7 Reasons You Need a Killer B2B Video Marketing Strategy (and How to Build One)
- Dean Ara
The way your audience consumes information is shifting — and the largely self-directed nature of the modern buyer journey means it’s more important than ever to ensure the content you create is attracting eyeballs.
I’m not talking about finding new places to promote your blog posts. Your audience is increasingly multi-tasking, on their phones, and in a hurry. Have you ever scrolled through 900 words on your phone? I wouldn’t recommend it. And that’s where video marketing comes in.
B2B video marketing is not a new concept by any stretch. But while it was once considered a nice-to-have, primarily the playground of companies with massive marketing budgets, today, it is a must-have component in marketers’ toolboxes.
B2B Video Marketing Statistics You Should Know
of B2B marketers agree that video produces the best results for content marketing campaigns.
of B2B marketers say video has helped them generate leads
expect their organization to invest more in video marketing in 2025.
Do You Really Need a B2B Video Marketing Strategy?
You’ve done alright until this point with blog posts, email blasts, and social shares. Do you really need to worry about using video to reach B2B decision-makers?
Yes, you really do. Here are a few reasons why:
1. Better Communication
Video is the easiest way to communicate information quickly. You can use video clips to educate your audience about a common challenge — or help them visualize your solution — without asking them to read paragraphs and paragraphs of copy, which (let’s face it) can often be pretty dry.
2. Increased Data
A B2B video marketing strategy can provide your organization with a wealth of new data points that help you better understand your audience and their challenges, goals, and journey. And getting to know your audience better is always a good thing.
3. Mobile-Friendly
A growing number of people involved in the B2B decision-making process are millennials or Gen Z — a group much more likely to consume your content on a mobile device than sitting at a desk. Video content is far more accessible — and appealing — to mobile users.
4. It Gets Views
You know that you have something valuable to say. But your audience doesn’t — until you attract their attention. Well-made, entertaining videos can stand out and help differentiate you from competitors — they’re also more likely to get shared on social media than blog posts or ebooks.
5. Higher Engagement
Did you know that web pages with videos keep visitors on site an average of 3x longer than those without? B2B video marketing content also lends itself to posting on other platforms — and people who view your content elsewhere are more likely to visit your site.
6. Robots Like It Too
Search and social media algorithms prioritize video content over text- or graphics-based assets, meaning your content will show up more frequently on LinkedIn and rank higher in Google search results.
7. Authentic Connection
No matter how utterly brilliant your ebook or infographic is (and I’m sure it’s fantastic), it simply can’t deliver the same kind of emotional connection with audiences that video offers. Research consistently shows that emotion drives human decision-making — even in business.
What Does Video Marketing Look Like?
If you’re new to B2B video marketing, it can be hard to know where to start. We’re all familiar with video marketing in the form of television or streaming ads — but commercials are just a very small part of the video marketing world.
The video content you create can range from 30-second explainer videos to hour-long educational webinars — and include anything and everything in between.
Examples of B2B Video Marketing
Not all of these examples will be appropriate for your team. Choose your strategy based on your campaign goals and the stage of the buyer journey you’re targeting.
- Explainer videos can highlight the benefits of your solution that may not be obvious at first glance and put prospects at ease by showing them what to expect.
- Product demos can showcase how your product or service solves viewers’ specific problems and highlight its unique value and usability.
- Branding videos help build a connection with your audience by introducing your company or team and communicating your core values and principles.
- Event films are great for showcasing major events that your team hosted or participated in — they help trigger memories in attendees while letting others know what they missed.
- Webinars help establish your organization as a leader or expert in your field — topics can range from high-level discussions suitable for top-of-funnel audiences to deep dives into niche subject matter for bottom-of-funnel leads.
How to Get Started in Video Marketing
Creating and distributing video assets can seem like a lot more work than publishing a blog post or an infographic, but the process is still fundamentally the same.
- Choose the video marketing tool or agency you will work with to create your content. An experienced B2B video marketing agency can take a lot of the pressure off your video marketing strategy and help you identify which tools and media are best based on your goals.
- Define your audience, key message, and video length. Top-of-funnel videos are often — but not always — shorter and lighter — remember, you’re still competing for their attention at this point. BOFU video content can be longer and more in-depth.
- Select the appropriate platform (or platforms) to distribute your video — keep your target audience as well as your video format in mind here. Your hour-long webinar on widgets doesn’t belong on TikTok but might do very well on LinkedIn, for example.
- Create a script. If you’ve written a blog post or ebook before, this should feel like familiar territory. Remember, though, that you have video content to enhance your words, so you don’t need to explain concepts in words that will be clear in video. In addition to any narration that will appear in your video, your script should also include a rough guide to what images will accompany your words.
- Develop your video. Make sure the images you use match the brand style you use elsewhere — if your audience watches an irreverent animated video and then visits your site to find nothing but technical diagrams and dense language, the effect of your video marketing strategy will be lost.
Need Help with B2B Video Marketing?
The experts at TPM are here to assist you, every step of the way on your journey toward incorporating video into your B2B marketing strategy. Contact us to discuss your needs.
