How B2B Video Marketing Builds Brands and Lands Leads

How B2B Video Marketing Builds Brands and Lands Leads

By Dave GrendzynskiDec 22 /2022

B2B video marketing is now more critical than ever. Yes, customers are number one, but B2B video marketing can do things like strengthen your brand and help your company’s website climb to the top of Google’s search engine rankings. It’s a tactic that you can’t ignore.

That’s because a short video explaining the value of your products is a much more entertaining and engaging way to get information about your company to your target audience. In fact, people are watching more videos than ever before—140 minutes per day, according to our partners at HubSpot.

And if you’re worried that it may be harder for B2B companies to create videos that appeal to a broad audience—stop. Even if it is, it does not diminish the video's value. So, let’s take a look at some of the stats and benefits that a strong B2B video marketing strategy can provide.

B2B Video Marketing Statistics

HubSpot points to Wyzowl's latest video marketing statistics to help B2B video marketing strategists with their decision-making process. The report includes answers from a group of nearly 600 respondents made up of both marketers and consumers. This is important because it gives us comprehensive perspective from both sides of the fence.

Here are some of the key takeaways from the report:

  • The two most popular forms of videos were explainer videos and social media videos.
  • Nearly 90% of businesses use video as a marketing tool.
  • 92% of marketers claim that video is crucial to their overall marketing plan.
  • Almost 80% of marketing strategists who didn’t use video before this year are doing it now.
  • Nearly 90% of marketers say that video marketing helps generate leads and contributes to an increase in website traffic.
  • More than 90% of marketers say videos help their customers understand their product or service.
  • Nearly 90% of video marketers report a good ROI when it comes to video marketing and more than 90% say B2B video marketing improves their brand recognition.

Although the stats aren’t solely based on B2B video marketing, they still provide a tremendous amount of insight into the weight video marketing carries these days. 

The Benefits of B2B Video Marketing

On top of what the recent statistics tell us, there are some additional benefits your company may experience by producing marketing videos. These include:

  • Video can improve demand generation
Video can boost the credibility and persuasiveness of your company's marketing communications to potential customers (remember all of that talk about entertaining and engaging videos for your B2B audience?). This will ultimately help your company generate more money by cultivating quality leads. How does this happen? Well, adding a video to your website's homepage, landing pages, or product pages can help increase the average time your visitors spend on a page. 
  • Video marketing can help improve your search engine rankings. YouTube is a powerful tool B2B marketers can use to get their video content in front of decision-makers. That’s because YouTube is the second most popular search engine after Google and they work together. Posting and optimizing all your videos will strengthen your positioning on Google across the board. It’s also a great way to see a return on investment (ROI) because your conversion rate may go up, and it doesn't cost you anything but some time.
  • Videos and Account-Based Marketing go hand-in-hand. ABM is a business marketing strategy that concentrates resources on a set of target accounts within a market. Sending customized video content to specific prospects makes sense if you're targeting B2B businesses.

B2B video marketing works in all stages of the sales funnel, which is why it’s so important to invest in video marketing. 

Don’t Ignore the Dominance B2B Videos Provide

From customer testimonial videos to product demonstrations, B2B video marketing can be a difference-maker for your business. Whether you’re not happy with the results your website is getting at the moment, or like what you’re seeing so far, but want to dominate your competition—a solid B2B video marketing strategy can help.

We help a lot of companies with their video marketing strategies. We collaborate with some and share the workload, while other companies trust us with the full gamut of producing their videos. Developing a good video marketing plan is not as overwhelming (or costly) as you might think. But it takes a team of skilled players to do it right.

If you’d like to learn more about Kuno Creative’s video marketing capabilities, contact us at any time. We’d be happy to talk through a video strategy and budget that will work for you. 

The Author

Dave Grendzynski

Dave uses the skills that won him three Emmy Awards as a television news producer to create compelling content for our clients. Dave honed his email, blog and social media writing skills in the Corporate Communications Department at Cleveland Clinic.