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The 3 Marketing Videos Every B2B Business Needs

As a B2B marketer, you face the challenge of not just engaging but also educating and informing your prospective customers. Since different prospects have different preferences for how they learn about your products or services, creating a wide variety of content in different formats helps to ensure that you have something to offer everyone. One of the most effective formats for engaging and educating prospects is online video. But what kinds of online videos work best for B2B companies? Here are three top options.

  1. How-to/Demonstration Videos

Demonstration videos help your prospects get over the hump of envisioning how your product or service will fit into their business. Let’s face it: No B2B buyer wants to take a chance on purchasing something that turns out to be the wrong decision. If a buyer can see your product in action, he or she can better envision how well it will fit into that company’s needs. Videos are also a great way for decision-makers to share information with each other and overcome objections that may arise.

There are all kinds of ways you can use demonstration videos. For example, if you make a tool from manufacturing assembly lines, you could show how easy it is to install and how quickly it works. If you sell software to businesses, create an introductory demo video that shows how to set up the product into some basic tasks. A good demonstration video can serve more than one purpose: It can be a sales tool and also a support tool that customers can refer to later on.

  1. Webinars

If your biggest marketing goal is to promote your business as an expert resource and thought leader, webinars are a great way to go. Survey your target market or follow them on social media to get a sense of what their biggest challenges and problems are. What do they must want to know? Create webinars to answer those questions and help them overcome their challenges, while also subtly positioning your business as the expert that can help them.

Consider involving a complementary business in your webinar so you can both benefit from each other’s customer base. You can save time on content creation and expand the audience for your webinars by repurposing your webinars into ebooks, white papers or Slideshare presentations, or vice versa.

  1. Testimonial Videos

Social media is becoming increasingly important as a marketing tool for B2B companies. Consumers have always turned to social word-of-mouth for purchasing recommendations and reviews; now B2B buyers are beginning to do the same. Recording short testimonial videos with your customers can enhance your business’s credibility. Share them on your social networks as well as spotlighting them on your business’s website.

Testimonial videos don’t have to be long — in fact, it’s better if they’re not. Try developing a series of testimonial videos, each highlighting a different benefit of your product or service for customers. Or, if you have different product lines or niche markets, develop a specific testimonial video for each specific product and niche.

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Author information

Maria Valdez Haubrich

Maria Valdez Haubrich is Chief Liaison Officer of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses. Visit her company’s blog at