PRODUCT MARKETING

B2B Video Marketing Guide for Marketers

Picture of Rishabh Pugalia
Rishabh Pugalia

June 12, 2024

B2B-Video-Marketing-Guide

Visual learning has surpassed traditional reading methods. People often struggle to focus when reading long texts or listening to lectures. So using short, catchy videos to share information has become very necessary.

Video marketing is essential for brands looking to promote their businesses.
Why do videos work? B2B marketing videos offer greater engagement compared to written content. They provide an opportunity to showcase graphs, images, UI snippets, and more about your product or service.

In fact, according to HubSpot, B2B video marketing statistics, “When it comes to B2B, 79% of people say they’ve been convinced to purchase an app or piece of software because of a video.”

To create a video, a solid B2B video marketing strategy is essential. A good strategy includes goal definition, video creation, performance tracking, etc. Result? More leads, better engagement, and increased conversions.

Before deciding on creating a video, you might wonder:

  • How does a strong video marketing strategy impact decision-makers?
  • What are the key factors to consider when selecting platforms for B2B video marketing distribution?
  • What are the best practices that can be followed for an effective Marketing campaign?

Below, you will find the best B2B video marketing strategies and tips to create videos, increase engagement, and generate leads.

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    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    What is B2B Video Marketing?

    B2B video marketing is using videos as a method to promote a business, products, or services to new and existing customers.

    It aims to address the needs and challenges of decision-makers within these businesses through various types of video content.

    B2B Video marketing is the most effective way to explain and educate prospects about your business.

    Things to keep in mind before creating B2B marketing video examples:

    1. Keep the duration of the video under 2 minutes.
    2. Maintain the consistency of the brand message throughout the video.
    3. Customize videos based on customer behavior and where they are in their buying journey.
    4. Best B2B marketing videos always include a CTA (call to action) at the end to guide prospects toward the next step.
    5. Make different versions of the same content to achieve the same marketing objective.
    6. Use a conversational tone rather than a professional approach.
    7. Repurpose and share video content on social media platforms, landing pages, and email campaigns.

    There are various benefits of using video marketing for B2B.

    Benefits of B2B Video Marketing

    Benefits of B2B Video Marketing

    1. Videos are easy to digest

    B2B marketing videos make complex information easy to understand. They are the best way to display the features and benefits of your product or service.

    2. Show that you are an industry expert

    Video allows you to position yourself as a subject matter expert. Share insights and knowledge to establish yourself as an authority in your field.

    3. Engaging

    Compared to textual information, videos are quick to grab attention. Incorporating interactive elements, icons, and graphs enhances engagement. For videos to be appealing, having a B2B video marketing strategy is essential.

    4. Increase Reach

    As B2B marketing videos are easily shareable and increase reach. If these videos reach business decision-makers and they find the video valuable, there’s a good chance they might consider you to solve their problems.

    5. Lead generation

    Video marketing in B2B has the potential to engage and attract more leads, especially with clickable links and forms in the video descriptions.

    6. SEO

    Search engines favor video content. including videos on your website. Optimizing them with relevant keywords can improve rankings and increase online visibility.

    7. Builds trust and credibility

    Using testimonial videos and case studies makes your brand look more trustworthy and authentic. B2B video marketing humanizes brands and helps companies stay connected with the audience.

    8. Brand recall

    Memorable videos create a lasting impression on viewers, contributing to better brand recall. When potential customers remember you, they are more likely to choose your brand to solve their problems.

    We know how to sell your story using your product UI

    Why Is Video Marketing Important In B2B?

    According to Hubspot, 33% of marketers don’t have enough time to create video content. This highlights a huge opportunity. While your competitors hesitate, investing in video is important in more ways than one. Let’s see them one by one.

    1. Visualizing the Outcome

    B2B buyers don’t just purchase a product or service–they invest in a solution. Video allows you to paint a realistic picture of how your offering will transform their pain points into successes. This vision of the future state is incredibly persuasive and will help them in better decision-making.

    2. The Trust Equation

    The video puts human faces and voices behind your brand. It builds transparency and builds rapport much faster than text-based interactions. Trust is a slow process in B2B, and video accelerates the process.

    3. Video Helps with Short Attention Spans

    Buyers are mostly overloaded with information. Compelling videos deliver key points effectively, respecting their time while leaving a lasting impression.

    4. Helping with Self-Service Research

    B2B buyers carefully research solutions before even engaging in sales. Videos fuel this self-education process, letting them get to know you on their schedule.

    5. Staying Top-of-Mind Across Touchpoints

    Video lets you stay present throughout that long B2B sales cycle. Using snippets on social media, personalized follow-up videos, and video-focused email campaigns will help us to get better leads since we are branching out into various platforms.

