This could be a one-sentence blog. “95% of B2B buyers now consider video essential to their decision-making process.”
That alone is enough to know video has to be part of your overall strategy.
The reality is that your potential buyers are making massive purchasing decisions based on the videos they watch. And with 91% of businesses already using video in their marketing strategies, you not only have to market with video, you have to create content that connects with your audience and sets your brand apart just to compete.
That means finding messaging that resonates, meeting your buyers where they are, and leveraging different types of video for each stage of your marketing funnel to stay relevant and top-of-mind throughout the journey.
If you aren’t using video, that sounds pretty daunting. But the good news is – video drives real results.
- Websites with videos see a 157% increase in organic traffic
- Emails with videos get 26% higher reply rates
- Sales reps get 20% better close rates when using video
- 87% of marketers say video helped generate leads and directly led to increased sales
That’s because video crushes communication challenges. If you aren’t using it, consider that it’s pretty likely that your competitors are.
The shift in B2B buyer behavior in 2025
The B2B marketing game has changed. Those neat, linear processes where marketing sends pre-qualified leads to sales? Increasingly obsolete as buyer behavior shifts dramatically.
Why traditional content is losing impact
The conventional B2B demand generation playbook isn’t sticking. PDFs, whitepapers, static decks, text-heavy landing pages, and emails are falling flat with B2B buyers. Static content just doesn’t fit with how today’s businesses research information about potential purchases. Buyers have grown numb to free eBooks, repetitive nurturing emails, and social posts. It’s likely a combo of an increase in quantity, decrease in quality, (and both causing limited availability of time and attention span).
The rise of self-serve research
B2B buyers (being largely Millennials and Gen Z) prefer to research independently before engaging with sales. Nearly 100% of those polled said they prefer to do their own research and manage the buying process independently. To take it one step further, 75% of buyers prefer a rep-free sales experience.
That’s where video shines. It’s highly searchable, easily consumable, and delivers info in a way that captures attention + is 80% easier to retain. Repeat of the main stat: 95% of buyers rely on videos to research the products and services they’re interested in.
Why video is essential across the B2B funnel
You likely customize your content to meet the needs of your audience’s awareness and interest. Short intros at the awareness stage, longer details to seal the deal at the decision stage. Video is no different. When customized, it’s a powerhouse at every stage of the funnel. It connects in a way that can seamlessly guide your prospects through each stage of their journey, from first discovery to decision to buy.
Let’s run through the quick “what, where, and why” of videos in the funnel, and then we’ll dive a little deeper into the best-performing video types for B2B businesses.
Top-of-Funnel: Discovery + Value
Quick, snack-size videos that grab attention. Think 30-second teasers, social clips, and short explainers that quickly address pain points for your broadest audience. These videos should spark curiosity and answer the buyer’s first question: “Why should I care?” They introduce your brand, frame the problem, and deliver an immediate “aha” so prospects keep digging instead of bouncing.
Mid-Funnel: Evaluation + Trust
Here’s where longer explainer videos, customer stories, short product demos, and thought leadership videos do the heavy lifting. They unpack features, share real-world wins, garner trust, and let prospects visualize what your product or service will do for them, turning casual interest into genuine consideration (while positioning your team as the obvious experts).
Bottom-of-Funnel: Details + Confidence
Long product walkthroughs, FAQ videos, culture videos, and case studies seal the deal. These videos tackle final objections, highlight measurable outcomes, and share the people behind the product to boost buyer confidence and give decision-makers the clarity they need to hit “approve”.
Best Converting B2B Video Types
B2B marketing is a different beast. B2B marketers often need to factor in super-specific ICPs, complex decision-making processes, simplifying complicated information, lengthy sales cycles, and high-ticket transactions. Likewise, successful B2B video marketing needs to reflect the same considerations.
Below are the videos that consistently convert in B2B campaigns.
Explainer Videos
These are your workhorses. A few minutes of pure clarity that turn complex offerings into “oh, I get it” (and “oh, I need it!”) moments. Explainer videos eliminate confusion, address pain points, and highlight the value of your offering. The best explainers don’t just explain what you do – they show why it matters to the viewer. Use them everywhere, from your homepage to social media and sales pitches. They’re extremely versatile and pack a high ROI.
Customer Testimonials
Trust is one of the most pivotal factors for conversions. 72% of consumers say testimonials make them trust a company more, and that trust drives a 74% increase in purchasing. That’s because viewers want to hear opinions and results from real people. Authentic experiences always carry more weight than marketing claims, so let your customers tell your story – they are your best advocate and means of garnering trust with your audience.
Case Studies
Think of these as testimonials with receipts. A case study video walks viewers through the problem, solution, and measurable outcome from a real user. These go beyond trust building; they give decision-makers the data they need to truly envision results and justify the investment. Where a testimonial focuses on the process and relationship, a case study is laser-focused on tangible results and the metrics to prove it.
Product Demos
Walk your prospect through the highlights of your product. When potential buyers can see your solution in action, guesswork disappears. Product demos used to close deals focus on ease of use, distinguishing features, and, most importantly, how to use your product or service to solve problems and simplify solutions. Product demos can also be used for onboarding, helping new clients set up and start on their own time (and saving your team service hours). These demos can include detailed training, FAQ, and troubleshooting.
Thought Leadership Videos
Position yourself as the expert, not the vendor. Whether it’s interviews, social shorts, or panel discussions, thought leadership videos help ensure that prospects are investing in more than just a product or service; they’re investing in experience, expertise, and cutting-edge solutions.
Webinars deserve special mention here. They filter for serious prospects – attendees show stronger commitment than casual content consumers.
Getting Past Video Roadblocks
Getting started with video can conjure a lot of roadblocks. Working with experts can generally make quick work of tackling them, but if you’re starting internally, here are some suggestions for the most common objections.
“We don’t have budget.” Start small: repurpose existing footage, create simple screen-share demos, or record thought-leadership clips with a decent webcam and solid lighting. Pro video can be costly, but a reputable production company can offer a range of budget options. Work directly with a B2B production company to avoid agency overhead.
“We don’t have time.” Batch your shoots. Capture multiple assets – demo, testimonial, micro-social cuts – in a single production day to feed every stage of the funnel for months.
“We don’t know where to start.” Start with a solid messaging plan. Map out exactly what your audience needs to hear based on where they are in the marketing funnel. Understanding the questions and objections your sales team fields the most can be a good place to start.
“We can’t prove ROI.” Attribution for video marketing isn’t as simple as sales dollars. The key is to tie each video to a clear goal like site traffic, demo requests, pipeline velocity, or CTA clicks, and measure how they help push prospects through a distinct journey (tweaking as you go). With clear KPIs, it’s easy to see the value in real numbers.
The Bottom Line
B2B buyers expect video at every touchpoint, and the brands that deliver win the deal. Start with one high-impact format, align it with your funnel, measure results, and build from there. As buyer behavior continues to evolve, relying more heavily on self-research, social proof, and expertise over sales pitches, video will continue to be the must-have marketing medium that moves deals forward.
