How video content is transforming B2B marketing: The evolution

In B2B, attention isn’t earned by shouting louder. It’s earned by being clear, helpful, and fast. That’s a challenge when you are working across long sales cycles, multiple decision makers, and products that need deeper explanation across different audience segments.

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This is where video content steps in.

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It’s no longer just a content add-on. Video is now a core part of any B2B content marketing strategy, powering everything from lead generation and brand awareness to client education and conversion across the sales funnel.

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The rise of video in B2B marketing

Over the past few years, B2B video marketing has surged across industries. Video consumption among business audiences has increased rapidly. Decision makers are watching more, using it to inform every step of the buying journey.

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According to the Content Marketing Institute, 71% of B2B marketing teams use video as part of their content strategy and 89% say it delivers strong ROI.

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Video marketing now outperforms many traditional formats, making it a critical component of every modern marketing strategy.

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Whether it's an explainer video simplifying a complex solution or testimonial videos supporting the sales team, marketing videos are proving to be one of the most effective ways to engage.

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Why is video so effective, especially in B2B marketing?

•  Simplifies complex information: Video breaks down intricate concepts into easily digestible visuals and narratives, making it ideal for explaining sophisticated products or services.​

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•  Highly engaging and shareable: Dynamic visuals and storytelling capture attention, encouraging viewers to share content within their networks.​

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•  Appeals to visual learners: Many individuals prefer visual content over text, making video an effective medium to reach a broader audience.​

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•  Builds trust faster than text alone: Seeing a product in action or hearing testimonials can establish credibility and trust more rapidly than written content.​

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When done right, a video marketing strategy enhances audience engagement, shortens the entire process of conversion, and increases video marketing success.

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Types of B2B video content

Different video types support different stages of the awareness stage and sales funnel:

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1. Explainer videos

Perfect for top-of-funnel (TOFU) audiences, these videos clearly and concisely explain what your product or service does. They are often animated and focus on highlighting pain points and solutions.

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Example: The popular Slack video, “So yeah, we tried Slack…” is a great B2B brand video. Funny, relatable, and high-impact.

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2. Testimonial videos

Nothing builds credibility like hearing success stories from happy clients. Testimonial videos are best placed in the middle or bottom of the funnel to build trust and overcome objections.

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Example: Zendesk features testimonial videos like “Zendesk customer stories” showing how global teams streamline customer service. These are embedded in sales pages and used during calls.

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3. Product demos

In-depth walkthroughs that showcase how your product works. These are especially effective for complex B2B solutions, helping engage target audiences and visualise outcomes.

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Example: Monday.com uses product demo videos directly on its homepage and YouTube channel to show how to set up workflows, dashboards, and team management systems.

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4. Thought leadership interviews

Featuring internal experts or industry leaders, these videos position your brand as a knowledge authority. Acts as a great marketing tool and boosts credibility and SEO.

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Example: Gong.io’s “Celebrate the cold call” campaign featured top sales leaders sharing insights via polished interviews and real strategies. These were promoted across LinkedIn to drive engagement.

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5. Case study videos

A narrative-driven format that combines storytelling and data to demonstrate results. These work well across platforms and are ideal for impacting the client's decision-making process.

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Example: IBM’s “Client Stories” series is a masterclass in B2B storytelling, combining emotion, transformation, and stats to show impact.

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6. Event highlights and webinars

B2B audiences appreciate educational content. Repackaging webinars and conferences into snackable highlight video shows helps extend their reach.

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Example: Adobe records and slices up sessions from Adobe Summit into bite-sized, high-value clips for LinkedIn and email campaigns.

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7. Behind-the-scenes videos

Humanise your brand and culture by showing your team in action. It builds authenticity, especially on platforms like LinkedIn.

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Example: Mailchimp’s “Inside Mailchimp” series gave a behind-the-scenes look at their team and office culture, reinforcing authenticity and brand values.

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Crafting a successful B2B video marketing strategy

A great video strategy starts with goals. Here's the process most video marketers follow to produce high-quality videos:

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1. Define goals

Clear campaign objectives shape your approach and the entire process. Do you want to:

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•  Raise brand awareness?

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•  Generate leads?

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•  Educate existing target audience?

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•  Drive product adoption?

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•  Share product benefits?

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•  Audience engagement?

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2. Know your audience

Understand your potential clients. What’s their pain point? What content formats do they prefer? What stage are they at?

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3. Choose the right platforms

•  LinkedIn for thought leadership and short-form video.

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•  YouTube for explainer and tutorial video creation.

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•  Landing pages for product demos and testimonial videos.

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•  Email for personalisation and click-throughs.

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4. Pick the right video types

Tailor content based on the awareness stage:

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•  Use short videos with upbeat music for social media platforms.

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•  Opt for detailed videos in the later stages (like case studies).

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5. Optimise for SEO and engagement

To make your video content strategy work:

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•  Add keyword-rich descriptions and transcripts.

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•  Include strong calls to action and build an emotional connection.

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•  Use captions (many watch videos on mute).

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•  Design custom thumbnails for engaging content and clicks.

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Measuring success in B2B video marketing

Without tracking, your video marketing success is just guesswork. Use these traditional metrics to measure performance:

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•  View count: The reach of your campaign

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•  Watch time: The value your video provides

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•  CTR: How well your calls to action are working

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•  Conversion rate: The number of sign-ups, demos or purchases

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•  Engagement rate: Comments, shares, and likes

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Use this data as marketing professionals to improve your next round of content creation and optimise your video strategy over time.

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Example: Vidyard tracks video analytics for B2B teams, showing how viewer behaviour (like drop-off points) can guide future content decisions.

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Key trends shaping B2B video content today

1. Short-form video is dominating

Inspired by TikTok and Instagram Reels, short-form video is now a critical component for B2B, too. It’s ideal for quick insights, product teasers, and brand personality.

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2. Personalised video messaging

Using tools like Vidyard or Loom, sales and support teams now send personalised videos instead of cold emails. These have been shown to increase response rates significantly and outperform the marketing goals.

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3. Interactive video formats

Clickable elements, in-video forms, and branching storylines allow users to choose their journey, enhancing engagement and lead generation.

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4. Live streaming for B2B engagement

Live Q&As, product launches, and behind-the-scenes sessions create real-time interaction and trust. Platforms like LinkedIn Live are increasingly popular.

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Modern B2B marketers are adopting video formats that feel personal, authentic, and interactive. According to LinkedIn’s B2B video marketing blog, video content that’s emotionally resonant and visually polished outperforms generic content.

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Future outlook: The continued rise of video in B2B

Video is no longer just another content format. It’s becoming central to the B2B buyer experience. According to LinkedIn, marketers who use video grow revenue 49% faster than non-video users.

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To stay competitive, brands and c suite executives must:

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•  Experiment with formats

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•  Focus on storytelling

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•  Invest in video quality and promotion

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•  Align content with the buyer’s journey

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Final thoughts

B2B video marketing is here to stay. Whether you are just starting out or refining your approach, remember: a successful video isn’t just about sleek visuals but about delivering value and deeper insights.

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The landscape of B2B video marketing continues to evolve rapidly. From LinkedIn snippets to deep-dive webinars, video provides the versatility, engagement, and storytelling power that today’s B2B buyers crave.

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By aligning your content with buyer needs and tracking performance, your brand can harness video to drive real business outcomes. Start small if you have to, but start smart. Test. Learn. Improve.

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