The Importance of B2B Video Marketing

In three years, 80% of B2B sales contacts will happen over digital channels. You can no longer rely on the charm and enthusiasm of your top sales rep to close the deal.

It’s getting harder to capture the attention of B2B buyers and stand out in the marketplace. You need to adjust and adapt your sales and marketing efforts to meet the needs of today’s stakeholders.

That’s the main issue for B2B marketers, but fortunately, there’s one tactic they can turn to. B2B video marketing is one of the ways that you can make the most of your marketing budget.

Can B2B marketing videos really make that much of a difference? Then can, and you’ll want to keep reading to explore why video marketing should be at the heart of your B2B digital marketing strategy.

Reach Buyers at All Stages of Buying Cycle

Just like B2C customers, B2B buyers go through stages in the buying cycle. They’ll become aware that there’s a problem within their business.

They may realize that they have high turnover rates and it’s killing their profitability.

The pain and strain on the budget are so great, that they need to make changes to improve the situation. They’ll start to look online for solutions.

They’ll research solutions, take demos, make calls, and weigh their options. They’ll make a final decision and move forward with the new solution.

B2B video marketing can get applied to each step in this example. You can start by having a blog post with a video that talks about the problem of having high turnover rates.

You can have videos on the home page of your website that show how your business solves that particular problem. You can use video testimonials to show that your solution works.

Video marketing gets used during the onboarding process, too. You can help clients feel supported, which increases client retention rates.

Present Your Brand Authentically

We’re in a phase of B2B digital marketing where brands create content for the sake of creating content. They don’t put much thought into what goes into the content or how it’s presented.

They don’t have a consistent brand voice. Most content creators don’t know what their brand voice is, so it’s impossible to be authentic.

The brand’s voice is the personality of the brand, whether it’s serious, playful, or something in-between. It’s important to know this and present it consistently.

Buyers see through this and don’t understand what your business stands for. They start to lose trust in your business.

Video marketing is an easy way to present your brand’s personality. Go behind the scenes and show how employees interact with each other. You can demonstrate that your place is a great place to work and connect with B2B buyers.

Improve SEO

About 90% of B2B buyers start the buying journey with an online search. Most of them turn to Google.

You probably invest heavily in SEO and PPC ads to give your company an advantage in search results. B2B video marketing gives your company an added boost that can generate leads early in the buying process.

How does that work? Let’s look at the search engine’s algorithm and search result pages. You’ll notice that there are video results from YouTube on the search result pages.

That’s because Google understands that people watch more videos and they strive to give consumers what they want.

You can create video content that addresses their pain points early in the buying process.

For example, you have an accounting solution that helps small business owners manage cash flow. You can create a video about cash flow strategies for small business owners.

Post it on YouTube, and you’ll capture the people who use that search engine. Your video may also appear on Google’s search results page. You’ll expand your reach with one piece of content.  

Demonstrate Social Proof

B2B buyers want to know one thing before they make a decision. They want to know if your product or service will work for their business.

There are no guarantees, but you can make them feel secure about their decision to buy your product. You can demonstrate your company can do the job by providing video testimonials from other clients.

This shows real results, which increases the level of trust that people have in your product or service.

Connect With Internal and External Audiences

B2B companies have two very distinct audiences. They have internal audiences who need training videos, corporate educational videos, and onboarding content.

There are external audiences who need to learn about your company and what you offer. Once they become customers, you’ll need to train them through the onboarding process.

According to, you can present training videos in a way that’s fun and relatable. Viewers are likely to remember what they watched and apply the content in their work.

B2B Video Marketing Delivers ROI

Does B2B video marketing deliver ROI? In most cases it does, but it’s not guaranteed. It largely depends on the content and quality of your video production.

Video content with bad lighting or audio diminishes the message. You’ll end up leaving viewers with a bad impression of your brand.

On the other hand, a professional video that tells your brand’s story will have the impact that you want. You’ll make the connection, get better search results, and see a return on investment.

Don’t Ignore the Importance of B2B Marketing Videos

B2B video marketing should be the centerpiece of your digital marketing strategy. It’s a great way to connect with stakeholders and demonstrate that your business can solve their biggest challenges.

When it’s done well, B2B marketing videos deliver a big return on investment. Don’t wait to use them in your B2B digital marketing strategy.

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