B2B marketing videos are a key component of any content strategy in 2025.
With the right videos, you can break down complex business information, engage audiences with your product and services in quick or striking ways, and establish your brand as a thought leader in your specific industry.
Hitting these marks means more than just churning out a slew of different videos, however.
With each B2B marketing video, you need to know its particular purpose and target audience.
You’ll also need to ensure quality production values.
That means crisp visuals, clear audio, and professional voice actors if applicable.
This goes across the board, whether you’re creating an explainer video, a testimonial, or a corporate narration video.
But before we get into the specifics of how to create a great B2B marketing video, let’s explore why video marketing is so important in B2B.
Video is currently the most popular form of consumed content In 2023, video viewing actually surpassed TV consumption for the second year in a row.
But it’s not just preteens on TikTok or video gamers who are gobbling up video content either; Brightcove research claims that 88% of B2B buyers have watched videos to learn about a company’s products or services.
Videos present vital company information in snappier, shorter formats than white papers, written case studies, blog posts, and podcasts.
This means that your target audience is more likely to actually engage with your message than not.
It’s one of the reasons why in a recent report from B2B tech content marketing agency, Isoline, over half of the world’s B2B buyers reported that video is more useful than any of these other forms of marketing.
Video can help B2B companies create real connections with their audiences by showcasing products or services in an engaging and humanized way.
Brands may opt to use artificial voiceovers in their B2B marketing videos, believing it to lead to cheaper production and faster output.
But generic-sounding video VOs can miss the mark when it comes to tone and emotion.
In one study, while 83% of people favored video as a means of consuming instructional or informational content, a further 87% of viewers said they’d also prefer human voices to AI ones.
As a professional voice artist, Mike C. explains:
Mike C. – British voice actor
Getting the voiceover itself right comes down to understanding the context.
And a human voice actor asks themselves questions a synthetic voice never could: Who am I? Who am I talking to? Where are we?
That kind of awareness shapes everything—the energy, the tone, even the pacing—so the delivery feels natural and hits the right note.
Videos are quick to consume and easy to share.
According to yet another report, 51% of users claim they’ve shared videos compared to 13% who reported sharing blog posts.
This means that your video has a greater chance of being seen by a much larger audience—and potentially going viral—than any other piece of content within your B2B marketing strategy.
And that’s without having to pay for additional advertising either!
Yet while the benefits of B2B marketing videos are many, like any other type of content, there are certain elements to consider when creating them to ensure they have a sporting chance of success.
For starters, every marketing video needs to have its own goal.
With some, the aim may be to build brand awareness.
Others may focus on driving website traffic, while others still, will be developed to generate leads.
Either way, getting to grips with the goal of your B2B marketing video is vital before you begin putting it together.
Once you understand what the goal of your B2B marketing video is, you then need to find a way to clearly define and deliver that message.
Messaging can be established through images, on-screen animation, statements from the company executive, and voiceovers.
However, whichever route you take, the messaging has to fit.
As Mike notes:
B2B audiences are often looking for expertise, efficiency, and a clear return on investment. They’re not just buying a product or service—they’re making strategic decisions that affect their business.
Understanding the needs or challenges of your audience will help you to know the kind of video content to create.
A video that speaks directly to these concerns, will lead to greater engagement and, in turn, higher conversion rates.
In addition, knowing your audience will typically guide you to the right platforms to post your video.
For example, while LinkedIn claims that video gets 5X more engagement than other kinds of content, that doesn’t mean it’s the only place to post a great B2B marketing video.
According to Isoline, 63% of B2B buyers go directly to a company’s website when looking for information.
Creating B2B marketing videos that will sell potential clients on their brand doesn’t require big budgets or resources.
While quality is a must, the fact of the matter is, you don’t need to spend thousands of dollars to produce something worthwhile.
In 2025, an average smartphone will have a good enough camera to support professional videos.
You can also take advantage of free and low-cost editing programs that make it easy to turn raw footage into a more polished video.
To level up the production quality, make sure to optimize the lighting so that the video doesn’t appear too dark (or washed out).
Lapel mics are another good investment, ensuring that voices will come through clearly instead of being drowned out by background noises.
As noted earlier, making use of professional voice actors can add instant quality to your video.
Top talented voiceover artists know how to speak clearly, convey trust and credibility, and add warmth to their voice whether they’re speaking with a deep, serious tone or a more friendly baritone.
Though every B2B brand requires its own unique video marketing strategy, there are a few reliable kinds of marketing videos that can work for many different businesses.
These include:
Building credibility is a critical challenge for B2B sales, especially when reaching out to new leads who may not be familiar with your brand.
Case studies can improve your image by giving viewers an idea of what to expect from you.
An effective case study video should last just a few minutes—long enough for the client to get into some detail, but not long enough to lose the audience’s interest.
Ask leading questions that highlight some of your key strengths.
You’ll be able to trim down later on, so make sure to get as much footage as possible during the recording session.
Don’t be afraid to ask for multiple takes if you don’t feel great about how a particular recording played out.
The case study video below highlights Nurture’s capabilities and demonstrates its credibility through its relationship with Nike.
There’s a good mix of videos including employees, social media posts, and footage from live events.
At the same time, the whole thing is only two minutes long, and Nurture avoids going into too much detail on any particular topic.
You should try to strike a similar balance in your own case study videos.
At the same time, the whole thing is only two minutes long, and Nurture avoids going into too much detail on any particular topic. You should try to strike a similar balance in your own case study videos.
Before you can establish credibility with a lead, you need to give them a clear idea of what you offer and how it could help them reach their goals.
