Video is no longer a “nice-to-have” in B2B marketing—it’s the most powerful tool for engagement, education, and brand storytelling. But not all video content is created equal. From budget-friendly explainers to premium docuseries, here’s how B2B brands can use video to make a lasting impact.
Why Video is the Most Effective B2B Marketing Tool
B2B buyers are inundated with content, but video cuts through the noise. The numbers speak for themselves:
- 72% of B2B buyers prefer video over text when researching solutions (WebFX).
- Decision-makers retain 95% of a video’s message, compared to just 10% when reading text (Forbes).
- LinkedIn video ads generate 3x higher engagement than standard text posts (Search Engine Journal).
Yet despite its effectiveness, many B2B companies either underinvest in video or produce uninspired, overly corporate content that doesn’t drive action. The real opportunity? Telling human stories through compelling video narratives.
More: Learn how Original Content Production can be leveraged for high-impact B2B storytelling.
Beyond Explainers: Choosing the Right Video Format
Not all video content needs a six-figure budget or Hollywood production values. Different formats serve different goals:
- Animated Explainers (Low Budget, High Clarity)
Perfect for simplifying complex solutions, animated videos are cost-effective and work well for SaaS, cybersecurity, and fintech brands. - Live-Action Case Studies (Mid-Range Budget, High Credibility)
Customer testimonials humanize your brand, showing real-world impact instead of relying on generic claims. - Event Recaps & Thought Leadership (Scalable Budget, High Engagement)
Webinars, keynotes, and industry insights can be repurposed into short, engaging clips that reinforce expertise. - Docuseries-Style Brand Storytelling (Premium Budget, Maximum Impact)
A rising trend in B2B marketing is long-form, episodic storytelling, where brands dive deep into customer journeys, innovations, or industry transformations. This format offers a unique opportunity to engage audiences over time—something most B2B content struggles to achieve.
See how the Zayo YES Campaign leveraged video storytelling to connect with enterprise buyers.
B2B Brands Need More Than Just a Budget and a Crew —They Need a Creative Brand Strategy
A great video isn’t just about production quality one-off executions—it’s about understanding your audience and their journey. Before pressing record, ask:
- Who are we speaking to? Engineers, CFOs, IT Directors? Each persona has different priorities.
- Where will this video live? LinkedIn, your website, industry events, or outbound email sequences?
- What’s the next step? Every video should drive a specific action—booking a demo, signing up for a webinar, or engaging in a conversation.
Learn how brand strategy ensures your video content aligns with your GTM goals.
Finding New Ways to Tell Human Stories in B2B
Most B2B video content is dry, jargon-heavy, and overly product-focused. Buyers don’t just want specs—they want to see how your solution fits into their world. The best way to do this?
Make your audience the hero of the story.
Bringing a Docuseries Approach to B2B
Imagine a multi-episode video series that showcases:
- The challenges real companies face and how they solve them
- Behind-the-scenes access to innovation, R&D, and product development
- Thought leaders discussing the future of the industry, not just their product
This entertainment-meets-education approach is what separates brands that simply “use video” from those that build deep connections with their audience.
Discover how Original Content Production helps brands create binge-worthy video content.
Maximizing Video ROI: A Multi-Channel, Measurable Strategy
Creating a high-quality B2B video is only half the battle - extracting maximum value from that content is where real impact happens. A strategic, multi-channel approach ensures that video assets continue delivering ROI long after their initial release.
Repurposing Video for Maximum Reach
Rather than treating video as a one-and-done asset, brands should plan for multiple uses from the start:
- Break long-form videos into snackable social content for LinkedIn, Twitter, and Instagram.
- Repurpose webinar footage into short clips for email campaigns and YouTube playlists.
- Transform customer interviews into multiple formats, including blog posts, sales enablement tools, and case studies.
- Extract key insights for infographics or interactive experiences, reinforcing messaging across platforms.
Planning for More Content Capture on Filming Days
One of the easiest ways to increase video ROI is to capture more footage upfront:
- Shoot additional B-roll and behind-the-scenes content that can be used in future campaigns.
- Film multiple takes with different messaging angles, allowing for more variations over time.
- Capture short soundbites from executives and subject-matter experts that can be used in ongoing content.
By taking a content capture mindset, brands can ensure a single video shoot fuels months of marketing rather than a single campaign.
Integrating Video into a Broader Measurement Framework
To truly optimize video’s impact, companies need a structured approach to measurement:
- Track engagement metrics (views, watch time, drop-off points) to understand audience behavior.
- Link video performance to pipeline acceleration and conversion rates for tangible business outcomes.
- Integrate video analytics into a broader strategic reporting framework, ensuring it aligns with marketing and sales KPIs.
Learn how strategic reporting helps businesses measure video’s impact as part of a fully integrated framework.
Final Thoughts: The Future of Video in B2B Marketing
Video is no longer optional—it’s a competitive advantage. Companies that invest in compelling storytelling, human-centric narratives, and multi-format content will not only generate leads but build stronger, more memorable brands.
The question isn’t whether you should invest in video...
It’s how creative and strategic you’re willing to get.
Next Step: Want to take your B2B video strategy to the next level? Let's talk.
