How do I use video content marketing for B2B Tech Business?

Last Updated on November 21, 2023

Estimated reading time: 16 minutes

Before we dive deep into the heart of our exploration, let’s kick things off with a captivating question:

To shed light on these perspectives, let’s hear from the experts themselves:

Neil Patel, Co-founder of Neil Patel Digital, believes that “Video content is the future of marketing. It’s a powerful way to communicate your brand’s story, connect with your audience emotionally, and stand out in a crowded digital landscape.”

Jay Baer, Founder of Convince & Convert, concurs that “Video is no longer a nice-to-have in your marketing strategy; it’s a necessity. It allows you to showcase your brand’s personality, demonstrate your expertise, and create authentic connections with your audience.”

As we journey through this exploration, remember that your answer to this question holds the key to unlocking the potential of video content in reshaping your business strategy. Let’s delve deeper and discover the myriad ways video can revolutionize your approach and drive your business towards new horizons.

In the dynamic arena of B2B tech marketing, a noteworthy shift is taking place—a shift substantiated by the evidence presented in industry reports and studies. These reputable sources offer a compelling narrative that underscores the surging adoption of video as a vital component in B2B tech marketing strategies.

1. Industry-Specific Insights 

According to the Cisco Annual Internet Report, a trusted source, online videos are expected to make up a whopping 82% of all the stuff we watch on the internet. That’s a huge jump, like 15 times more than back in 2017!

What does this mean for B2B marketers like you? Well, it’s a game-changer. Think about it—videos are becoming a major way people get info and have fun online. That’s why, as a B2B marketer, you need to pay attention. Videos are becoming a super important tool for connecting with your audience, sharing ideas, and standing out in the digital crowd.

People, especially those making big decisions in the B2B world, love videos. They’re drawn to visual stories that make complicated stuff easy to understand. And guess what? You can be the one to give them that. The Cisco report is basically saying that videos are taking over, and if you want your B2B business to shine, you’ve got to get on board.

Examples of tech companies successfully using video to communicate

BI vs. IT: The Struggle for Data Ends Now

So our first cool example—the Snowflake video.

These guys know how to use humor to get their message across. In this video, they create a hilarious showdown between two departments: Business Intelligence and IT. It’s like a funny battle of wits. And guess who saves the day? You got it—Snowflake!

The video doesn’t just make you chuckle; it also shows the power of Snowflake’s solution. It’s a genius way to tell a story while making you remember their brand. So, if you ever wondered how to settle a turf war between departments, the answer is simple: Bring in Snowflake and have a good laugh while you’re at it!

Hootsuite: Mix and match

Ever seen an animated video that just grabs your attention and won’t let go? Well, that’s exactly what Hootsuite did with their “Mix and Match” video. Let’s break it down.

In this video, Hootsuite, a social media wizard, takes you on a journey. Imagine a friendly voice explaining why some businesses struggle with social media. It’s like having a chat with a smart friend. Then, Hootsuite swoops in and shows how they can be the superhero to save the day.

But here’s where the magic happens. While the voice tells the story, the screen comes alive with colorful animations. It’s like a burst of fireworks for your eyes! These vibrant graphics team up with the voice to send a clear message: If you’re not on social media, you’re missing out on all the fun.

And here’s the cool part—this video is like a magnet. It’s impossible to look away! The blend of lively animations and the easy-to-follow voiceover makes sure you’re hooked. It’s like a captivating story that keeps you glued, without overwhelming you.

So, here’s the deal: there’s no one right way to make a product video. It’s all about mixing and matching, like a chef experimenting with flavors. Whether you sprinkle humor, paint with visuals, weave a story, or bring in an industry expert, the goal is the same—to captivate your audience and leave them craving more. 

2. Addressing B2B Pain Points 

Think about it—B2B marketing can sometimes feel like solving a puzzle with missing pieces. The struggle of explaining intricate technical details, establishing trust, and simplifying complex concepts. These are the roadblocks that B2B businesses frequently encounter. Enter video, your reliable problem-solver.

When it comes to education, videos act as your informative guides. They break down convoluted ideas into easy-to-digest nuggets, demystifying the complex. It’s like having a friendly mentor who simplifies the complex and empowers your audience with knowledge.

Building trust? Video becomes your storyteller. It paints a vivid picture of your brand’s authenticity, values, and competence. It’s like forging a genuine connection by letting your audience peek behind the curtain and see the heart of your business.

