The Importance of Video for B2B Marketing in 2021-2022

The Importance of Video for B2B Marketing in 2021-2022
By:John Gillespie
On:Oct 08, 2020

In all likelihood, 2020 has given you and your business a run for your money – whether you’ve had a fraction of revenue compared to plan, or you’ve been overwhelmed with demand. One of the biggest challenges B2B companies have also faced is trying to stay relevant to their audiences.

Gillespie Productions will talk about a strategy that’s helped many B2B companies in 2020 and even experience growth in a tough year: video marketing.

Why Video B2B Marketing Is Important

Behind every “B” there’s a “C.” In other words, even if your product or service is targeted at businesses, you’re still trying to reach individual people with your B2B content marketing efforts. These individuals have three things in common:

1. They need to get approval (or at least buy-in) from other people within their company before making a final decision.
2. They tend to do more research than the average consumer.
3. They are incredibly busy and respond well to the information that’s clearly presented.

Now think about how clear, compelling video content hits each of these traits.

1. Need buy-in? A video is easy to send to other team members.
2. Need detailed info? A video combines visual and auditory elements to tell a complete story.
3. Need to save time? A video is easier to consume than a long article or sell sheet.

Why B2B Video Marketing is Important
Why B2B Video Marketing is Important

B2B video storytelling is a powerful and professional method for communicating your product or service. More importantly, using video for B2B marketing will help you stand out from your competitors and lead to more “yeses” from your target audience.

The Basics of B2B Video Marketing

Your B2B video production needs to hit on these four key points to be effective.

First, create an experience. In an era of limited business travel and with many companies placing restrictions on visitors, video is the next best thing to meeting your prospective customer in-person.

Second, be human. Remember, people buy from other people. Whether your video is a quick cell phone recording that answers your client’s question or a professionally produced piece embedded on your website, put a face behind the message. Great videos also create an emotional response, which is a powerful factor in the buying decision.

Third, solve a problem. Your video needs to pass the sniff test of “so what?” Gimmicks don’t go very far in a culture that craves authenticity. Your messaging needs to cut straight to the heart of the viewer’s problem and demonstrate how your company provides the solution.

Fourth, entertain. Good videos tell stories. And yes, it’s possible to tell a complete story in just a few minutes. Watch this video and notice how you’re drawn into the story and want to watch to the very end.

While not a traditional business, this video tells an emotional and personal story in the time of a global pandemic that truly connected with the audience.

How to Use Video B2B Marketing

When it comes to integrating videos into your B2B promo efforts, the possibilities in the field of B2B video content ideas are endless. Here are just a few types of videos that you can use in your sales and marketing efforts.

The best part? Each of these videos can be repurposed across your website, social media accounts, email marketing funnels, and other digital marketing channels.

Corporate Brand Video

This type of video is perfect for the top of your marketing funnel and should always be professionally produced. A corporate video production showcases what makes your company special and how you can uniquely solve your target customer’s problem.

Case Study & Product Demo Videos

Once your customer has an idea of who you are and what you provide, it’s time to show them how your product or service works. These types of marketing videos for business convince your research-loving B2B clients that they are making the right decision.


When your customer is close to their buying decision, put them over the edge with a compelling testimonial video. It’s one thing to read a written testimonial and it’s quite another to see a real person extolling the virtues of your company.


Video marketing can be a compelling tool for B2B businesses who want to stand out. Sometimes, it’s OK to DIY your video marketing efforts but it can be the time to bring in a professional team. We at Gillespie Productions can create really engaging videos to capture your target audience’s attention. Contact us, and we’ll help you make your business even more successful!