For many complex B2B brands, especially those in manufacturing, automation or industrial technology, explaining what you do is half the battle. Technical products, long sales cycles, niche audiences; it all adds up to one big marketing challenge. That’s where video marketing steps in.
B2B video marketing is one of the most effective tactics in today’s landscape, able to simplify the complex and show, not just tell, the value of your product. Below, we break down how you can build a strategy that both captures attention and boosts business results.
Why Video Works for B2B Marketing?
For complex B2B brands, it’s especially valuable because video bridges the gap between technical detail and emotional connection. Whether you’re explaining precision machining, demonstrating a safety feature or showing your solution in action on an actual production floor, video makes the abstract real. It can also help reinforce confidence, which is critical for buyers making big investments in your product.
Want more ideas on how video can drive business outcomes? Unlock the Value of Video for B2B marketing to discover additional strategies.
Video: It’s Not Just for TikTok and Teenagers
Video marketing isn’t just a B2C play anymore. 90% of B2B buyers identified video as their preferred content format for learning about products or solutions (SellersCommerce). Here’s why:
Increases Brand Awareness
Video is easy to consume and highly shareable, especially across LinkedIn, YouTube and tradeshow microsites. A well-crafted brand story or visual demo helps potential buyers understand what your brand stands for before they even speak with a sales rep.
Streamlines Customer Education
When your products are complex, clear visuals eliminate confusion. Step-by-step demos, virtual tours, or SME interviews turn nuanced specs into clear benefits.
Improves SEO
Video-rich pages increase the time people spend on your page and improve ranking signals, all while helping your site surface in video search results. Hosting videos on YouTube or embedding them on your product pages boosts your discoverability.
Establishes Industry Authority
Thought-leadership videos, think expert interviews or engineering Q&As, position your brand as a valuable resource in your field. It’s a direct way to demonstrate depth and credibility.
Moves Prospects Through the Funnel
Video content can support every stage of the buyer journey: awareness (brand films), consideration (case studies) and decision (testimonials and demos). Leveraging different video forms throughout the buying stages ensures your leads are fully educated and immersed in your product by the end of the funnel.
Who Engages With B2B Video Content?
• Technical audiences rely on product videos, test runs and virtual tours to see specs in action.
• C-Level executives view brand story videos or customer proof points to assess reliability and ROI.
• Internal teams: sales, marketing and customer success, use video content to train, pitch and align messaging across global teams.
In essence, video serves across multiple audiences, reinforcing both external trust and internal clarity.
How to Build a B2B Video Marketing Strategy
Building a solid marketing program for a complex B2B organization requires alignment between your brand story, target audiences and sales goals. Here’s an effective roadmap to follow:
Phase 1: Foundation and Goal Setting
Define what success looks like. Are you looking to educate prospects, generate leads or support rep enablement? Start with clear objectives and benchmarking data so every video has a measurable purpose.
Phase 2: Content Strategy and Mapping
Plan videos across the buyer journey, from brand awareness content to specific product proof. Map topics, target personas and preferred formats to ensure your content works together.
Phase 3: Production and Optimization
Plan for quality and scalability. Optimize videos for channels where your audiences actually watch: LinkedIn, YouTube, embedded site pages and tradeshow booths. Keep in mind that engineers and execs value substance over flash. For more on this, read: How to Optimize Your Video Content for High Impact.
Phase 4: Measurement and Iteration
Track engagement, view-through rates and lead impact. Use data to double down on what works.
Types of B2B Video Marketing
Complex B2B brands often rely on a variety of video formats to get their message across:
• Deep-Dive Case Studies: Shows how a solution performs in the real world.
• Expert/SME Interviews: Brings credibility to intricate topics.
• Testimonial Videos: Build trust through authentic client success stories.
• Product Demos: Highlight differentiators with practical, visual proof.
• Virtual Factory/Facility Tours: Offer immersive access to your facilities or engineering process, especially powerful for trade show audiences or remote buyers.
B2B Video Marketing Examples
From global manufacturers to trade show brands, LoSasso has helped create video strategies that bring technical stories to life.
Examples include:
Automate
Creating buzz for an industry event by using engaging, immersive clips from the trade show floor and providing clear information throughout the video.
BIG DAISHOWA
Highlights a solution to a buyer’s problem, both through real-world applications and clearly highlighted data.
HEIDENHAIN
Visually communicating precision and performance using testimonials from both the account director and the client to educate and gain buyer trust.
Make the most out of your content
For brands navigating complex stories or highlighting technical products, B2B video marketing is essential. The right strategy not only engages audiences but simplifies the complex, builds confidence and turns interest into action.
Interested in how B2B video marketing can boost your business? Let’s talk.
