Published on June 20th, 2023 | by Dhananjay Tomar


The Role of Video Marketing in B2B Campaigns

In today’s world of B2B marketing, video marketing has emerged as one of the most powerful tools for businesses to promote their products and services. In fact, according to a recent survey, 84% of businesses reported that video marketing had helped them increase their website traffic, and 83% reported that it had helped them generate leads. This highlights the importance of video marketing in B2B campaigns. In this blog post, we will discuss the role of video marketing in B2B campaigns and how businesses can use it to their advantage.

Engaging and Attention-Grabbing

First and foremost, video is an engaging and attention-grabbing medium. According to Cisco, by 2022, online videos will make up more than 82% of all consumer internet traffic. People are more likely to watch a video than to read a lengthy blog post or whitepaper, and videos can convey information in a way that’s more memorable and emotionally impactful. This is especially important in B2B marketing, where the goal is often to build long-term relationships with customers and clients.

Showcasing Products or Services

Video marketing also allows businesses to showcase their products or services in a way that’s more interactive and immersive. For example, according to a report by Wyzowl, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. A software company can create a demo video that shows how their product works in real-time, or a manufacturing company can create a video that highlights their production process. This type of content is not only informative, but it also helps potential customers visualize themselves using the product or service, which can increase their likelihood of making a purchase.

Cost-Effective Way to Reach Wide Audience

Finally, video marketing can be a cost-effective way for businesses to reach a wide audience. According to HubSpot, video marketing has an average ROI of 54%, which is higher than any other type of content. With platforms like YouTube, Vimeo, and social media, businesses can distribute their videos to a global audience without having to pay for expensive television or radio advertisements.

Effective Types of Videos for B2B Campaigns

There are several types of videos that work well in B2B marketing campaigns. According to a survey by Vidyard, the top three types of videos used in B2B marketing are explainer videos (73%), product demos (67%), and webinar recordings (63%). Customer testimonial videos and thought leadership videos are also effective for building trust and establishing a business as a thought leader in their field.

Measuring Success of Video Marketing in B2B Campaigns

Measuring the success of video marketing in B2B campaigns is important. According to the same survey by Vidyard, the most commonly tracked metrics are views (82%), engagement (51%), and leads generated (45%). By tracking these metrics, businesses can measure the success of their video marketing campaigns and make data-driven decisions about how to optimize their future efforts.


In conclusion, video marketing is an incredibly powerful tool for B2B marketing campaigns. By creating engaging, informative, and memorable videos, businesses can increase their reach, build trust with potential customers, and ultimately drive conversions. By tracking key metrics, businesses can measure the success of their video marketing campaigns and make data-driven decisions about how to optimize their future efforts.

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