Video content is now a must-have for B2B marketing. It builds trust, delivers your message with impact, and taps into proven psychology to move buyers through the sales journey. This guide covers why video works, how to use it strategically, and practical steps to get started.
Why is video content so effective in B2B marketing?
Video content isn’t just for cat videos and TikTok dances anymore—it’s become the MVP of B2B marketing. If you’ve been thinking, “Video? That’s more of a B2C thing,” it’s time to rethink your strategy. Today’s professional clients don’t just want to know what you do—they want to feel why it matters. That’s where video comes in.
At RB Consulting Agency, we know that EQ + Strategy = Sales, and video is the perfect medium to bring emotional intelligence and strategic storytelling to life. Let’s explore why video is the future of B2B marketing, share some under-the-radar best practices, and (for the psychology buffs out there) connect it all to Dr. Robert Cialdini’s principles of influence and persuasion.
Let’s start with some data to make the case:
95% of B2B buyers say video plays an essential role in moving them through the buyer’s journey. (HubSpot)
Video marketers see 49% faster revenue growth than non-video users. (Vidyard)
73% of B2B decision-makers say they prefer to watch a short video to learn about a product or service over reading text. (Wyzowl)
But why is video so effective? Simple: it’s personal, memorable, and emotional. It blends storytelling, visuals, and tone of voice to build trust and connect with your audience on a human level—something PowerPoint decks and long-form emails can’t quite deliver.
How do Cialdini's principles of influence enhance video marketing?
For those unfamiliar, Dr. Robert Cialdini is a psychologist and the author of Influence: The Psychology of Persuasion, which outlines principles that drive human behavior. Here’s how video can tap into these principles to create maximum impact:
Reciprocity: Provide valuable content (like how-to guides or insider tips) to create a sense of obligation. When you give first, your audience is more likely to engage.
Commitment and Consistency: Use video to reinforce your brand’s message and values consistently, building trust over time.
Social Proof: Feature client testimonials or case studies in video form. Seeing others’ success makes your audience believe they can achieve the same.
Authority: Establish credibility by showcasing thought leadership through expert interviews or behind-the-scenes looks at your process.
Liking: Be authentic. Show the faces and personalities behind your brand. People buy from people they like.
Scarcity: Use video to create urgency for limited-time offers or exclusive insights. FOMO is real—even in B2B.
What are the best practices for creating compelling B2B videos?
Here’s the fun part: making videos that resonate with professional clients without feeling like another boring webinar.
Lead with Emotion, Back It Up with Data People buy with emotion and justify with logic. Start your video with a compelling story or a relatable problem, then back it up with hard-hitting stats to seal the deal. Example: Instead of launching into a product demo, share how your solution helped a client overcome a major challenge, then show the numbers to prove it.
Keep It Short and Sweet The sweet spot for B2B videos? 60-90 seconds. Busy professionals don’t have time for fluff, so get to the point quickly while keeping it engaging. Pro Tip: For longer content like webinars, create bite-sized highlights to share on social media and in e-news.
Optimize for Silent Viewing Up to 85% of videos on LinkedIn are watched without sound. Use captions, bold headlines, and strong visuals to make your message clear even on mute.
Showcase the Humans Behind Your Brand Videos that feature real people—whether it’s your team or happy clients—build trust faster. Authenticity is key, so ditch the stock footage and keep it real. Example: A “day in the life” of your team or a behind-the-scenes look at your process can make your brand more relatable.
Leverage Personalized Video One-size-fits-all doesn’t cut it anymore. Use tools like Vidyard or Loom to create personalized videos for high-value prospects. Mention their name, reference their business, and address their specific needs—it’s a game-changer.
Include a Clear Call to Action (CTA) Every video needs a purpose. Whether it’s scheduling a demo, downloading a guide, or attending an event, make your CTA clear, actionable, and easy to follow. Pro Tip: Use on-screen graphics or clickable links to make the next step effortless.
