Here’s something weird: Everyone talks about video marketing, but most B2B companies are doing it wrong.
They’re making polished corporate videos that put people to sleep. Or they’re copying what works for B2C and wondering why decision-makers aren’t responding.
But here’s the thing—video actually works for B2B. It just works differently than you think.
I’ve seen startups go from zero to millions in pipeline using video. Not because they had fancy equipment or Hollywood budgets. But because they understood something most people miss.
Video isn’t about being perfect. It’s about being human.
And in B2B, being human is your biggest advantage.
Why Video Works Better Than Everything Else (Even When You Think It Doesn’t)
Let’s be honest—B2B buyers are tired of the same old stuff.
Cold emails that sound like robots wrote them. LinkedIn messages that scream “I’ve never heard of your company.” Sales calls where someone clearly read your About page five minutes before dialing.
Video cuts through all that noise.
When someone sees your face and hears your voice, something changes. You’re not just another vendor anymore. You’re a real person who actually understands their problems.
But here’s what’s interesting—most people think video is hard to scale. They’re wrong.
Video scales better than almost anything else once you know how to do it right. One good video can generate leads for months. Maybe even years.
The key is understanding what actually works in B2B.
The Types of Videos That Actually Generate Leads (And the Ones That Don’t)
Not all videos are created equal. Some generate leads like crazy. Others are just expensive time-wasters.
Here are the types that actually move the needle:
Personalized Outreach Videos
This is where most people start, and honestly, it’s a good place to start.
You record a quick 30-60 second video for each prospect. You mention their company, their specific challenges, and how you can help.
It sounds simple. But most people mess it up.
They make it about themselves instead of the prospect. They use generic scripts that could apply to anyone. They try to sell instead of starting a conversation.
Here’s what works better:
Start with something specific about their company. Not “I see you work in marketing.” More like “I noticed you just expanded into the European market.”
Then connect that to a problem you solve. Don’t pitch your product. Just mention the problem.
End with a soft ask. “Would it make sense to have a quick chat about this?”
That’s it. No long explanations. No feature lists. Just human-to-human connection.
Problem-Focused Educational Videos
These are gold mines that most people ignore.
You create videos that address specific problems your ideal customers face. Not generic industry problems. Specific, painful problems that keep them up at night.
The trick is to be helpful without giving away everything. You want to educate, but also create curiosity about your solution.
For example, if you sell marketing automation software, don’t make a video about “how to do email marketing.” Make one about “why your email open rates dropped 40% last month (and what to do about it).”
See the difference? One is generic. The other is specific and urgent.
Behind-the-Scenes Content
This one surprises people, but it works incredibly well.
B2B buyers want to know who they’re working with. They want to see the humans behind the company.
Show them your team working on a client project. Walk them through your process. Let them see how you think about their problems.
It doesn’t have to be polished. Actually, it’s better if it’s not.
The goal is to build trust and credibility. To show that you’re real people who actually care about getting results.
Case Study Walkthroughs
Everyone talks about case studies, but most people present them wrong.
They create boring PDFs with charts and graphs. Or they write long blog posts that no one reads.
Video case studies are different. You can walk through the entire story. Show the problem, explain your solution, and reveal the results.
But here’s the key—focus on the story, not the numbers.
Numbers are important, but stories are what people remember. Stories are what they share with their teams.
Start with the problem. Paint a picture of what the client was going through. Make it relatable.
Then show how you helped. Don’t just list features. Explain your thinking. Show why you chose that approach.
End with the transformation. What changed for the client? How do they feel now?
That’s a story worth sharing.
Where to Actually Use These Videos (The Channels That Matter)
Creating great videos is only half the battle. You also need to put them where your prospects actually are.
LinkedIn (But Not How You Think)
Most people use LinkedIn wrong for video.
They post generic content hoping to go viral. Or they send video messages that feel like spam.
Here’s what works better:
Post videos that solve specific problems for your target audience. Use the first few seconds to hook people with a question or surprising statement.
Comment on your prospects’ posts with relevant video responses. Not sales pitches. Just helpful insights related to their content.
Send video messages, but make them personal and valuable. Reference something specific from their profile or recent activity.
Email (The Underrated Channel)
Email might seem old-school, but it’s still one of the best ways to use video for B2B lead generation.
Embed video thumbnails in your emails. Don’t just include links. Use tools that show a preview image with a play button.
Create video series for your email sequences. Instead of sending text-based nurture emails, send video updates.
Use video in your follow-up sequences. If someone doesn’t respond to your first outreach, send a quick video explaining why you reached out.
