Published 26 June 2025

How to Use B2B Video Marketing to Drive Engagement and Conversions

Video has emerged as one of the most effective tools to cut through the noise and connect with busy decision-makers. It delivers clarity, builds trust, and supports every stage of the buyer journey from awareness to advocacy. More than just a visual format, video enhances marketing, sales, and customer success efforts by making information easier to digest and more persuasive. For B2B marketers who are aiming to drive measurable growth, considering B2B video marketing is essential.

Video has quickly evolved into a results-driven asset within the content marketing landscape. Helping brands boost engagement, accelerate buyer understanding, and increase conversions. From sparking initial awareness to supporting sales conversations and even building long-term customer loyalty, B2B video marketing plays a critical role in influencing modern buying decisions.

Today’s B2B buyers are busy, skeptical, and overloaded with information. They expect content that is clear, concise, and easy to consume. Video delivers exactly that. It simplifies complex ideas, humanizes your brand, and brings products, solutions, and success stories to life, often in under two minutes.

What is B2B Video Marketing and Why It Works

B2B video marketing is the use of video content to engage, educate, and influence business buyers. It is not limited to product demos. Video helps simplify complex ideas and presents your solutions in a way that’s clear and easy to follow.

Trust is essential in today’s B2B landscape. B2B video content marketing helps you do that. It brings your brand to life, shows your expertise, and makes technical information more relatable. Buyers get to see the people behind the brand, not just the product.

Video also encourages action. A well-crafted video content strategy can guide prospects to download resources, request demos, or make purchasing decisions. It’s a proven way to support engagement at every stage of the buyer’s journey. Most importantly, video delivers measurable results. B2B video campaigns help drive real engagement, improve lead quality, and support sales conversions. Modern B2B content marketing is no longer complete without video.

In short, modern B2B buyers expect video. And when executed effortlessly, it has the power to simplify the complex, build trust, and move prospects from awareness to action.

Why B2B Video Marketing is Driving Results

The shift toward B2B video content marketing isn’t just anecdotal. The data proves that video has become one of the most effective tools for influencing decision-makers and accelerating conversions. Here are some compelling statistics that highlight why video works in B2B:

95% of B2B buyers say video plays an important role in guiding them through the buying journey, helping them better understand products and solutions.
Companies that use video as part of their marketing efforts grow revenue 49% faster than those that don’t, highlighting video’s direct impact on business growth.
On LinkedIn, video content earns three times more engagement than text-only posts, making it a powerful format for reaching professional audiences.

At UnboundB2B, we’ve seen these benefits firsthand. Incorporating video across our campaigns, from product explainers to customer success stories has boosted engagement rates. It has helped shorten sales cycles and strengthened alignment between our marketing and sales teams throughout the buyer’s journey.

For B2B marketers, investing in video isn’t just about staying relevant. It’s about driving measurable impact at every stage of the funnel.

Who Benefits from B2B Video Content

The power of B2B video content is that it engages every stakeholder in the buying process, often in ways that written content simply can’t.

1. Technical buyers such as IT leaders, solution architects, and product managers can benefit from clear and concise explainer videos that break down complex features and integrations. These videos can help them evaluate technical compatibility and understand how your solution fits into their existing infrastructure.

2. Economic buyers, including finance leaders and procurement professionals, are focused on cost-effectiveness and return on investment. ROI-driven videos, pricing overviews, and customer success stories provide the financial rationale they need to support investment decisions.

3. Business decision-makers such as department heads, operations leaders, or CXOs are primarily interested in strategic alignment. Thought leadership content, industry insights, and real-world case studies can demonstrate your organization’s credibility and the broader business value of your solution.

Beyond the buying committee, internal teams also benefit from a well-executed B2B video marketing strategy:

Sales teams use personalized videos to build stronger connections. Later, simplify complex value propositions and support proposal conversations.
Marketing teams rely on video to increase campaign engagement, educate audiences, and move leads more effectively through the funnel.
Customer success teams use video content for onboarding, training, and retention initiatives, which ensure customers derive value throughout their journey.

A strategic approach to B2B video content marketing ensures that each stakeholder receives relevant, impactful content at the right time.

