How to Build a B2B Video Marketing Strategy [With Examples]

Imagine introducing your complex B2B product—like a cloud-based CRM for multiple teams or a cybersecurity tool for managing global vulnerabilities—using only words. Chances are, you’ll leave out key product details or simply be unable to cover it all. It’s difficult to explain the full breadth of a product without complimentary visuals.

This is where video marketing comes into play.

A recent TechSmith survey shows that 83% of respondents prefer consuming instructional or informational content through videos rather than learning via written documentation.

Making video a central part of your B2B marketing strategy helps you capitalize on this preference. Discover how video can help you capture your ideal customer profile’s (ICP) attention, then retain and convert it into revenue.

Video engages multiple senses—viewers can hear and see the content, and even read closed captions, creating a more immersive experience than text alone. 

For B2B buyers, this is especially powerful. Complex products with numerous features can be difficult to explain through written content or static images. A quality video brings clarity, helping prospects grasp the value of your product faster by visually demonstrating solutions.

Incorporating video into your B2B video marketing strategy allows you to break through the noise. While written content and emails can get overlooked, video captures attention and keeps prospects engaged longer, building stronger connections. 

When used alongside other marketing tactics, video amplifies your overall strategy by providing an interactive, digestible way to deliver information.

Integrating video creation into your content strategy requires intentional planning and using the right resources. 

Start by identifying where video can impact your marketing funnel most—in the awareness, consideration, or decision stages. Tailor each video to meet the needs of decision-makers at every stage. For example, use explainer videos for awareness, case studies for consideration, and product demos for the decision stage. The clip below illustrates how you can use screen capture tools like Loom to demo a new product.

Next, invest in a video marketing platform that simplifies production, editing, and distribution. With the right video marketing tools, even small teams can produce high-quality content efficiently. Plan your budget around these tools to ensure you’re able to produce quality videos consistently.

Loom’s screen recorder can be a powerful tool in your video marketing arsenal, especially when putting the concept of “show, don’t tell” into action. Record bite-size feature release videos to share with prospects or ask expert team members to share their thoughts via pre-recorded videos and post them on LinkedIn. The options are limitless.

Don’t forget to measure and iterate. Look at conversion rates after each campaign and adjust your approach based on what resonates with your target audience. 

According to Wyzowl, 89% of people want to see more videos from brands, proving that there is ample demand for more video content marketing.

While there’s no one-size-fits-all approach, certain types of videos are proven to deliver higher return on investment (ROI) than others. 

1. Product demos 

What better way to attract potential customers than to show them everything your product has to offer?

Using video for product marketing, starting with product demos, makes it easier for you to show your prospects the unique benefits of your product. 

You can use product demos as personalized sales outreach or offer asynchronous, on-demand product demo videos on your website. Walk through your analytics dashboards or show prospects how specific integrations work.

2. Customer testimonials 

In today’s world, reviews are king.

As a consumer, it’s hard to imagine buying anything without reading at least a few reviews first. The same could be said about B2B buyers—they want to know how the product has helped customers who were once in their shoes before they committed to purchase. 

In this video, Metalab’s product design team shows how they use Loom to reduce the number of meetings while increasing design productivity by 20%.

Case study videos build trust and credibility by making your existing customers, and their real-world results, the star of the show.

3. Explainer videos 

You can also use video marketing for TOFU (top-of-funnel) marketing efforts.

Before you convert prospects and convince them to buy your products, they need to understand what you’re selling.

A how-to video, like this one from Semrush, is the perfect opportunity to educate your audience on how your solution helps with industry challenges they’re likely facing.

Watching a two-minute explainer video is much easier to digest than scrolling through a dense product page or ebook.

4. Webinars 

Use webinars or live streams to connect with your audience over a longer period of time, typically 30 to 60 minutes. During a webinar, you can provide in-depth insights, positioning yourself as a thought leader in the space.

If you do a live webinar, you also allow potential buyers to ask questions in real time, increasing engagement and investment in your brand.

Or, you can offer webinars on demand so potential customers can benefit from the rich content at the time and place they prefer.

5. Personalized outreach videos

Video prospecting adds a personalized touch to your outbound campaigns.

Instead of explaining what your product does via text and asking for a call, videos allow you to show your face, warmly introduce yourself, and accelerate establishing a connection, especially for high-value prospects.

Loom Variables can help you customize videos at scale by allowing you to insert personal, prerecorded elements into each video you send.

Pro tip: Use Loom’s Gmail integration to ensure your Loom videos automatically expand as embedded thumbnail GIFs in your email marketing efforts.

Follow the steps below to build a video marketing strategy that aligns with both your organization’s goals and your audience’s needs—it’s a win-win.

