Yet simply adding product videos to your website and social media accounts doesn’t necessarily make them effective.
Video marketing, especially for B2B products and services, requires a strategy with clear goals, a winning customer experience, and contextual market understanding.
The right B2B strategy will leverage video content for lead capture, relationship building, customer support, and sales.
In this complete guide, we’ll walk through every step — researching, planning, budgeting, and executing — of an effective B2B video marketing strategy, with examples for brainstorming.
Table of Contents
- What Is B2B Video Marketing?
- Why Use Video for B2B Marketing?
- How to Create a B2B Video Marketing Strategy
- Create Clear Marketing Goals
- Refine Your Brand & Voice
- Identify Target Market & Audience
- Analyze the Competition
- Build a Market-Specific Strategy
- Outline Channels & Technology
- Map Your Customer’s Journey
- Plan Your Video-Led Customer Experience
- Set Video Production & Marketing Budget
- Take Action & Schedule Implementation
- Examples of B2B Marketing Videos
- Quick Tips for Your B2B Video Marketing Strategy
What Is B2B Video Marketing?
Business-to-business (B2B) marketing sells products and services to other businesses and organizations. B2B video marketing is a marketing strategy that uses video throughout the customer journey to inform, educate, and assist current and prospective customers.
B2B marketing focuses on the pain points, desires, and solutions needed for businesses and organizations. These marketing strategies balance the needs of the business and the wants of the decision-maker.
A formal approach may feel natural, but B2B sales still hinge on building connections. Instead of old-school salesmanship, foster authentic relationships through knowledge sharing and genuine care. This is why video is why it is becoming standard across industries. It is highly effective at establishing trust with the viewer.
Why Use Video for B2B Marketing?
A potential customer can absorb much more information from a 15-second video than in 15 seconds of reading text. But the benefits of video marketing go beyond information retention.
- 59% of B2B decision-makers prefer video over text when learning about a product.
- 92% of video marketers cite a good return on investment (ROI) for video content.
- 70% of B2B marketers say videos convert better than other types of content.
- 4.8% is the average conversion rate for websites with video (compared to 2.9% without).
- 70% of B2B researchers and buyers watch videos during their path to purchase.
- 60% increase in response rates when using video for sales outreach.
How to Create a B2B Video Marketing Strategy
1. Create Clear Marketing Goals
A marketing strategy is a cohesive approach with a theory of success. Assuming it is successful, what are the key performance indicators (KPIs) that will indicate its success?
Every KPI should be measurable, specific, and include a deadline. Here are some general examples:
- Increase trial conversions from 5% to 8% by Q4 2024.
- Secure two new enterprise memberships a month.
- Reduce customer churn 2% month-over-month by end of year.
- Achieve a 10% increase in organic traffic year-over-year.
- Generate a minimum of 100 activations per month by Q3 end.
The strategy you develop will determine how you approach achieving these goals. But knowing what you intend to accomplish ahead of time will make it easier to create an effective strategy, ensure it’s working, and pivot as needed.
How to Use Video
Internal communication is important for success. Most marketing strategies will involve multiple teams within a company. Using video to communicate goals and outline the strategy is an efficient way to ensure everyone is on the same page and contributing their ideas throughout the planning process.
2. Refine Your Brand & Voice
Branding with a consistent tone produces a sense of trust and reliability. A clearly defined brand will make it easier for prospective customers to remember your business and visualize the unique and innovative ways in which your business solves problems.
Ahrefs is a standout example. From its bold color scheme and unique graphics to the blocky font and educational content, its branding choices align with the target audience. This allows it to feel both personable and professional while setting the company apart from its competitors.
Unless your business is new, your brand and voice are likely established. Evaluate all of your marketing channels and your website.
Implement a consistent brand and voice across channels as part of your B2B video marketing strategy. Consider the tone, colors, fonts, images, and user experience you present.
How to Use Video
A consistent brand and tone of voice can be brought into your video content as well. Bring the same energy and perspective, and use the same graphics, fonts, and colors in your videos as the rest of your marketing content. With SproutVideo, you can also customize the video player itself for a branded, distraction-free customer experience.
3. Identify Target Market & Audience
An essential aspect of creating a successful B2B marketing strategy is understanding your company’s market position and its relation to the competition.
