How to Win at B2B Video Marketing

Content Marketing


When marketers were first experimenting with video, there was a mad rush to produce as much of it as possible – companies of all sizes invested tremendous resources into all sort of video assets. But, as with all marketing trends, the conversation soon turned to results: How can marketers demonstrate the ROI of their investment in video?

So while newbies to this kind of marketing are still producing videos simply for video’s sake, true marketing strategists are busy measuring and optimizing. If you’re actively seeking out opportunities to integrate video into your core business processes, here’s how you can also produce measurable results.

Align Video Marketing with Your Funnel

By interviewing marketers who leverage video (see the video of our interviews here), we found that many companies have integrated video marketing with their marketing automation, turning video into a top performing lead source for their organization.

According to these marketers, the best way to get measurable results from video is to align your video content strategy with every stage of your sales funnel – the journey from initial awareness to long-term customer. If you map your videos to specific stages of this journey, you can measure it with discrete metrics. A funnel-focused approach also tells you which videos are actually contributing to sales, and where to double down on your efforts or revise your approach.

Use Video to Expand Your Reach & Create Awareness

At the top of your funnel, you’ll want your videos to expand your reach and attract new audience. For this purpose, use short videos distributed as widely as possible. The goal is to get in front of new people and drive them back to your website, where you can continue to educate them about your product/solution.

Video at the early stage of the funnel should entertain or entice your viewers to want to learn more from you. At the earliest stage of awareness, your viewers aren’t necessarily in the market for what you’ve got – this is the time to earn the trust of buyers who might eventually become interested. If you’re going to make an early-stage explainer video, for example, it shouldn’t be about your actual products – it should be about something your potential buyers are interested in, that is also related to your brand. Remember, you’re making your first impression with these buyers, so make your videos entertaining and attention-grabbing.

Cheat Sheet for Top-of-the-Funnel-Video Strategy

  • Think: Entertain & Entice
  • Types: Explainer videos (not product-focused), teasers, commercials, previews for webinars or ebooks
  • Distribution: YouTube, social networks, video ad networks
  • Ultimate Goal: Earn trust, drive traffic to your website

Use Video for Lead Generation & Nurturing

Many organizations have the perfect video content for generating and nurturing leads, but their videos are not configured for this purpose.

If you want to generate and nurture leads with your videos, consider thought-leadership webinars and interviews – the type of video content you’ll want to put behind a form, and can use as the offer in your email marketing. Use video previews to give your audience a taste of your video, then pop up a lead form right inside your video player – which, in turn, can send the lead record straight to your marketing automation.

Cheat Sheet for Middle-of-the-Funnel-Video Strategy

  • Think: Educate & Inform
  • Content Types: Recorded webinars, interviews
  • Distribution: Your website (behind a form), offered in email. Make sure to synch forms with your marketing automation
  • Goal: Convert a viewer to a known lead

Use Video to Close Deals

Video speeds up the buying cycle by answering common questions in a fast, digestible way, and making it easy to show your buyers exactly what you can offer.

Set up your sales videos to either lead straight to a purchase screen, using in-video calls-to-action, or make it easy for your sales team to email the right videos to prospects. For these videos, it’s essential to have a branded video library where your sales team can direct prospects. If you’re relying on YouTube or other third-party platforms, you simply won’t be able to access the most powerful analytics.

When a prospect watches a video, your sales rep will ideally know exactly which parts they watched and when they watched it. This knowledge can trigger the appropriate follow up, which could be the difference between a deal and loss.

Cheat Sheet for Bottom-of-the-Funnel-Video Strategy

  • Think: Reassure & Create Anticipation
  • Content Types: Customer testimonials, case studies, how to get started videos, interviews with industry influencers.
  • Distribution: A video gallery hosted on your own website, email marketing
  • Goal: Convert a prospect to a customer

Many B2B organizations are unlocking the power of video with an integrated, goal-driven approach to video strategy. A video is worth far more than a thousand words — if you produce videos that drive measurable actions, they’re worth more leads, better qualified leads and ultimately new business opportunities.

Questions about aligning video with your sales funnel, or about creating videos you can actually measure? Drop the in the comments below.