5 Types of Videos that are Perfect for B2B Marketing

In this post, we look at five video formats that can be effective for B2B marketing.

In this post, we look at five video formats that can be effective for B2B marketing.

In the business-to-business world, video marketing can add a personal touch and emotional element that makes brands stand out as relevant, connected, and genuine sources of worthwhile content. Before making decisions, B2B buyers tend to conduct extensive research. An engaging and informative brand video can be a welcome break in the monotony of information gathering that also serves to speed up their path to purchase.

In this post, we look at five video formats that can be used for B2B marketing.

Product video

This type of video is made to show people how a product or service works. This type of video should be focused on how the customer can use the product or service. The competitive advantages, product attributes, and benefits should be called out and highlighted.

Explainer video

Use these videos to help your audience learn about your business. You can choose what to explain in the videos, such as answering customer questions, promoting your brand, talking about your services and products, or discussing upcoming promotions. Offering an explainer video when releasing a new product or service can make customers feel more comfortable with the product and also generate brand awareness.

Client testimonial video

A successful strategy for B2B companies is to use their success stories in an interesting way. Professional purchasing agents in the B2B world trust other people's experiences with brands. Producing a B2B testimonial video by getting real people to talk about their experiences and offer feedback can be a strong selling point, it builds trust, as well as demonstrates your customer loyalty.

Call-to-action video

There are different types of business to business marketing videos. One type is the call-to-action video. This video encourages the viewer to make decisions that will lead them closer to making a purchase. However, B2B customers are not making decisions for themselves - they need to justify their choice to others in their company. So your video needs to focus more on clear facts rather than a flowery call to action backed with nothing but words. Ideally, your call-to-action video should encourage the buyer to visualize the use of your product and how they will explain its' benefits to other stakeholders in the company.


B2B brands can use video interviews to share information and start conversations with their audiences. This type of video can also help brands establish themselves as a valuable source of content that is both relevant and engaging.

In conclusion

No matter what type of video it is, a good business-to-business video should offer viewers some sort of value. Video marketing allows potential customers to see how they can benefit from your product. It is more engaging than any image or written content. If you want to increase your website's conversion rates and get a good return on investment, using video to promote your business to business brand and sell products is the way to go.

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