The Role of Video in a B2B Marketing Strategy: With Real-Life Examples

Pradeep Kumar - February 6, 2023

With the advancements in technology, videos have become an invaluable tool for B2B marketing. It’s an effective way of communicating with customers while helping differentiate a company from its competitors.

That’s why businesses are increasing their budget for digital video ads. Ad spending will reach $210.20 billion by 2023, with an annual growth rate of 10.97%.

But why do they go out of their way for such a marketing strategy? That’s because a B2B video marketing strategy can capture attention, build relationships, and improve sales. With the right approach, you can create a plan that makes your business stand out from the crowd.

This article discusses how videos can fit into your marketing strategy. It also lists companies that use video marketing for B2B and how working with integrated marketing agencies helps.

Blogs are helpful for detailed explanations. But with videos, you can present information in a creative and attractive way.

Not only that, but since you’re working with companies, time is of essence. You can’t expect them to digest everything you put on a 1,000-word blog in a single sitting. They’re often working while finding ways to achieve their KPIs.

With that, it makes perfect sense to provide them with videos instead of links to your blog. You’ll most likely impress them and send the right message with a quick video demo of your products or services.

The key is to create a compelling and relatable video presentation when they’re facing a difficult decision. But if you find it hard to produce such videos in a short time, a B2B marketing agency can help you. They have the right tools and resources to produce high-quality videos that resonate with your audience.

Their B2B marketing services include more than content creation and production. They can also help come up with a video strategy and distribute the videos at the right time and platform.

Attracting the right customers is important in any marketing strategy, and videos can help you with that. In fact, 93% of marketers say using videos in their marketing strategy is a game-changer. There are several reasons why you should get behind B2B video marketing, including:

In enhancing your B2B marketing strategy, incorporating videos with automatically generated subtitles can significantly improve viewer engagement and accessibility. With an auto subtitle generator, creating informative and compelling video content becomes streamlined, allowing you to effortlessly reach a global audience while making your presentations more inclusive.

B2B marketing is all about education, and videos can educate and inspire your target audience. As an industry, you’re not just dealing with the common folks. You’re interacting with knowledgeable buyers who want to know more about your products or services. Educating them about your product or service is the key to success.

But with a lot of competition in the market, how can you make your product stand out? With B2B video marketing, you can get creative with how you present your products and services.

Videos not only keep viewers more interested but also influence how people make decisions. According to a Wyzowl poll, 88% of customers have bought a product or service after watching the company's video. They also use videos to create a shopping list and to evaluate products.

Google loves a good video SEO strategy. This means using videos strategically on your page increases your SEO ranking and outperforms your competitors.

Google evaluates your ranking based on the volume of traffic your website receives. Videos boost the number of users who visit your website and the amount of time they spend there. Both of these tell search engines that your website has quality material. In short, videos support other important ranking factors that Google takes into account.

As mentioned, videos can put you at the top of search engine result pages. By appearing on the first page, more people will find your website, which increases traffic.

Not only that, but most consumers prefer watching videos when they’re using the internet. That is, 54% of them expect brands and businesses to produce more video content. By publishing video content, you’re attracting more people to your website.

Video marketing is a fantastic marketing strategy to enhance ROI for your company. According to 74% of marketers, videos provide better ROI than static images.

They provide a brief explanation that makes it easy for customers to understand your message. Unlike other techniques, video marketing can transform complicated material into knowledge that is easy to understand.

You can also evaluate the business effect of their video marketing as compared to other kinds of content. This enhances your marketing analysis and helps you optimize your overall marketing strategy.

As you can see, using videos can improve your B2B marketing strategy. If you’re not yet convinced, take a look at these successful B2B marketing campaigns that used videos:

Apple has a history of creating compelling video content. For example, their “Switchers” campaign is a great example of the power of video since it features real people. In the campaign, Apple focused on former PC users who switched to their brand because of the ease and functionality of their products.

Cisco is one of the leading B2B technology providers. Their video marketing campaign helped differentiate themselves from others, drive revenue, and create a more positive brand image. They do this by building a priceless library of sales funnel-focused, problem-solving content.

Consider this video of a businessman having a meltdown when he couldn't find his friend.

What made it viral was how it tapped on people’s curiosity. While watching it, you’ll wonder if it's real, who created it, and why Ian won't answer his phone. The video doesn’t mention Cisco throughout its run. At the end, a dark screen displays the URL “www.donthaveameltdown.com” as a clear call to action.

When you visit the link, you’ll end up in a microsite where there is a fake psychologist treating fake conditions. Exploring further, you’ll arrive at a Cisco website that describes the company's Unified Communication solutions to address the "disorders."

They've also devoted a lot of time and money to refining their approach. They’ve found that the ideal B2B video duration is between 60 and 90 seconds.

A business that specializes in making computer chips makes great videos through storytelling. They are another IT titan with an impressive library of video material. But, unlike other B2B companies, they chose to highlight the lives and experiences of their client base. You can find a lot of videos on their YouTube channel about their involvement in anything.

Take this video about helping restore the Lower Salt River basin in the Amazon desert as an example. This gives their consumer base a reason to make purchases from the company.

Taulia created a surprisingly amusing movie to promote their services. They use humor to show what happens when someone refuses to subscribe to their services. Not only that, but their video is a parody of an award-winning commercial by Direct TV. References to such things improve the appeal of your video to your consumer base.

Dissolve is a company that licenses high-quality stock footage "for today's visual storyteller." This gives them a chance to create a video campaign that markets their products. Last 2014, they produced a video that showcases the formula for success that marketers are searching for.

They transformed Kendra Eash's poem, " This Is A Generic Brand Video," into a great video marketing campaign. The video aims to:

What made it viral was its use of sarcasm. They used their stock footage to provide the poem's images. By doing so, they pushed the entire industry to do better with their products.

Videos are indispensable in B2B marketing. You can educate your buyers about your products and services and help them throughout their buying journey. Your company can also enjoy a lot of video marketing benefits. Videos increase your SEO ranking and website traffic, which boosts your return on investment.

These benefits aren’t just in writing. A lot of big companies today enjoy the fruits of investing in B2B video marketing. With the right tools, knowledge, and help from a B2B marketing agency, you can also be successful like them.