How to Build a B2B Video Marketing Strategy

B2B video marketing has emerged as a powerful strategy for engaging with business decision makers and driving business growth. By incorporating video into your B2B marketing strategy, you can effectively communicate your brand message, nurture leads, and establish your company as an industry expert.

Let’s explore how video marketing helps B2B marketers and how to develop your own B2B video marketing strategy.

What is B2B video marketing?

B2B video marketing is the use of promotional video content to capture the attention of business decision makers. This type of marketing content is most often found on social media platforms, but it can be used in a wide variety of contexts, from streaming services to digital out-of-home (DOOH) platforms. LinkedIn recently launched a dedicated CTV advertising product, signaling a bellwether moment in the growth of video marketing for B2B.

Unlike B2C video marketing, B2B video marketing is not confined to short, flashy advertisements. While TV-style ads do have a role in B2B marketing, the unique nature of the business buying process means that there is room for a much wider variety of video content.

Some examples of B2B video marketing content includes:

Thought leadership
Product demos
Tutorials
Live-streams
Webinars
Short-form social videos

LinkedIn’s 2024 B2B Marketing Benchmark report found that video is both the top content type currently used by B2B organizations, and also the leader in planned usage going forward.

How does B2B video marketing add value for your brand?

Video marketing is generally more time and resource intensive than other approaches, so it’s fair to ask: what value does video add? And the answer is clear: video adds a lot of value in a lot of ways. Respondents in CMI’s B2B content marketing trends research found that video was in a two-way tie with case studies for most effective content format. Here are some benefits that make B2B video marketing indispensable.

Enhanced brand awareness and recognition

Compelling video content is among the most effective ways to capture attention and leave a lasting impression on potential customers. By showcasing your company’s expertise, thought leadership, and customer success stories, B2B video marketing can elevate your brand’s visibility and make it more recognizable in the competitive B2B landscape.

Strengthened brand reputation and credibility

High-quality video production and engaging storytelling can foster trust and credibility among business decision makers. By demonstrating your company’s understanding of industry challenges and its ability to provide solutions in a polished video format, you can establish your brand as a reliable and trustworthy partner.