1. Define your goals and metrics

Before diving into video production, clarify what you want to achieve with your video content. Are you aiming to boost lead generation, increase conversions, or build brand awareness? 

According to MotionCue, the most important video marketing KPIs to consider include impressions, views, and watch time.

Your goals will dictate the types of videos you create and the success metrics you track, such as view counts, click-through rates, or revenue. Setting clear KPIs key performance indicators (KPIs) will help you measure the effectiveness of your strategy.

2. Identify your target audience and messaging

Who are your decision-makers? 

Knowing your audience is crucial to creating videos that resonate. For B2B buyers, videos must focus on solving specific pain points or demonstrating the value of your product. Use buyer personas to craft personalized messaging for each type of prospect. 

Video creation platforms like Loom make it easy to record personalized video messaging tailored to individual prospects. For example, a short, engaging product walkthrough would be ideal for a mid-level manager who needs to understand the platform’s functionality before presenting it to their C-suite.

3. Choose the right video types

Your goals and audience will guide the types of videos you produce. 

If you’re trying to build trust, customer testimonials work well. If you’re nurturing leads, consider creating educational how-to videos. Make sure each video serves a specific purpose in your sales funnel. 

Loom can be invaluable for this step—using Loom for quick video creation can help you easily create a range of content, from product demos to customer support videos. Store recordings in your Loom Library to build a knowledge base for your team and power your sales enablement strategy.

4. Optimize for your chosen platforms

Each distribution platform has its own requirements. Optimize your videos for the platform where they will live, whether it’s your website, social media, or email campaigns. 

Loom integrates easily with multiple platforms, making it simple to share videos across channels. For example, embed Loom videos directly into your landing pages to keep potential leads engaged longer, or use a Loom video in your email campaigns to stand out in crowded inboxes.

5. Include a clear call to action

Every B2B video should end with a strong call to action (CTA) that tells the viewer what to do next—whether that’s scheduling a demo, signing up for a webinar, or downloading an ebook.

With Loom, you can embed clickable CTAs directly into your videos, guiding viewers to take the next step while their interest is at its peak.

Once your videos are ready, the next challenge is getting them in front of the right people. Here are a few places to start:

• Email: Record short, personalized videos addressing a prospect’s unique needs and send them via email to key stakeholders to increase your chances of a reply. Video can also elevate the emails in your existing sales cadence.

• Social media: Videos are highly shareable. Posting short, informative videos that highlight your product’s features or industry insights will help maximize engagement with your content.

• Landing pages: Embedding videos on your website or landing pages can help increase time on page and improve conversion rates. Videos give visitors an in-depth understanding of your product without leaving your site.

• Webinars: Webinars are a powerful lead generation tool. Host a live session via Zoom or prerecord your webinar for easier access for busy decision-makers. 

Whichever medium you choose, Loom videos add a dynamic element to your outreach and marketing campaigns. Loom’s analytics will also show you exactly when viewers drop off or engage, helping you refine future videos and continually improve your outreach.

Still not sure where to start? Take a look at these examples for inspiration.

1. Asana’s explainer video

Asana’s explainer video is modern, informative, and inspirational—everything you want from good video marketing.

Rather than harping on the inefficiencies of many workplaces, Asana’s video shows viewers the ideal future of a well-organized, collaborative, and productive workforce. Of course, this is all made possible with Asana’s software.

2. Slack’s animated video

This fun, animated video by Slack is a departure from typical B2B marketing, which often favors real people and product screenshots to cartoons.

It works because it’s fun, doesn’t take itself too seriously, and shows how Slack creates workplace connections in a new way.

3. Loom’s influencer video for sales teams

This video highlights how Loom’s screen recorder helps sales outreach stand out in a sea of text.

This under-one-minute video features a real sales rep showcasing Loom’s benefits, like personalized outreach, embedded CTAs, gated videos, and AI tools—all boosting productivity and booking rates.

It’s highly targeted toward sales teams and does a great job of speaking directly to the audience.

Creating a successful B2B video marketing strategy doesn’t have to be complicated. Whether you’re aiming for greater engagement, stronger lead generation, or better conversion rates, video is a must-have in your content strategy.

Loom makes this process even easier by helping businesses quickly create, edit, and share video content. Its asynchronous nature lets recipients watch and rewatch videos at their convenience, ensuring clear communication and deeper understanding.

Plus, with Loom’s integration with tools like Slack, your videos become instantly accessible, allowing for faster feedback and stronger business relationships. Whether it’s product demos, customer testimonials, or educational content, Loom helps you connect with B2B buyers on a deeper level.

Capture B2B markets with less effort using Loom. Get started today.