B2B buyers don't necessarily want to sit through a sales call just to understand what your product does. They often do research on their own time, and a video gives them a quick way to see a product in action or gauge how it might fit into their workflows.
Your team can use B2B video marketing at multiple stages throughout the buyer's journey. Videos make it easy to introduce a product, clarify its key selling proposition, help prospects compare options, and encourage a final decision.
In this article, we'll cover the types of B2B video content worth creating, then explain how to build a marketing strategy around them. And we’ll see some real examples of how B2B brands use videos effectively.
Why video is useful for B2B marketing
B2B products can be difficult to explain with text or static images alone, especially for complex offerings and long sales cycles. Product videos can show buyers how features work and clearly demonstrate how the solution addresses audience pain points.
That flexibility makes videos useful across the sales funnel. Short videos grab attention in crowded social feeds and email inboxes, while demos and customer stories build trust as a potential buyer gets closer to a decision. Current B2B video marketing trends emphasize brief formats that fit the channels where buyers already spend their time.
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Common types of B2B video marketing
The video format you choose should depend on where your buyer is in the funnel and what they need to know next. Here are some good options to build your marketing strategy around.
Product demos
Demos show your product in action and help buyers understand how it solves a specific problem. A demo can walk prospects through the product’s key features and show what the experience is like in a realistic context. Product demos usually work best mid-funnel, once a prospect is interested but wants a closer look before moving forward.
Customer testimonials
Testimonial videos let customers describe their experiences and results in their own words. This authenticity often builds trust more effectively than brand messaging. Testimonials tend to land well when prospects are evaluating your company and want proof that your product delivers.
Explainer videos
Explainer videos help you simplify a product, service, or complex idea into video content that's approachable and engaging. This content is particularly useful at the top of the funnel, when buyers are still learning about a problem and its possible solutions.
Webinars
Webinars give you time to explore a topic in depth and in an interactive way. They can help you generate new leads, while also giving warmer prospects the chance to ask questions as they evaluate their options.
Personalized outreach videos
Personalized videos are short, one-to-one or account-specific messages created for individual prospects. Sales teams can use these videos during outbound outreach to introduce themselves and put a more personal face on the next step in the funnel.
How to build a successful B2B video marketing strategy
To create your first B2B marketing video, follow these three steps:
- Set your goal: Before production begins, you’ll need to know what you want the video to accomplish, who needs to see it, and where it fits into the buyer’s journey. Give each video one clear job, whether that's building awareness, generating a demo request, supporting lead generation, or moving an existing opportunity forward.
- Match the video’s type to its funnel stage: Take a look at the types covered in the previous section, and think about what buyers need at your chosen stage of the video marketing funnel. Explainer videos are great for introducing a problem and solution, for example, while product demos and personalized clips provide more detail as interest grows.
- Publish and promote the video: Choose marketing channels based on where your audience spends time and what you want them to do afterward. And build promotion into your strategy both before and after publishing, so the video reaches the people it was created for.
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How to put your B2B videos to work
Where you share your video content should depend on its audience and goal. A few of the best options include:
- Embedding the video on your website: Product and landing pages are natural places for videos that help buyers understand your offerings or move further down the funnel.
- Using video in email marketing and sales outreach: A personalized clip can make an outbound email more relevant, while lead generation videos nurture prospects who’ve already shown interest.
- Posting videos on social media: Social distribution can extend the reach of B2B video content marketing beyond your existing audience. Instead of simply reposting the same video everywhere, though, consider how you can adjust the format and message to fit the way people consume content on each channel.
5 B2B video marketing examples
The best way to see what video marketing can accomplish is to look at how B2B brands already use this content. These examples show how different types of videos can support specific marketing or sales goals.
1. Product demo example
monday.com uses its product demo to show the platform in action, while connecting features to the work teams can accomplish. The clear pacing gives viewers time to understand the product without turning the video into a long list of features.
2. Customer testimonial example
Zendesk's Sinch Engage story focuses on a real customer's experience. Then it backs up that experience with specific results, including improvements in response and resolution times. Having the customer explain these outcomes directly makes the testimonial feel credible and easy to connect with.
3. Explainer video example
Slack keeps its "What is Slack?" explainer video simple by focusing on what people can accomplish with the platform. The straightforward language and human-centered approach make the product easier to understand, helping viewers picture using Slack in their daily lives.
4. Webinar clip example
Proactis turned part of a longer webinar into a repurposed clip about how AI is changing accounts payable. Pulling a specific takeaway from the recording gives the video a clear purpose on its own, while also giving interested viewers a reason to watch the full webinar.
5. Personalized outreach example
Corporate Visions demonstrates how a sales rep can use a personal video message to reach out directly to a prospect. By addressing the recipient and tailoring the message to the conversation, this example shows how video can make one-to-one sales outreach feel more personal than a standard email.
Make Vimeo your B2B video partner
A strong B2B video marketing strategy depends on creating the right types of content, then putting them in front of the right audiences at the right times. Vimeo brings all that work together in one platform, offering B2B video solutions for creating, hosting, distributing, and measuring your content.
For example, you can use Vimeo’s video analytics to track watch times and completion rates, or put together personalized outreach with screen recorder tools. On some plans, you can even create interactive videos with clickable CTAs and lead capture elements.
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FAQ
What’s a case study video?
A case study video shows how a real customer used a product or service to solve a problem and achieve a specific result. This content gives prospective buyers concrete evidence of what they could accomplish with the same solution.
Why is LinkedIn important for B2B video distribution?
LinkedIn puts video content in front of professionals and business decision makers, making it a natural distribution channel for B2B marketers. Teams can use LinkedIn to share product insights and customer stories with relevant audiences.
How do B2B marketers measure video success beyond views?
B2B marketers look at video metrics such as watch time, completion rate, viewer drop-off, clicks, and conversions to understand how people engage with content. The most useful metrics for any specific video depend on its goal and where it sits in the sales funnel.