    6. Appealing to Different Learning Styles

    Some buyers are good readers, others thrive on auditory input, and still more are visual learners. Video is the content chameleon that caters to all of them. So why not invest in video?

    7. Video aids account-based marketing (ABM)

    ABM shows you understand what your client needs. Making personalized videos, like short explainers addressing their recent industry reports or introductions from your team members who know their team, takes it a step further.

    Thus, taking advantage of different video marketing types and sending unique video types to each customer makes your offer more personal.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    What makes a good B2B Marketing Video?

    A good B2B video has several different elements. First, it instantly interests the viewer with a relatable pain point and the promise of a solution – your product or service. One can keep the focus on the customer’s challenges and successes, using testimonials or case studies for added credibility.

    Delivering the message with clarity, avoiding jargon, and respecting the viewer’s time is another aspect of creating a quality video. While the high production value isn’t about flashy effects, it does mean clear visuals, excellent audio, and well-paced editing(that includes subtitles, brand colors, etc), as these subtly convey professionalism.

    End with a strong call to action (CTA). Make what you want the viewer to do next crystal clear – schedule a call, visit a landing page, etc. – and make that action as easy as possible to perform.

    Remember, a great B2B content marketing video informs, shows value, and pushes the audience toward the next step in their interaction with your brand.

    How to create a B2B Video Marketing Strategy?

    Here are some points to consider when creating a B2B marketing strategy.

    1. Goals That Go Deeper Than Views

    If your video could change a customer’s behavior, what would it be?

    Focus on concrete actions viewers should take after watching the video. Set SMART (specific, measurable, achievable, relevant, and time-bound) goals to guide your video strategy and measure effectiveness.

    Example: Instead of aiming for “more website traffic,” the goal becomes “20% increase in free trial sign-ups driven by product explainer video.”

    2. The Audience You Want

    Who do your ideal customers already trust and follow online?

    Identify influencers that attract your target audience, and analyze their successful videos.

    Example: Your product aids HR teams – find HR influencers on LinkedIn. What kind of videos get the most engagement from their audience? This informs your content.

    3. Focus on the Problem Area

    Where do prospects usually get stuck, confused, or abandon the decision process?

    Videos that solve these hurdles remove major barriers to conversion.

    Example: If many potential customers drop off at the pricing page, a short video explaining the value behind each pricing tier could increase sign-ups.

    4. The Anti-Demo Demo

    Can you re-create a typical customer “before and after” experience using your product?

    Make it a relatable story, not a dry walk-through of features. Creating B2B video marketing examples will help customers to see the product in action.

    Example: A marketing agency might show a disorganized team struggling with spreadsheets and missed deadlines, then transition to showing the same team using their project management software to streamline everything.

    5. Maximum Value

    How can I squeeze the maximum value out of every single video content marketing strategy?

    Plan from the start how to repurpose your video content across various channels.

    Example: A webinar recording gets a second life as shorter social clips, blog snippets, and an email nurture sequence.

    We know how to sell your story using your product UI

    Step By Step Guide To Create A Good B2B Video For Marketing

    Here is a step-by-step process on how to create a good B2B video for marketing:

    Step 1: Planning for Success

    Be crystal clear on what you want the business marketing videos to achieve. Are you aiming for brand awareness, lead generation, customer education, or something else entirely? Pinpoint your ideal viewer’s role, industry, pain points, and where they typically consume content.

    Understand where this video fits in the sales funnel. Early-stage videos will differ greatly from those aimed at decision-makers.

    Step 2: Message Mastery

    Open with a clear statement of the problem your video addresses, then quickly introduce your solution. This captures attention in mere seconds. Pick video styles and formats that your audience likes, such as product explainer videos, product demos, testimonials, B2B marketing video product launches, and brand videos. Choose from options like animated, live-action, or whiteboard to keep your content varied.

    Guide viewers to the next step – schedule a consultation, download a resource, etc. Make the action clear and easy to take.

    Step 3: Analyze competition and Market trends

    Analyze competitors to find what works well. Stay informed about current trends in video marketing within the industry. Current B2B video marketing trends include having video landing pages, using short-form videos, and UGC videos.

    Step 4: Production Decisions

    • Format Choice: Consider live-action, animation, screen recordings, or a hybrid approach. This depends on your message and resources.
    • DIY vs. Outsourcing from a B2B video agency: Assess your in-house capabilities and budget. Even simple videos demand good audio and editing for a professional feel.
    • Length: Tailor the video’s length to its purpose and platform. Website explainers are snappy, while webinar recordings can be longer.

    Step 5: Optimize and Promote

    Use relevant keywords in your title, description, and tags for greater visibility in search results. Always include captions or subtitles for viewers with hearing impairments and those watching without sound.

