Why Video is the MVP of B2B Marketing: Lights, Camera, Conversion!

Picture this: You’re scrolling through your LinkedIn feed, coffee in hand, and there it is—a vibrant, engaging video that pulls you in like a magnet. You’re not alone. Video is the superstar of content formats, and for B2B marketers it’s the magic ingredient that turns casual browsers into committed buyers. Let’s dive into why video is a critical content format for B2B marketing, insights on where video fits in the buyer journey, and a dash of technological wizardry for creating video at scale.

The Video Revolution: Stats and facts

First, let’s hit you with some hard-hitting stats that will make you a video evangelist in no time:

• Video is dominant!: Video is expected to account for 91% of global internet traffic in 2024, underscoring its critical role in online content consumption​ (Personify)​. This significant increase reflects the growing dominance of video, particularly short-form content, in digital media.
• Preferred content format: 72% of customers prefer learning about a product or service through video rather than text (HubSpot). It’s clear: video isn’t just a preference, it’s a demand.
• Boosts conversion rates: Including a video on your landing page can increase conversion rates by 80% (Unbounce). If that doesn’t make you want to hit the record button, I don’t know what will.
• Social media loves video: Video generates 1200% more shares than text and image content combined (Brightcove). In the social media jungle, video is the lion.
• In custom research conducted by CMD with B2B technology audiences such as data center architects, developers, and the tech C-Suite, we found that video was the No. 1 preferred content type for learning about tech solutions. (2023 survey of 7,000 tech industry members)
• In custom research conducted by CMD with B2B tech audiences, we found that video can have a big impact on changing brand perception and making a brand feel more innovative. (2024 research study with 300 tech industry members)

Video in the Buyer Journey: The perfect fit

You might be wondering, “Where does video fit into my B2B buyer journey?” The short answer: everywhere. Let’s break it down:

Awareness stage: The hook

In the awareness stage, potential buyers are just discovering your brand. Here’s where short, snappy videos come into play.

• Explainer videos: Briefly explain who you are and what you do. Make it fun and engaging.
• Brand stories: Share your brand’s story and values in a way that resonates emotionally with your audience.
• Social media clips: Use eye-catching snippets on platforms like LinkedIn, Twitter, and Instagram to grab attention.

Consideration stage: The tease

Now that you’ve got their attention, it’s time to reel them in.

• Product demos: Show, don’t tell. Demonstrate your product’s features and benefits.
• Customer testimonials: Let your satisfied clients do the talking. Authentic, relatable stories work wonders.
• Webinars: Dive deeper into industry topics, positioning your brand as a thought leader.

Decision stage: The closer

In the decision stage, buyers are on the brink of commitment. Give them that final nudge.

• Case studies: Show real-world success stories with compelling visuals.
• Detailed product videos: Break down the nitty-gritty details to eliminate any last-minute doubts.
• Personalized videos: A personalized video message can make your prospect feel special and valued.

Scaling video production: Enter AI and automation

Creating video content at scale can feel like climbing Everest in flip-flops. Fortunately, AI and other creation tools are here to lend a helping hand. Here’s how:

• AI-Powered Video Creation: AI tools like Lumen5, Animoto, and Synthesia can turn your blog posts, articles, or even basic scripts into engaging videos. These platforms use natural language processing to understand your content and generate videos with relevant visuals, animations, and even voice-overs. It’s like having a mini Hollywood studio at your fingertips.
• Virtual studios: With the rise of remote work, virtual studios like OBS Studio, XSplit, and Riverside have become invaluable. They let you create professional-looking videos from your home office, complete with custom backgrounds, transitions, and effects.

Best practices for B2B video marketing

Now that you’re sold on the power of video and the tools to create it, let’s go over some best practices to ensure your video content hits the mark.

1. Keep it short and sweet: Attention spans are shorter than ever. For most use cases, aim for videos under two minutes.
2. Focus on storytelling: Even in B2B, people connect with stories. Make your videos about the people behind the products, the challenges they solve, and the successes they achieve.
3. Optimize for SEO: Use relevant keywords in your video titles, descriptions, and tags. Transcribe your videos and include the text on your webpage to boost searchability.
4. Use strong CTAs: Every video should have a clear call to action. Whether it’s signing up for a webinar, downloading a white paper, or contacting sales, guide your viewers to the next step.
5. Analyze and adapt: Use analytics tools to track video performance. Look at metrics like view count, engagement rate, and conversion rate. Use these insights to refine your strategy.

Conclusion: Roll camera, action!

In the bustling world of B2B marketing, video is not just a content format—it’s the VIP pass to your audience’s hearts and minds. With the right strategy, tools, and a sprinkle of creativity, you can harness the power of video to boost awareness, drive engagement, and skyrocket conversions. So what are you waiting for? Grab that camera (or smartphone), hit record, and let your brand’s story unfold frame by frame. Lights, camera, action!

Selected sources:

1. “The State of Video Marketing in 2021,” HubSpot, 2021.
2. “Unbounce Landing Page Analyzer,” Unbounce, 2018.
3. “The Science of Social Video: Turning Views into Value,” Brightcove, 2020.