Importance of Video for B2b Marketing – A Complete Guide

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Video is one of the most popular content mediums on the internet today. With the massive increase in video content consumption, marketers are treating video as an extension of their marketing efforts. B2B businesses are also investing in video-based marketing strategies to reach potential customers. If B2B businesses want to reach their target audience effectively, they need to have an effective video marketing strategy that helps them in getting more sales leads.

This blog outlines how to develop Complete strategy for B2B Marketing and some Importance Of Video For B2b Marketing

Developing a successful B2B video marketing strategy is not a simple task. There are many factors that need to be considered other than the quality of the video content.

88% of marketers say that video marketing provides their business with a positive ROI – up from only 33% in 2015.

In today’s digital age, the quality of your content may make or break your B2B marketing efforts. Over the last decade, there has been a massive shift in B2B marketing, and organizations now operate in a world dominated by technology.

It is now just as important to stay on top of your social media marketing to acquire new B2B clients as it was ten or twenty years ago. In a fast-paced world where your potential clients may be working across multiple time zones, well-crafted interactive multimedia marketing can make it much easier to reach your target audience.


B2B marketers recognize the importance of finding innovative ways to capture the attention of and engage with prospective new clients. They must plan for interactive marketing and operate more like publishers, providing high-quality, engaging material.

Video is an important tool for B2B marketers to use when creating content for brand building and communicating with potential B2B clients. We live in a world where content reigns supreme, and video marketing with the correct content will hold your target’s attention for much longer. Good quality, concise video content that your audience finds interesting can provide them with a time-saving solution that addresses all of their issues without requiring them to search for more information.


Most companies devote only about 10% of their marketing budget to content marketing initiatives that incorporate video marketing. When you consider that video content can be quickly shared and promoted via social media, earning you inbound links and free attention, this is a squandered opportunity.

B2B video marketing is a strong approach to provide honesty and transparency to your organization, which aids in the development of trust. When a firm sees the people behind the organization or gets an inside peek at your operation, it can make your company appear more appealing as a partner.

You’re not alone

We’ll show you how to get started with video marketing, what types of video to create, where to distribute them, and why you need to start now.

Why should your B2B business invest in video marketing? 

Video is no longer used solely for internal sales and customer service training. It’s an integral part of communicating with your B2B prospects and growing your business’ bottom line. 

The following numbers tell a story:

  • 95% of video marketers intend to increase or maintain their video budget in 2020.
  • 87% of LinkedIn video marketers describe it as an effective channel.
  • 88% of video marketers report a positive return on investment (ROI) from video. 
  • 72% of people prefer video over text to learn about products and services

Benefits of B2B video marketing 

There are innumerable benefits in video marketing, but let’s take a look at three ways video content benefits your business. 

#1. Video increases search rankings 

You may have noticed that video results appear frequently in Google searches, and that they are frequently near the top of the page.

A search for “video marketing” on Google, for example, yields video results in the second position on page one.

Clearly, if you’re not publishing video, you’re missing out on free publicity.

When uploading your videos, just be sure to follow SEO best practices.

#2. Video boosts demand generation

Video is an effective technique for increasing engagement and assisting with lead creation.

According to Animoto’s most recent annual poll, 93 percent of businesses have gained a new customer as a result of a social media video.

Adding video to your website’s homepage, landing pages, or product pages also boosts the average time visitors spend on a page.

According to 81 percent of video marketers, and 80 percent of all those polled, video has directly contributed to increased sales.

It is obvious that keeping your readers interested increases your chances of conversion.

Create a value-packed webinar that asks visitors to sign up as a means to gather leads from your video marketing. Boom! Lead generation occurs instantly.

Salesforce use this method in its product demonstration series.

Another strategy is to include a call to action (CTA) in your video that sends your prospects to other conversion points such as downloading free content, signing up for a trial, or scheduling a demonstration.

#3. Video supports account-based marketing (ABM)

In 2023, the emphasis will be on more individualized ABM methods.

If your B2B company is targeting certain prospects, it makes sense to provide them bespoke video content.