Now, those daunting technical concepts? Videos take on the role of translators. They convert intricate terminology into visual narratives, making the abstract tangible. It’s like having a language expert who ensures everyone speaks the same understandable language.

1. Educational Webinars and Workshops 

Unlocking Thought Leadership

Salesforce, a tech giant renowned for its cloud-based solutions. They regularly host webinars where experts dive deep into the latest trends and strategies in cloud computing. These sessions position Salesforce as a thought leader, empowering businesses with knowledge and insights to navigate the evolving tech landscape.

Case Study Spotlight

Take HubSpot, a leading inbound marketing and sales platform. They also regularly orchestrate a series of workshops, guiding B2B marketers through the intricacies of inbound marketing techniques. Through real-world examples and interactive sessions, HubSpot not only educated its audience but also nurtured a community of empowered marketers.

2. Product Demonstrations and Use Cases 

Showcasing Tech Marvels

Imagine you’re a tech company that has developed a cutting-edge software solution for seamless supply chain management. Creating a product demo video allows you to take your audience on a guided tour of your software’s user interface. You showcase how it simplifies complex logistics processes, tracks inventory in real-time, and optimizes distribution routes. By visually demonstrating how your solution streamlines operations and enhances efficiency, you’re not just explaining features; you’re showcasing the transformation your technology can bring to a business.

Real-World Example – SAP’s “Digital Supply Chain in Action”: SAP, a global leader in enterprise software, created a video that walks viewers through the journey of a product from creation to delivery using their digital supply chain solution. The video highlights how the technology enables real-time visibility, collaboration, and predictive analytics—giving the audience a clear understanding of the impact on supply chain operations.

Expedite the B2B Sales Process with Expert Insights

Let’s consider an example from the world of cloud computing. Your B2B audience might be intrigued by the idea of migrating their operations to the cloud but may have concerns about security and data management. A use case video can address these concerns head-on by showcasing a success story. You feature a client who faced similar apprehensions but achieved remarkable results after adopting your cloud solution. By including testimonials and measurable outcomes, you provide the social proof and evidence needed to alleviate doubts and expedite the decision-making process.

Real-World Example – Amazon Web Services (AWS) Case Study Videos: AWS, a prominent player in cloud computing, produces case study videos that highlight how various businesses have leveraged their cloud services to achieve scalability, cost savings, and improved performance. These videos share real experiences and outcomes, offering potential clients a concrete understanding of the benefits they can expect.

In both examples, product demonstrations and use case videos play a pivotal role in simplifying complex technologies, building trust, and expediting the B2B sales journey. By presenting tangible results and illustrating the practical impact of your solutions, you empower your audience to make informed decisions and embark on a transformative tech journey.

1. Unlocking Personalization’s Magic

LinkedIn’s Personalized Invitations

Imagine receiving a personalized video invitation to connect on LinkedIn from a sales executive. The video addresses you by name, acknowledges your industry, and highlights common pain points. It’s not a generic request—it’s a genuine attempt to resonate with your needs. This approach transforms a simple connection request into a meaningful engagement, setting the stage for a valuable B2B relationship.

2. Engagement and Conversion Boost

Vidyard’s Video Personalization Case Study

Vidyard, a leader in video marketing, conducted a case study that revealed the power of personalized videos in B2B sales outreach. By sending personalized videos to leads, they achieved an 81% response rate and a 36% conversion rate. These statistics underscore how personalized video messages break through the noise, capturing attention, and compelling action.

3. Integrating Video into ABM Strategies: Elevating the Customer Journey

Let us understand this by examples

Terminus and the ABM Journey

Terminus, a pioneer in ABM solutions, exemplifies the harmonious integration of video into ABM strategies. They use personalized videos to engage target accounts throughout the customer journey. For instance, a potential client may receive a video introducing the team and solution during the awareness phase. As they progress, Terminus follows up with videos showcasing case studies and tailored use cases, nurturing the relationship until conversion.

Salesforce’s Hyper-Personalized Approach

Salesforce, a global tech giant, is a master of ABM and personalization. They implemented a hyper-personalized ABM campaign that involved sending personalized videos to decision-makers within target accounts. These videos addressed specific pain points and offered tailored solutions. The result? Increase in engagement and a substantial uplift in pipeline velocity.

