B2B Video Marketing 101 – How to Use Video to Build Trust & Grow Your Business

b2b video marketing

Are you one of those B2B marketers who think that video is not for your brand? 

Well, I have some news for you – you’re missing out on a big opportunity.  B2B video marketing is a must-have!

Video is not just for B2C brands. 

By using video, you can humanize your brand and showcase your products and services. You can increase your ROI and boost brand awareness. 

And in this post, I’m going to show you how to create a B2B video marketing strategy that rocks.

Let’s dive right in! 

Why Don’t More Marketers Use Video in B2B Marketing?

Despite the undeniable benefits of video marketing, many B2B marketers are still reluctant to use it. According to a survey by Wyzowl, some of the reasons people state for NOT using video are:

  • 30% say they don’t have time.
  • 18% say they don’t know where to start
  • 10% can’t convince key decision-makers of the need to invest in video.
  • 10% feel that it’s too expensive.
  • 8% don’t feel it’s needed.
  • 5% are unsure of the ROI.

Sure – these are all valid concerns. But we’re here to break some myths. 

Video marketing is easier and more affordable than ever. You don’t need fancy equipment or a Hollywood budget. You can make awesome videos with just your smartphone or laptop, using simple tools and techniques. Or you can hire a professional video production company to do it for you.

You can actually find a full list of video production vendors here or in the video linked bellow.

And the best part is: B2B video marketing works!

So it doesn’t have to be a hard sell for key decision-makers. You can convince key decision-makers of the need to invest in video marketing by presenting them with solid data, evidence, and arguments that show the value and ROI of video marketing.

Benefits of B2B Video Marketing 

So, if you’re still on the fence about B2B video marketing, it might be time to reconsider. Here are some of the benefits of B2B video marketing ⬇️

1. Video humanizes B2B brands & builds trust

One of the biggest challenges of B2B marketing is making your brand stand out from the crowd. You don’t want to be seen as just another faceless company that sells boring products or services.

You want to be seen as a trusted partner that understands your customers’ needs and challenges. And that’s where videos come in handy. 


With video, you can show your human side and connect with your audience on an emotional level. You can use video to tell your brand story, share your values, and showcase your culture.  Using video in B2B marketing will add a human touch to your brand, which will help build brand awareness & trust. 💪

2. Video Helps Audiences Understand Complex B2B Products

Another benefit of B2B video marketing is that it can help customers understand your products or services better. In fact, a report by Wyzowl shows that 96% of customers say that video helps them understand products and services better. 

Why is that? 

Sometimes, explaining your B2B tech products or services can be challenging. Words alone may not be enough to convey what you offer and why it is important to your audience. 

That’s where videos come in handy. 

Here’s an example of product video produced by our partners at Videodeck.

With videos, you can show (not just tell) what your product is all about, what problems it solves, and how it benefits your audience. Secondly, by using video, you can help customers integrate the product into their workflow effectively. 

3. Video Persuades Your B2B Prospects to Buy From You

76% of B2B customers say that video convinces them to buy an app or software. 

Sure – the bottom-of-the-funnel stage is all about super-targeted communication with potential customers. 

That’s why video hasn’t been used as much in this stage by B2B marketers. However, things are changing. 

Marketers are now using videos to convert leads into customers. And it’s working. You can use case study videos to reassure your prospects, webinars to establish expertise, and product demos to onboard potential customers. 

The takeaway? Don’t shy away from videos at this stage of the sales funnel. 

4. Video Captures & Keeps the Attention of Your B2B Leads 

Let’s face it. B2B buyers are not easy to impress. They are busy, distracted, and overwhelmed by the amount of information and options available to them.

So, how do you capture their attention and keep them interested in your offer?

Yep – you guessed it. With video. 

You can use video to show your USP, teach your audience, and convince them to act. How? Video can capture attention, simplify complex ideas, and evoke emotions.

Because video appeals to multiple senses and stimulates the brain more than text or images. It can also convey more information in less time, making it easier for your leads to digest and remember your message.

But not all videos are created equal. The key is to make them feel understood and to meet them where they are (online). 

5. Video Will Boost Your SEO 📈

Last but not least, investing in B2B video marketing can boost your overall SEO strategy.