Don’t Skip the Analytics Your job doesn’t end after hitting “publish.” Track metrics like watch time, engagement rates, and click-throughs to see what’s resonating and refine your strategy.
How does video connect emotional intelligence with strategy?
Here’s where the magic happens: Video marketing combines emotional intelligence with strategy. It lets you:
Empathize with your audience by addressing their challenges, goals and dreams visually and emotionally.
Strategically guide them through the buyer’s journey with tailored messaging at each stage.
Build stronger relationships by showing your brand’s human side, making it easier to establish trust.
How can you start using video in your B2B marketing?
Create a 60-second video introducing your team or sharing a client success story.
Use captions and visuals to make your content engaging, even without sound.
Track the performance of your video to see what resonates—and keep improving.
Video isn’t just the future of B2B marketing—it’s the now. At RB Consulting Agency, we’re here to help you create business development and content strategies that not only capture attention but also drive results.
Let’s talk about how we can bring your story to life, one video at a time.
What’s your favorite use of video in B2B marketing? Share your thoughts—we’d love to hear them! 🎥
If you’re ready to create personalized, human-centered connections that build trust, foster loyalty, and drive growth, we’re here to help.
"Video brings your B2B brand to life, helping you connect, persuade, and sell with authenticity and strategy."
— RB Consulting Agency
Frequently Asked Questions
Why is video content important for B2B marketing?
Video content builds trust, delivers complex messages quickly, and connects with decision-makers on a personal level, making it a powerful tool for B2B marketing.
How long should a B2B marketing video be?
The ideal length for most B2B videos is 60-90 seconds. Short, focused videos are more likely to keep busy professionals engaged.
What types of videos work best for B2B audiences?
Case studies, client testimonials, explainer videos, and behind-the-scenes content are especially effective for B2B audiences.
How can I measure the success of my B2B video content?
Track metrics like watch time, engagement rates, click-throughs, and conversions to understand what’s working and where to improve.
Do I need expensive equipment to create effective B2B videos?
No. Many impactful B2B videos are shot with smartphones or basic cameras. Focus on clear messaging, authenticity, and good lighting.
How can I make my B2B videos stand out?
Showcase real people, personalize your message, and use storytelling to connect emotionally with your audience.
What’s the first step to start using video in B2B marketing?
Start small by creating a short introduction or client story video. Use captions, track performance, and build from there.
Rebecca Bormann
About the Author
Rebecca Bormann is the Founder and CEO of RB Consulting Agency, a strategic marketing and business development firm that empowers organizations to clarify their brand, elevate visibility, and accelerate growth.
With over 20 years of leadership experience in sales and marketing, Rebecca blends emotional intelligence with data-driven strategy to help clients connect authentically with their audiences, align marketing and business objectives, and build sustainable pipelines for growth.
Under her leadership, RB Consulting serves clients across Indiana and nationwide in sectors including technology, professional services, healthcare, education, retail, and nonprofit. Guided by its core philosophy—People First. Strategy Always. Success Together.—the agency is recognized for its people-centered, data-informed approach that transforms brand presence into measurable business results.
Rebecca’s leadership and impact have earned numerous honors, including 2025 NAWBO Women Business Owner of the Year, Indianapolis Business Journal’s Women of Influence (2022), Hope Magazine’s Hope 25 Honoree (2022), AOTMP® Insights Women in Tech DEI Advocate (2022), and Junior Achievement’s Indy’s Best & Brightest Finalist (2020, 2021).
She holds Executive Education Certificates in Business Strategy, Financial Management, and Marketing & Sales from Indiana University’s Kelley School of Business, along with a Bachelor’s Degree in Management and a Certificate in Communications from Indiana Wesleyan University.
RB Consulting Agency is certified as both a Women Business Enterprise (CWBE) by NAWBO and a Women-Owned Business (WBE) by the Indiana Department of Administration.
