Does B2B Video Content Even Work?

 As we said in a previous Blog “Video has fast become a dominating tool used within Content Marketing”, but that said, most examples of great video content are B2C. Though there is a growing appetite for the use of video in the B2B Marketplace, so how do you make it work?



I believe I will be safe in saying that most Marketers agree that Video drives one of the highest returns on investments. In its’ very nature Video Content is engaging, however before you get your first viewer there are many potential hurdles to overcome.

Here are the most common reasons a campaign fails to get off the ground are as follows;

  • Lack of Budget for Video
  • Lack of in-house resources
  • Creating compelling content
  • Lack of Strategy
  • Problems attributing a ROI to video
  • Lack of Management Buy-in
  • Distribution of Video Content

Though, you don’t need to be Colin Jackson at the 1993 World Championships to make B2B video work. Just like any other part of your marketing mix, you need to break it down and understand following;

  • Who are you speaking to?
  • What are you trying to tell them?
  • Why do they need to know?


But what else should you consider?

The Audience – Is the video useful for them? Remember that within the B2B marketplace you can make content that is far more in-depth as the subject matter is more likely to be specialised. Is there a product or service that you offer that is hard to sum it in words? Why not give your audience a video example.

Authenticity – Unless you are making an advert, don’t make your video a Sales Pitch. Instead make it an opportunity for your audience to get an insider view of your team. This personal approach is a great way to build trust.

Know where your limits lie – Would you hire your best friend to get you out of going to jail? In most cases, Probably not. So why would you trust someone with little experience with your brand. To make video content, you need to get the right team on board to make your visions a reality. Producing poor quality, as with all Marketing tools, may do more harm than good for your brand.

How you can use video?



Reason for creating – Provide an overview of the problems you solve for customers

Funnel Stage – Awareness

Length – 2 mins max.

Distribution – Website



Reason for creating – Video based blog content

Funnel Stage – Awareness

Length – 3 mins max.

Distribution – Website



Reason for creating – Educate buyers via live and on demand webinars

Funnel Stage – Awareness / Consideration

Length – 30 mins

Distribution – Website and Email


Product Demos

Reason for creating – Show buyers product features and functionality

Funnel Stage – Consideration

Length – 3 mins max.

Distribution – Website


Customer Stories

Reason for creating – Highlight real clients and the results you’ve helped them generate

Funnel Stage – Consideration / Decision

Length – 3 mins max.

Distribution – Website, Email, Social Media


Unlike Tax, making video content doesn’t have to be taxing. All you need is a clear plan of action, some creative flare and a will to perceiver. According to every Marketer out there, the stats and figures are in your favour so go and make it happen.


Struggling with for a strategy to tie all your ideas together, read our recent blog – Perfectly simple 12-month content strategy.



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