B2B Video Marketing

B2B Video Marketing: How to Create Engaging Content

Creating marketing content is a lot of fun, but it can also be intimidating. And that’s especially true when it comes to B2B video marketing. It’s easy to get lost in the technical aspects when producing a high-quality video. But remember: The best B2B videos are engaging and help solve a specific problem for your target audience. If you think that video marketing is only relevant for consumer brands, then it’s time to think again. Countless companies are leveraging the power of B2B video to expand their reach and engage with their audience. 

What is B2B Video Marketing

B2B (business-to-business) video marketing refers to using video content as a marketing tool to promote products or services to other businesses rather than to individual consumers. This type of video marketing is used to educate, inform, and persuade other businesses about the benefits of a particular product or service and to build brand awareness and credibility in the B2B market. Examples of B2B video marketing include product demos, explainer videos, customer testimonials, and thought leadership content.

Tips For Creating Engaging B2B Video Marketing Content

A video is a powerful tool for B2B marketing. It can help you connect with prospects, educate them on your products and services, and build trust. The problem is that many companies don’t know how to use video effectively.

Here are some tips for creating engaging B2B video marketing content:

Identify your target audience 

Before you start creating your video, it’s important to know who your target audience is. This includes understanding their demographics, interests, pain points, and the type of content they prefer. Knowing your target audience will help you create a video that resonates with them and meets their needs.

Clearly define the purpose 

Your B2B video should have a clear purpose: to educate, inform, or entertain your audience. Having a clear purpose lets you focus your content and ensure it aligns with your marketing goals.

Keep it concise: B2B videos should be short, sweet, and to the point. Attention spans are short, so aim to keep your videos between 2-3 minutes in length. This will help you keep your message focused and ensure your audience stays engaged.

Use storytelling

People are naturally drawn to stories, and storytelling can be an effective way to engage your audience. Whether it’s a personal story, a customer case study, or a behind-the-scenes look at your company, storytelling can help make your video more memorable and impactful.

Use visuals

Visuals are a powerful way to convey your message and make your video more engaging. Consider using graphics, animation, or live-action footage to help illustrate your message. This can help break up the monotony of a talking head video and keep your audience’s attention.

Include a call to action

Your B2B video should end with a clear call to action that encourages your audience to take the next step. This can be as simple as asking them to visit your website, contact you for more information, or sign up for a trial.

Promote your video

Once your video is created, it’s time to promote it. Share it on social media, include it in email campaigns, and embed it on your website. Consider creating a landing page for your video with a form for collecting leads. This will help you track the success of your video and determine its ROI.

Following these tips, you can create engaging B2B video content that helps you connect with your target audience, achieve your marketing goals, and grow your business.


Ultimately, B2B video marketing is all about telling a story – a story you want to tell, and a story you want others to hear. Remember that your audience’s time is valuable, so make your point quickly. And remember that the best stories are crafted, not improvised, so plan ahead and work hard on your script, your production quality and your visual graphics. If you do that well, you’ll see an improvement in engagement over time as people return for more and more.