Video is becoming a preferred B2B buyer content type, with short videos and webinars ranking among the top 5 preferred forms of content. With this desire and drive for video many B2B marketers feel overwhelmed, and underprepared.

Despite video being in such high demand, and customers wanting more video, few B2B marketers feel they use video effectively. They feel intimidated by video production, are unsure how to use videos they’ve already created, struggle to make engaging content that captures their viewer’s attention, and aren’t sure how to measure the success of their videos.

Step One → Surface the Hidden

Most of us have more video available then we think. By being resourceful and repurposing videos we’ve already created, you’ll be able to fill your video library quickly. Key videos that don’t take much time to produce, and can easily be repurposed are;

Host more on-demand webinars

Repurposing webinar content is an easy way to increase engagement and drive demand. You can add on-demand webinars to your website, repurpose them as blog posts, add them to nurture campaigns, sales enablement emails, and more.

Produce event videos

Use events that you attended or host as prime video territory for you to capture/create great videos. Reach out to key customers/thought leaders beforehand to set up interviews with attendees, or simply recap the events of the conference for your audience.

Record product videos and embed them into larger content campaigns

You can easily record key features in your product with free video apps, like Vidyard GoVideo, and then embed those videos into a more in-depth blog post. This can help you breathe new life into older content by adding an engaging video element.

Step 2 → Humanize Your Content by Making it Personal

Personalization is a hot topic in the worlds of marketing and sales. How do we personalize the content journey? How do we deliver the right message at the right time to the right individual?

Personalized Video cuts through the clutter of all the other marketing content audiences are bombarded with. They are attracted when they see their name, and they stay engaged because they feel like they’re a part of the story you’re telling.


By coupling video and personalization, you build one-on-one relationships with your audience that make them feel good about themselves–and by extension your product or idea–ultimately creating a highly memorable content experience.

Step 3→ Apply Video Across Your Lifecycle

B2B marketers should use the customer lifecycle to help determine the type of video content that will most effectively engage buyers at each stage. Throughout the purchase lifecycle, the interest and needs of your buyers are going to change.Here are the key types of videos you should be sharing at each stage of the life cycle;

Video Marketing in key lifescycle stage

Remember to keep evaluating these videos and adjusting them accordingly. Look for ways to adjust video length, style, and production quality based on customers’ changing information needs and content consumption preferences over time.

Step 4 → Use a Video Platform

Video Marketing Platforms help you maximize the impact and returns on the video assets they are producing. Powering internal and external video collaboration across organizations, while ensuring you drive real business value with your videos.

With detailed reporting and analytics found within Video Marketing Platforms, marketers can finally understand who is watching specific content, and how long each piece held their attention for. While video analytics and dashboard reporting are great, marketers also have to be able to act upon data for it to be of real value.

When it comes down to it, a Video Marketing Platform is way more than just a means to host, distribute, and manage your video content (as you’ll find other platforms are limited to). Instead, it’s about:

  • Better understanding your prospects and customers
  • Improving lead scoring and lead qualification
  • Amplifying the effectiveness of your video content
  • Maximizing the returns on your video assets
  • Increasing the ROI of your video content and stimulating the sales cycle

Hannah Cameron