Lights, camera, conversions! In the fast-paced world of B2B marketing, video has emerged as the superhero that captures attention and drives results. But how can you harness the full power of video marketing to capture the attention of your audience?

In this article, we turn to Next Level Marketing’s Carl to take us on a journey through the seven essential steps of B2B video marketing: problem identification, getting known, speaking your values, understanding demand, being topical, and repurposing and combining content.

By following these seven key things, we’ll be able to create successful marketing videos.

Key Takeaways

  • Identify the problem that your business or service solves and create videos that help your customers understand it.
  • Get known by creating product videos, explainer videos, demos, and other types of videos that showcase your unique value proposition.
  • Speak your values by being authentic and showing your perspective to potential customers.

Identifying the Problem

When creating B2B marketing videos, the first thing you need to think about is what problem your business or service solves, and how you can get your customers to understand that problem. You want to create videos that help your customers know what the problem is all about and how you can potentially solve it down the road.

Example of Problem Identification

In the supply chain industry, there are industry reports on cold chains where cargo shipment requires maintaining a certain temperature while being transported, especially for goods like food. To help solve this problem, you can create video interviews with experts who conducted the study and promote them on your social channels. The focus should be on making sure your target audience is aware of the problem and how you can potentially solve it.

By identifying the problem, you can create videos that are tailored to your customers’ needs. Through your videos, you can show your customers that you understand their problems and can provide solutions. In the process, you build trust and credibility with your audience.

Getting Known

In B2B video marketing, getting known is crucial for the success of your business. You need to make sure that people understand and know about the products and services that you provide, your unique value propositions, and the key features that differentiate you from your competitors. 

Types of Videos

There are several types of videos that you can consider in this category, including:

  • Product Videos: These videos showcase your products and services, highlighting their features and benefits. They are great for introducing your products to potential customers and building interest in them.

  • Explainer Videos: These videos explain complex concepts or processes in a simple and engaging way. They are perfect for educating your audience about your products or services.

  • Demos: These videos show your products and services in action, demonstrating how they work and what they can do. They are great for building confidence in your products and services and convincing potential customers to make a purchase.

When creating these videos, focus on the value that your products and services can provide to your customers. Highlight the benefits of your products and services, and how they can solve your customers’ problems.

You can use customer testimonials or case studies to make your videos more effective. These can help build trust in your brand and demonstrate the real-world benefits of your products and services.

Speaking Your Values

When creating marketing videos, think about how you can showcase your company’s values. According to the 2020 Edelman Trust Barometer report, company brands are considered the most ethical and competent, ahead of governments, media, and even NGOs. This means that it’s more important than ever to show your perspective and potential customers your values.


One way to showcase your company’s values is by being authentic in your videos. Put down that script and focus on information points instead. Breaking your pieces into segments can help you avoid memorizing everything or using a teleprompter. People want to connect with people, not faceless corporations. You want to try to humanize your brand and make it relatable to viewers.

Behind-the-Scenes Footage

Another way to showcase your values is by showing some behind-the-scenes footage of your organization. This can help potential customers get a sense of your company’s culture and what it’s like to work with you. Creating a mini-documentary about your founders or how your company was founded can also be a great way to showcase your values.

Employee Testimonials

Finally, consider having your employees tell and show people the experience they have of the culture of your organization. This can help demonstrate your company’s values in action and give potential customers an idea of what it’s like to work with you. Authenticity is key, so make sure your employees are speaking from the heart and not just reciting a script.

By showcasing your company’s values in your B2B marketing videos, you can help potential customers connect with your brand and understand what sets you apart from your competitors. Being authentic, showing behind-the-scenes footage, and featuring employee testimonials are all effective ways to showcase your values and build trust with viewers.

Understanding Demand

When it comes to B2B marketing videos, it’s important to understand the difference between creating demand and capturing demand. Capturing demand involves tactics like SEO, paid search, and lead generation while creating demand is about getting people to know you, your products or services, and how you can help solve their problem.

Educational Videos for Creating Demand

One way to create demand is through educational videos. These videos can include how-to’s, interviews with experts, and the key features of your product or service. By providing valuable information to your audience, you can establish yourself as a thought leader in your industry and build trust with potential customers.

Case Studies and Testimonials for Capturing Demand

Capturing demand, on the other hand, is about providing social proof and showing potential customers how your product or service has helped others. Case studies and testimonials are great ways to do this. By highlighting specific examples of how your product or service has solved a problem for a customer, you can demonstrate the value of what you have to offer.

Remember, when creating B2B marketing videos, it’s important to consider both creating and capturing demand. By using a mix of educational videos and case studies/testimonials, you can establish yourself as a thought leader in your industry while also providing social proof to potential customers.

Being Topical

When it comes to B2B marketing videos, being topical can help you connect with your audience on a deeper level. By creating videos that align with key dates and events, you can show your customers that you’re aware of what’s happening in the world around them and that you care about the same things they do.

Here are some examples of key dates and events you might consider:

Examples of Key Dates and Events

Giving Season

If your company is involved in corporate giving or philanthropy, giving season is a great time to create videos that showcase your connection to the industry and your broader market. Whether you’re highlighting your own charitable efforts or promoting a cause that’s important to your customers, giving season videos can help you build goodwill and establish your brand as a positive force in the world.

Disaster Season

Natural disasters can have a profound impact on people and communities, and they often create opportunities for companies to step up and provide support. If your company is involved in disaster relief or recovery efforts, creating videos that showcase your work can help you build trust and establish your brand as a caring and compassionate organization.

Black History Month

Black History Month is a time to celebrate the contributions of African Americans to our society and culture. If your company is committed to diversity and inclusion, creating videos that highlight this important month can help you connect with your customers and show them that you’re committed to creating a more just and equitable world.

Martin Luther King Day

Martin Luther King Day is a time to reflect on the legacy of one of America’s greatest civil rights leaders. If your company is committed to social justice and equality, creating videos that honor Dr. King’s memory and highlight the work you’re doing to create a more just society can help you build credibility.

Other Key Dates and Events

Of course, there are many other key dates and events you might consider when creating topical B2B marketing videos. Whether you’re highlighting your company’s involvement in a local festival or showcasing your support for a particular cause, the key is to create videos that resonate with your audience and show them that you’re engaged with the world around them.

Repurposing and Combining Content

After you’ve created videos, it’s important to not let your hard work go to waste. Repurposing and combining content is a great way to maximize the reach of your videos and get the most out of your investment.

One way to repurpose your videos is to cut them into micro-videos and schedule them for posting in the coming weeks or months. This way, you can continue to promote your video content without having to create new videos every time. Having shorter versions of your videos can also make it easier for your employees and brand advocates to share them on their own social channels.

Another idea for repurposing content is to take your old ebooks and guides and combine them into a toolkit. You can then use video to promote this toolkit and provide valuable information to your audience. By repurposing your content in this way, you can create a cohesive marketing strategy that reaches a wider audience.

When planning your next marketing video, it’s important to think about all the ways you can repurpose and combine your content. By doing so, you can maximize your reach and get the most out of your investment.