B2B Video Marketing: The Complete Guide for Marketers

Reaching and converting B2B buyers is getting harder. Decision-makers are overwhelmed with alternatives and budget concerns, content is everywhere, and getting prospects to engage meaningfully takes more than just well-written resources. 

Video offers a way to hold attention and build trust faster, delivering content in a format that’s memorable, easy to absorb, and suited to how buyers evaluate solutions.

This guide explores how to use B2B video marketing strategically—not just to create content, but to drive leads, nurture prospects, and accelerate sales. You’ll learn:

• The most effective types of B2B marketing videos, where they fit in the funnel, and real-world examples of companies using them successfully
• How to measure success using key video marketing KPIs, with insights into what metrics actually matter
• Practical strategies for integrating video into your sales process, including examples of how businesses are using webinars, demos, and case study videos to engage buyers

By the end, you’ll have a clear framework for making video a core part of your marketing and sales strategy, backed by real examples of how leading SaaS companies are using video to drive results.

How B2B video marketing drives leads and conversions

B2B buyers want information that’s clear and simple to digest—whether that’s a quick LinkedIn scroll or a deeper dive via a webinar. Video is immediate, interactive, and adaptable across formats and channels, which is why it’s critical to B2B marketing strategies.

Here’s what makes video so effective for driving leads through the funnel:

• Build trust and authority
  Video helps buyers directly see your product, team, and customers, building credibility through real people and real outcomes. Whether it’s a founder explaining a new feature or a customer sharing results, video creates transparency that helps buyers trust what you’re offering.
  
  
• Nurture leads at different funnel stages
  You can create different types of videos—like short explainers for awareness, detailed product demos for consideration, and customer success stories to support decision-making—to match where each lead is in their buyer’s journey.
  
  
• Meet decision-makers where they are
  Decision-makers are active across email, LinkedIn, and search. Video can be embedded into all these channels, giving you more touchpoints to reinforce your message.
  
  
• Target audience discovery
  When you host webinars, engagement tools like polls and live chat help you gather attendee data, which you can use in follow-ups and to inform future campaigns.
  
  
• Create ongoing value and ICP insights
  On-demand webinars provide continuous lead generation. With Demio, you can even keep interactive elements like polls and chat, so you can continue to capture valuable data every time someone watches.

Essential types of B2B marketing videos (with examples)

Not all videos drive results in the same way. A strong B2B video sales funnel matches the right type of content to the right stage of the buyer’s journey. Some videos are built for awareness, while others help close deals by addressing objections or proving ROI.

Below, we break down the most effective types of B2B marketing videos, how they fit into the funnel, and real-world examples of companies using them successfully.

Brand storytelling videos

These videos introduce your company’s values, mission, and story, helping potential buyers connect with the people and purpose behind the product. They work best at the top of the funnel when you need to build awareness and give people a reason to care about your brand.

To make a brand storytelling video effective, focus on why your company exists and how it directly impacts customers. 

A compelling video could feature:

• Your founder explaining the problem that led to the company’s creation
• Real customer stories that reflect your mission in action
• Behind-the-scenes moments that build authenticity

Keep it concise—90 seconds to two minutes is ideal—and structure it around a clear, engaging narrative. Avoid technical jargon and over-polished messaging; instead, let the people behind your brand (employees, customers, or leadership) speak in a way that feels natural.

Example: Slack’s "So Yeah, We Tried Slack" campaign uses fun storytelling to make the brand memorable and relatable. 

It’s super-easy to watch, and in just two minutes, you can see relatable characters’ pain points, the platform's core solutions at work, and how Slack seamlessly fits into their workflow—all while keeping the tone light and engaging.

Product demos

Demos show your product’s functionality and help buyers visualize how it solves their problems. They work well in the consideration stage when prospects are evaluating fit and comparing options.

The most effective demos focus on real use cases, showing exactly how key features address common pain points. 

Keep them concise and structure them around the buyer’s priorities, not just a feature walkthrough. A strong demo:

• Anticipates objections
• Highlights differentiators
• Makes it easy for prospects to see themselves using the product

Example: Demio's interactive, on-demand game show-style product demo immerses participants in an engaging experience, allowing them to explore the platform's features firsthand. 

This approach not only showcases Demio's capabilities but also demonstrates how interactive elements can enhance audience engagement.

Case study and testimonial videos

Nothing builds confidence like seeing how companies with similar challenges succeeded with your product. Case study videos and customer testimonials work especially well at the middle and bottom of the funnel, helping prospects validate their choice.

A strong case study video focuses on specific results rather than generic praise. The best ones follow a simple structure: 

• Introduce the customer’s challenge
• Show how they implemented your solution
• Highlight measurable outcomes

Let the customer do most of the talking to keep it authentic. Testimonials can be even shorter, offering quick, impactful soundbites that reinforce key value points. Well-placed case study videos on landing pages, in sales emails, or within webinars can give hesitant buyers the final push they need to convert.

