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Three ways you could be using video in your B2B marketing that you probably aren’t

Video – it’s everywhere. From funny cat videos to in-depth tutorials, the world is consuming more video content than ever before. But what about B2B marketing? You might be missing out on some powerful opportunities if you’re not harnessing the potential of video in your B2B marketing strategy. Let’s explore three creative and often underutilized ways to incorporate video into your B2B marketing efforts that can make a significant impact.

Personalized Video Messages

Picture this: you’re about to send a crucial email to a prospective client. You could go with the standard text-based message, or you could take it up a notch with a personalized video message. Personalization is the buzzword in marketing these days, and personalized video messages are no exception.

What exactly are personalized video messages you ask? They’re like the modern version of a handwritten letter – a personalized touch in a digital world. With the right tools and a dash of creativity, you can record a brief video message tailored to your recipient. Here’s why this approach matters:

Creating a Personal Connection

Personalized video messages are a game-changer in B2B marketing because they allow you to create a more personal connection with your prospects. You’re not just another name in their inbox; you’re a real person addressing their specific needs. This human touch can help you stand out in a crowded digital landscape.

The Power of Video Engagement

Statistics back up the effectiveness of personalized videos. According to a recent survey, personalized video messages in email campaigns led to a 300% increase in click-through rates. That’s a remarkable jump in engagement, and it’s no wonder B2B marketers are taking notice.

Practical Tips for Creating Personalized Video Messages

Ready to give personalized video messages a try? Here are some practical tips to get you started:

  • Keep it short and sweet: Aim for a concise message that captures your prospect’s attention in the first few seconds.
  • Be authentic: Speak from the heart and be yourself. Authenticity goes a long way.
  • Personalize the content: Mention your prospect by name, and reference specific details that show you’ve done your homework.
  • Use the right tools: There are various tools and platforms that make creating and sending personalized video messages a breeze. Look into options like Vidyard, Loom, or Hippo Video. Of course, recording yourself on your smartphone and attaching it to the email isn’t out of the question either.

Product Demonstrations and Tutorials

If you’re selling complex B2B products or services, you know how challenging it can be to explain their intricacies through text alone. This is where product demonstrations and tutorials come to the rescue.

Simplify the Complex

The power of video lies in its ability to simplify complex information. A well-structured product demonstration or tutorial can break down the most intricate details, making it easier for your potential clients to understand what you offer.

Engage and Educate

Video tutorials go beyond simplification; they also engage and educate your audience. They allow you to visually demonstrate how your product or service works, offering a hands-on experience that’s invaluable in B2B marketing.

Creating Impactful Product Demonstration Videos

So, how do you go about creating compelling product demonstration videos? Here are some pointers:

  • Start with a script: Plan out what you’ll cover in your video, making sure to highlight the most critical aspects.
  • Show, don’t just tell: Visuals are key. Use your video to demonstrate your product in action.
  • Keep it user-friendly: Ensure that your video is easy to follow, even for those unfamiliar with your industry.
  • End with a call to action: Don’t forget to guide your viewers on what they should do next, whether it’s contacting you for a demo or signing up for a trial.

Animated GIFs

Animated GIFs

Creating animated GIFs from short video clips can be an effective way to engage your audience in marketing emails, blog posts, and more. You can use video clips or outtakes from any professional shoots you’ve done, or even something as simple as just shooting a quick product shot on your iPhone. GIFs don’t care when it comes to video quality.

Once you have a short clip to use, head over to an online video-to-GIF converter like and follow their instructions to produce a usable file for your email, blog, etc.

Keep in mind that shorter clips (and subtle movement) work best for GIFs, ideally less than 6 seconds.

Have you used personalized video messages or product demonstrations in your B2B marketing efforts? Are you a master of the GIF? The possibilities are exciting, and with a touch of creativity, you can unlock the true potential of video in your B2B marketing strategy.


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