Video marketing is just as important in B2B as it is in B2C, with 53% of the marketers from our recent Harris Poll survey saying that they plan to increase their video investments in 2025. This surge reflects the growing recognition of video’s unmatched ability to drive engagement and influence decisions. And with 67% of global purchases of $1 million or more now being made by Millennials and Gen Zers, it’s clear that these younger generations are rewriting the rules of B2B buying. Millennial buyers and Gen Z are not just digital natives—they are visual-first consumers.
Why is video so effective? By combining visuals, sound, and storytelling, video has the ability to capture attention, engage audiences, and communicate messages in a compelling and memorable way. With viewers retaining 95% of a video message compared to just 10% for text, the medium is a powerful tool for delivering compelling narratives.
To succeed, though, the different types of video must fit seamlessly into a broader multi-channel account-based marketing (ABM) strategy. Reaching today’s discerning buyers requires the right content, delivered at the right time, across the right platforms. This blog will explore how to integrate video into your strategy and maximize its potential for your B2B digital marketing efforts.
Clear Benefits of Video Marketing in B2B
Video has become a cornerstone of effective B2B marketing, offering unmatched opportunities to connect with audiences on both emotional and practical levels. From building subconscious connections that influence decision-making to creating highly engaging, shareable content that drives SEO and ROI, video is a powerful tool for standing out in competitive markets. Additionally, its versatility for repurposing ensures marketers can amplify reach, boost brand awareness, and streamline their content creation processes while delivering value across multiple channels.
Video Helps B2B Marketers Build an Emotional Connection Faster
While B2B purchases are often viewed as purely rational, research from Harvard Business School reveals that 95% of decisions are rooted in the subconscious. This insight underscores the importance of building emotional connections, even in the data-driven world of B2B.
Video excels at forging these connections. By combining visuals, sound, and storytelling, it taps into the subconscious, evoking emotions that influence decision-making and build trust. Whether it’s a compelling customer success story, a heartfelt brand narrative, or an engaging product demo, video helps your audience feel the value of your solution, not just understand it. For B2B marketers, this emotional resonance can be the key to standing out and driving decisions in a competitive landscape.
Video Helps B2B Marketers Create Compelling Content
Research from the Content Marketing Institute shows that 58% of B2B marketers consider video the most effective content type, followed by case studies and customer stories (53%), eBooks and white papers (45%), research reports (45%), and short articles or posts (43%). Video content stands out for creating compelling and effective campaigns. It’s not just a medium for storytelling—it’s a proven driver of engagement, search visibility, and ROI, making it an essential tool.
One of the most significant benefits of video lies in its ability to supercharge your search engine optimization (SEO) efforts. Websites that incorporate video content can experience up to 157% more organic traffic from search engines. This surge is no coincidence—search engines prioritize content that keeps users engaged, and video naturally captivates audiences better than static text or images. It’s no wonder that 86% of marketers report video as a key driver for increased website traffic, cementing its value in boosting visibility and engagement.
Video also shines on social platforms, where it drives sharing rates that text and images alone simply can’t match. Social videos are shared 8-10 times more frequently, amplifying your campaign’s reach and creating more opportunities for your message to connect with your audience. This inherent shareability makes video a powerful tool for building brand awareness and fostering organic growth within target markets.
Finally, video directly impacts the decision-making process. An overwhelming 90% of users say that watching a product video helps them make a purchase decision. For B2B marketers, this means video content isn’t just an engagement tool—it’s a critical element of the buyer journey, influencing prospects as they evaluate solutions and ultimately driving conversions.
Video Offers Many Opportunities in Content Repurposing
One of the standout benefits of video marketing is its incredible versatility, which opens the door to countless opportunities for repurposing content. With 94% of marketers already repurposing their content, it’s clear that this approach is a proven strategy for getting the most out of your video creation and marketing efforts while amplifying your results.
Video content is uniquely adaptable, allowing you to reformat and reuse assets for different channels and audiences without starting from scratch. For example, a recorded webinar can be transformed into bite-sized social media clips, or a product demo can become a series of short tutorial videos. This approach not only shortens the content creation process but also helps maintain a consistent and recognizable brand voice across platforms.