    Choose the platforms and channels where your target audience spends time (websites like YouTube, Instagram, email campaigns, etc.). Don’t rely on organic reach alone. Develop a targeted promotion plan via ads or strategic outreach.

    Step 6: Measure and Improve

    Define what metrics signal success for this specific video (views, social shares, click-throughs, demo requests, etc.). Assess if the B2B video production met your goals. Identify what worked well and areas for improvement in future efforts.

    Note:

    Various AI tools can be used for

    different processes of video creation.

    • Script Writing: ChatGPT, Claude.ai, Jasper.ai.
    • Video Editing: Filmora, CapCut, VEED.io, Adobe Premiere Pro.
    • Voiceover: Murf.ai, Speechelo.
    • Caption Creation: SubtitleBee, Media.io, VEED.io.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    Best B2B Marketing Video Types

    Different types of video marketing support objectives throughout the buyer journey. It’s about understanding what kind of information your potential customers need at each stage, and then delivering it.

    Here are some effective B2B video marketing video types suitable for different stages of the customer journey.

    A. Types of videos for the Awareness Stage

    1. Brand Videos

    A B2B marketing video is essential to highlight your brand identity and values.

    Analysis:

    • The video talks about how Bolt is fast and innovative. Employees talk about company culture and how they are committed to customer satisfaction.
    • They talk about the achievements of reaching 10 million customers, launching new services, adding 500 employees, etc.

    2. Explainer Videos

    To explain brand offerings, product benefits, services, and solutions.

    Making a video for B2B & SaaS products needs a different mindset.

    Analysis:

    • The video introduces My COI, a company specializing in third-party compliance solutions.
    • The video discusses the benefits such as streamlining and automating communication, collection, and compliance review. They also emphasize the protection and safety features.

    3. Social Media Videos

    Get more people interested and generate excitement around the brand on social platforms.

    Analysis:

    • This is a vertical video suitable for all types of social media platforms.
    • The UGC social media video of Snorkel.ai explains the challenges involved in AI development. It discusses the prolonged process, data labeling, inconsistent data quality, errors, etc.
    • The video introduces Snorkel.ai as the solution to these problems.

    B. Types of videos for the Consideration Stage

    1. Product Intro Videos

    They are used for product intros, features, and benefits.

    Analysis:

    • Microsoft introduces Copilot as the best productivity tool. They show the capabilities and benefits of the product.
    • The video shows Copilot performing a bunch of tasks, such as preparing for a meeting, drafting a product announcement, etc.
    • It also shows how to create presentations on PowerPoint and analyze data in Excel.

    2. Platform Tutorials

    They are used for navigating the UI of platforms, highlighting ease of use and functionality.

    Analysis:

    • The video talks about creating and sharing designs using Canva. The video guides on where you can find templates and how to select them.
    • It shows how you can add elements like graphics, photos, and videos, which are present on the left toolbar.
    • The video shows download and share on social media options present on the right side of the platform.

    3. Product Integration Videos

    Demonstrate how seamlessly your product integrates with existing tools or platforms.

    Analysis:

    • The video is a step-by-step guide on integrating Slack with ClickUp.
    • The video shows different ways the integration is used, like connecting ClickUp tasks in Slack messages and sending Slack messages to trigger ClickUp notifications.

    4. Tutorial Videos/How To

    They are used for detailed guidance on specific tasks or features to build confidence in the product’s utility.

    Making a video for B2B & SaaS products needs a different mindset.

    Analysis:

    • The video explains how to set up Ethnio’s scheduling feature to automate research workflows.
    • Users are guided through adding scheduling questions, setting up interview slots, customizing emails, integrating Zoom, managing sign-ups, and confirming appointments.

    C. Types of videos for the Decision Stage

    1. Product Demo Videos (Standard)

    Product demo videos show the product in action, helping with the decision-making process.

    Making a video for B2B & SaaS products needs a different mindset.

    Analysis:

    • The demo video has three simple steps to use Pipe, a fintech company.
    • This video shows how to sign up by filling out details, connecting your systems, and starting trading.

    2. Follow-up Demo Videos

    They are best used for detailed, personalized product demos.

    Analysis:

    • This demo video is a follow-up to a video introducing Zendesk messaging.
    • This demo video shows how agents can handle customer inquiries using chat shortcuts and Macros within the Zendesk interface.

    3. Customer Testimonial Videos

    They are used to show how satisfied customers are with your product or solutions.

    Making a video for B2B & SaaS products needs a different mindset.

    Analysis:

    • The individuals in the testimonial praise Nectar for its user-friendly interface and efficiency in streamlining multiple processes.
    • It also highlights Nectar’s strengths in efficiency, cultural alignment, global scalability, and overall customer satisfaction.

    4. Case Study Videos

    Show how your brand solved a problem, from challenge identification to after-solution metrics.