Example: Operto’s case study on Prague Residences uses a mix of real customer interviews, property footage, and before-and-after insights to tell a compelling transformation story. 

The video balances emotional appeal—focusing on the decision-maker experience—with concrete business results, making it engaging while still delivering the key takeaways prospects need.

💡 Pro tip: Use OpenReel to remotely control and record customer testimonials from any device. Just send a link or email to organize a recording, then remotely adjust the camera controls for the ideal shot.

Educational webinars

Webinars provide deeper content, often addressing specific pain points or industry topics. They’re one of the most versatile formats—useful for attracting new leads at the top of the funnel, nurturing engaged prospects mid-funnel, or even onboarding customers post-sale.

To maximize impact:

• Keep webinars focused on a clear topic to avoid broad discussions and ensure actionable takeaways
• Structure them with a mix of presentation, audience interaction, and Q&A
• Use polls and chat features to gather insights and tailor discussions in real-time

After the event, repurpose key moments into shorter video clips for social media, email follow-ups, or gated content to extend its reach.

Example: ActiveCampaign’s "Growth Decoded" series demonstrates how webinars can be more than just live presentations—they can serve as engaging, ongoing educational resources. 

The series breaks down complex topics into digestible, interactive discussions, often featuring expert interviews and real-world applications.

“Demio / Banzai has been a great partner to have, not only in premiering our show to an audience in real-time, but in creating opportunities to engage, interact, and automate so much of the backend.”‍

Ernie Santeralli, Multimedia Content Manager, ActiveCampaign

How to measure success (video marketing KPIs)

Tracking the right metrics helps you understand what’s resonating, where leads are dropping off, and which videos are actually influencing deals. If you’re running webinars through Demio, you get built-in access to key engagement and conversion metrics, giving you a direct line of sight into video performance.

Here are four B2B video marketing KPIs to focus on:

• View count or attendance rate
  This is your baseline visibility metric. It tells you how many people watched the video, whether it was on your site, social channels, or embedded in an email. In Demio, you can track registration, attendance, and replay views for live and on-demand webinars, giving you a more complete picture of total reach.
  
  
• Engagement rate
  Engagement goes beyond just views—it shows how much of the video people actually watched and whether they interacted with it (e.g. answered polls, asked questions, clicked links). Demio tracks these for webinars, so you can see if people stayed engaged throughout or dropped off early.
  
  
• Lead conversions
  What qualifies as a conversion depends on your goals—whether that’s capturing new leads, moving existing ones further down the funnel, or driving direct sales. So your KPI could be form fills on a gated video, webinar registrations, or in-video CTAs driving clicks to your product page.

💡 Extra insight: Demio allows you to embed custom ‘Featured Actions’ directly into webinars, giving you clear conversion data tied directly to the content.

• Pipeline contribution
  Ultimately, you want to know if your videos are helping create or influence deals. This requires connecting your video engagement data to your CRM, so you can attribute pipeline and revenue back to specific video touchpoints. For example, Demio’s integrations with platforms like HubSpot and Marketo make it easy to tie engagement to leads and sales.

Practical tips for creating high-performing B2B videos

Creating effective B2B videos requires strategic planning and the right tools. Here are four tips to ensure your videos resonate with your target audience:

1. Define your ideal customer profile (ICP)
   Clearly identify the characteristics of your best-fit customers, including industry, job role, company size, and challenges they face. This targeted approach ensures your video content creation addresses specific needs and appeals directly to high-potential leads.

💡 Pro tip: Use Reach by Banzai to identify and engage your ICP from a database of over 379M verified contacts.

2. Hook early
   Capture attention within the first few seconds by addressing a clear pain point or posing a thought-provoking question. For example, start with compelling insights or statistics that set up further exploration for your presentation or discussion.
   
   
3. Focus on clarity
   Ensure your message is straightforward and free of jargon. Using tools like OpenReel, you can produce polished, professional videos with remote teams, maintaining high-quality visuals and sound that reflect your brand.
   
   
4. Include a clear CTA in every video
   Guide viewers on the next steps, whether it's scheduling a demo, downloading a resource, or signing up for a newsletter. For example, use embedded CTAs directly within your webinars to drive engaged viewers toward further interaction with your brand.

How B2B video marketing fuels engagement and sales

B2B video marketing tools are a key driver of engagement, trust, and conversions. By aligning video content with the buyer’s journey, you can provide value at every stage, from brand storytelling and product demos to case studies and educational webinars. 

The most effective strategies focus on clarity, relevance, and interactivity, ensuring that videos hold attention and drive action.

Using the right formats and distribution channels maximizes impact, while tracking key performance metrics helps refine content for better results. Webinars, in particular, stand out as a powerful tool for lead generation and nurturing because they combine education, engagement, and direct interaction.

Also, with the right tools—as we’ve seen—you can create evergreen content in the form of automated and on-demand videos that still allow for audience participation via chat, polls, and other powerful engagement features that drive both interaction and data-based insights into your ICP.