Every day, CEOs and other high-level decision-makers receive hundreds of messages, so you must find a way to stand out. Why not incorporate video to your email campaigns to spice up your email marketing?

How to create a B2B video marketing strategy 

Non-video marketers are 17 percent more likely to claim they don’t utilize video for marketing because they don’t know where to begin.

This is why you want a video content strategy.

How many times have you launched a marketing campaign or begun work on a sales project without a well-thought-out plan?

Even your blog pieces, case studies, and whitepapers are planned and organized, so your B2B video marketing demands the same amount of effort and attention.

First, consider the following:

Who are you marketing to?

B2B organizations may find it more difficult to generate video with a wide reach, but this does not lessen the value of video to your target client.

You have most likely defined your target audience by this point.

You are aware of their pain spots, content preferences, and the messaging style that they like.

Keep this in mind when you construct your video strategy.

Here’s a step-by-step walkthrough to create a B2B video marketing strategy:

#1. Establish goals for your video marketing

What’s the point of your video?

When making selections about your film, keep your ultimate goal in mind at all times.

It’s important to have a specific aim in mind because this will maintain your attention on the end video’s content and aesthetic.

Consider which level of the sales funnel your video material is aimed towards.

#2. Establish a video marketing budget

Will you make your film in-house or hire someone else to do it?

Before you begin, consider the time and expense of video production.

Video is more affordable than ever before, which is why 46 percent of first-time video marketers began utilizing video in 2019.

Know who your audience are.

Hiring a professional video production business saves you money on specialized equipment, videographers, scriptwriters, and even location and travel expenses.

Understand your limitations as well as your potential.

#3. Select a type of video and determine where it fits into your entire plan

Experiment with different types of video if you’re just getting started.

Choose a video format that best fits your objectives.

A brand film, for example, is most effective in the awareness stage, but a case study is most effective in the middle and late phases of your buyer’s journey.

#4. Select a location for your video’s distribution

The medium you select is determined by how you currently reach your target audience as well as the aim of your video.

If you’ve only created one or two types of B2B video, it’s generally best to start with a single channel and work your way up.

A brand film is perfect for your website’s homepage as well as for increasing brand recognition on your Facebook page.

Put your case study video on a page dedicated to your consumers or use it on LinkedIn as trust-building content.

#5: Make your video

Professional video production necessitates more than just grabbing a camera and asking a coworker to tell the world about your product or service.

If your target audience values quality, you’ll need professional, well-produced visual material.

This is the stage at which you must decide whether you are willing to spend in the necessary equipment, resources, and time to create your movies.

If you can’t commit to that course, think about hiring a video production business to walk you through the full process and explain what to expect on recording day.

Happy female vlogger ready to make her video

#6. Make your video public

Many publishing sites put restrictions on the types of videos that can be published, as well as the length of the videos that can be published. Check to see if your video meets those specifications.

#7. Advertise your video

Keep in mind that no matter where you choose to advertise your film, your work is not done.

This is particularly true on YouTube and other social media platforms. It is here that you may increase audience engagement in your marketing video by reacting to comments and criticism.

#8. Monitor the success of your video

This is a critical step for two reasons.

For starters, if you don’t track your outcomes, you won’t know how successful your video was in relation to your objectives.

Second, your analytics will assist you enhance your future video marketing initiatives, particularly if your outcomes fell short of expectations.

For example, if your goal was lead generation, metrics like as your click-through rate (CTR) and conversion rate will provide an accurate indication of the effectiveness of your video.


B2B marketing is a huge part of the lead generation process and video is a great way to improve your brand’s presence in the B2B sector. 

Video is at the core of B2B marketing and it’s not going anywhere anytime soon. In fact, video is a critical part of any marketing strategy today. It all comes down to the fact that people like to see videos, and the internet loves to share videos. If your business is looking to use video for their marketing strategy, we hope this blog was able to provide a good starting point for you. If you have any questions about your B2B marketing strategy, please contact us. We’d love to help you with your next marketing idea!

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