Video marketing
Video platform

What is B2B video marketing?

Marketing is an extensive field. How video marketing supports your marketing strategy can be found in our article.

Table of contents

Do you know YouTube or Vimeo? Video creation is becoming increasingly important for corporate videos of all sizes. According to a recent survey, 87% of marketers use video as a marketing tool and 73% of them say that video has a positive impact on their return on investment.

What is Online Video Marketing?

Online video marketing covers all forms of a company's online marketing that are formulated via video on the internet. The platforms used are diverse and range from a company's own website to social media platforms, community websites or video platforms.

The purpose of video marketing is to implement a company's communication and advertising goals in a way that is optimally suited to the user. The spectrum ranged from classic advertising to product launches, testimonials to explanatory videos such as tutorials and video instructions or even video podcasts. The branding is set more offensively or more discreetly.

Goals of video marketing can be higher reach, change management, customer acquisition, customer retention or better ranking within search engines. In general, videos are an increasingly used way to successfully work customer-oriented.

What is video content marketing?

Video content marketing is a marketing strategy in which companies use videos to create relevant and informative content. By analyzing video performance, companies can measure and optimize the success of their strategy. Video content marketing is becoming increasingly important in the digital marketing landscape due to its visual and engaging nature.

Why is a video content marketing strategy so important for B2B companies?

B2B companies often overlook video marketing because they think it's only for B2C companies. However, videos can be just as effective for B2B companies as they are for B2C companies. In fact, there are a number of reasons why B2B companies should consider using video in their marketing efforts.

  • Explaining complex products:
    Videos are effective for showing complex products and explaining how these products work.
  • Building trust and credibility:
    Branded video platforms offer an authentic way to build trust.
  • Reach a larger audience:
    B2B companies can use social media and mobile access to reach potential customers.
  • Video content has a higher conversion rate:
    Videos can convey complex information and have a higher conversion rate than text-based content.

Success factors for B2B video marketing

B2B companies must be able to precisely identify and address their target groups to ensure effective communication.
The importance of compelling stories to convey complex messages and create an emotional connection with business customers.

The success generated by B2B video marketing should be measured using key performance indicators (KPIs) and case studies.

What are the types of video marketing?

Video marketing is the term used to describe many different types of moving images. They range from simple animated content videos to elaborately produced advertising films.

Six video formats can be defined, the boundaries of which are fluid and partly overlap:

1. content marketing:
This group includes all types of animated content. On the one hand, content marketing refers to the strategic marketing orientation itself. The aim is to create consistent content that is relevant to the target group in order to attract and retain customers and encourage them to take the desired action. On the other hand, it is specifically about online material (such as videos, blogs, social media posts, video thumbnails) that is intended to arouse interest in a product or service.

2. informative and entertaining content:
The content is editorially relevant to the target group. It is geared towards content marketing and the desired goals. Explanatory videos are informative, for example, while video storytelling that depicts and addresses community-relevant content can be entertaining. The unboxing video can combine both areas.

3. advertising:
In the broadest sense, this area covers everything from product videos to webinars. More narrowly, it is about commercials that captivate and inspire people within 60 seconds. It can also involve purely emotional or provocative content that generates attention and makes the brand, product or service known.

4. social media marketing:
This field is broadly based, from the strategy level in management to the direct presence in social media channels. Posts, video podcasts, TV apps, Instagram, Facebook, TikTok and X address potential customers several times a day and, in the best case, lead to rapid identification with the company and product. The recognition effect is pushed by deliberately recognizable unique design in the social networks.


5. B2B video marketing: B2B contacts also use video marketing in various areas. This corresponds to the consumer behavior of future customers. Complex content is easier to present visually.

Information is presented faster and more easily accessible. Marketing strategy is therefore becoming increasingly important in the corporate video sector.

What are the most popular types of video for 2024?

Not every video is equally fascinating. Not every video is suitable for every purpose. The focus here is primarily on user behavior.

Short videos:

Short videos, like teasers for events, can be shared before the event to generate more attendees. These compact videos provide a quick glimpse of the event and generate curiosity and interest among potential attendees.


Personalized video content enables brands to engage with their target groups on a deeper level. Thanks to insights into the interests, behavior and demographic data of viewers, individual customer journeys can be created. The sales team can take this information and use it to address customers with relevant topics.

Interactive videos:

They allow viewers to engage with the video, making the content more memorable and engaging. Brands can use an interactive video to create quizzes and surveys to better understand participants. Webinars are particularly good for this. They provide an excellent opportunity to gather valuable information about the needs and interests of the target audience.‍

What advantages do video platforms offer?

Video platforms are an important interface between internal and external operational processes. They connect online events with reality and, in the best case, lead to an active action such as purchase, use, or booking.

Video platform

8 points make video platforms interesting for companies:

1. they are a central place for all videos.

2. manual processes are minimized.

3. automated emails for gated content such as video on demand facilitate processes.

4. access link and other emails can be generated automatically by video platform.