Well, for starters, using video on your website will improve user experience and time spent on page. And as you may know, user experience is one of the key factors that Google considers when ranking pages. Plus, users tend to spend 2.6x more time on pages with video

More so, you can index videos as rich content – which means your videos stand a chance of being displayed above the fold on SERPs. 


A.k.a. you can outrank even competitors with higher domain authority than you and attract more clicks and traffic as a result. 

The Biggest Issue With Most B2B Marketing 

If you’re in B2B marketing, this likely hits close to home. You spend loads of time and money promoting your products and services yet struggle to generate sales.  

Why is that?

The main mistake is assuming B2B customers are solely logical and only care about features, benefits, and prices. 

This is a trap. 

But here’s the thing – B2B customers are humans too, and emotions affect their choices. Whether we like it or not, emotions factor into B2B sales. 

Sure, investing in software requires rational analysis. But ultimately, you’re buying a product to solve your problems and make life easier. To decide whether to buy, you need to imagine how it’ll change your day-to-day life.

That vision is what sells.

When we see a new product, we don’t just analyze its specs in a detached way. We have an emotional reaction based on past experiences, preferences, values, and expectations. This reaction, conscious or not, affects how much we trust it and our willingness to buy.

Simply put, emotions help us assign value to the facts.

That’s why you have to humanize your B2B marketing. Shift from products to people, features to feelings, and dull jargon to storytelling. Create a core purpose that resonates and inspires action.  

You have to appeal to their hearts, not just minds. And using video in B2B SaaS marketing makes 

Types Of B2B Videos & Why You Should Group Them By Marketing Funnels

Before we jump into the different types of B2B videos you can create, we have a tip for you. There’s one thing that can make your B2B or SaaS video content production much easier and more effective.

Remember marketing funnels?


Well, they’re the ace up your sleeve when it comes to creating videos for your B2B or SaaS brand. 

By thinking about your B2B videos in terms of your marketing funnel, you can create a more coherent and effective B2B video marketing strategy that guides your audience through their buyer’s journey.

Let’s break down some common types of B2B videos and how they fit into each stage of the marketing funnel 👇

1. Top of the Funnel

Videos at the top of the funnel attract, engage, and educate your audience. This is where you’ll find people that are aware of their problems and are looking for solutions. 

Some are not yet looking to invest in a product or service. Their queries are informational – meaning they want to find out more about their problem and the solutions to their woes. 

Your goals here are to grab their attention, wow them with your content, and make them fall in love with your brand. You want to show them that you understand their pain points and that you have the perfect solution for them.

The types of B2B videos that work well in this stage are:

  • Explainer videos →These are videos that tell your audience what you do, how you do it, and why you do it better than anyone else. They introduce your unique value proposition – making them perfect for top-of-the-funnel content.
  • Educational videos → These videos teach your audience something new or useful related to their problem or industry. They establish you as a thought leader, fueling demand. 
  • Interviews with experts in the industry → Expert interviews establish trust in your brand and set you out as a leader in your field. 
  • Ad videos → Advertisement videos are the key to brand building. While these don’t aim at bringing sales right away, they’ll do a great job at keeping your brand top of mind. Here’s where your storytelling skills and creativity can really shine. So, if you’re looking to capture the attention of a wider audience, ads should also be a part of your B2B video marketing strategy. 

2. Middle Of The Funnel 

Once your prospects become aware of their problem, they’ll slowly transition into the consideration phase. 

A.k.a. they’ll start evaluating and comparing options on the market to find the best solution for their problem. 

And this is where you want to persuade them that your solution is the best fit for them. ✨

The types of B2B videos that work well in this stage are

  • Testimonial videos → Nothing beats word-of-mouth when it comes to convincing your prospects that you’re the right choice for them. And testimonials are one of the most powerful types of social proof you can provide. So don’t skip them!
  • Case study videos → These are videos that showcase real examples of how your product or service helped a specific customer achieve their goals. Case study videos are great for demonstrating results, value, and customer satisfaction.
  • Product demo videos → These show how your product or service works in action, highlighting its features and benefits. Product demo videos are great for showing proof, functionality, and usability of your solution.

3. Bottom of The Funnel

You’ve reached the bottom of the funnel, where the action happens! 

