How B2B Marketing leaders are building their brands with video

There’s never been a more exciting time for B2B brands to embrace video. Once seen as the domain of flashy B2C campaigns, video is now transforming how B2B businesses tell their stories, connect with buyers and build lasting brand value. 

Why B2B video marketing resonates with B2B audiences

Dynamic, versatile and proven to work, video is not just for grabbing attention, but for shaping perception, building trust and creating real emotional impact.

A recent study revealed that 87% of B2B marketers use video as a marketing tool, highlighting its growing significance in the sector. So if you want to build a stronger, more distinctive brand, video should be right at the core of your strategy.

But why is video so effective in the B2B realm? Here are a few reasons:

1. Simplifies complex information: B2B products and services often involve intricate details. Video can break down these complexities into digestible, visual formats, making it easier for potential clients to understand offerings.​

2. Builds trust and credibility: Seeing a product in action or hearing testimonials from satisfied clients can significantly boost credibility. In fact, 93% of B2B buyers believe video is important for building trust in a brand.

3. Enhances engagement: Video content is inherently more engaging than text. It combines visuals, sound and storytelling to capture attention, which is crucial in a landscape where decision-makers are inundated with information.​

   
   

Boost your brand with different video styles

Adding video to your B2B marketing game doesn't mean you have to stick to just one style. Check out these video types that can really amp up your brand:

1. Explainer videos: These quick videos give a clear snapshot of what your product or service is all about, spotlighting the main features and benefits. They're great for introducing your stuff to new clients.

2. Customer testimonials and case studies: Sharing real-life success stories through video can be super convincing. Potential clients get to see how your solutions have made a difference for others.

3. Behind-the-scenes content: Letting people peek into your company culture, processes, or the people behind your brand makes your business more relatable and helps build a stronger bond with your audience.

4. Webinars and live streams: Running live sessions on industry topics shows off your brand as a leader and gets your audience involved in real-time.

   
   

How B2B video marketing helps you generate more leads

Let’s be real—getting high-quality leads in B2B isn’t easy. Decision-makers are busy, competition is fierce, and dry, text-heavy content just doesn’t cut it anymore. That’s where video comes in.

Video isn’t just about looking good—it’s a powerhouse for grabbing attention, building trust, and ultimately turning prospects into customers. Here’s why it should be at the heart of your lead generation strategy.

1. Video grabs attention like nothing else: People are bombarded with emails, whitepapers, and LinkedIn posts daily. But video? It stops the scroll. Whether it’s a punchy product demo, a slick brand story, or an engaging LinkedIn clip, video makes your brand stand out in a sea of sameness.

2. It builds trust & credibility fast: Let’s face it—B2B buyers are skeptical. They need to know they can trust you before even thinking about working with you. Case study videos, customer testimonials, and behind-the-scenes content put a face to your brand and make it feel real. In fact, 93% of B2B buyers say video is crucial for building trust.

3. It simplifies complex ideas: B2B products and services can be… well, complicated. But video makes it easy. Instead of a five-page document explaining how your solution works, a short, engaging video can break it down in seconds. Think explainer videos, animations, or even live demos—way more effective than long-winded PDFs.

4. It boosts conversions on your website: A well-placed video on a landing page can increase conversions by up to 80%. Whether it’s a quick product walkthrough or a founder sharing the company’s vision, video keeps visitors engaged and more likely to take action—whether that’s booking a demo or filling out a contact form.

5. It supercharges email & social media engagement: Adding “video” to your email subject line can increase open rates by 19%, and click-through rates shoot up by 65% when there’s a video inside. On LinkedIn and other social platforms, video content gets more likes, shares, and comments than static posts—meaning more eyes on your brand and more potential leads.

6. It helps you capture more qualified leads: Want to get serious leads, not just website traffic? Gated video content—like webinars, live Q&As, or exclusive product walkthroughs—encourages people to trade their email address for access. The result? A list of engaged prospects genuinely interested in what you have to offer.

7. It boosts SEO & discoverability: Google loves video. Adding video to your website increases dwell time (which boosts rankings), and a well-optimised YouTube channel can become a lead-generating machine. Plus, video makes your content more shareable, expanding your reach organically.

Put video at the heart of your brand strategy

Video should be a core part of how modern B2B brands are built and experienced these days. And while embarking on a video marketing journey can seem daunting, with a strategic approach, it can yield substantial benefits. Here are some steps to guide you:

1. Define your objectives: Clearly outline what you aim to achieve with video – be it brand awareness, lead generation or customer education.​

2. Know your audience: Understand the preferences and pain points of your target demographic to create content that resonates.​

3. Choose the right format: Select video types that align with your objectives and audience needs.​

4. Promote across channels: Distribute your videos through appropriate channels to maximise reach, such as your website, social media platforms and email campaigns.

5. Measure and optimise: Regularly assess the performance of your videos against key metrics and refine your strategy accordingly.​

   
   

Video marketing isn’t just a trend—it’s a game-changer for B2B brands that want to cut through the noise and attract real, high-value leads.

At its best, it doesn’t just communicate – it connects. It gives your brand a voice, a face and a presence that feels real. In a world where decision-makers crave clarity, authenticity and relevance, that’s a serious competitive edge.

So, if you’re looking to boost engagement, build trust, and convert more prospects, it’s time to put video at the heart of your strategy.

❓Ready to bring your brand to life with video? Work with our expert branding agency to create compelling, high-impact videos that connect with your audience. Get in touch today.

A specialist brand agency: an extension of your team

Threerooms, a multi-award-winning branding agency, has dedicated over 20 years to optimising brands and helping businesses stand out and succeed. Whether crafting new brands or refining established ones, our team is committed to delivering brand transformation tailored to help you reach your goals.

Read more: What is a branding agency? Their role and benefits