’s take a second to differentiate between a B2B video and a B2C video. Why? Because this is key for not only targeting the right audience but also moving forward with an ideal content creation strategy. So, when it comes to B2B versus B2C marketing videos, think of it like two sides of the same coin. 

B2C videos are short bursts of emotion, made to grab attention fast and spur immediate action from eager consumers. They’re often a good fit for product launches, promotions and engaging social media campaigns where quick consumer decision-making is key. 

B2B videos, on the other hand, dive into more complex details and talk to other businesses and professionals with specialized insights. Because they’re designed to build solid trust and credibility, they’re particularly effective for educating prospects during the consideration stage of the buying process — not to mention nurturing leads through the longer sales cycles typical in B2B transactions.

Why Should Your Business Invest in B2B Video Marketing?

When done right, B2B marketing videos become a powerhouse for upgrading your outreach strategy. In mere seconds, you can enhance engagement, build trust and drive lead generation. Videos showcase your expertise in a lively, digestible format, educating and humanizing your brand at the same time.

Never underestimate the potential of educational videos to transform prospective businesses into loyal partners — all while boosting your online visibility and industry authority. Wyzowl reports that 90% of marketers say video marketing has led to a positive return on investment (ROI), and most people prefer videos over text for learning about products and services.

How Do You Use Video in a B2B Marketing Strategy? 

A B2B video can emerge as a secret weapon across the entire sales funnel journey. And unlike B2C funnels, B2B paths are typically more defined. This allows for specialized strategies that cater to every stage.

First off, videos excel at building awareness by grabbing attention and introducing your solutions right from the start. They’re more than just informative, they’re great opportunities to showcase expertise and build trust right out of the gate.

As prospects move to self-directed research, videos step in with crucial product details. Plus, they’re presented in a way that’s easy to understand — and impossible to ignore. Think of them as your 24/7 sales rep, highlighting features, benefits and why your solution is the right choice for an organization’s unique needs.

When it comes to overcoming objections in the middle stages of the funnel, videos shine by providing specific details that address concerns head-on. Whether it’s through customer stories, detailed demonstrations or expert insights, videos guide your business prospects toward a purchasing decision.

The Steps to Create a B2B Video Marketing Strategy 

Because videos hold the power to guide business prospects through your sales funnel and ultimately convert them into loyal partners, we can understand if you’re eager to get started. Not sure where to begin? Let’s dive into the steps to craft a strategy that aligns with your marketing goals:

  1. Set objectives: Be clear about what you want to achieve across the team — whether it be brand awareness, lead generation or customer loyalty.
  2. Know your B2B audience: Identify who you’re talking to and make a proactive effort to understand their needs and preferences.
  3. Plan your content: Decide on the type of video you want to create: an explainer video, testimonial, product demo or something else — your options are practically limitless!
  4. Develop a production plan: Get your script, filming and editing lined up and ready to roll.
  5. Distribute B2B video content strategically: Share your videos on social media platforms or other digital spaces where your B2B audience hangs out.
  6. Measure results and adjust: Keep an eye on metrics, such as click-through rates or social shares, and tweak your strategy as needed to promote continuous improvement.

What Are the Primary Types of B2B Video? 

B2B videos wear several hats; in other words, they fall into a lot of different categories depending on their use in the sales funnel. They kickstart interest, educate along the way and seal the deal when the time is right. That means they’re a strategic tool to guide your B2B customers through every step with clarity and impact. 

Here’s a closer look at the types of videos you might use for your B2B digital marketing:

  • Event videos and livestreams: A high-quality video lets you bring the excitement and interaction of live events to digital platforms. This does more than stir up real-time engagement and build buzz; it also creates a sense of urgency and exclusivity. That way, you can encourage immediate audience participation and feedback.
  • Testimonials and case studies: Showcasing real success stories from happy clients helps boost your credibility in the eyes of other businesses. These types of videos go beyond words, demonstrating metrics and customer insights that prove your value in action.
  • Humanizing behind-the-scenes content: We know you represent more than just business, but it’s important to let other companies see that too. Take your audience behind the scenes to meet the real people supporting your brand or mission. This is how you forge personal connections and reveal the heart of your company.
  • Explainer video: An educational video delivers detailed information about your offerings and the specific pain points your business can address. They often include step-by-step demonstrations or tutorials, guiding viewers through your product features and benefits.
  • Quick-hit animated clips and motion graphics: With a lively animated video, you can capture attention through dynamic storytelling. They’re like mini-movies, using creativity and visuals to make even the most complex concepts easy to grasp.

That’s just scratching the surface of what you can achieve with a B2B marketing video! Need more inspiration? Explore additional video ideas to elevate your B2B strategy.

What Are Some B2B Video Examples? 

If you’re looking to maximize B2B video production and distribution, take a cue from trailblazers like HubSpot, Adobe and Slack.

HubSpot excels at turning complex marketing jargon into digestible, leadership videos that are a breeze to watch.

 Adobe? They show off their creative software’s magic through product demos and real-life success stories that make any viewer want to use their tools.

adobe ai assistant

Meanwhile, Slack is all about humanizing their brand. They use the video format to weave compelling stories that show how their platform supercharges teamwork and productivity.

But here’s a hint while you explore these examples: Don’t directly copy these ideas — embrace their spirit to elevate your next B2B video marketing campaign. That way, you’re not just making videos, but shaping narratives, crafting visuals and speaking directly to your B2B audience’s needs. This helps you forge meaningful connections that keep businesses coming back for more.

Ready To Get Started With B2B Video? 

If you’re eager to kickstart new B2B video content, we completely understand. After all, it has the potential to considerably boost your business outreach and lead generation efforts. The key is seamlessly integrating this content with your branding initiatives, so videos flow naturally alongside your campaigns and enhance your team’s mission.

Give B2B content the same creative energy and attention as B2C marketers would give theirs to establish your team as an industry powerhouse. By embracing storytelling and sharing valuable insights, you can elevate your brand’s credibility and impact.

With strategic planning and bold execution, B2B video becomes more than just a tool; it serves as your pathway to standing out as a leader in your field.