This means that your prospects are ready to buy! All they need is a little nudge to seal the deal! 🤝

The goal of this stage is to close, delight and retain your customers with relevant and supportive content. The types of videos that work well in this stage are

  • FAQ videos → FAQ videos are great for addressing objections, concerns, and doubts that might prevent your prospects from buying.
  • Onboarding videos →. Onboarding videos are great for ensuring customer success, satisfaction, and retention with your solution.
  • Customer service videos →These are videos that provide assistance, guidance, and solutions to your existing customers who might have issues or questions about your product or service. Customer service videos are great for improving customer loyalty, satisfaction, and advocacy with your brand.

Tips and Tricks to Create a B2B Video Marketing Strategy that Drives Conversions

If you want your video content to produce results, you have to draw out a clear B2B video marketing strategy to guide you along the way.

Without a strategy, you might as well throw your money into the wind and hope for the best. 

So – here are some steps you can follow to plan out your B2B SaaS video content strategy.  

1. Be S.M.A.R.T 🧠

New Year’s resolutions. We all make them, but we rarely keep them.

Maybe you want to get fit, cut down on screen time, or quit smoking. But by the end of January, you’re back to your old habits.

Sound familiar?

Don’t worry, you’re not alone. Around 39% of Americans set New Year’s resolutions. However, only 9% successfully achieve what they set out to do. 

You might be wondering – what does this have to do with your B2B video marketing strategy? 

Well – there’s a common factor here: S.M.A.R.T. goals.

Those who set out these specific, measurable, achievable, relevant, and time-related goals win. 

Any marketing strategy starts with a clear idea of what you want to achieve and how you’ll measure your success.

And S.M.A.R.T. goals can help you plan your B2B video marketing strategy in a way that aligns with your overall marketing and business objectives.

Let’s say your goal is to increase sales by adding video to your B2B marketing mix. Here’s how you can make it S.M.A.R.T:

  • Specific. Do you want to increase sales overall? Do you want to increase cross-sells or upsells? How do you plan on doing it? This can sound something like this – “I want to improve conversion rates of leads by promoting and sending videos that address the specific needs and objections of my leads”. 
  • Measurable. Quantifying your goal is essential. Otherwise, you won’t know what success looks like. Set out specific metrics you want to track and how you want those metrics to look. How much do you want to improve conversion rates? Write that out. 
  • Achievable. Make sure your goal is realistic and attainable, given your resources, capabilities, and market conditions. You can use data or research to gauge what an achievable goal would look like for you.
  • Relevant. Is this goal relevant to your overall business strategy? After all, you’re not creating videos just for the sake of it. 
  • Time-related. Set a deadline for your goal. This is crucial! A suitable deadline will motivate you, but not fill you with anxiety because it’s so urgent. 

2. Know Your Audience! 

Knowing the audience is the backbone of all marketing. You can’t create effective B2B videos that speak directly to your audience if you don’t know who they are, what they want, and what they need. 

Who are you targeting with this campaign? What are their goals, pain points, and objections? How do they speak? What stage of the buyer’s journey are they in? What platforms do they use most? 

Answering these questions will help you tailor your video content to THEIR specific needs and challenges. 

For example, you can use Google Analytics to see what works, and social media to monitor successful posts. By doing so, you’ll be able to create B2B videos that speak to your audience’s hearts and minds. 

3. Choose the Right Types of B2B Videos for Each Stage of the Buyer’s Journey

Okay. You’ve set out your goals, budget, and target audience. 

Now what? 

Well, it’s time to get creative and decide what types of videos to make.

But wait – you can’t just make any video and hope for the best. You need to make the right video for the right stage of the buyer’s journey.


Because your audience has different needs, challenges, and expectations at each stage of the funnel. And you need to match your video content to their specific interests and goals.

So, how do you do that? Use tools such as Quora, Reddit, VidIQ, Ahrefs or Google Keyword Planner to discover topics, questions, and keywords your audience is searching for. 

Then, use this intel to choose the right video for each stage of the funnel. For example, if your audience is looking for specific information on solving a problem, you can create an educational video that touches on that specific subject. If your audience needs a little nudge to trust your product, you can go for a testimonial video

4. Script and Storyboard Before Your Press Play. ✍️

Once you have decided on the types of videos you want to create for each stage of the buyer’s journey, you need to plan out your story and message. 

Writing a script and creating a storyboard will help you organize your ideas, clarify your message and ensure that your video flows smoothly and logically. It will also save you time and money when filming and editing your video.