Review your sales data. What kinds of businesses move through your customer journey and make a purchase? What companies become return customers or long-term subscribers?
Identify the businesses you want to target. Consider,
- Business Size (small, medium, enterprise)
- Industry (Healthcare, Education, etc.)
- Number of Employees
- Location (by region or specific country)
Next, who are the people within those businesses that you are targeting? Identify the departments within the company that your product serves — marketing, human resources, executives, product development — the list goes on and on.
Develop a specific persona for the person who works at this company. Consider,
- Job Title
- Beliefs and Perspective
- Education Level
- Pain Points
- Consistent Routines
- Industry Idiosyncrasies
Use this information to develop customer avatars. These buyer profiles will make it easier to map a successful customer journey and gain potential leads.
Every business attracts outliers with similar needs and interests. But your core business marketing should be positioned for your ideal persona. Take notice of the audience segments that convert at the highest rates and investigate.
Example: A social media management platform might target small business owners in North America who are women aged 20-35 that feel burned out and frustrated with social media. Alternatively, a semiconductor manufacturer might target Senior Product Managers in Asia over 45 who are hesitant to change and require executive approval.
How to Use Video
Customer profiles are an essential part of any business strategy. But it can be challenging to personalize content for a group. Consider asking customers to share video testimonials or host video interviews in exchange for exclusive discounts or benefits. Identify individuals who fit your audience segments and ask yourself if they would personally benefit from your content.
4. Analyze the Competition
Next, review your company and assess your competitors to determine where your business fits, and how it should be positioned, within the market.
Start by researching direct rivals: businesses that are similar in size and target the same industry. Make a list of these competitors, as well as companies that are smaller and larger.
From your list, select three to five companies that cater to the same target market and audience as your own. Review their branding, customer journey, and product features. Become a potential customer to learn more about how your competitors convert browsers into buyers.
Example: SproutVideo is a video hosting platform. While there are many video hosting companies, the list of competitors with platforms built for enterprises and priced for small businesses is short. We serve this niche.
How to Use Video
Knowing where your business fits into the market will allow you to create a winning strategy that sets your company above the rest. Depending on the industry, competitors may be underutilizing videos or creating lackluster content. Consider how you can use video to outdo the competition by making each step of the customer journey easier to engage with and enjoy.
5. Build a Market-Specific Strategy
Think of your strategy as the thesis statement of your organization. What is the outcome your business wants to achieve? What approach would make your competition irrelevant?
1. Outline Brand Vision
Develop a clear vision of what your business intends to accomplish. Answer these two questions for your B2B marketing strategy:
- Why are we in this market (and not another one)?
- How are we going to be the best in this market?
Look at how your company solves customer pain points in a superior way. Or pinpoint the ways your business innovates in your market to create new demand.
2. Identify Unique Value Proposition
Reflect on your company mission statement and the transformation your product or service creates for customers. Having researched your close competitors, are you filling a gap in the market or innovating on the current standard? This is your unique value proposition.
If you’ve ever wondered why there are so many companies solving the same problem, take a closer look at their unique value propositions. You will see significant differences in the audiences those businesses serve and the core features they promote.
Example: Mailchimp focuses on helping small businesses grow email newsletters. The company was one of the first to allow new business owners to freely use the platform’s core functions until a certain number of subscribers is reached. This continues to be one of Mailchimp’s main strategies, even as its audience and offerings have expanded.
3. Compose Your Strategy
Share your vision of success in its realized form. For some businesses, the overall business mission will naturally guide the marketing strategy. Consider all of the steps you have completed and the information you have gathered so far.
Write down your strategy and include:
- Your vision for the business
- Any issues the strategy needs to address
- The projected result of a successful strategy
Your strategy might be a sentence or a few paragraphs; keep it succinct. Your marketing strategy postulates success: what must happen for this to be true?
Combine your brand vision, innovative approach in your market, and the intended result.
Example: Ghost is an all-in-one CMS platform that offers a minimalist website, email marketing software, and payment processor, which collects 0% in fees. Its open-source software allows developers to unleash their creativity and businesses to customize the framework. Fully bootstrapped, Ghost is a reliable platform built for longevity. It is the solution of choice for modern enterprises that value content marketing.
How to Use Video
Your brand strategy should inspire you and your employees to bring your company mission to life. Use video to show appreciation for employees and to generate excitement and motivation for upcoming events, projects, and strategy shifts.
