Analysts and researchers have been saying it for years: Video is the way forward for B2B content material advertising and marketing. And in 2021, that projection still holds up.

Entrepreneurs throughout all segments are realizing the potential of video. A considerable 71% of B2B marketers use video in their content strategies, 2020 analysis from MarketingProfs and Content material Advertising and marketing Institute discovered.

That quantity can solely be anticipated to rise as companies and their prospects migrate towards video as their most popular type of content material for leisure and data alike.

Advantages of B2B Video Advertising and marketing

Video is rapidly changing into B2B entrepreneurs’ content material of alternative for loads of causes. A current study by Wyzowl discovered that video has an enormous vary of advantages in 2021:

  • Above-average ROI
  • Considerably larger engagement fee than that of different content material sorts
  • Elevated web site site visitors
  • Improved gross sales numbers
  • Extra lead era


Such advantages are important, so get began with the next 5 actionable B2B video advertising and marketing ideas that may assist enhance your gross sales this yr.

5 Revenue-Pushed B2B Video Advertising and marketing Ideas

1. Hold movies quick, candy, and to the purpose

B2B organizations usually present difficult options to difficult issues, so it may be difficult to obviously and easily articulate your choices and advantages with out getting caught up within the technical particulars. With that in thoughts, make it a high precedence to maintain your video content material quick, exact, and laser-focused on the advantages you provide.


In actual fact, 70% of viewers have a tendency to have interaction with movies which might be below two minutes lengthy. Movies longer than two minutes have a stark drop in engagement charges.

You would possibly nonetheless be tempted to supply prolonged movies to totally convey the complexity and vary of options in your services or products. Nevertheless, you will have a far larger probability of retaining your viewers’s consideration in case you give attention to streamlining your communication.

Hold your movies below two minutes lengthy by specializing in a handful of your product’s most important advantages. Brevity and conciseness will assist your viewers have a transparent takeaway out of your video, making it simpler to win them over or spur them to motion.

2. Create video case research

It is useful to point out an commercial for a product’s advantages, however it’s even higher to point out how that product has benefited its customers in the actual world. You understand that—and, most vital, your viewers is aware of that. That is why case research are such a high-performing technique for B2B video marketing.

Case research movies can show to your viewers how your options work and what they’ll do. By creating an interesting story that exhibits how your providing solved your buyer’s issues, you assist your viewers see your product’s energy firsthand, in addition to the advantages of switching from a competitor.

3. Use movies to handle buy-in issues

Convincing your viewers to make the leap on a purchase order isn’t any simple job, and the B2B buy cycle has dramatically elevated up to now yr, research by Demand Gen Report suggests. Which means companies need to put in additional effort to encourage their viewers to make every buy.

As a result of movies are usually extra memorable and simpler to grasp than different kinds of content material, they are often the proper medium to handle buy-in issues straight.

For instance, perhaps your potential prospects are hesitant as a result of your product would not have a sure perform. In that case, you can produce a video emphasizing how your product can nonetheless increase productiveness with its present slate of talents. Or maybe your viewers is not offered in your asking worth. So, create an engaging video that emphasizes how much more value you provide than the competitors.

Movies is usually a versatile choice for enhancing gross sales by serving to prospects overcome no matter issues are retaining them from shopping for.

4. Develop tutorial and demo movies

B2B prospects cannot waste time on a product which may not serve their wants. You possibly can soothe that hesitancy by creating complete product demos and tutorial videos that present your answer in motion, instructing viewers how one can use it and displaying off its distinctive capabilities.

Tutorial movies’ advantages are twofold:

  1. They will ease patrons by the acquisition course of by serving to them perceive how one can use your product earlier than making a purchase order, giving them peace of thoughts and serving to them hit the bottom operating after they make their buy.
  2. They will help prospects see the total capabilities of your product with out their having to make a purchase order, serving to them make up their thoughts earlier than committing to purchasing or not shopping for your providing.

Producing tutorial and demo movies will enable you streamline your prospects’ purchaser journeys, making certain a smoother expertise and boosting your gross sales within the course of.

5. Provide participating buyer onboarding movies

If B2B onboarding videos are designed to be seen after a buyer makes a purchase order, what have they got to do with boosting gross sales and rising income?

The reply: buyer retention.

So many corporations pour all their efforts into buyer acquisition, however it’s important to give attention to buyer retention. In actual fact, prospects who’ve optimistic onboarding experiences are more likely to feel engaged together with your firm, boosting their buy frequency by greater than 90% and their transaction spending by 60%.

Your onboarding movies do not need to be something fancy. Nevertheless, they need to be clear, participating, and useful to your viewers, offering all the data they should rapidly begin utilizing your product in their very own companies.

* * *

Video advertising and marketing is already one of the vital in style B2B content material techniques, and it is solely going to continue to grow. It is highly effective, serving to you additional join together with your prospects, resolve no matter issues they may have, and, finally, enhance your backside line.

Producing movies is likely to be an intimidating course of in case you’re simply getting began, however with the earlier 5 ideas in your advertising and marketing toolbox, you will be heading in the right direction.

Extra Sources on B2B Video Advertising and marketing

B2B Video Content: Top Goals, Formats, Channels, and Challenges

Seven Tips for Building a Video Marketing Campaign

How to Use Video for Every Stage of the Sales Funnel