With 90% of start ups failing, as an executive the pressure to communicate your product or service value clearly and effectively has never been greater. To drive growth the need to stand out is essential.
As the needs, behaviours, and expectations of generations are driving change, 47% of Gen Zs and a third of millennials find video content on social media platforms bring more value. Video is also a great conversion tool – landing pages that incorporates video marketing can increase conversions by up to 80%.
B2B video content offers a solution that bridges this gap, transforming complex ideas into engaging, persuasive messaging that connects with decision-makers. But leveraging video effectively isn’t just about creating content; it’s about telling a story that resonates.
Let’s explore how you can make video a strategic asset in your marketing toolkit to inspire action, build trust, and propel your business forward.
4 Essential Strategies for B2B Video Marketing
1. Start with a clear and documented strategy
Jumping into video production without a strategy is akin to setting sail without a map. You might move forward, but there’s no guarantee you’ll reach your destination. Before creating B2B video content, define the purpose.
Is it driving brand awareness, serving as a thought leadership tool, or empowering your sales and support teams?
Consider leading questions such as:
- How will this video integrate into your broader content strategy?
- What resources (time, budget, talent) are available?
- What format suits your objectives? (Think of formats like B2B explainer videos, product demos, or testimonial stories.)
A structured approach ensures your video content doesn’t just fill space, it serves as a driver of measurable impact. Jack Welch, former CEO of GE, famously said, “Strategy is simply resource allocation.” Allocate your resources wisely, and your video content will fuel outcomes aligned with your growth goals.
2. Align marketing and sales
Vidyard reports that 83% of marketers see video as a core element of their marketing strategy, but the most successful organizations go one step further by syncing marketing and sales teams around video initiatives. Whether it’s a B2B explainer video that outlines a product’s features or a testimonial designed to overcome common objections, echoing unified messaging reinforces trust and moves prospects down the funnel.
Sales enablement videos, for instance, transform dry pitches into dynamic narratives tailored to client needs while fostering collaboration between departments. Streamlined efforts empower your teams to create value at every touchpoint in the customer’s decision journey, building momentum for both quarterly objectives and overall revenue goals.
For your B2B marketing video to become successful from the start, understand that video content is a tool as part of your multi-departmental asset that can significantly enhance effectiveness.
3. Strive for authentic, human connections
“It’s not about B2B or B2C—we’re now in the era of H2H, Human to Human,” says Bryan Kramer, marketing expert and author. Even in highly technical industries, every decision is underpinned by human connections. The best B2B video content doesn’t talk at people but speaks to them, engaging both logic and emotion.
Behind every partnership and purchase decision is a person seeking solutions, partnerships, and purpose. Don’t be afraid to show the human side of your brand. Infuse storytelling elements that inspire trust. Use humor where appropriate. Videos that evoke emotion forge stronger, longer-lasting bonds. After all, businesses want to work with teams they feel aligned with on levels beyond just transactional value.
4. Leverage storytelling for organic brand promotion
Everyone loves stories and stories are a central piece of our learning process. A well-told story doesn’t just inform; it sticks. This is why B2B explainer videos and testimonials remain game-changers in the B2B space. Illustrate how your innovations solve customer pain points in relatable, memorable ways.
For example, a product explainer video can narrate a day in the life of your ideal customer, showcasing how your product integrates seamlessly to solve their challenges. Testimonials and case studies build trust by amplifying the voices of satisfied clients whose experiences reinforce your credibility.
Different B2B Video Marketing Formats to Explore
1. Brand or Corporate Overview Videos
The main goal of a brand or corporate overview video is to highlight your mission, values, and what makes your company unique. The storytelling of these videos sets the tone for new partnerships and builds rapport with potential clients who value transparency.
Take a look at the One Steep at a Time video we developed for TopToToe Wellness:
2. Product Explainer Video
Explainer videos are a great and engaging way to explain your products and services to your audience in a short time frame. Working together with our client, FirstMate, our team developed this explainer video to educate potential clients about the manufacturing technology and process behind FirstMate’s products:
3. Testimonials and Customer Experiences
Do you want to build trust and credibility to help with getting new clients? Do you need to hire and attract new talent?
Presenting video testimonials is great for brand credibility and trust. Video testimonials with real clients are a more credible and trustworthy way of showing your expertise than written content (i.e. case studies). Don’t be shy to invite clients to discuss their challenges and how your team helped address those issues.
4. Demo or Product Launch Videos
Are you launching a new product or service?
A product launch video is a great way of showcasing a new addition to your services or products as it helps your audience quickly understand complex concepts and product features.
Check out the product launch video we developed for Cutera featuring their brand new surgical medical device:
5. Event Videos
Are you organizing a live trade show, open table, or a virtual fundraiser?
Video can help make your booth and presence stand out at industry events. When executed well, videos can help highlight your brand as a thought leader while creating a versatile content asset usable across social platforms. A video can also serve as a great tool to spread the word and promote your upcoming event or provide a snapshot of past events.
6. B2B Video Advertising
Along with using video content to drive organic traffic, you can also create video content for digital Pay-Per-Click (PPC) campaigns or more traditional media channels. B2B video advertising might not help you get new clients instantly, but it is great for building awareness and buzz around your brand.
7. Virtual Reality (VR) or Augmented Reality Videos (AR)
X Reality (XR or Extended Reality) technologies, like AR and VR, are breaking into B2B marketing when companies want to align marketing with technology.
Here are successful examples on how to target an audience that craves disruptive innovation with immersive VR/AR experiences to offer engaging ways to tell your story or demonstrate high-tech functionality.:
No matter the industry you are in, whether healthcare, resources, technology, and manufacturing – the investment in video can be part of your inbound lead generation toolkit to win new marketing qualified leads (MQLs).
Is Your B2B Ready to Start Strategizing?
Experienced marketing leaders are well aware that your company’s content strategy should include video content. In fact, CMI reports that B2B companies allocate a significant portion of their marketing budget to video content, with many expecting to increase spending in this area. On average, B2B marketing budgets range from 2-5% of revenue. Video marketing is a popular and effective strategy, with many marketers reporting increased ROI from its use.
For executives of growing companies, the question isn’t whether video should be used—instead, it’s how to best use it to maximize impact. With the right approach, tailored to your audience’s needs, video marketing becomes a growth accelerator that not only informs but persuades and converts.
At Pace Creative, we specialize in crafting dynamic, brand-aligned B2B video content that fits seamlessly into broader marketing efforts. Whether you’re creating an explainer video, strategizing product launch promotions, or building a library of testimonials, our experienced team delivers content with clarity, performance, and creativity.
Reach out to start planning your next B2B video campaign. We believe that with every story we tell, your purpose becomes clearer, your audience gets closer, and your business grows stronger.
