Webinar Strategy


5 Video Marketing Examples for B2B Business Growth


Ashley Levesque


5 Video Marketing Examples for B2B Business Growth

According to Wyzowl, 91% of businesses are using video as a digital marketing tool, and 96% of marketers see video as an 'important part' of their marketing strategy. It's safe to say if you aren't using video marketing in your marketing and business strategies, your competitors are.

Photo by Jay Wennington on Unsplash

Why Invest in Video Marketing?

"According to the 2023 Gartner Tech Marketing Benchmarks Survey, video is the top asset type included in 2023 marketing plans as well as the third best performing asset for generating marketing qualified leads (MQLs) for technology marketers’ organizations with between $10 million and $50 million in annual revenue." Certainly this makes sense when we consider that YouTube is the second largest search engine in the world. Video not only has the advantages of putting a human face behind marketing efforts, but can also serve as a valuable SEO strategy.

A woman watching a webinar on her computer

5 Different Video Marketing Examples for B2B

Video marketing isn't a one-size-fits-all endeavor. Tailoring your content marketing strategy to include different types of video can significantly impact engagement. Let's dive into a few examples:

Webinar Case Studies

Webinars are a highly valuable video marketing format that can serve every part of the funnel, and multiple use cases.  If you thought successful virtual events lived only at the top of the funnel, think again. Consider a bottom of funnel webinar that highlights a happy customer case study. This content can serve your virtual event marketing strategy as powerful validation for prospects who are evaluating your product against your competitors. The below image from Gartner's Tech CEOs Must Be Efficient When Using Video for Differentiated Messaging (Sep 2023) highlights 44% of buyers identify webinars in the top 5 formats most helpful to them when creating a shortlist of vendors. The other benefit of webinar marketing? This marketing content can easily be repurposed as short form video. Pull out a testimonial video clip from the webinar to serve as validation on your webpage.

Company Culture Videos

According to Forbes, buyers are four to six times more likely to purchase from purpose-driven companies. Sparking an emotional connection with your audience is paramount to building trust and brand affinity. Provide insight into your culture and purpose through videos that showcase your workplace, team dynamics, and shared values. These videos work well on company webpages, recruiting webpages, and social media.

A photo of a Banzai team member inside a culture video

Interview/Q&A Videos

Interview and Q&A videos are a great way to get behind the scenes at a company. You can interview customers on their experience with your brand and product, you can interview your CEO about their thoughts on the industry, etc. There are tons of ways to use these types of videos, and here are a few reasons why they matter:

1. Builds Trust and Credibility: Interview/Q&A videos featuring industry experts or thought leaders can help build trust and credibility for your B2B business. When potential buyers see knowledgeable individuals within the organization discussing relevant topics, they're more likely to trust the business as a reputable source of information and solutions.

2. Demonstrates Expertise: These videos allow you to showcase your experience. By addressing common industry challenges, sharing best practices, and offering valuable insights, you can position your business as a leader in the field, attracting potential buyers who are seeking knowledgeable and experienced providers.

3. Connects with the Audience: Interview/Q&A videos provide an opportunity for you to connect with your audience on a personal level. By featuring employees, clients, or industry experts in the videos, businesses can create a more relatable and humanized image, fostering stronger connections with both potential customers and new customers.

4. Provides Value to Customers: Creating informative and helpful content through interview/Q&A videos can provide value to potential buyers. By addressing their pain points, answering their questions, and offering practical solutions, you can demonstrate your commitment to helping your audience succeed, ultimately driving customer loyalty and retention.

5. Generates Leads and Conversions: Well-executed interview/Q&A videos can serve as powerful lead generation tools. By featuring thought-provoking discussions and valuable insights, you can attract potential buyers who are seeking expertise and solutions in your industry. This can ultimately lead to increased conversions and new business opportunities.

Product Explainer Videos

Simplify complex offerings with product explainer videos. These videos can help pull your buyers through their journey by answering the key questions they have around features and capability. For more complex product explainer videos, we often see animated video with a voice-over used as a way to walk viewers through the visual concepts of the product. Better yet? Turn your explainer video into an interactive demonstration, allowing your audience to test drive your product in real time, without needing to talk with a sales rep.

Grayed out webpage with a green "try it out" button for an interactive demo

Onboarding Tutorials

Frictionless adoption is every marketing team’s dream. Tutorials are a key way to get there. Talk with customers about the key sticking points they had during their first 3-6 months using your product. Talk with your product, adoption, and support teams about what challenges they’ve heard. Develop a tutorial series that can be automated and sent out to your customers at the prime time that those sticky points occur. Measure effectiveness, get feedback from your customers, and optimize.

