For years, many business-to-business (B2B) organizations rejected B2B video marketing as a wasteful expenditure with uncertain results.
Video has become one of the best ways to engage modern, professional audiences online and offline.
Today’s B2B consumers seek out quick-witted, educational content that complements their always-on lifestyles. According to Wyzowl’s State of Video Marketing Report, 91% of B2B marketers believe video has helped them grow traffic, 90% say it has helped them create leads, and 87% say it has helped them increase sales.
Some Ways Video Marketing Can Help B2B Businesses in 2024
Here are some ways video marketing can help B2B businesses:
- ● Promote Products and Services
Through compelling corporate video storytelling, businesses can actively showcase their products and services to prospective buyers.
Visual demonstrations help customers understand even intricate or abstract offerings. They highlight user benefits rather than relying solely on written specs, engaging and informing busy prospects. Videos portraying real customers succeeding with a company’s solutions are particularly persuasive.
When integrated across marketing channels, promotional videos powered by corporate video storytelling introduce organizations and solutions to a broader B2B audience in an accessible, shareable format ideal for initial education and sales discussions.
- ● Increase Brand Awareness
Thoughtfully produced video content is a powerful way to cultivate brand awareness. Featuring esteemed executives, delighted customers, and respected industry voices establishes credibility and showcases expertise.
Videos offering a glimpse into a company’s culture and work environments give external audiences meaningful insights. Event recordings extend the reach of industry trade shows and conventions, sharing immersive experiences with broader interest groups.
When promoted judiciously across websites and digital channels, intentionally branded videos familiarize passive watchers with an organization’s personality and top priorities through compelling storytelling. Increased top-of-mind awareness among active prospect communities strengthens recognition as consideration decisions are weighed.
- ● Cultivate Brand Resonance
Enlisting the help of a professional media production house Dubai allows businesses to cultivate genuine brand resonance through video content.
Strategically penned brand stories and customer profiles brought to life through vibrant visual storytelling connect with audiences on a human level. Testimonials and impact case studies boost social proof when told cinematically.
Live-action and CGI elements crafted by an experienced Media Production House Dubai elevate production quality, adding value to keep prospects engaged. Resonant brand videos shared across owned and paid channels enhance the positive perception of an organization and its place within the industry.
- ● Drive Sales Conversions
Strategic video content can directly impact the bottom line by driving sales conversions. Product demonstrations and guided walkthroughs clarify complex solutions in a way that piques interest.
Customer success stories featuring tangible results keep opportunities progressing smoothly through the pipeline. Video content tailored for specific sales stages, like nurturing mid-funnel awareness or providing a final justify tool for reps, equips the team.
Well-produced explainer clips included in proposals boost close rates. A consistent video presence also strengthens relationships with existing clients. When thoughtfully integrated throughout the buyer journey, the video proves a powerful conversion tool for B2B marketers and sales teams.
B2B Video Marketing Examples
Here are some examples you need to know:
- ● Awareness
A significant technology provider developed a collection of animated explainer videos highlighting their solutions’ core benefits and capabilities.
Posted prominently on their website and shared across LinkedIn and Twitter, the concise yet engaging clips generated numerous quality leads by piquing curious passive prospects.
Without product sales pitches, the explanatory videos focused on broadening general brand awareness and top-of-mind recognition during the initial consideration phases. Strategically targeting digital channels expanded the early reach and impact of the explainer clips.
- ● Consideration
A cybersecurity company developed an informative webinar series highlighting various client implementations of their advanced threat protection solutions.
Through compelling case studies and interviews, attendees gained valuable insights directly from counterparts experiencing similar challenges.
The well-produced webinars effectively moved interested prospects further along the evaluation process by addressing common concerns and objectives during the vital consideration phase. Detailed post-event recaps expanded the reach and impact of the educational online sessions.
- ● Decision
During the decision-making stage, a major manufacturer of manufacturing software produced personalized video offers for significant sales prospects.
The films presented a customized sales pitch, with a firm executive outlining the prospect’s unique business demands and how their product satisfied essential requirements.
The excellent personalized movies were included in proposals emailed to the ultimate decision-makers, impacting purchases. Stronger connections were made, and sales teams were assisted in closing significant agreements thanks to the engaging, customized material.
- ● Purchase
An HVAC software company created onboarding videos highlighting critical steps for successfully implementing and integrating their new work order management solution.
The how-to guides and training, included in the online customer portal and welcome package, allowed new buyers to smoothly transition to utilizing the purchased software.
The informative visual content supplied valuable support as clients began the rollout process. It helped maximize value realization from the new investment in the critical post-sale phase.
Frequently Asked Questions
- ● What types of video work best for B2B?
Explainers, product demonstrations, customer testimonials, and educational/how-to videos work well since they provide information that professional audiences seek.
- ● How long should B2B videos be?
While shorter is better for social media, most B2B videos effectively hold attention for between 1 and 4 minutes when conveying useful content for buyers.
- ● What platforms are best for hosting B2B videos?
YouTube, the company website, and LinkedIn are prime platforms since many B2B buyers frequent these for work research. Social platforms expand reach.
- ● How much does it cost to create good B2B videos?
Costs vary based on production complexity, but high-quality explainer or product videos often cost between $3,000 and $10,000, depending on studio/talent requirements.
Conclusion
When done right, B2B video marketing has proven highly effective at generating quality leads, educating buyers, and advancing deals through the pipeline.
Savvy B2B companies consider video fundamental for all stages of thought leadership, branding, sales enablement, and customer communication.
While incorporating relevant video requires some budget and effort, the engagement and performance returns make it a formidable strategy. Those leveraging visual storytelling gain a competitive advantage in capturing audience attention and demonstrating product-market fit in this digital age.
With buyers increasingly reliant on video content, B2B video marketing has become essential for sales and marketing success.