Here are some tips and tricks: 

  • Use a tone that matches your brand voice and personality. The idea is to be authentic. ✨
  • Keep your script short and simple, focusing on one main idea or point per video.You don’t want to overwhelm or bore your audience with too much information or details. Stick to the essentials and cut out the fluff.
  • Use storytelling techniques such as hooking the viewer’s attention at the start, building suspense or curiosity throughout, and ending with a strong call to action.
  • Use emotion and humor where appropriate to connect with your audience and make your video memorable.
  • Use visual elements like animations or screenshots.
  • Use transitions such as cuts, fades, or wipes to move from one scene or shot to another smoothly.
  • Add sound effects and music where appropriate to enhance the mood and atmosphere of your video. This will make the video more impactful!

P.S. → If you’re looking for some tools to help you in this stage, check out our article about the best storyboarding tools of 2023!

5. Plan Out The Shoot 🎥

The next step is to plan out the video production. Will you shoot in-house or hire freelancers? 

This is an important decision that will impact the quality, cost, and time of your video project. There are pros and cons to both options, and you need to consider several factors before making your choice.

Shooting in-house might be a good option if you have the right equipment and staff to do so. You can save money, have more control, and be more flexible with your schedule. However, you might also face some challenges, such as lack of expertise, limited resources, or technical issues.

Hiring freelancers might be a good option if you want to outsource the video production to professionals. You can get high-quality videos, access to specialized skills, and faster turnaround times. However, you might also face some challenges, such as higher costs, less control, or communication problems.

Or, you can also collaborate with a B2B SaaS video outsourcing company. This is a hybrid option that combines the best of both worlds. You can get expert guidance, customized solutions, and affordable prices. You can also benefit from their experience, network, and tools.

6. Optimize your B2B videos for SEO

Once your videos are ready to go, you’ll need to optimize them for the best results. Simply uploading them to YouTube or Vimeo doesn’t cut it. 

You want your audience and search engines to find them with ease. 

Here are a few tips and tricks to ensure that your B2B video marketing strategy doesn’t go to waste:

First up, you’ll want to find the right keywords. 

You can use tools such as Google Keyword Planner, Moz Keyword Explorer, or SEMrush Keyword Magic Tool to find and analyze keywords for your B2B videos. You can also use tools such as AnswerThePublic, Quora, or Reddit to find out what questions or topics your audience is interested in or curious about.

  • Use long-tail keywords, which are more specific and less competitive than short-tail keywords. For example, instead of using “video marketing”, you can use “video marketing strategy for B2B”.
  • Use intent-based keywords, which reflect the goal or purpose of the searcher. For example, instead of using “video production”, you can use “how to create a video for B2B”.
  • Use geo-targeted keywords, which include the location or region of your target audience. For example, instead of using “B2B video marketing agency”, you can use “B2B video marketing agency in Seattle”.
  • Use a mix of head, body, and tail keywords, which vary in length and popularity. For example, you can use “video marketing” (head), “video marketing tips” (body), and “video marketing tips for B2B SaaS” (tail).

Once you find the right keywords, it’s time to optimize your titles, description, and video tags. Don’t forget to use the main keyword in your title, preferably at the beginning – title tags that begin with the main keyword tend to rank higher. 

7. Track and Optimize The Video’s Performance 

The last step of your B2B video marketing strategy is to track and optimize the performance of your videos. 

There are many video metrics that you can use to track and optimize the performance of your B2B videos, but here are some of the most important ones:

☑️ Views

☑️ Watch Time. 

☑️ Completion rate. 

☑️ Conversion rate.

☑️ Click-through rate (CTR)

Wanna find out more about video metrics? Check out our latest article → 

Make B2B Video Marketing Work for You

B2B video marketing is not just nice to have. It’s a must-have that can help you stand out from the crowd, connect with your audience, and drive more sales. 

But to reap the benefits of video, you need a clear and effective plan. You need to select the best types of videos for each stage of the marketing funnel and create a B2B video marketing strategy that matches your goals and audience expectations. 

In this blog post, we showed you why video is essential for B2B marketing, how to choose the right videos for your funnel, and how to create a winning B2B video marketing strategy. 

And if you need some inspiration, check out these examples of B2B video marketing campaigns!