In the landscape where B2B meets personalization, the marriage of video and ABM reshapes interactions into meaningful connections. These real-world examples showcase how personalized video messages transform ordinary outreach into exceptional experiences. As you venture into the realm of ABM, remember that personalized video content is your compass, guiding you toward forging connections that transcend boundaries and fuel lasting B2B partnerships.

In the world of B2B tech, thought leadership isn’t just a title—it’s a strategic advantage that sets you apart. Discover how industry-leading interviews and panel discussions can amplify your brand’s authority and position you as a trusted thought leader.

1. Industry-Leading Interviews and Panel Discussions

Positioning Through Perspective: Shaping Perceptions Through Interviews

Imagine hosting an interview with a renowned AI expert discussing the future of automation. By associating your brand with this expert’s insights, you’re not just sharing information; you’re showcasing your commitment to staying ahead of the curve. Such interviews establish a narrative where your brand is at the forefront of industry trends, building credibility and trust.

Collaborative Discourse: Fueling Thought Leadership Through Panels

Panel discussions bring together a diverse array of industry voices, creating a collaborative exchange of ideas. As a tech brand, participating in or hosting panels on cutting-edge topics demonstrates your engagement with industry discourse. It’s a platform where your expertise shines, positioning you as a pivotal contributor to industry innovation.

Examples of B2B Tech Brands Leveraging Expert Interviews

IBM’s Conversations with Tech Visionaries
IBM, a tech titan, regularly engages in insightful interviews with tech visionaries, including AI pioneers and cybersecurity experts. These conversations transcend product promotion, delving into the heart of industry trends and challenges. By facilitating these discussions, IBM solidifies its position as a tech thought leader, shaping conversations and shaping the industry’s trajectory.

Cisco’s Tech Talks with Top Minds
Cisco, a networking giant, hosts “Tech Talks” featuring conversations with top minds in IT and cybersecurity. These interviews delve into the nuances of tech advancements, cybersecurity threats, and digital transformation. By sharing these insights, Cisco reinforces its status as an authority in networking and technology, influencing industry narratives.

Salesforce’s Visionary Series
Salesforce, known for its cloud computing solutions, runs a “Visionary Series” where industry leaders discuss innovation, digital transformation, and customer engagement. These interviews showcase Salesforce’s commitment to driving business growth through technology and position them as a driving force behind industry evolution.

2. Sharing Insights through Video Blogs (Vlogs): A Window into Tech Wisdom

The Power of Tech Expert Vlogs: Knowledge Unveiled

Imagine tuning in to a vlog where a seasoned AI engineer breaks down the complexities of machine learning algorithms. Through engaging visuals and dynamic explanations, you gain a clear understanding of intricate concepts. Tech expert vlogs offer a unique opportunity to distill complex information into digestible insights, empowering your B2B audience with valuable knowledge.

By tapping into the expertise of industry leaders, these vlogs become windows into the minds of tech visionaries. They share real-world experiences, practical applications, and innovative strategies that resonate with your audience’s quest for deeper understanding. Whether it’s exploring emerging trends or demystifying intricate coding techniques, tech expert vlogs cater to the hunger for insightful learning in the tech sphere.

3. Optimizing Vlogs for Search Engines: Unveiling the Discoverability Code

Creating compelling vlogs is just the first step; ensuring they’re easily discoverable is equally crucial. Here are strategies to enhance the visibility of your tech expert vlogs on search engines:

Keyword Harmony: Identify relevant keywords that encapsulate the essence of your vlog’s content. Integrate these keywords naturally into your vlog’s title, description, and tags. This harmonious alignment helps search engines understand the context and relevance of your content.

Engage with Transcripts: Providing accurate transcripts of your vlogs not only aids viewers but also enhances SEO. Search engines crawl and index text, so including a transcript improves your vlog’s visibility in search results.

Compelling Thumbnails: Craft visually appealing and relevant thumbnails for your vlogs. A compelling thumbnail not only entices viewers but also gives search engines an additional cue about your content’s subject matter.

Harness Metadata Magic: Utilize metadata—such as schema markup—to provide search engines with structured data about your vlog. This information can enhance search results with rich snippets, increasing the likelihood of attracting clicks.

