According to Wyzowl’s 2024 State of Video Marketing Report, 91% of businesses now use video as a marketing tool. However, some B2B companies remain hesitant to fully embrace video marketing, seeing it primarily as a resource for B2C brands – something better suited for consumer product launches, lifestyle content, or viral social media campaigns. This perspective overlooks how video has become a crucial instrument in B2B marketing, fundamentally transforming how businesses communicate with one another, engage potential clients, and drive B2B conversions.
Key Takeaways
The Evolution of Video in B2B Marketing
Today’s B2B buyers expect content that helps them make informed decisions quickly. While long-form reports and dense whitepapers still have their place, they don’t engage prospects like a well-crafted video can. Video has evolved beyond simple product demonstrations to become a versatile tool for complex B2B communications, technical explanations, and relationship building.
How Video Marketing Drives B2B Success
Increases Lead Generation and Conversions
Video captures attention and simplifies complex topics, making it easier for potential buyers to see the value of your products or services. A well-produced explainer video can replace a lengthy sales call, guiding a prospect through key features and benefits in minutes.
According to Wyzowl’s State of Video Marketing report, 87% of marketers say video has helped them generate leads, and 80% say it has directly increased sales. Video provides prospects with the information they need to move forward, making it an essential tool for B2B companies looking to streamline lead generation.
Improves SEO and Website Engagement
Google prioritizes video content, meaning businesses using video are more likely to rank on the first page of search results. Video also keeps visitors on a website longer, reducing bounce rates and improving overall engagement.
A Semrush study found that video websites experience an average 157% increase in organic traffic. By embedding video on key landing pages, B2B companies can improve search visibility and make it easier for prospects to find and engage with their content.
Shortens the Sales Cycle
B2B sales cycles can be long and complex, but video helps accelerate the process. A well-timed demo video can answer common customer questions before they ever speak to a sales rep. Personalized video messages can warm up cold prospects and build rapport more effectively than an email.
According to Vidyard, sales reps who use video in their outreach see a 26% increase in email replies and a 20% higher close rate. Video allows companies to communicate value more efficiently, helping prospects make decisions faster.
Why B2B Buyers Prefer Video Over Traditional Content
B2B Decision-Makers Are Busy
Buyers don’t have time to sift through dense PDFs or long blog posts. They need information quickly, and video delivers. A short, high-quality video can provide the same insights as a long-form report but in a fraction of the time.
Video Makes Complex Information Easier to Understand
For industries with highly technical products or services, video helps translate complex ideas into digestible content. Motion graphics, 3D renderings, and live demonstrations can explain concepts that text alone cannot.
One study by LinkedIn found that 62% of B2B marketers believe video is the most effective content format for explaining new products. Video allows businesses to educate prospects without overwhelming them with technical jargon.
See Video in Action
Holland Adhaus was tasked with producing a series of simple, easy-to-follow how-to videos for The UP! Network’s mobile app. Our goal was to clearly demonstrate core app features and workflows, removing complexity and making the experience as user-friendly as possible. The result: a concise video that walks users through the app’s functionality step-by-step — no jargon, no fluff.
Watch the video below to see how we bring clarity to even the most technical digital experiences.
Trust and Transparency Matter More Than Ever
Some companies hesitate to use video because they worry about appearing too polished or overly scripted. But today’s buyers value authenticity just as much as quality. A mix of professional and informal video content—such as customer testimonials, live Q&As, and behind-the-scenes footage—can make a brand feel more relatable and trustworthy.
Key Types of B2B Video Content That Work
For B2B companies, not all video content serves the same purpose. Some videos generate leads, others build brand authority, and some help close deals.
- Explainer Videos: Short, engaging overviews of products or services that simplify complex information.
- Case Study and Testimonial Videos: Customer success stories that provide social proof and build credibility.
- Webinars and Thought Leadership Videos: Expert-driven content that positions a company as an authority in its industry.
- Live Video and Behind-the-Scenes Content: Real-time engagement that humanizes a brand and fosters trust.
- Personalized Sales Videos: One-to-one video messages that increase prospect engagement and improve response rates.
Overcoming Common B2B Video Marketing Barriers
Despite the benefits, many B2B companies hesitate to invest in video. Here’s why—and how to overcome those concerns.
“We Don’t Have the Budget”
Video production doesn’t have to mean expensive studio shoots. Many businesses successfully use screen recordings, motion graphics, and employee-recorded videos to engage their audience. With the right strategy, even a simple, well-produced video can have a significant impact.
“We Don’t Know Where to Start”
Working with a full-service agency like Holland Adhaus can help companies develop a strategic approach to video marketing. From concept development to production and distribution, the right partner can make the process seamless.
“Our Industry Isn’t Visual”
Even highly technical or service-based industries can use video effectively. Animated explainers, product walkthroughs, and expert interviews can turn abstract concepts into compelling visuals. Every business has a story to tell—video is just a better way to tell it.
“Will Buyers Trust Video Content?”
Some buyers are skeptical of overly polished marketing videos. The solution is to balance high-quality production with authentic, unscripted content. Customer testimonials, behind-the-scenes clips, and live Q&As add credibility and make a brand more approachable.
Where to Use Video in Your B2B Marketing Strategy
Knowing the value of video is one thing. Implementing it effectively is another.
- Website: Embed videos on your homepage, product pages, and landing pages to increase engagement.
- LinkedIn and Social Media: Short-form LinkedIn videos see significantly higher engagement than static posts.
- Email Marketing: Personalized video messages in emails can improve response rates and drive conversions.
- Paid Ads and Retargeting: Video ads outperform static ads in both engagement and conversion rates.
Why Video is No Longer Optional for B2B Companies
With 92% of marketers considering video crucial to their strategy (Wyzowl, 2024), B2B companies can’t afford to treat video as just a B2C tool. Companies that embrace video marketing will have a competitive advantage in communicating complex value propositions, building trust, and shortening sales cycles.
Need a Video Strategy That Works for Your Business?
Join the growing number of B2B companies using video to transform their marketing results. At Holland Adhaus, we help B2B companies create video content that drives actual results. Whether you need a brand video, product demo, or customer testimonial, our team has the expertise to bring your vision to life. Let’s talk about how video can fit into your marketing strategy.
Nick Tatoian
Digital Content Specialist, Holland Adhaus
Nick is always looking to work with others to create an all-encompassing strategy.
