Lead Generation

9 clever ways to use B2B videos in 2022

Vimida Das
Contributor, Sell to Win
Vimida Das
Contributor, Sell to Win
clever examples of b2b videos man holding camera in blue light

The way we consume content is changing rapidly. And videos are leading this change. 

No B2B marketing strategy today is complete without videos. B2B videos can immensely impact lead generation, customer awareness, conversion, and overall ROI. 

Gone are the days where B2B videos meant (yawn!) long screen captures or boring presentations that felt like life sentences. These days, everyone from startups to well-established corporations is making awe-inspiring B2B videos that are creative, fun, and entertaining. 

So what exactly can you do with videos? Well, a lot actually. You can use videos in multiple ways to meet different needs. And today we’re going to show you a few smart ways in which you can use them. Ready? Let’s begin! 

1. To showcase your product 


Competition is stiff, yes, but your product is unique. Ergo, there surely must be a way to make your product stand out from the crowd. Videos can help you.

You can use videos to highlight those aspects of your products that may resonate with your customers. Is your interface extra user-friendly? Is your design super sleek? There’s nothing like a video to show off a bit and impress your target buyer! 

The Microsoft Teams video here is an excellent example of how to do this. Translating interface shots into interesting videos is next to impossible but this particular video does a commendable job of it. Instead of the usual 2D adaptations, it uses 3D animations for that extra pizzazz. There is no voiceover so the text on the screen is wisely chosen to blend in with the elements. The text is minimal at the same time, so it is not a “task” to read. The upbeat music adds to the overall liveliness. 

2. To inspire your customers to use your product

Okay, so the customers know what you are all about, they are aware of your rad new features but it does not mean that they will actually buy your product. So just like B2C, these days B2B businesses aim to motivate their customers with the richness of their product—that extra oomph that marries the tangible with the intangible. Such videos inspire customers to explore the product and expand their own creativity in the process.

Adobe does this in the “Create What’s True To You” video by taking us into the enchanting mind of Billie Eilish. The narration, spun around several “what if” scenarios, lends the perfect opportunity to Adobe to show off what their tools can do. Of course the graphics and visual design are top-notch, what else can be expected from a brand that stands for it, right? And the choice of Billie Eilish—creative, quirky, full-of-surprises, authentic—gels in very well with the “Create What’s True To You”  theme of the video.  

3. To introduce new features or services from your brand

As a B2B enterprise, innovation is part of your everyday life. Your brand keeps getting enhanced with new products and features. And you need to announce it to the world. While you could do it via traditional mediums like blogs, newsletters, etc, you can give them extra leverage by making a video around it.

Such videos need not be lengthy, as most of your target audience already knows your product, you could choose to do a video just around the new feature or service you are putting out into the world. 

If you are running a business that is home to many other creative businesses, you can take the risk of making a highly creative video. It wouldn’t be a risk, it would be much appreciated. This Etsy video is rich, abstract, and full of mirth. It is a sheer joy to watch the artistry in every asset that has been created. Even the interface scenes have been artistically tackled. The end result does complete justice to the brand.

4. To make users understand why they need you

Solving challenges is what your business is all about. Every product, feature, or service that comes under the B2B umbrella was created to address a particular need. You can use video content to create a thirst for your brand, or to articulate the problems that your target buyer might be struggling with. Once your buyer knows why they need you, they'll seek you out once they're ready to purchase.

This Nutshell video is a fantastic instance of this. Here, “growth software” is explained, so that the target audience understands what it is and feels the need for it. This drives them to enquire about the product. A supporting article related to the subject would be perfect for this, and Nutshell does just that. The video uses honest narrative andsoothing visuals, a beautiful combination of cognizance and aesthetics. The music is non-intrusive and has a calming effect on the viewer. 

5. To tell your story

Corporate story videos or company story videos tell the story of your company. It makes your enterprise look “human” before your customers and thus stays with them because of the emotional connection it creates. It could take us back to the time when the company was built. Or it could be about the people who built the company—the founders and the employees. It could capture the ups and downs of the company or speak of the glorious moments.

Usually,  such story videos are emotional or somewhat pompous, so how do you take a different path? Snowflake’s video shows us how. Warm and funny, this video tells us the story of the founders of Snowflake in a very casual tone. The laid-back nature of the video is a welcome change from the usual. The “bromance” of the founders is evident in the script and the direction.   

6. To explain what your brand does

What is your brand all about? If you do not have a video outlining this, then you definitely need to create one.

These videos, also called “explainers,” are typically short and easy to digest. They can be shared across social media platforms and blogs to reach more eyes. As a B2B enterprise, you could use them at summits and conferences to grab attention or use them in your sales pitch. If you are a startup, you can use them to grab an investor’s attention.

Vital Beats video is an example of a brand explainer done right. It is simple, short, and easily understandable. The ocean metaphor used right in the beginning grabs your attention both with the VO and the visuals. Comparing beats to drops and connecting this same metaphor to the end of the video makes an otherwise “techy” video a bit more life-like. The light graphics and the neat animations ensure that you are drawn into the explanation and not overwhelmed.  

7. To educate your customers

Educational content is always in demand. People are continually looking for ways to improve their skills and get better at their business. So if you can make videos that help them with it, they will definitely seek out your content. If you can include your product in your tutorials, then they would likely use it too. 

Most design-related and technology-related companies have their own Youtube channels where they have been using this strategy successfully to build their brand. Canva has been doing a brilliant job of this. They understand that they cater to a wide range of audiences and have created educational videos catering to each. They have short videos but have not shied away from longer content when the topic demands it.

The video presented below is one of the shorter ones that is effective because it immediately explains what benefit the viewer will get at the end of it and includes Canva in the explanation. Any brand can take some tips from it on how to make their tutorials effective.

8. To recruit the right talent

You will find that a very prudent way to use videos is to reach out to your future employees. Through videos you can tell what you stand for, you can truly bring out the culture and the diversity of your team, and underline what makes your team dynamics distinct—things that are very difficult to do otherwise.

These days recruitment videos are getting increasingly creative. If you are looking for ways to make your video stand out, you can draw inspiration from Rockwell Automation’s recruitment video. It is one of those videos that could have turned out to be extremely cheesy but looks cute and welcoming instead because of the sheer passion it emanates.

9. To act as a testimonial

Let us end this list on the most pleasant note possible: client testimonials. Your website likely carries quotes from your clients, but what if these were actual words spoken by real clients? Nothing would connect better with your potential clients than a recommendation coming from someone who has used your product or service and benefited from it. 

Client testimonials can be created in a number of ways to make them engaging and honest. LinkedIn does it by using people who are highly relatable—everyday people, who overcame everyday hurdles using LinkedIn. When the footage of what they do intersperse with shots of them speaking to us, it relays the ease of using this platform. Every person testifying embraces the fact that they are a “creator on LinkedIn” assuring us that we can be one too.

Photo by KAL VISUALS on Unsplash

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