Video content distribution strategies within business-to-business sales pipelines
In the dynamic world of B2B marketing, video content has become a cornerstone for businesses aiming to connect with their audience effectively. According to recent statistics, an astounding 91% of businesses have integrated video as a core marketing tool in 2023 [1].
Understanding the B2B sales funnel stages and aligning videos with buyer mindsets is crucial for effective B2B video marketing. At the Top of Funnel (Awareness), videos should focus on empathising with the buyer’s pain points and demonstrating understanding of their challenges [1]. Short-form videos, under 60 seconds, work best as teaser ads or quick stories that show the user’s reality before introducing the product as a helpful tool [1][2][4]. Relatable storytelling and likability help capture attention and encourage engagement, with light humor when appropriate but always rooted in genuine buyer concerns [1].
As we move to the Middle of Funnel (Consideration), video content should deepen the relationship by providing interactive demos, detailed explainer videos, or customer testimonial mini-documentaries about 2 minutes long [1][3][4]. This stage’s videos are designed to show concrete ROI and address specific internal stakeholders’ questions by highlighting how your product solves problems and brings measurable value. Using role-specific content such as ROI sheets or case studies alongside video can strengthen trust and alignment with buyer roles [1][3][4].
At the Bottom of Funnel (Decision), videos should focus on de-risking the purchase decision, with proofs, forwardable documents, or role-specific content targeted to Finance, Legal, or other gatekeepers [4]. These videos serve to expedite approvals, answer last-minute concerns, and reduce friction by making the buyer confident in the investment. Content should be precise and practical, supporting budget and legal buy-in, such as detailed technical validations or proof documents that can be easily shared with decision-makers [4].
Across all funnel stages, the best B2B video strategies rely on starting with empathy for the buyer’s problems, not the product benefits [1]. Recycling and optimising videos across multiple channels to maximise budget efficiency [1], tracking video performance not by views alone but by impact metrics like shorter sales cycles and lift in sales qualified leads (SQLs) [1][4], tailoring calls-to-action to specific roles and buyer moments rather than generic requests [4], and prioritising storytelling quality and authenticity, as these drive up to 73% of video completions and engagement on platforms like LinkedIn [2].
Post-purchase, creating videos to thank customers and make them feel valued can help build brand loyalty [5]. Embracing video marketing is crucial for success in B2B marketing [6]. Product updates and enhancements videos inform existing customers about the latest developments, features, and improvements to a product [5]. Celebratory milestones are personalised messages that acknowledge and express gratitude for customers' partnership anniversaries or significant milestones [5].
Yash Chawlani, a digital marketer and the founder of Merlin, a performance-driven marketing agency, has worked with several big names to boost their online presence [7]. He confirms that 95% of B2B buyers confirm that videos significantly influence their purchasing decisions [6]. High-quality and informative video content can captivate prospects at each stage of the B2B marketing funnel [6]. The B2B buyer journey consists of three stages: Awareness, Consideration, and Decision [6]. At the Consideration stage, case study videos, culture videos, and product demos can be used to deepen understanding, address pain points, and build trust [6]. Onboarding tutorials are instructional videos that help new customers get started with a product or service [6].
Sources: [1] HubSpot. (2021). The Ultimate Guide to B2B Video Marketing. Retrieved from: https://blog.hubspot.com/marketing/b2b-video-marketing [2] Vidyard. (2020). The State of Video in Business to Business (B2B) Marketing. Retrieved from: https://www.vidyard.com/resources/research/the-state-of-video-in-b2b-marketing/ [3] Wistia. (2020). The B2B Video Marketing Playbook. Retrieved from: https://wistia.com/learn/b2b-video-marketing-playbook [4] Vidyard. (2020). The B2B Video Marketing Strategy Guide. Retrieved from: https://www.vidyard.com/resources/research/b2b-video-marketing-strategy-guide/ [5] Wistia. (2021). The B2B Video Marketing Playbook. Retrieved from: https://wistia.com/learn/b2b-video-marketing-playbook [6] Chawlani, Y. (2021). The Power of Video in B2B Marketing. Retrieved from: https://www.linkedin.com/pulse/power-video-b2b-marketing-yash-chawlani/ [7] Merlin. (n.d.). About Us. Retrieved from: https://merlin.agency/about-us/
- To captivate potential customers at the Middle of Funnel (Consideration) stage, businesses can provide demo videos, detailed explainer videos, or customer testimonial mini-documentaries, lasting approximately 2 minutes, to demonstrate the concrete Return on Investment (ROI) and address specific questions regarding the product's problem-solving capabilities and measurable value in data-and-cloud-computing, finance, and technology domains.
- When moving towards the Bottom of Funnel (Decision), video content should target Finance, Legal, or other gatekeepers by focusing on de-risking the purchase decision through proofs, forwardable documents, or role-specific content aimed at securing budget and legal buy-in for the investment.
- In the realm of business (B2B) marketing, leveraging demo videos, explainer videos, and even short-form teasers in the Top of Funnel (Awareness) stage can effectively empathise with buyers' problems, build relationships, and facilitate engagement, while using storytelling and likability to capture their attention.
