Insights & Articles

Why does B2B video marketing matter?

Why does B2B video marketing matter?

Video marketing is often perceived as being a tool primarily designed for communicating with a company’s customers and wider target audience. While video can play a key role in your B2C marketing strategy, it shouldn’t be overlooked as a tool to communicate with other businesses.

B2B video marketing is a growing trend, with companies creating and consuming engaging, exciting and informative video content. It can create an immediate impression, conveying valuable information to would-be business customers and potential partners.

Why should your businesses be considering using B2B video marketing as part of your marketing strategy in 2024 and beyond?

Why use video in B2B marketing?

There are several key reasons why businesses should create video content as part of the B2B marketing strategy.

The Rise of Video Content

Increasingly, video is coming to dominate the internet. The largest and fastest-growing mobile data traffic segment globally is video, with around a 70% share of traffic in 2022.

Visual Engagement

Video provides a dynamic way to communicate complex information. This can be particularly helpful for conveying complex information to potential clients.


Video provides a platform for telling a compelling story about your business, creating an emotional connection and establishing credibility.

Increased Reach

Video content is highly shareable, making it a valuable tool for marketers. A B2B marketing strategy can encourage sharing, organically expanding the reach of the message.

Improved SEO Performance

Search engines increasingly prioritise video content. By incorporating video into your websites and social media, you can boost your online visibility.


B2B decision-makers will often be under time pressure. Video allows you to convey key information to them quickly and effectively.

Examples of video content in B2B marketing

Video is a flexible tool that can be tailored to meet the requirements of different businesses and their target audience.

Some B2B video marketing examples include:

Product Demonstration

Video allows you to showcase how a product or service works, providing tangible demonstrations for potential clients and informing the decision-making process.

B2B Customer Testimonials

Sharing success stories through video testimonials allows you to build credibility and trust, demonstrating the real-world application of your products and services.

Educational Video

Creating educational content such as tutorials, webinars and interviews can help to position your business as an industry authority.

Explainer Videos

Explainer videos can simplify complex solutions and technologies, often using techniques such as animation and graphics.

Tips for effective b2b video marketing

Creating effective B2B video marketing requires a developed B2B video marketing strategy, clearly understood purpose, creativity and professional video production techniques.

B2B customers expect high standards from the companies they work with and this needs to be reflected in the content that you create. Working with a professional video production company can help you stand out from the competition.

At Eight Engines, our corporate video production team understand the requirements of B2B video marketing. We bring professional TV and film production standards to every assignment, creating compelling video content that gives you the best chance of success.

Contact us to find out more about how we can help you achieve your goals.


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