Where to Use Video for Maximum Impact

To get the best results from B2B video marketing, think beyond isolated video campaigns. Video delivers maximum impact when it’s woven into every key touchpoint of your buyer’s journey. Here’s where your B2B video content can be of advantage:

1. Website

Your website is often the first place buyers land and first impressions count. Strategic video placement here can instantly boost engagement and clarity:

Landing Pages: Short and engaging videos can increase conversion rates by explaining your value proposition quickly.
Product Pages: Product demos or feature walkthroughs help visitors grasp your offering without sifting through dense text.
Customer Stories: Video testimonials humanize your brand and build trust by showing real-world success from your customers.

2. Social Media

Social platforms are ideal for building brand awareness and driving engagement with short-term, high-impact video content:

LinkedIn: Ideal for thought leadership videos, short explainers, and event highlights to connect with B2B audiences.
YouTube: Perfect for hosting deeper educational content, how-to videos, and product explainers.
Paid Campaigns: Targeted video ads can drive high-intent traffic and increase conversions when combined with clear CTAs.

3. Email Marketing

Video can significantly boost email performance, especially when used in personalized, relevant ways:

Nurture Sequences: Use short videos to educate leads and bring them closer to a decision.
ABM Outreach: Personalized video messages help your brand stand out in crowded inboxes.
Event Follow-Ups: Recap videos or exclusive content keep the conversation going after events or webinars.

4. Sales Enablement

Empower your sales team with video tools that make complex solutions simple and pitches more personal:

Personalized Videos: Tailored messages for key prospects build rapport and increase response rates.
Product Demos: Pre-recorded or live demo videos save time while showcasing your solution effectively.
Proposal Support: Short explainer videos or ROI summaries can help decision-makers justify investment.

When to Use Video Across the Buyer’s Journey

A strong video content strategy is about deploying the right video at the right stage to guide prospects toward conversion:

1. Top of Funnel (Awareness)

At this stage, your goal is to educate, entertain, and grab attention:

Brand awareness videos
Social media snippets
Industry thought leadership content
Event highlight reels

2. Mid-Funnel (Consideration)

Here, your videos should help buyers evaluate your offering and deepen their understanding:

Product explainers or feature deep dives
Customer case studies showcasing real-world impact
Industry-specific insights or webinar clips

3. Bottom of Funnel (Decision)

When buyers are close to a decision, your videos should reinforce value and reduce risk:

Live or recorded product demos
ROI breakdowns and cost justification videos
Customer success stories with measurable results

4. Post-Sale (Retention & Advocacy)

Video doesn’t stop after the deal closes, it supports long-term relationships:

Onboarding and training videos to ensure smooth implementation
Product tutorials to drive adoption
Customer advocacy content to turn satisfied clients into vocal promoters

How to Build and Scale a B2B Video Strategy That Converts

Building a scalable, results-driven B2B video marketing production process doesn’t have to be complicated but it does require planning and consistency:

1. Map Your Audience & Buyer Journey

Understand your ideal buyers, their challenges, and the key questions they ask at each stage. Your video content should align with their decision-making process.

2. Prioritize High-Impact Videos

If you’re just starting, focus on the formats that deliver the most value: product explainers, case studies, demo videos, and customer success stories.

3. Repurpose Existing Content

Maximize your content ROI by turning blogs, webinars, and presentations into bite-sized video content for social, email, and sales enablement.

4. Leverage Tools & Partners

Video doesn’t have to strain your internal resources. Tools like Vidyard, Loom, and Biteable, or working with specialized video agencies, can accelerate production and maintain quality.

5. Measure What Matters

Track metrics like engagement rates, play rates, lead quality, and conversion impact not just views. Continuous optimization is key to long-term success.

Conclusion: Make Video Central to Your B2B Content Marketing

The days of B2B buyers passively consuming long-form PDFs are behind us. Video is an essential part of B2B content marketing that drives real business impact.

If you haven’t already, start experimenting with B2B video campaigns, track what works, and make video a consistent part of your B2B video content marketing for strategy.

FAQ

1. What is an Example of B2B Video?

A B2B video is a video created for a businesses to communicate with other businesses. Common examples are product explainers, customer case studies, and thought leadership interviews.

2. What is B2B Video Content?

B2B content refers to any video that is created to engage, educate, or convert B2B audiences from social snippets to in-depth demos.

3. How can Video Content Influence B2B Decision-Making?

Video content influences B2B decision-making as It simplifies complex information, builds trust, and helps buyers evaluate solutions more confidently at every stage of the decision-making process.