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2024 B2B Video Marketing Guide: Top Video Content Types For Leads & Sales

Digital Marketing Concepts

2024 B2B Video Marketing Guide: Top Video Content Types For Leads & Sales

Video Marketing Guide

With a record-breaking 91% of B2B marketers reporting success in generating leads through video content, it’s clear that B2B video marketing is no longer a fad but a powerful force shaping the B2B marketing landscape. If you’re not already using B2B video marketing in 2024, add it to your marketing “to-do” list for the following year. After all, moving images provide a host of advantages. However, creating compelling video content specifically tailored for B2B audiences can be daunting. What kind of videos should you create? What topics will resonate with your audience? Where should you distribute them? Fear not! This comprehensive guide will answer all your B2B video marketing questions and equip you with the knowledge and strategies to create content that converts.

Understanding B2B Video Marketing:

At its core, B2B video marketing encompasses the creation and dissemination of video content tailored to engage and inform current and prospective clients. From ads to insightful product spotlights and thought-provoking industry insights, B2B video marketing serves as a cornerstone of digital strategy. Fortunately, making excellent B2B videos does not require spending millions of dollars or hiring celebrity spokespeople. A well-planned video marketing campaign will allow you to reach your demographic and encourage them to do business with you.

Top B2B Video Marketing Content Types:

Now that you know how effective business-to-business (B2B) video marketing in 2024 can be, let us take a look at the different kinds of B2B marketing videos you should have in your content library. After all, the goal of video marketing is to find creative ways to convey your message, describe your product’s benefits, and value props.

1. Explainer Videos:

Explainer videos are the most effective medium for B2B marketing, with 96% of viewers using them to understand product or service subtleties. Explainer videos, whether in live-action or animated storylines, clarify complex solutions while emphasizing their relevance to client demands. By focusing on problems and providing custom answers, these videos are very helpful for driving conversions through the sales funnel and winning over customers.

2. “How-To” Series Videos:

Crafting “How-To” series videos presents B2B companies with an engaging platform to offer detailed, step-by-step guides on specific services or solutions. The versatility of these videos allows them to address a wide array of topics, catering to the diverse needs of their audience. When conceptualizing a how-to video, it’s essential to identify common queries from customers and deliver valuable insights through clear, sequential instructions. In today’s competitive landscape, these videos serve as a valuable tool for not only addressing industry challenges but also capturing the attention of audiences with diminishing attention spans. For businesses with extensive expertise to share, developing a series of how-to videos offers an opportunity to delve deeper into their philosophies, products, and unique value propositions, thereby establishing themselves as trusted authorities in their field.

3. Case Study Videos:

Even though you are an expert in your field, hearing other people’s perspectives can be more persuasive at times. In such a situation, B2B Case Study Videos are useful. They’re like those customer testimonial videos you see for consumer products, but they’re all about how your clients have swayed it with your company’s help. Case Study videos generate credibility with the people you want to reach while demonstrating your brand’s worth. Your clients become both the narrator and the narrative; therefore, selecting figures from your target demographic is critical. A case study video can be extremely effective at converting a prospect when it features a sympathetic and realistic “star.”

4. Customer Testimonials:

Explainer, how-to, and Case Study Videos are effective for showcasing product benefits. However, customers often seek proof of quality. Studies reveal that 87% of marketers affirm video’s positive ROI, with 8 in 10 citing sales impact. Customer testimonials provide this validation, allowing satisfied customers to share their positive experiences. Such testimonials build trust, increasing the likelihood of potential customers choosing your business.

5. Trending Topic Videos:

Producing videos on trending topics within your industry is an ideal strategy to remain current and resonate with buyers seeking guidance. Being at the forefront of industry trends positions you as a trusted authority and cultivates thought leadership. Leveraging your expertise to create, comment on, or anticipate trends showcases your brand’s insight and establishes credibility. Trending topic videos not only keep your company relevant but also reinforce your status as a go-to resource for valuable information within your field or discipline.

6. Culture Videos:

B2B culture videos offer a glimpse into your brand’s life, enticing potential customers, partners, or employees to join your journey. These videos, ranging from brand commercials to recruitment tools, showcase your organization’s values and attract new talent. By spotlighting the people behind your business, culture videos humanize your brand, fostering trust and loyalty among clients and consumers. They serve dual purposes, not only enhancing B2B video marketing but also aiding in employee recruitment efforts. Showcasing your company’s culture can make it more relatable, accessible, and socially conscious, resonating with both customers and potential team members.

Top Places to Post B2B Video Marketing Content Online

(Now that we’ve covered the most popular types of B2B video content, let’s look at where to use it.)

Video Hosting Platforms

YouTube stands out as a prominent video hosting platform, offering extensive exposure to diverse video content. While not specifically tailored for B2B video marketing, it remains a prime avenue to showcase your brand to a vast, engaged audience, boasting over 1 billion monthly users worldwide. Creating a YouTube channel is indispensable for most B2B brands, not only for visibility on the platform but also for Google rankings. Additionally, other platforms like Vimeo, Wistia, and Vidyard provide tailored features such as call-to-action inserts, extensive customization, and unlimited video uploads with SEO optimization, making them valuable alternatives.

Your Website

Companies that are solely focused on YouTube frequently overlook the strategic value of using their website as a repository for video content. Your website offers tailored spaces for specific types of B2B video content, such as explainer videos on homepages, how-to videos embedded within related blogs, or customer testimonial videos strategically placed on crucial service or solution pages.

Social Media Platforms

Harnessing the power of social media, a cost-effective platform, is paramount for any B2B company. LinkedIn emerges as a primary platform for B2B engagement, although Instagram, TikTok, Facebook, and Twitter also have their niches. However, focus efforts on platforms frequented by your target audience during their work hours. Ensuring a cohesive presence across multiple channels maximizes audience reach and engagement.

B2B Video Marketing: Final Thoughts

B2B video marketing has emerged as a vital tool for driving engagement and conversions. To truly differentiate your B2B brand amidst a deluge of content, it’s worth it to invest in expanding your video content library. The most effective B2B marketing videos transcend mere product promotion, offering a comprehensive portrayal of your business’s essence. Utilize these various video formats to present a vivid portrayal of your company’s culture, values, and client interactions. Are you ready to take your B2B marketing to the next level? If you need expert advice or assistance in crafting compelling B2B video marketing content tailored to your brand, don’t hesitate to contact us at [email protected]


1. What are the key benefits of using B2B video marketing?

Video can effectively communicate complex information, increase engagement, improve brand recall, and drive conversions in B2B marketing.

2. What are some best practices for creating engaging B2B marketing videos?

Some best practices for creating B2B marketing videos include:
keeping videos concise
addressing the target audience’s pain points
incorporating storytelling
adding subtitles for accessibility
optimizing for mobile viewers

3. Should we spend money on making B2B marketing videos?

Yes, it’s worth the money. Videos are more interactive and better at capturing the viewer’s attention. Posting a few videos per month is better than nothing.

4. Can I expect my brand to get more leads and sales with B2B video marketing?

Yes, absolutely. The more video content you post, the more diverse your online channels will be, and the more opportunities you will have to reach your intended audience.