Your Website (The Obvious But Often Ignored Channel)
Your website is probably getting traffic. But are those visitors converting?
Video can change that.
Add a personalized video to your homepage. Not a generic company overview. A specific message for the people who visit your site.
Create video landing pages for your ads. If someone clicks on your Google ad about “marketing automation,” they should land on a page with a video about marketing automation.
Use video in your lead magnets. Instead of offering another boring whitepaper, create a video training series.
Sales Outreach (The Game-Changer)
This is where video can really transform your results.
Use video in your cold outreach. Not just on LinkedIn. In emails, on the phone, wherever you’re trying to connect with prospects.
Send video follow-ups after meetings. Recap what you discussed and outline next steps.
Create video proposals. Instead of sending a PDF, record yourself walking through your recommendations.
The Technical Stuff (That Actually Matters)
You don’t need expensive equipment to create effective B2B videos. But you do need to get a few things right.
Equipment That Actually Makes a Difference
Your phone is probably good enough for most videos. Seriously.
Modern smartphones have great cameras. The difference between a $1,000 camera and your phone is probably not worth it for most B2B videos.
But audio matters more than video quality. If people can’t hear you clearly, they’ll stop watching.
Get a decent microphone. Even a $50 lavalier mic will make a huge difference.
Good lighting is also important. You don’t need professional lights. Just face a window during the day.
Tools That Make Your Life Easier
There are tons of video tools out there. Most of them are overkill for B2B lead generation.
Here are the ones that actually matter:
Loom – Great for quick screen recordings and personalized videos. Easy to share and track.
Vidyard – Better for sales teams. Good analytics and integration with CRM systems.
BombBomb – Focused on video email. Good if that’s your main use case.
Wistia – Better for marketing videos on your website. Good customization options.
Pick one and stick with it. Don’t try to use every tool.
Distribution Strategies That Scale
Creating videos is just the beginning. You need systems to distribute them effectively.
Create templates for different types of videos. Don’t start from scratch every time.
Batch your video creation. Set aside time each week to record multiple videos at once.
Repurpose your content. Turn one long video into multiple short clips. Use the audio for podcasts. Create blog posts from the transcripts.
Track what’s working. Most video tools have good analytics. Use them to see which videos generate the most leads.
The Psychology Behind Why Video Works in B2B
Understanding why video works helps you create better videos.
Trust Happens Faster
In B2B, trust is everything. People buy from people they trust.
Video builds trust faster than any other medium. When prospects see your face and hear your voice, they feel like they know you.
It’s basic human psychology. We’re wired to trust people we feel connected to.
Information Processing
B2B buyers process a lot of information before making decisions. Video makes that easier.
You can explain complex concepts more clearly with video. You can show instead of just telling.
And people retain information better when they see and hear it simultaneously.
Attention and Engagement
Everyone talks about short attention spans. But that’s not really the problem.
The problem is that most content is boring.
Video is naturally more engaging than text. It uses more of our senses. It feels more human.
If your video is relevant and helpful, people will watch it all the way through.
Common Mistakes That Kill Your Results
Even good videos can fail if you make these mistakes.
Being Too Salesy Too Soon
This is the biggest mistake I see.
People create videos that are basically sales pitches. They talk about their product features. They push for meetings.
That doesn’t work in B2B.
Your first goal should be to help, not sell. Build trust first. Show value first.
The selling comes later.
Making Videos Too Long
Longer isn’t better when it comes to B2B videos.
Most people’s attention drops after 30 seconds. By 2 minutes, you’ve lost most viewers.
Keep your videos short and focused. One point per video.
If you have a lot to say, make a series of short videos instead of one long one.
Ignoring Mobile
Most B2B videos are watched on mobile devices. Even in the office.
But many companies still optimize for desktop viewing.
Make sure your videos look good on small screens. Use large text. Keep important information in the center of the frame.
Test your videos on your phone before sharing them.
Not Having a Clear Next Step
Every video should have a purpose. And every purpose should have a clear next step.
If you want people to book a meeting, tell them how to do it.
If you want them to download something, make it obvious where to click.
Don’t assume people will figure it out on their own.
Perfectionism Paralysis
This might be the most dangerous mistake of all.
People spend weeks perfecting their first video. They worry about lighting and audio and scripting.
Meanwhile, their competitors are shipping imperfect videos and generating leads.
Done is better than perfect. Especially in the beginning.
You’ll get better with practice. But you can’t practice if you never start.
Measuring What Matters (And Ignoring What Doesn’t)
Video analytics can be overwhelming. There are so many metrics to track.
