Video marketing is exploding and it’s not just the future of marketing, but the online experience as a whole. It is one of the quickest ways to scale in all businesses, and B2B companies are no exception. Cisco predicts that global traffic on videos will be more than 82% of all consumer web traffic by 2022 which is also 15 times higher than what it was in 2017.

Since humans are especially visual creatures, videos have an innate appealing and engaging effect on us. Having high-quality videos can have a huge impact on how much time a user spends on your site, and engage with your content, and that helps you to grow the reach of your business. When you hook a potential customer with a video, you create a visual relationship with them. They’re able to have a feel of who you are, what your brand is about, and how you provide value to them. 

And when executed correctly, it can be much more effective than a blog post or a standard website. Now, as online videos have become an integral part of people’s lives after the COVID era and video content is more popular than ever, marketers are a bit confused somewhere thinking about how to integrate videos into their B2B lead generation. Keep on reading the blog to know more about it.

Ways to Get Started with Video Marketing Strategy

Many B2B companies are still unaware of how to integrate videos into their brand and overall marketing strategy. It’s because B2B sales funnels are drastically different from B2C. As the prospect is your potential business, getting a high conversion rate is much more difficult, while all communication still needs to be professional and packed with value.

However, whether it’s B2B or B2C, in the end, it’s all about human interaction. And videos help nurture human relationships, especially when it’s engaging and informative. It provides information in small bite-sized pieces making them easily digestible, engaging, and most importantly insightful. Lead generation is critical for any business. By gathering accurate information, you’re able to identify quality leads and target them to convert them into paying customers. But, how do you integrate videos into your lead generation strategy? Well, let’s keep reading, 

  1. Use Videos in Your B2B Email Marketing Campaigns

Email marketing has been in use for a very long time. It is still one of the most popular ways for content marketing and content distribution to this day amongst B2B marketers. And you already know what video content could do for your brand and how beneficial it could be for targeting your audience. 

Video content impacts millennials’ purchase behavior towards products and services – especially after the pandemic when video production has become a staple for most businesses. Let’s take an email sequence for example. Its focus is to educate and familiarize the users with your products and your brand. And videos can educate and engage people as nothing else can.

So, at first, you will need to pick an email marketing tool that will help you to blend videos as a lead generation tactic into your B2B email marketing strategy. After that, personalize your onboarding campaign with content that will seem tailor-made and copy with clear CTA’s that will lead the user where you want them.

  1. Use Videos on Your B2B Landing Page

Landing pages are standalone web pages that are designed to convert and boost inbound lead generation. But in the case of B2B businesses, converting clients without showcasing how the product is valuable and useful for them, is next to impossible as it can involve a lot of money. If the service you offer is a little more complex, to understand, or there are too many competitors out there, then utilizing the power of video for your landing page can help you differentiate from others and make it easier for you to convert the leads.

But, Videos won’t work by themselves. Aside from the video, you will need a great landing page that builds excitement and anticipation. Also, you will need a converting landing page copy too. Your video needs to be actionable but also relevant and not feel out of place or too salesy. While the script needs to feel like a logical continuation of the point you were trying to make on your landing page.

  1. Use Video on Your Social Media and Web Pages

Having an active and well-developed social media presence is important for obtaining qualified leads. Especially in a time where everyone has some form of social media profile. As it’s no secret that social media prioritize videos and especially short-form content as they get much more engagement, including videos can make a huge impact on your lead generation process.

LinkedIn is the most essential platform for B2B marketers, as it’s the most popular social media channel for professionals and organizations. This type of engagement creates awareness and some buzz. Also, videos have the most potential of going viral, whereas other forms of media and content don’t have the same dynamics.


B2B marketers have just started to realize that video content is no longer optional. Today it is the ultimate form of marketing tool and a great way to gain a customer’s trust, without which any lead generation is set to fail. Customers need to see that you have some value to offer. And video gives them a unique opportunity to provide information on how your product works without having the access to it to experience it themselves. And it’s very easy to digest video content instead of other forms of content.

Most decision-makers don’t have the time or energy to read the long manuals and proposals that you have with your B2B marketing offers. Video serves them in a way that they don’t feel pressured into proceeding with a purchase. And don’t worry about the cost of video production. Normally, video content can be created in a pretty effortless and low-cost manner. You don’t need top gear for your video production. A decent camera, good lighting, a suitable hosting platform that meets your needs, and a lot of imagination and creativity are all you need. If you want to know more about how lead generation works, schedule a discovery call now!