The benefits of repurposing video content are far-reaching. By broadening your reach, you ensure that your message connects with audiences in different formats and on their preferred channels. This naturally increases brand awareness while creating more opportunities for engagement as viewers interact with the content where they’re most active.
Repurposing doesn’t just apply to taking video content and adapting it to other formats—it works both ways. You can take longer-form written content, such as a whitepaper or case study, and transform it into engaging videos. This approach is particularly impactful, as repurposing written content into video makes a brand 45% more memorable to its audience.
Finally, repurposing video content is a powerful way to boost your SEO efforts. By generating more high-quality content tailored to different platforms, you increase your chances of ranking higher in search engine results and driving traffic back to your site.
Video and its Place in the B2B Marketing Funnel
Video’s versatility makes it an invaluable tool at every stage of the B2B buyer’s journey, keeping your audience engaged with emotionally resonant, psychologically appealing, and easily digestible content. By aligning video types to each stage of the funnel, you can deliver consistent, multi-channel storytelling that builds familiarity, trust, and long-term relationships. Here’s how to make video work for your funnel:
Awareness Stage: Building Brand Education
At this stage, potential customers and buyers are discovering your brand and seeking to understand your value proposition. Use video to create intrigue and introduce your expertise:
- Brand Videos: Highlight your company’s mission, values, and what sets you apart.
- Thought Leadership: Share industry insights from your C-suite or other experts to position your organization as a trusted authority.
- Explainer Videos and How-Tos: Address audience pain points with quick, helpful content.
- Market Entry Videos: For new audiences, focus on showcasing your brand’s identity and aligning with their priorities.
Consideration Stage: Showcasing Product Value and Expertise
Here, buyers are evaluating options and need more in-depth information about how your solutions address their needs:
- Product Explainers: Dive deeper into your product features and benefits.
- Demo Videos: Provide clear, engaging demonstrations of how your solution works.
- Event Videos: Record webinars, podcasts, and panels to highlight your expertise and credibility.
- Landing Page Videos: Use engaging, short-form video on your site to keep visitors interested and informed.
- Sales Enablement Videos: Equip your sales team with tailored videos for outbound outreach.
Decision Stage: Reinforcing Trust with Testimonials and Case Studies
When buyers are close to deciding, videos that emphasize real-world success and a superior customer experience help tip the scales in your favor:
- Case Studies: Showcase measurable outcomes and happy customers who’ve benefited from your solutions.
- Customer Testimonials: Leverage authentic customer stories to build credibility.
- Culture Videos: Highlight your company’s dedication to service quality and customer care.
- Personalized Pain-Point Videos: Address specific buyer concerns uncovered during the consideration stage.
Retention Stage: Educating and Retaining Customers
Video plays a vital role in onboarding and building long-term loyalty. At this stage, focus on ensuring customers understand and extract full value from your solutions:
- Onboarding Videos: Offer step-by-step product training and educational resources.
- Educational Content: Create short-form videos highlighting product attributes and features.
- C-Suite Insights: Share updates and expert interviews to maintain engagement and showcase company progress.
By tailoring video content to align with each stage of the funnel, you not only meet buyers where they are but also guide them seamlessly through the journey, driving higher engagement, loyalty, and ROI.
Captivate Your Audiences and Build Stronger Customer Relationships with Video in Your Next ABM Campaign
To maximize the impact of video in your ABM campaigns and your marketing goals, having the right marketing tools and platforms is essential.
Use ABM Content Syndication, ABM Display Advertising, ABM Connected TV, and ABM Social Advertising with LinkedIn Ads for a complete multi-channel approach that targets, engages and converts your best accounts faster. Bolstered by our proprietary intent data signal, ML Insights, we’ll help you create effective target account lists for campaigns that will only help your bottom-line and bring in loyal and high-value customers.
Ready to use video the right way on your campaigns? Contact us now for guidance into a true multi-channel approach using video or request a demo for a test drive.
Missed reading our 2025 B2B Marketing Predictions eBook? (video is a hot one!) Download it and don’t forget to register for our webinar with a guest speaker from Forrester on their 2025 B2B Marketing Predictions. Spots are filling up!