But most of them don’t matter for B2B lead generation.
Metrics That Actually Matter
View completion rate – What percentage of people watch your entire video? This tells you if your content is engaging.
Click-through rate – How many people take the next step after watching? This tells you if your call-to-action is working.
Lead generation – How many qualified leads come from your videos? This is the only metric that really matters.
Sales qualified leads – Of the leads generated, how many are actually worth pursuing? Quality matters more than quantity.
Metrics That Don’t Matter (Much)
Total views – Vanity metric. Would you rather have 1,000 views and 10 leads, or 100 views and 10 leads?
Likes and shares – Nice to have, but they don’t pay the bills.
Production quality scores – Some tools rate your video quality. Ignore these. Your prospects care about value, not production value.
Advanced Strategies for Scale
Once you’ve mastered the basics, here are some advanced tactics to scale your results.
Video Sequences
Instead of sending single videos, create sequences that tell a story over time.
Start with a problem-focused video. Follow up with case studies. End with a soft pitch.
This works especially well for email marketing and LinkedIn outreach.
Interactive Videos
Some tools let you add clickable elements to your videos.
You can include forms, buttons, and links right in the video player.
This reduces friction for prospects who want to take the next step.
AI-Powered Personalization
New tools can automatically personalize videos at scale.
They can insert the prospect’s name, company, and other details into your videos.
It’s not quite as good as fully personalized videos, but it’s much more scalable.
Video Landing Pages
Create dedicated landing pages for your videos.
Include the video, a transcript, and a clear call-to-action.
This improves SEO and gives prospects multiple ways to engage with your content.
Industry-Specific Strategies
Different industries respond to video differently. Here’s how to adapt your approach.
Technology Companies
Tech buyers are usually more comfortable with video content.
They appreciate detailed product demos and technical explanations.
Screen recordings work particularly well in this space.
Focus on solving specific technical problems.
Professional Services
Service-based businesses should focus on demonstrating expertise.
Case study videos work extremely well here.
Show your process and methodology.
Let your personality come through—people buy professional services from people they like.
Manufacturing
This industry has been slower to adopt video, which creates an opportunity.
Show your products in action. Take prospects on virtual facility tours.
Focus on quality, reliability, and results.
Financial Services
Trust is critical in this industry.
Use video to build credibility and demonstrate expertise.
Compliance might limit what you can say, so focus on education and thought leadership.
Building Your Video Lead Generation System
Creating a sustainable video lead generation system requires planning and process.
Content Planning
Create a content calendar for your videos.
Plan different types of videos for different stages of the buyer journey.
Map your videos to specific lead generation goals.
Production Workflow
Develop a repeatable process for creating videos.
This might include scripting templates, shooting schedules, and editing workflows.
The goal is to make video creation as efficient as possible.
Distribution Process
Create systems for getting your videos in front of prospects.
This includes social media posting schedules, email sequences, and sales outreach processes.
Lead Management
Have a system for following up with leads generated from video.
Track which videos generate the most qualified leads.
Optimize your process based on what’s working.
The Future of Video in B2B Lead Generation
Video technology is evolving rapidly. Here’s what’s coming next.
AI Integration
AI tools are making video creation faster and easier.
Soon, you’ll be able to create personalized videos at massive scale.
But the human element will still matter. AI can handle the technical stuff, but you still need authentic, valuable content.
Interactive Experiences
Video is becoming more interactive.
Prospects will be able to choose their own journey through your content.
This will make video even more effective for lead qualification.
Integration with Sales Tools
Video tools are integrating more deeply with CRM and sales platforms.
This will make it easier to track ROI and optimize campaigns.
It will also make video a more natural part of the sales process.
Your Next Steps
Video lead generation isn’t about having the best equipment or the most polished content.
It’s about being helpful, authentic, and consistent.
Here’s how to get started:
Week 1: Create your first video. Keep it simple. Introduce yourself and explain how you help companies like theirs.
Week 2: Start using video in your outreach. Send personalized videos to five prospects.
Week 3: Create your first educational video. Address a common problem your prospects face.
Week 4: Analyze your results. See what’s working and what isn’t.
Then keep improving.
The companies winning with video aren’t the ones with the biggest budgets. They’re the ones who started first and stayed consistent.
Your prospects are drowning in generic, boring outreach. They’re tired of reading the same sales emails and seeing the same LinkedIn posts.
Video gives you a chance to be different. To be human. To actually help instead of just selling.
But only if you start.
The best time to start using video for B2B lead generation was a year ago. The second best time is today.
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