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Event Marketing

B2B Video Production for Marketers

Jerry Shen
min read
Event Marketing

B2B Video Production for Marketers

Jerry Shen
min read

B2B Video Production for Marketers

B2B video production is becoming an increasingly important part of modern marketing strategies. While you may think that B2B companies don't need to use video to promote their products and services, you would be mistaken. With the rise of generative AI, it’s increasingly difficult to create original content that stands out. In this new world, video content offers a unique advantage over text-based content.

In this article, we'll explore the benefits of B2B video production, the different types of videos that businesses can leverage to communicate their message, the video production process, and the importance of proper distribution.

Who Benefits from B2B Video Production?

Any B2B company that wants to create unique content and stand out from the competition can benefit from video production. Video content offers a unique advantage over text-based content by providing a more engaging and memorable experience for the viewer. Video can help businesses convey their message in a way that is more easily digestible and visually appealing to their target audience.

Additionally, B2B video production can benefit businesses in industries that are traditionally considered less "exciting" or visual. For example, accounting firms and software companies may not seem like the most exciting industries to create video content for, but with the right approach, businesses in these industries can still create engaging and informative video content that resonates with their target audience.

Ultimately, any B2B company that wants to establish thought leadership, increase brand awareness, and drive conversion rates can benefit from B2B video production. By leveraging different types of videos, businesses can communicate their message effectively and connect with their target audience.

Different Types of B2B Videos

B2B companies can leverage various types of videos to communicate their message to their target audience. From brand videos and corporate videos to product videos and testimonial videos, the options are endless. Explainer videos are a great way to introduce your product or service to potential customers, while case studies can provide proof of your company’s capabilities and success stories. Live-action videos can help showcase your company’s culture and personality, while animated explainer videos can help break down complex concepts into simple, engaging visuals. Motion graphics are also a great way to create visually appealing content that captures the attention of your audience.

If you don’t have the resources to create videos specifically for marketing, there is another option. Webinars can be an excellent source of B2B video content. By taking long-form webinars and creating short-form videos, businesses can have a constant source of original content that helps them stand out. Webinars are an effective way to provide valuable information to potential customers while establishing credibility and thought leadership. By recording webinars, businesses can create a library of content that can be repurposed in various formats, including short-form video content. Short-form videos are easy to consume, shareable, and can be used across various social media platforms and landing pages. This means that businesses can maximize the ROI of their webinar content and extend its lifespan by repurposing it into short-form video content. A platform like Welcome, for example, can directly take webinars and automatically create short-form video content using AI.

Examples of Successful B2B Videos

B2B companies of all sizes and industries have used video to create engaging and memorable content that resonates with their target audience. Here are a few examples of B2B videos that have been successful:

  1. Slack's "So Yeah, We Tried Slack…" Video

Slack's "So Yeah, We Tried Slack…" video is a great example of a video that effectively showcases a product's benefits. The video features employees from different companies talking about their struggles with communication and productivity before they discovered Slack. The video then shows how Slack solves these problems by making communication and collaboration easier and more efficient. The video is well-produced, visually appealing, and effectively communicates the value of Slack.

  1. Adobe's "The Launch of Adobe Experience Cloud" Video

Adobe's "The Launch of Adobe Experience Cloud" video is a great example of a video that effectively introduces a new product to potential customers. The video uses animation and graphics to explain the benefits of Adobe Experience Cloud and how it can help businesses create better customer experiences. The video is well-scripted, informative, and visually appealing.

  1. Salesforce's "Trailhead" Video Series

Salesforce's "Trailhead" video series is a great example of using video to educate customers and establish thought leadership. The video series features Salesforce employees and industry experts discussing different topics related to business and technology. The videos are informative, engaging, and help establish Salesforce as a thought leader in the industry.

These are just a few examples of successful B2B videos. By analyzing these examples and others, businesses can gain inspiration and ideas for their own video marketing campaigns. Whether you're creating an explainer video, a product demo, or a customer testimonial, the key is to create content that is informative, engaging, and memorable.

The Video Production Process

A successful video production process involves several stages, from storyboarding and scripting to voiceover and post-production. When developing your video strategy, it’s important to consider your target audience and their pain points. Understanding your audience can help you create content that resonates with them and addresses their specific needs. When creating your video, make sure to include a clear call to action that prompts your audience to take the next step, whether that’s visiting your website or contacting your sales team.

The Importance of Proper Distribution

Proper distribution is also crucial to ensure your video reaches the right people. Platforms such as LinkedIn and landing pages are great places to share your content and attract potential customers. By using video in your marketing campaigns, you can also improve your search engine optimization (SEO) and increase your visibility on platforms like YouTube.

In-House vs. Outsourcing Video Production

Businesses have two options when it comes to B2B video production: in-house or outsourcing to a video production company. While in-house production may seem more cost-effective, it requires significant investment in equipment, software, and personnel. Outsourcing to a video production agency can provide a range of benefits, including access to a team of experienced professionals, cutting-edge equipment, and high-quality post-production services. Additionally, outsourcing video production can save time and allow your team to focus on other important tasks.

The Cost of B2B Video Production

The cost of B2B video production can vary depending on the complexity of the project, the type of video, and the scope of the work. Animated explainer videos, for example, tend to be more expensive than live-action videos. However, investing in high-quality video content can pay off in the long run by increasing brand awareness, driving traffic to your website, and boosting conversion rates.

Why B2B Video Production Works

The benefits of B2B video marketing are clear. Video content tends to perform much better than text-based content, and it offers a unique advantage over text-based content in an era of generative AI. By investing in B2B video production and leveraging webinars to create short-form video content, businesses can stand out in a crowded market and capture the attention of potential customers. By tailoring the content to the specific needs and pain points of the target audience, businesses can increase the effectiveness of their video content and improve conversion rates.


In conclusion, B2B video production is an essential component of modern marketing strategies. By leveraging different types of videos, businesses can communicate their message effectively and connect with their target audience. Whether you choose to produce in-house or outsource to a video production company, it’s important to develop a clear video marketing strategy that aligns with your business goals. With the right approach, B2B video production can help you stand out in a crowded market and reach potential customers with engaging, high-quality content.

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