A successful explainer video should always focus on problem-solving. In that way, they’re useful in driving confidence and credibility.
For instance, the Transavia Airlines luggage explainer video, narrated by Mike C., addresses a common issue that many frequent flyers encounter—how much is too much when it comes to baggage carry-ons?
By explaining the airline’s hand luggage policy in simple, friendly terms, Transavia presents itself as trustworthy and transparent.
In doing so, it makes the airline as a whole stand out as one that genuinely appears to have its passengers’ needs at heart.
Like B2C companies, B2B brands rely heavily on their public image to pull clients away from their competitors. In 2024, it’s no longer enough to offer good products for low prices.
Without a strong company culture, you’ll have trouble convincing buyers that you’re their best option.
Team or culture videos give viewers an inside look at your organization and help them see you as more than just a vendor.
They can be especially effective for brands with strong goals or corps missions, giving the team leadership a chance to talk about their guiding principles.
For example, let’s say your team is making an effort to reduce its environmental footprint.
A culture video illustrating the steps you’re taking to help the environment will help you develop a unique brand personality and appeal to other socially conscious businesses.
Netflix is one of many tech leaders that has placed a strong emphasis on its company culture.
The video below is just one of a long list of team culture pieces that give customers a look at how the business operates.
It includes one-on-one discussions with many different team members who offer their perspectives.
Each person explains how the Netflix culture helps them succeed in their roles while feeling like a valued member of a cohesive group.
Customers trust real experiences more than promotions. Testimonials are key for any B2B brand that wants to develop its image and build credibility with new leads.
A testimonial video gives potential customers the chance to hear about someone else’s experience in their own words.
Powerful testimonials include responses to questions or concerns that the customer had before buying from your business.
This will help viewers feel more confident in their own assessment and make them more likely to continue with a purchase.
It’s also a good idea to include at least some negatives or at least nuanced judgments in each testimonial.
Your video won’t have as much of an impact if the customer sounds like they’re echoing your talking points.
You could ask the customer to recount a time when they had issues with your service.
If they explain that you quickly responded and stayed in active communication throughout the delay, that will make you look good while giving the testimonial even more credibility.
In just one minute, the video below manages to give viewers a comprehensive picture of what Direct Agents can offer.
First, the interviewee gives her name and job title, plus an explanation of what she’s responsible for in her role.
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From there, she states how long she has been working with the company and what makes it different from other partners.
It also includes a few seconds of footage from team meetings to break up the visual monotony of a basic interview format.
While this video could have been even better with a little more detail, Direct Agents took full advantage of the one minute it used.
Along with conventional testimonial videos, you can also leverage influencer marketing to reach new audiences.
Some B2B companies are reluctant to work with influencers. They might think that influencer marketing only makes sense for B2C sales, or that influencers don’t make sense for their image.
In fact, influencer videos can be highly effective in the B2B space. The key is to build lasting relationships with influencers who are a good fit for your brand.
Remember that micro-influencers sometimes provide even more value by connecting with highly specific audiences.
One benefit of influencer marketing is that you can trust the influencer to handle most of the content development.
Influencers might be open to your ideas, but they usually create their own posts. This makes it easy to have active influencer marketing campaigns while you focus on other projects.
In 2024, Dreamforce, a global Salesforce Community event, enlisted the talents of two well-known tongue-in-cheek corporate influencers, @Corporate.Bro and @CorporateNatalie, to create related videos for Instagram and LinkedIn.
The aim was to boost brand awareness and show Salesforce as a stand-out innovator while having fun in the process.
The result? Video view rates sky-rocketed with 5.5X more impressions generated than expected.
While most brands won’t have the resources to match the Salesforce campaign, this example shows the power of influencers for all kinds of brands.
If you’re having trouble getting started, take a look at some competitors to see what has worked well for companies in similar situations.
Even if a lead is familiar with your brand, they may not have enough information to become a paying customer.
To convert leads at this stage of the sales cycle, you need to communicate your “secret sauce” —the factors that make you a better option than other alternatives they may be considering.
Digital marketer Neil Patel is a master of the “secret sauce” video. The video below covers three sources of traffic that marketers need to be aware of.
Even though viewers can use the information in their own campaigns, Patel demonstrates his expertise within his secret sauce videos.
He offers a short call to action at the end and invites users to check out his agency without sounding too sales-y or distracting from the main purpose of the video.
If a viewer isn’t sure how to take advantage of these concepts, they’ll naturally reach out to Neil Patel for further assistance.
This is a perfect example of how a secret sauce video should motivate audiences to pay for a premium product or service.
Keep in mind that a secret sauce video should be much more detailed than a typical explainer video.
That’s especially true for creators like Neil Patel who provide services that may be difficult for an average customer to fully understand.
Keep in mind that a secret sauce video should be much more detailed than a typical explainer video.
That’s especially true for marketers like Neil Patel who provide services that may be difficult for an average customer to fully understand.
Video B2B marketing has experienced exponential growth in the last few years, and it doesn’t show any signs of going away in the near future.
Even if you’re content with your current results, implementing more B2B marketing videos into your workflow could take your digital campaigns to the next level.
Start with the core video types mentioned above, but don’t be afraid to expand into other videos as you learn more about what your audience responds to.
Establish a small budget and know that even with limited resources in today’s tech age you can still create a winning video.
If you want to use experienced voice actors in your videos, check out top talent on our website.
All of our voiceover artists are pre-screened, which means that they go through a strict selection process to ensure they possess the skills necessary for all types of commercial and corporate videos.
You can post a job on the platform or contact the voice actor directly.
Also, if you need help casting the right talent for you, drop us a line and we’ll be happy to help!
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