How to use video in B2B marketing?

How to use video in B2B marketing

Last Updated on November 15, 2023

Estimated reading time: 4 minutes


Video has emerged as a powerful tool in B2B marketing, revolutionizing the way business houses are engaging with the audience. As an expert in the field, I’ve witnessed the significant impact that well-crafted videos can have on capturing the attention and engaging the target audience. According to recent research conducted by HubSpot, 85% of businesses now use video as a marketing tool, and 92% of marketers believe that video is an essential part of their marketing strategy.

1.Understanding the target audience

Before diving into video production, it’s crucial to understand your target audience and their preferences. Conduct thorough market research and gather insights into your audience’s needs, pain points, and preferences. Analyze industry trends, conduct surveys, or engage in customer interviews to gain a comprehensive understanding of their challenges and aspirations. This knowledge will help you create video content that resonates with your audience.

2.Setting clear goals

To leverage video effectively in B2B marketing, it’s important to define clear goals. Identify what you want to achieve with your video content, whether it’s increasing brand awareness, generating leads, driving conversions, or nurturing existing relationships. By aligning your goals with your overall marketing strategy, you can measure the success of your video campaigns more effectively.

3.Developing a video strategy

Crafting a solid video strategy is crucial for B2B marketing success. Choose the right video format based on your target audience’s preferences and the message you want to convey. For instance, explainer videos can simplify complex concepts, while customer testimonials can build trust and credibility.
One popular example of successful B2B video marketing is Dropbox’s explainer video. Their simple and engaging video helped them acquire millions of customers, resulting in a 10% increase in conversions.

4.Creating compelling video content

To capture and retain your audience’s attention, focus on creating compelling video content. Write a concise and engaging script that addresses your audience’s pain points and showcases your unique value proposition. Incorporate storytelling techniques to evoke emotions and create a memorable experience.
A noteworthy case study is Cisco’s “The Network. Intuitive.” video campaign. By adopting a storytelling approach and using visually stunning graphics, they managed to generate over 100 million video views and significantly impact their brand perception.

5.Optimizing video for B2B marketing

To maximize the reach and impact of your videos, optimize them for B2B marketing. Add a strong call-to-action (CTA) at the end of the video, encouraging viewers to take the desired action. Embed videos on relevant landing pages or websites, and optimize video titles, descriptions, and tags for search engine optimization (SEO). Vidyard, a video marketing platform, increased their conversion rates by 20% by including CTAs and video thumbnails in their email campaigns.

6.Measuring video performance

Measuring the performance of your video campaigns is essential for understanding their effectiveness. Track key performance metrics such as views, engagement, and conversions. Analyze viewer behavior and feedback to gain insights into how your videos are resonating with the audience. Conduct A/B testing to compare different video variations and refine your strategies based on the results.

7.Incorporating video in B2B marketing channels

Integrate video into various B2B marketing channels to amplify its impact. Include videos in email marketing campaigns to deliver engaging content directly to your audience’s inbox. Utilize video content on your website or landing pages to provide rich, immersive experiences. Share videos on social media platforms to increase visibility and drive engagement.

A prime example is Salesforce, which successfully incorporates video content across multiple channels. By sharing customer success stories and product demonstrations, they increased their brand awareness and generated qualified leads.

8.Nurturing leads with video

Video can play a vital role in nurturing leads throughout their buyer’s journey. Personalize video content based on the stage of the buyer’s journey to provide relevant information and build a stronger connection. Utilize video analytics to gauge lead engagement and interest, enabling you to tailor your follow-up strategies effectively.

9.Continuing video engagement

To maintain audience engagement, create a video library or resource center where viewers can access all your videos easily. Regularly produce new video content to keep your audience engaged and informed. Encourage viewer interaction through comments, likes, and shares to foster a sense of community around your videos.


Video has become an indispensable tool in B2B marketing, allowing businesses to effectively communicate their value proposition, engage their audience, and drive desired outcomes. By following the outlined strategies and leveraging the power of video, you can unlock tremendous opportunities for growth and success in the B2B landscape.

If you’re ready to take your B2B marketing to the next level with captivating videos, Contact our expert team for video production services. Let us help you create compelling video content that resonates with your target audience and achieves your marketing goals.

Picture of Anil Kumar
Anil Kumar
Producing B2B video content is hard. We help technology firms build brands and win more customers through our videos.
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