Why Every B2B Company Needs a Video Marketing Strategy

Video marketing has emerged over the past decade as a powerful tool for businesses to engage with their target audience, build brand awareness, and drive conversions. While often associated with B2C companies, the importance of video marketing for B2B companies cannot be overstated. As digital content consumption continues to rise and attention spans shorten, integrating video into your marketing strategy is no longer optional—it’s essential for success.

Capturing Attention in a Crowded Market

With the proliferation of content across various online platforms, grabbing the attention of B2B decision-makers has become increasingly challenging. However, video content stands out in the digital landscape, offering a dynamic and engaging way to communicate your message. 

According to a survey by Demand Gen Report, more than one-third (34%) of respondents reported spending five to 20 minutes watching a video while researching a B2B buying decision. What’s more, over half (51%) of respondents found video valuable in the mid-stage of the buyer’s journey. This highlights huge opportunities to use video for awareness and demand generation, but it also remains effective as people move deeper into the buyer’s journey.

Even more interesting, marketers who use video grow revenue 49% faster than non-video users. That’s nearly half the growth rate of companies that aren’t leveraging the power of video marketing. It’s clear that video isn’t just a wishlist item—it’s a must-have for any company serious about driving growth.

A woman with red hair stands at a desk looking at two laptop screens showing a woman in a blue top being recorded in a studio setup. The studio features professional lighting and a white backdrop.

Conveying Complex Information Efficiently

B2B products and services often involve complex features, functionalities, and benefits that can be challenging to explain through traditional text-based content. Video marketing provides an excellent medium for simplifying and visualizing complex information, making it easier for prospects to understand the value proposition. B2B audiences want to learn how to use products and services to gain expertise and video is a nearly effortless way for them to gain that information quickly.

Building Trust and Credibility

Trust is a crucial factor in purchasing decisions, as businesses seek reliable partners who can deliver on their promises. Video content humanizes your brand, allowing prospects to see the faces behind your company and hear directly from your team members. Testimonial videos, case studies, and behind-the-scenes footage can help establish trust and credibility with potential clients. According to a Brightcove survey of 300 professionals responsible for making purchase decisions for their organizations, 93% of B2B buyers said video is important in building trust in a brand.


Enhancing SEO and Online Visibility

Video has become increasingly prominent in search engine results, with major platforms like Google prioritizing video content in their algorithms. By optimizing your video content for relevant keywords and incorporating it into your website and social media channels, you can improve your SEO performance and increase your online visibility.

Engaging Decision-Makers Across the Buyer’s Journey

B2B sales cycles are often longer and involve multiple decision-makers who require different types of content at each stage of the buyer’s journey. Video content easily caters to various buyer personas and stages of the sales funnel, from awareness to consideration to decision-making. Whether it’s an explainer video, product demo, or customer testimonial, video allows you to engage prospects effectively during each stage of the customer journey.

In reality, a video marketing strategy is no longer a luxury, but a necessity for companies looking to stay ahead of the curve. By leveraging the power of video content, businesses can capture attention, convey complex information, build trust and credibility, enhance SEO, and engage decision-makers throughout the customer’s journey. With the continued growth of video consumption and its proven effectiveness in driving results, investing in a comprehensive video marketing strategy is crucial for staying competitive.

A man sits in an office under studio lighting, with two women filming him. The women, one with red hair and the other with long, dark hair with purple highlights, operate cameras and sound equipment. The setting appears professional with diffused lights and camera rigs.

With social media on the throne and video consumption increasing with individuals of all ages – good marketing requires video. At OTM, our dedicated team of creatives specializes in delivering impactful visuals that resonate with your brand identity and goals. Whether you need captivating promotional videos, authentic event coverage, compelling lifestyle imagery, or innovative marketing concepts, we’re here to help you reach your target audience effectively. If you’re ready to elevate your brand with top-notch video marketing, don’t hesitate to reach out and schedule your 30-minute consultation with us today.