    Making a video for B2B & SaaS products needs a different mindset.

    Analysis:

    • BAI Security was having difficulty in identifying prospects or getting leads. Koncert helped them achieve significant improvement in this field
    • The video also talks about how the system was integrated in a very short period of time and hardly needed any modifications.

    D. Types of videos for the Post-Purchase Stage

    1. Onboarding Videos

    Onboarding videos are essential to simplify the process, ensuring new users understand how to get started with the product.

    Making a video for B2B & SaaS products needs a different mindset.

    Analysis:

    • This onboarding video of Taskworld explains how to create a project and invites the team to collaborate on the platform.
    • The video provides step-by-step methods and highlights the icons and popups for a better understanding of how to onboard.

    2. Training Videos

    Give detailed training so customers can make the most out of the features.

    Analysis:

    • The video shows how Airtable effectively uses its own platform to streamline and optimize the customer research process.
    • It discusses Airtable’s flexible data structure and visualization tools to get valuable insights and make informed decisions.

    3. Customer Support Videos

    Make videos answering customer questions to make customer support more efficient.

    Analysis:

    • The Apple Support video shows how to effectively use the Find My feature to manage Apple devices and supported items.
    • It explains the benefits, such as location sharing and device tracking. The video guides turning on location, finding Apple devices, etc.

    4. FAQ Videos

    Faq Videos provides quick solutions to common issues to increase customer satisfaction and reduce support calls.

    Analysis:

    • The video answers various questions customers had about using UpHex.
    • The video answers questions such as how to pitch UpHex, how to onboard a client, how to do a demo call, etc.

    5. New Feature Videos

    Keep customers updated on new features, updates, and functionalities for higher engagement and upselling opportunities.

    Analysis:

    • The video shows the launch of new features in Zoom AI Companion to help improve productivity.
    • Feature updates include meeting summaries in 32+ languages, meeting overviews, speech metrics in smart recordings, etc.

    A B2B video marketing agency can quickly produce high-quality videos for you.

    Why Choose Content Beta?

    Are you interested in making videos to promote your business? Look no further. At Content Beta, we specialize in producing high-quality B2B marketing videos customized to your unique needs.

    We offer Creative as a Service (CaaS) plans for tech companies. We produce various kinds of videos from explainers to remote testimonials to product demos and more.

    How are we unique?

    • Transparency & Zero Wastage: At Content Beta, we provide transparent pricing plans with no hidden fees. Any remaining credits in your plan or subscription will be carried over to the next billing cycle.
    • Easy Collaboration: Our cloud-based platform enhances seamless collaboration between your team and ours.
    • Quick Response: We ensure a speedy delivery without any compromise on quality. Apart from these, Content Beta offers rapid, same-day responses for quick edits and revisions.

    For brands looking for fast and high-quality video delivery, we are your ideal choice.
    Book a demo call to get a quote!

    Conclusion

    Various B2B video marketing statistics show that videos are the most useful medium for brands to engage and educate prospects. Videos simplify complex info, showcase your expertise, grab attention, and drive action.

    Videos addressing customer pain points build trust and brand recognition.

    An effective B2B video marketing guide involves identifying your target audience, analyzing trends, and tracking relevant metrics consistently.

    Depending on your brand objectives, you have a range of video types to choose from. These include explainers, case studies, how-to videos, etc.

    Optimize your business visibility through strategic video marketing B2B methods.

    Frequently Asked Questions (FAQs)

    The best practices for creating B2B marketing videos are:

    • Focusing on clear messaging and relevance
    • Keeping the video concise
    • Keeping it around 2 minutes
    • Optimizing it for mobile viewing

    The key elements of a successful B2B video marketing campaign are:

    • Defining goals
    • Identifying the target audience and metrics
    • Creating engaging narratives
    • Highlighting product benefits

    The ideal budget for a B2B video marketing campaign is under $10,000. However, the budget may need to be adjusted, depending on the length and complexity.

    It is not necessary to have a call to action in every B2B marketing video. However, it encourages prospects to move forward and make a conversion.

    The best platforms for B2B video advertising are YouTube, Instagram, TikTok, and LinkedIn.

    B2B video marketing builds brand awareness, demonstrates complex solutions visually, increases website SEO potential, gives a more engaging social media presence, and nurtures leads through the sales funnel more effectively.

    A strong B2B video script starts with a clear goal – introduction, focuses on the viewer’s pain point, offers a solution (your service/product), tells a concise story (even in short videos), include benefits and has a strong call to action that tells the viewer the next step to take.

    Videos are super versatile for marketing and can be used widely. Use them to show off your products, explain how stuff works, and introduce your team. They even help you tell customer success stories that make people want to work with you.

     

    You can use videos everywhere – your website, social media, emails, and even in ads.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    Content Beta