In a 2010 blog post, ZoomInfo discussed the emergence of video as an effective vehicle for B2B marketing communications. At that time, nearly 60% of brand managers planned to invest more resources in online video in the next 12 months.

Today video remains a hugely successful tactic in the B2B marketing world. In fact, nearly 76% of B2B marketing professionals report including video content in their overall digital strategies (source). Consider the following:

  • Adults are now spending 1 hour and 16 minutes every day watching video content online (source)
  • More than a billion hours of video content is watched on Youtube every day (source)
  • 92% of B2B customers watch videos online (source)
  • 43% of that demographic researches services or products for their business through online videos (source)
  • Including video in an email leads to a 200-300% increase in click-through rate (source)
  • 59% of B2B executives would rather watch a video than read text (source)
  • People spend 88% more time on a website that has video content (source)
  • Video reaches 3x as many people and gets 20% more attention than standard text (source)

Despite evidence proving video is an effective marketing tactic, it’s only the 7th most used B2B marketing tactic.

In today’s post, we work to solve this issue and provide you with six ways to incorporate video into your B2B marketing strategy.

1. B2B Vlogging:

As we discussed in a previous post, B2B blogging is an effective way to drive organic traffic to your website, engage potential buyers, and generate high-quality leads for your sales team. If written correctly, blogs inform and entertain your audience with relevant content that matters to them, effectively establishing trust with your brand.

To further harness the potential of your blog, try your hand at vlogging—or video blogging. Not only will readers appreciate how digestible your content is in video form, but you’ll also increase the chances of your viewers sharing your content. In fact, videos receive 12x more shares than link or text posts combined (source).

Reminder: like blogs, vlogs are meant to be casual and conversational. Keep it short and sweet, and don’t be afraid to let your personality show! Some ideas to get you started include interviews with employees, customers, executives or industry leaders, short skits, footage of company events, or sit-down videos answering questions, offering tips, or demonstrating a new product.

Check out Hubspot’s video about E-mail subject lines below—it’s short, entertaining, packed with personality, and most importantly, it’s helpful!

2. Webinars:

Regularly hold and record webinars for your customers and prospects. This is a great way to extend your business’s reach, fuel your pipeline, and close more deals. In fact, webinars have the ability to convert between 20% and 40% of attendees into qualified leads (source).

Similar to vlogs, webinars provide your prospects with a relevant, educational experience. By sharing your expertise in a certain field, webinars effectively position your brand as an industry expert.

When executed correctly, webinars can foster deep levels of engagement by facilitating two-way communication between your brand and your prospects. Through Q&A and polling capabilities, your company can receive and provide valuable feedback in real time, making the experience valuable for both you and your viewers.

Check out one of ZoomInfo’s recent webinars below:

3. Brand Story Videos:

It’s no longer enough to just have a great product – you also need to sell consumers on your brand. More than ever, prospects want to know about a company and the people behind it before doing business.

One effective way to educate prospects about your brand values is by producing a video that tells the story of your brand. These types of videos inform prospects about what your company does and tells the story of who you are. These stories appeal to a prospect’s emotions and help them form a stronger connection with your brand.

Check out our recent blog post about brand storytelling or watch the Dropbox video below that explains who they are and what they do:

4. Product Demonstrations:

43% of B2B buyers will use videos to research a product or service for their business (source). While product sheets list the features of your product, they’re often very boring. Instead, demonstrate how to use your product in a short video.

Not only is this more entertaining for your prospect, but our brains are able to process visual content much faster than words, increasing the likeliness that the information you’re providing them will stick. And best of all? Videos that explain your product can boost conversion rates by 20% (source).

Check out a quick Salesforce demo below. It covers the most important information about the company’s products in less than two minutes.

5. Testimonials and Case Studies:

More than 70% of Americans reference online reviews to inform their buying decisions (source). Testimonial and case study videos highlight the successes of your best customers. These videos inform your prospects about how great your product or service is and helps them visualize what it’s like to work with your company.

Check out the Hootsuite video below for a great example of a case study video:

6. Advertisements:

According to one recent report, consumers are 27x more likely to click on advertisements containing a video compared to standard banner ads (source). Video advertising doesn’t have to require a big budget production. To incorporate video into your advertising strategy, simply repurpose clips from your existing video content.

Check out this simple, but effective advertisement from IBM:

7. Live Stream:

Perhaps the newest form of video marketing, live streaming, gives your audience a look into what’s happening with your company—live! Though there are certain risks involved with streaming live, they are easily avoided if you plan correctly and are far outweighed by the benefits. Like a webinar, live streaming offers real-time feedback from your audience.

While there are platforms that specialize in live streaming, most social media platforms now have streaming capabilities. Utilize these capabilities to target an already-captive audience. Ideas for a live stream include events, speakers, contests, company parties, and product launches.

Another example from Salesforce, is a complete live stream of the fourth day of their annual conference:

Looking for more ways to fuel your B2B marketing campaigns? Contact ZoomInfo today! One of our sales will reps will walk you through our B2B marketing solutions and business database.

About the author

Ryan Hadfield

Ryan Hadfield is a content marketing director at ZoomInfo, the leading B2B contact data solution.

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