6. Outline Channels & Technology
With the information you have now and your strategy in hand, determine if there are any gaps. Start by listing your marketing channels. Common channels include:
- Website or landing pages
- Social media
- Paid advertising
- Demo or Trials
- Opt-in Offers (White Papers, Case Studies, etc)
- Knowledge Base
Perhaps you thought social media was covered; however, after reviewing the market and your competition, you’ve learned that your audience is more likely on TikTok than Facebook. Alternatively, maybe you’ve been paying for advertising but haven’t developed a marketing funnel to attract organic leads and nurture potential customers.
Additionally, consider how you will distribute your content. Each stage of your sales funnel (discussed in the next section) will require its own distribution plan. As you map your customer journey, determine how and where you will reach people with your content.
Example: An explainer video might be shared on your website, uploaded to YouTube for paid advertising, and shared across social media. This is your distribution plan for the awareness stage of your sales funnel. Educational videos, on the other hand, might be shared exclusively on your video help site and embedded in your email newsletter for the conversion stage.
How to Use Video
As you outline your marketing channels, take note of how many videos you are currently using to market your products and services. Consider the videos on your website, social media pages, paid advertising, onboarding process, and more. Review your analytics. Are there any obvious areas where a video would improve engagement or conversion? Start to outline how you might use video to improve your customer experience.
7. Map Your Customer’s Journey
In most cases, B2C businesses create awareness of their product, potential customers consider it, the company stokes their desire or nurtures the relationship, then a purchase is made. The buyer may need customer support and will hopefully become a return customer, but the funnel is complete.
The B2B customer journey is different. The research and comparison phase of the B2B journey is crucial, often due to higher prices or more complex offerings.
The Standard B2C Customer Journey
The Standard B2B Customer Journey
Furthermore, there is an additional stage in B2B marketing that we’re calling Post-Sales Service. This is the company’s user experience from purchase through utilization.
B2B solutions are rarely one-off purchases. For this reason, companies offer robust customer support, including product customization, onboarding assistance, and exclusive content.
Map Your Customer Journey
For each customer persona you have created, how does that audience segment move through your sales funnel? Look broadly at how people move through each phase of your customer journey. Learn why and how they:
- Discover your business
- Engage to learn more
- Gain trust in your services
- Choose to make a purchase
- Continue to subscribe or buy again
If your analytical data provides an incomplete picture, solicit feedback from current customers in exchange for bonus offerings or discounts. This information is vital to implementing effective marketing tactics that resonate with your ideal audience.
How to Use Video
Using videos in your sales funnel allows you to collect significant data with analytics. This information can be used to improve your customer’s experience. For example, heat mapping shows what portions of your videos are being watched, re-watched, or skipped. With individual tracking, you can tag a viewer to track how many minutes and what videos they’ve watched.
8. Plan Your Video-Led Customer Experience
With all the information you have gathered, plan how you will reach potential customers at each stage of your sales funnel. Here are some examples of content you might create at each stage.
- Awareness: Blog posts, educational videos, social media
- Research & competition: White papers, case studies, comparison guides
- Conversion: Demos, trials, testimonials
- Post-Sales Service: Exclusive video content, email newsletter, success stories
- Loyalty & Retention: Feedback surveys, community groups, loyalty programs
At every stage, use video content to improve the user experience. Creating videos takes time and work — whether producing them in-house, hiring freelancers, or employing a production company. Make a list of content to be produced and prioritize implementation as outlined below.
1. Start with the Basics (Website, Social)
Produce videos that target the awareness stage of the buyer’s journey and set the tone for your brand. An explainer video, for example, showcases the transformation your product or service creates. It can be shared on social media and featured on your website and landing pages.
2. Guide the Buyer’s Journey
Evaluate your sales funnel and marketing automation. Create videos that will improve your customer experience. Add video to your email nurturing sequence, create a series of onboarding how-tos, or animate a stellar customer testimonial. Engage, inform, and motivate your audience at every stage of the customer journey.
3. Add Educational Content
Educational videos explain topics related to your product or industry. They cover a broad subject concisely or answer a specific question in detail. These videos generate new leads and build trust. They add value to potential customers without asking for anything in return. This content is also useful when building an audience on social media as a business.
