Blog
September 2025
Video is playing an increasingly important role in B2B marketing. It’s one of the most effective tools to educate, engage and convert an audience. In fact, research shows that 70%of B2B buyers watch videos during their sales journey.
B2B video is an excellent investment for businesses looking to boost brand awareness, improve engagement and drive conversions. However, success hinges on having a clear strategy – one that defines the campaign’s purpose, maps out distribution and promotion and sets measurable performancemetrics.
In this blog, we’ll explore why B2B video is a smart investment, how to maximise return on investment (ROI) and our tips for getting the most out of your video marketing efforts.
A well-defined B2B video strategy is the foundation of a successful campaign. It ensures you’re creating the right content for the right audience and distributing it on the right platforms. Here are our tips for building an effective B2B video strategy:
Align with your commercial goals: Your business objectives should inform the type of videos you produce. For example:
To raise brand awareness, create videos that highlight your values, showcase thought leadership and document industry involvement.
To recruit talent, focus on videos that demonstrate your company culture, showcase your people and highlight employee benefits.
To drive conversions, create trust-boosting videos such as customer testimonials, case studies and product demonstrations.
Understand your audience: learn where they search for information and what platforms they use. Digital marketing consultants are expert at doing this, having a thorough understanding of audience behaviours and preferences, and selecting the right digital channels to reach them and cut through noise. Read our blog How to find a digital marketing consulting service that fits your business needs.
Track your performance: use analytics to evaluate what’s working and what’s not. Adjust your strategy accordingly. Regularly reviewing video performance helps refine your strategy over time to ensure future content is better aligned to your target audience.
The benefits of B2B marketing are measurable and wide-reaching:
Amplified brand awareness and recall
Video increases brand visibility and memorability – messages conveyed via video are retained by 95% of viewers, compared to just 10% for text. YouTube is also the world’s second largest search engine, so creating a presence on YouTube, and optimising your profile, allows potential clients to discover you natively, extending your reach.
Higher engagement rates
Videos capture attention faster than text, making video more likely to be engaged with, viewed and shared.
Improved conversion rates
B2B video content supports every stage of the buyer’s journey. A strong video strategy nurtures leads and drives action at every stage– from awareness to decision making and onto customer loyalty and retention.
Builds trust and credibility
Video marketing humanises your brand and adds authenticity.Formats like ‘a day in the life’, behind-the-scenes clips, product explainers and expert interviews allow prospective clients and recruits to connect with the real people in your business.
Supports recruitment efforts
Video showcases your culture and work environment in a compelling way. Featuring real employees and leadership adds credibility and helps attract top talent.
Enhances SEO and GEO
Video increases the average time users spend on your website, a key ranking factor for search engines. Optimising video titles, descriptions and tags with relevant keywords can boost your SEO. Additionally,Google now prioritises video – especially short form – in the results page.
Invest in quality production – poor video will damage your brand, with a study finding that 62% of consumers are more likely to have a negative perception of a brand that publishes poor quality content. Professional videography teams ensure high production value, with better sound and lighting fora more polished final product and better storytelling through quality production and post-production.
Focus on storytelling – B2B videos should engage, not sell. Make your videos relatable and solution focused. You want to draw viewers in so that they emotionally resonate.
Start small – your budget for B2B video doesn’t have to be all or nothing. You can start small by producing a few videos, analyse performance and scale up from there.
Repurpose content – distribute content across various platforms. Use short clips in webinars, embed videos into blogs, create teasers for social media.
Add captions – captions can increase viewer understanding by 56%, which leads to better brand recall.
Use data to optimise future content – small tweaks can lead to significantly improved results over time. By regularly reviewing analytics, you can identity subtle but powerful levers for improvement. For example:
Information relating to where viewers are dropping off can help signal where storytelling or editing can be improved
Title A/B testing helps refine your approach without needing to create additional videos
Comparing YouTube shorts with long-form video shows what type of subject matter works across different formats
To get the best return on your B2B video marketing investment:
Shorten sales cycles: educational videos and product demonstrations help answer buyer questions early speeding up decision-making.
Improve lead quality: video attracts more engaged and informed prospects.
Create evergreen content: a single high-quality video can be repurposed across channels and campaigns and remain relevant for a long time, delivering long term value.
Track performance with analytics: use analytics tools to monitor views, click-throughs, engagement and conversions.This data helps attribute leads and sales to your video efforts.
Utilise your assets: many businesses invest heavily in B2B video but fail to maximise its value. Without proper distribution and repurposing, the anticipated ROI never materialises. Like any other piece of hero content, a video only delivers results when it is actively used, promoted and integrated into wider campaigns.
With the right strategy and consistent optimisation, B2B video is one of the smartest investments a business can make. It can elevate your brand, drive qualified leads and support every stage of the buyer journey.
Need help getting started? Our team of videography experts can create engaging and impactful B2B videos. Get in touch – we’re always up for a chat.
We're always up for a coffee and conversation.
Fill in the form, drop us a line at info@transformcomms.co.uk, or call us on 01225 863846. Better yet, drop in to our converted barn and film studio near Bath and Bristol.
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