B2B Video Marketing: No More Excuses

Not long ago, adding video to a B2B marketing strategy still seemed optional. “Our clients aren’t on TikTok,” “That’s for influencers, not engineers,” “We don’t have the budget”. These objections come up again and again. But in 2025, they no longer hold water. B2B video marketing is no longer a nice-to-have; it’s a necessity.

Not because video is trendy. Because it works.

Why Video Marketing Has Become Essential in B2B

B2B marketers deal with complex offers, long buying cycles, and multiple decision-makers. In this context, video marketing helps clarify messages, build trust, and speed up decisions. It solves problems that traditional formats often struggle with.

And the numbers are clear:

• 8 out of 10 B2B buyers watch videos during their buying journey
• 66% say they’re more likely to consider a product after watching a relevant video
• 93% of decision-makers want to see video content from a trusted brand before engaging further

In short, if your clients want more qualified leads, stronger brand credibility, or a shorter sales cycle, video marketing is the tool to activate now.

Video Isn’t Just a Format. It’s a Strategic Lever

Too often, video is treated like a side tactic, something to do “when there’s time.” The result? A single LinkedIn clip, and then silence. That’s a missed opportunity, because when used strategically, video supports the most critical B2B marketing goals:

• It builds confidence in uncertain contexts
• It simplifies technical offers
• It humanizes brands that may otherwise feel interchangeable
• It moves buyers from curiosity to action

But for this to work, we need to drop outdated approaches — the 3-minute corporate video with drone shots and inspirational music just doesn’t convert anymore.

What Works Today: Short, Mobile-Friendly, Expert-Led

The most effective B2B video format today is crystal clear: short content, optimized for mobile, led by a credible expert.

• 73% of B2B decision-makers consume video on mobile
• Videos under 60 seconds offer the highest ROI
• Experts (internal staff, clients, or partners) are the most trusted messengers

A cybersecurity expert can explain in 45 seconds why two-factor authentication is no longer enough. A satisfied client can show off their favorite dashboard feature in a minute. A well-scripted, authentic demo will often outperform a $10,000 polished production.

B2B Video Marketing Isn’t “Just for LinkedIn”

Many companies try video once, post it on LinkedIn, and are disappointed by the results. That’s what happens when there’s no strategy behind the content. Effective B2B video marketing supports every stage of the buying journey:

• On a landing page, to showcase a feature
• In a newsletter, to re-engage a lead
• As part of a proposal, to humanize the offer
• Within a nurturing sequence
• And yes, on LinkedIn with a solid editorial strategy

The reuse potential is enormous. One video can power multiple touchpoints.

No, You Don’t Need to “Be on TikTok” to Do B2B Video

You don’t need flashy effects or dances to succeed in B2B video. What works for Salesforce, IBM, or Shopify isn’t about platforms; it’s about being useful, concise, credible, and human. A well-thought-out video shot on a phone can generate more engagement than an overproduced one, as long as the message is sharp. It’s about substance, not show.

Video Doesn’t Replace Your Content. It Elevates It

B2B video marketing doesn’t replace your existing efforts. It amplifies them, makes them more accessible, and helps your value proposition come to life. It’s not about telling your story, it’s about showing it.

So no, the real question isn’t “Should we invest in video?”. It’s “What are we waiting for?”.

At Bang Marketing, we help B2B companies do video differently with agile formats, a smart strategy, and messages that truly resonate with decision-makers. Whether you’re starting your first project or building a long-term video ecosystem, we’re here to help.

Let’s talk about your ideas!