5. analyses on the videos provide feedback.

6. duration of playback etc. gives information about customer interest.

7. sales-marketing alignment can be improved.

8. by integrating CRM software, sales staff can be informed when an existing or new customer is watching videos on a particular topic. This makes it easier to identify users who are in the decision-making phase.

Which tools support you with optimal video marketing?


Lumen5 is an AI-powered tool that automatically turns blog articles and other text content into engaging short videos. It's great for creating teasers and short video content for social networks and events.


Crello is a user-friendly graphic design editor that allows you to create animated and interactive videos. With many templates, Crello is ideal for creating video content for social media, webinars and event promotion.


TubeBuddy is a browser extension and app that helps with SEO optimization and improving findability on the platform. With keyword research, video title and description optimization, and analytics tools, TubeBuddy offers a comprehensive approach to boost the performance of your videos on YouTube.

The importance of storytelling in video marketing

In today's digital landscape, storytelling is crucial. Through compelling stories, companies can not only showcase their products or services, but also build an emotional connection with their target audience. Authentic stories create a lasting impact and stay in the memory of the audience.

Challenges in video marketing

Despite the numerous advantages, there are also challenges to overcome in video marketing. These include:

Attention span of the audience:

In the era of information overload, marketers have limited time to capture viewers' attention. It's crucial to provide interesting and relevant content from the start to keep viewers engaged.

Costs and resources:

Producing high-quality videos can be costly, and not every company has the necessary resources. It's important to find creative ways to make engaging videos even on a limited budget.

Data protection and transparency:

With the increasing focus on data protection, companies need to ensure that their video marketing strategies comply with applicable data protection regulations. Transparency about the use of data and consent is crucial to gaining the trust of viewers.

Tips for a successful video marketing strategy

Target group analysis:

Understand your target group and their needs. A targeted approach leads to higher engagement and conversions.

Creativity and innovation:

Be creative and innovative when creating video content. Differentiate yourself from the competition to be remembered.

Continuous analysis:

Use analytics tools to monitor the performance of your videos. Identify trends and adjust your strategy accordingly.

Mobile optimization:

Since many users watch videos on mobile devices, mobile optimization is crucial. Make sure that your videos are optimally displayed on different screen sizes.

Tips for your video content marketing

Best practices for the creation of B2B videos:

Planning and scripting:

1. understanding the target group:

Before you start planning, it is crucial to understand the target group precisely. What needs do B2B customers have and how can the video address these needs?

2. define a clear message:

Formulate a clear and concise message to be conveyed in the video. This helps to hold the viewer's attention and communicate the desired information effectively.

3. create a storyboard:

Create a storyboard to plan the visual flow of the video. This not only helps to structure the content, but also enables efficient production.

4. integration of call-to-action (CTA):

Integrate a clear call-to-action to encourage viewers to take action. This could be, for example, visiting the company website, filling out a contact form or requesting further information.

5. consideration of the video length:

Make sure that the length of the video is appropriate. B2B target groups tend to engage with informative content, but the duration of the video should still be limited to the essentials to keep their attention.

6. professional speaker selection:

If necessary, professional speakers or experts from the industry should be considered to increase the credibility and quality of the video.

7. optimize visual elements:

Make sure that visual elements such as graphics, animations and illustrations reinforce the message and do not distract from it. The visual aspects should support the information in the script.

8. test and obtain feedback:

Before finalizing the script, it is advisable to test it internally and get feedback from different departments. This helps to ensure that the script achieves the desired goals.

Professional production vs. in-house production:

1. advantages of professional production:

  • Quality assurance: Professional production companies have the experience and expertise to produce high-quality videos.
  • Creativity and innovation: External experts can often bring in fresh perspectives and creative ideas.
  • Time saving: Working with professionals can shorten production time.

2. disadvantages of professional production:

  • Costs: Professional production can be more expensive, as fees are incurred for experts and production equipment.
  • Dependence on schedules: External production companies often have fixed schedules, which can potentially lead to longer waiting times.

3. advantages of in-house production:

  • Cost control: Internal production can be more cost-efficient as there is no need to pay external service providers.
  • Flexibility: In-house teams can react more flexibly to changes and make adjustments more quickly.

4. disadvantages of in-house production:

  • Lack of experience: In-house teams may have less experience in video production and could face challenges.
  • Resource constraints: Smaller companies may not have the necessary resources and equipment for high-quality productions.

The choice between professional production and in-house production depends on the specific needs, budget and goals of the B2B company. Often a combination of both approaches can deliver the best results.

Expert discussion


Online marketing is already part of the successful presentation of companies. It corresponds to the changing user behavior up to B2B video marketing. In order to exploit competitive advantages with foresight, it makes sense to develop a video marketing strategy.

Other interesting articles:
The top 10 event trends for 2024

Increase your marketing efficiency with a flexible event and video platform

Have we aroused your interest?
Then arrange a free and non-binding demo appointment with us now!