4. Consider Support & Retention
There are multiple ways video can be used for customer support and retention. Start by creating videos for your most frequently asked support questions. This knowledge base will allow users to self-service, freeing resources up in your business for high-profile customers.
Things to Consider
Each stage of your customer journey will have different video content and a different means of distribution. For example, how-to videos for trial customers should be privately hosted and embedded within an email or webpage. But a corporate advertisement will be publicly shared across social media. Keep this in mind when outlining your plan of action.
9. Set Video Production & Marketing Budget
Return to your goals from step one and estimate the cost of each. Project an expected ROI using past campaign data to estimate your expected cost per new lead or conversion.
If your goal is 100 conversions and past data reveals that each conversion costs $200 to acquire, you can estimate a marketing budget of $20,000 to complete the goal.
[Conversions] X [Cost Per Conversion] = [Marketing Budget]
To estimate your projected ROI, multiply the number of conversions (100) by your sales price. This will provide you with the projected revenue.
[Conversions] X [Sales Price] = [Projected Revenue]
Subtract your marketing budget ($20,000) from the projected revenue to get your ROI.
[Projected Revenue] – [Marketing Budget] = [Projected ROI]
Track your actual ROI over time. Use analytics and marketing automation software to continuously gather data on your marketing campaigns and assess conversion data.
Before setting a video production budget, consider the other costs associated with your marketing plan. This will ensure you don’t over- or under-spend on video content.
Things to Consider
Save money in the long term by producing evergreen videos — meaning the content will continue to be accurate and relevant for years. This will allow you to generate higher returns on your investment as well. Consider video longevity when adding humor and style; ensure the choices will allow your videos to remain modern and relevant.
10. Take Action & Schedule Implementation
Time to implement your B2B video marketing strategy! Formally compose a plan of action, use work management tools to stay on track, and collaborate with internal team members.
If time and budget are concerns, implement your B2B video marketing plan in stages starting with the highest-impact content. Talk to your customers, get their feedback, and focus on creating a customer experience that consistently converts.
Things to Consider
Utilize the vault of knowledge we’ve compiled here at SproutVideo to make every stage of the process smoother. Check out these essential planning documents for video production, how to hire videography freelancers, and maximize your video ROI with these tips.
Examples of B2B Marketing Videos
Hubspot Master Class
Hubspot hosts marketing master classes to educate and inspire. In this master class, Buzzfeed video producer Daysha V. Edewi shares her approach to crafting viral content.
This ad is a perfect example of exaggerating a common pain point for laughs: the only way to end the feuding department’s prank war is to use Snowflake for cloud data management.
Combining animated graphics with a live-action host, this video skillfully presents the key benefits of Workday’s human capital management (HCM) system in under three minutes.
During Take Your Child to Work Day, SAP interviewed employees’ kids about what their parents do. The result is a fun peek into the lives of the people who keep SAP running day-to-day.
Volvo Trucks Advertisement
Prepare to lift your jaw off the floor. Volvo Trucks wanted to showcase the stability and precision of its Dynamic Steering, so it enlisted the help of action star Jean-Claude Van Damme.
Ahrefs Educational Content
Educational videos help businesses fully understand and utilize your product or service. This is a great example of an educational video that gets right to the point and solves a problem.
This light-hearted ad likens the relationship of an older married couple to that between a business and its customers. It also manages to explain the value of Zendesk in one minute.
Quick Tips for Your B2B Video Marketing Strategy
- Pick The Right Video: Align your content with your goals. The secret ingredient for success is to speak to your target persona.
- Think Outside The Box: Your video is an opportunity to differentiate yourself from potential competitors. Creativity creates engagement.
- Be Mindful of Customer Time: Make a series if you have a lot to share. Each segment can highlight your business and go into more depth about philosophies or products.
- Curate Supporting Content: Buyers don’t make big decisions or large purchases based on one persuasive video. Create a spectrum of content for your audience.
- Let Your Customers Do The Talking: Client testimonials are seen as more credible and more authentic than any traditional pitch. They also demonstrate real results.
- Encourage Video Sharing: An engaging, creative video is primed for sharing, through social media and old-school word-of-mouth. Also, include a call to action.
- Don’t Fret Over Production Quality: A polished video doesn’t have to make a huge impact on your wallet. These free resources will help you make professional videos.