Quality Backlinks: Build a network of quality backlinks to your vlog from reputable sources. Backlinks signal search engines that your content is authoritative and valuable, thereby boosting its ranking.

Tech expert vlogs don’t just convey insights; they’re an educational odyssey that navigates complex topics. By optimizing their discoverability, you ensure that these digital gems are easily found by those seeking knowledge. As you venture into the realm of vlogging, remember that the journey is twofold: enlightening your audience and guiding search engines to your illuminating content.

We’ll unlock the secrets of advanced video analytics and reveal why tracking engagement metrics is as crucial as monitoring views.

1. Advanced Video Analytics: Unveiling Performance Insights

The Analytics Arsenal: Tools for Precision Measurement

Venture beyond basic view counts and dive into the world of advanced video analytics tools. Platforms like Vidyard, Wistia, and Brightcove provide a treasure trove of insights. Explore metrics such as play rate, watch time, and viewer drop-off points. These tools unveil the trajectory of viewer interaction, enabling you to decipher which sections captivate and where attention wanes.

The Engagements That Matter: Going Beyond Views

While views provide a surface-level glance, the real narrative resides in engagement metrics. Evaluate interaction rates, social shares, and comments. Dropping a video doesn’t just mean watching—it means connecting. By understanding where viewers pause, rewind, or click, you gain a holistic picture of their engagement journey, allowing you to refine future content.

2. Attribution and Sales Impact 

Video’s Footprint in the Sales Funnel

Visionaries in the B2B realm underscore video’s role in the sales funnel. According to HubSpot, including video in an email can lead to a 200-300% increase in click-through rates. Video bridges the gap between initial engagement and conversion, crafting a seamless path that transforms leads into loyal clients.

Tracking the Video-Driven Journey

Measuring video-driven leads, conversions, and revenue requires a multifaceted approach. Implement trackable links and UTM parameters to trace video interactions from initial touchpoints to final sales. Dive into marketing automation platforms like Marketo and HubSpot, weaving together data to map the video’s contribution to the overall revenue quilt.

As you harness the power of advanced video analytics and attribution tracking, remember that each metric weaves a narrative of viewer interaction and business impact.

Behind every exceptional B2B tech video lies a symphony of creativity, expertise, and meticulous execution. Let’s delve into the essential role played by a professional video production agency in transforming concepts into captivating visual narratives.

1. Unveiling the Craftsmanship: Elevating Quality and Impact

A professional video production agency brings an artist’s touch to the canvas of your B2B tech message. Their mastery of visual storytelling, cinematography, and editing elevates your content from mere information to an immersive experience. Whether it’s leveraging captivating visuals or harmonizing soundscapes, these experts create a sensory journey that resonates with your audience.

2. Precision in Messaging: Translating Complexity into Clarity

Navigating the intricate landscape of B2B tech requires a translator of complexity—an agency that comprehends intricate concepts and translates them into digestible narratives. Through scriptwriting, storyboarding, and creative direction, they distill intricate jargon into relatable tales. This clarity not only engages viewers but also positions your brand as a beacon of understanding in a tech-savvy world.

3. Seamless Brand Alignment: The Art of Visual Consistency

A professional agency is a custodian of your brand’s visual identity. They craft videos that seamlessly align with your brand guidelines, ensuring every frame echoes your values. From color palettes to typography, every element is curated to resonate with your audience, fostering brand recognition and trust.

4. Tapping into the Future: Innovating with Techniques and Technologies

The realm of B2B tech is ever-evolving, and a video production agency is a conduit to innovation. They harness cutting-edge technologies, from animation to virtual reality, to create immersive experiences that captivate your audience. By embracing the future, these agencies keep your brand at the forefront of technological advancement.

5. Collaboration as Catalyst: Partnering for Success

A professional video production agency isn’t just a service provider—it’s a collaborator. Their insights, creativity, and dedication form a synergistic partnership, infusing your B2B tech videos with a touch of brilliance. From ideation to final cut, they ensure your vision is translated into captivating content that resonates with your audience.

A Wrap!

So, as you embark on your video voyage, armed with insights, expert perspectives, and real-world examples, set sail towards a horizon where engagement meets innovation, and connection transforms into conversion. B2B tech video marketing is more than a strategy; it’s your compass to navigate the ever-evolving digital landscape, forging connections, and propelling your brand into the forefront of the tech-driven future.

Video Content Marketing For Business FAQs