A woman watching a webinar on her computer

How to Run a Successful Video Marketing Campaign

1. Define Clear Objectives

Start by outlining what you want to achieve with your video marketing campaign. Whether it's increasing brand awareness, driving conversions, or educating your audience, clear objectives guide your strategy. Further, make sure you have clear call to actions (CTAs) for your video campaigns. What’s the next step you want your viewers to take after viewing your video?

2. Tailor Content for Your Audience

Segment your audience and create content that resonates with each segment. Just like with all other marketing channels and efforts, understanding your audience's pain points and preferences is key to delivering impactful video content. If you’re marketing to the financial sector, a video referencing your newest SaaS customer isn’t going to be very impactful.

3. Leverage Marketing Automation Tools

Implement the right B2B marketing tools to streamline your video marketing efforts. Marketing automation ensures timely and targeted delivery of your videos to the right audience, and allows you to easily segment your audience based on demographic and firmographic information.

4. Collect, Analyze, and Interpret Data

Gather data on video performance. Analyze viewer behavior, engagement rates, and conversion metrics. Make sure you're connecting these metrics back to your high level marketing and business goals. Interpret this data to optimize your future video content and distribution strategy.

5. Test, Experiment, and Repurpose

Consider the variety of variables you can test and experiment with in your video content. From different video formats, lengths, creative, and distribution channels, there are tons of ways to test what best resonates with your audience. Further, don’t forget to repurpose your video content. Long webinar videos can be sliced into smaller ones for social media and email marketing. Training tutorials leveraged by the adoption team can be broken up into easy videos shared by your support team.

6. Iterate, Learn, and Adapt

We already know your video strategy needs to serve your high level business and marketing goals, but this is often easier said than done. Video, just like every other marketing channel, always requires testing, learning, and optimizing. Pay close attention to the metrics you've deemed important, and use that data to inform your next steps.

The takeaway? B2B video marketing isn't just a trend; it's a strategic imperative. By understanding the power of different video formats and following a well-defined strategy, you can create a compelling narrative that resonates with your B2B audience.

A woman watching a webinar on her computer

Frequently asked questions about video marketing examples

What is video marketing and why is it important for B2B businesses?

Video marketing uses video content to promote and market products or services, increase engagement on a website, social media platforms, and more. There are a ton of video marketing benefits for B2B businesses. Delivering complex information in an engaging way, building trust, and driving lead generation are just a few. For SaaS marketing strategies, in particular, video marketing can be the easiest way to showcase the product.

What are some common types of marketing videos B2B businesses can use?

B2B businesses use different types of marketing videos such as product demo videos, how-to videos, interactive videos, product marketing videos, behind-the-scenes videos, and more, to effectively communicate with their audience.

How can B2B businesses leverage social media for video marketing?

B2B businesses can use social media platforms like Facebook, LinkedIn, and Twitter to share their video content, engage with their audience, and build brand awareness. They can also run video advertising campaigns to reach a wider audience.

Can you provide examples of successful B2B video marketing campaigns?

Yes! Check out Demio's interactive demo.

How can B2B businesses create engaging video content for their marketing campaigns?

B2B businesses can create engaging video content by using storytelling, incorporating customer testimonials, demonstrating the product or service in action, and using polished video production techniques (no one wants to watch a dark, shaky video).

What are the key elements of a successful video marketing strategy for B2B businesses?

A successful video marketing strategy for B2B businesses should include a clear understanding of goals and objectives, the target audience, compelling storytelling, a distribution plan across relevant platforms, and a focus on measuring and optimizing the video's performance.

How can B2B businesses incorporate user-generated content (UGC) into their video marketing efforts?

B2B businesses can encourage their customers to create and share video content related to their products or services. This user-generated content (UGC) can be leveraged in marketing campaigns to build authenticity and community engagement. Incentivizing this kind of behavior though a referral program is a great way to start.

What are best practices for creating product demo videos for B2B marketing?

Some best practices for creating product demo videos for B2B marketing include showcasing the product's unique features, addressing common pain points of the target audience, providing clear and concise explanations, and incorporating real-world use cases. Consider leveraging product demo webinars for your product demos or interactive demonstrations.

How can B2B businesses measure the effectiveness of their video marketing efforts?

B2B businesses can measure the effectiveness of their video marketing efforts through metrics that help them understand how their video marketing performance impacts their business and marketing objectives. For example, if you have a business goal around brand awareness, then metrics such as video views, engagement rates, and click-through rates within a new segment of business may be great metrics to track performance.

What are key considerations for creating impactful video ads for B2B businesses?

When creating video ads for B2B businesses, it's important to focus on clear messaging, a strong value proposition, compelling visuals, a call to action, and ensuring that the ad aligns with the target audience's needs and pain points. Whether you’re looking at facebook video, or other social media video channels, you want to be mindful that you’re designing advertising based on where your audience hangs out. If they aren’t in that channel, don’t market to it.

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