4 Types of B2B Marketing Videos & How to Use Them

When prospects research what product or service will solve their problem, they’re met with a flood of content. Social posts, e-books, blogs, web pages, and guides extolling the benefits of their solutions jockey for clicks, eyeballs, and, hopefully, conversions.

For prospects, the glut of information can feel like a wall of noise. For B2B businesses, breaking through that wall of noise can feel like trying to roll a boulder up a hill.

If your business is struggling to capture attention and engage with prospects, well-crafted videos – grounded in your brand story and part of a broader marketing strategy – can hook prospects and convince them to invest their time engaging with your social posts, e-books, blogs, guides, and web pages.

Here’s how to get started and what you need to do to create an impactful video.

Types of B2B Marketing Videos

The world of video marketing can seem overwhelming. Countless agencies are selling a dizzying variety of videos, which can leave the average business with a paralyzing list of questions. Live action or animation? Big studio or freelancer? Short-form or long? Horizontal or vertical? Do we need actors? A voiceover? An original score? Quentin Tarantino? Should we just skip the work and use AI?

We’ll let you in on a secret: none of those ingredients really matter if your brand storytelling doesn’t resonate with prospects. If your video isn’t doesn’t clearly and artfully articulate the problems you solve and the value that has for your customers, it doesn’t matter whether you bring in A-list actors or if Wes Anderson directs it – your video is all but destined to flop.

Instead of over-emphasizing products and services, features and benefits, the focus should remain on brand storytelling that recognizes your prospects as the hero of their story and your role as their guide. Here are the four types of videos that are the perfect vehicle for this type of narrative building.

1. Brand Storytelling Video

If your business is new to the medium, start with a brand story video. A brand story video defines what your business does and how it solves your prospects’ problems. Brand videos help you build a personal connection with viewers – and give them insight into your company’s personality and values.

2. Explainer Video

Explainer videos make hard-to-understand processes, services and products easy to digest. If your business fields the same questions about how one of your offerings works, an explainer video can provide a bite-sized, visual answer. This type of video gives prospects the foundational knowledge necessary to engage meaningfully with mid/ bottom-funnel content.

3. Product or Service Video

Videos that promote products and services are ubiquitous, but most fall flat because they emphasize the wrong thing. Typically, these videos focus exclusively on why the product or service being sold is the best and greatest. Unfortunately for those videos, prospects don’t care about why Superior Sprockets thinks their sprockets are superior – they care about how Superior’s sprockets will solve their problems. (Sensing a theme?)

To make a product or service video that moves prospects to take the next step, focus on their challenges, and follow with what you offer.

4. Case Study Video

Case study videos establish your business’s legitimacy and build trust with prospects. These videos quickly convey both your impact and how you can drive similar results for your prospects.

Start Building Your Video Library Today

A well-executed video can communicate your business’s value, capture attention, boost brand awareness, and act as a 24/7 sales tool. If you’re ready to start building your video library, Innovaxis can help – and you don’t need to spend $30,000 per video as the corporate video houses would very much like to charge you.

Our team creates high-impact videos – including the ones presented above – that deliver on both substance and style. Created as part of a holistic marketing strategy, our brand story and content marketing videos are rooted in a deep understanding of our clients. Before starting a script or pulling video assets, we conduct a brand story workshop that helps us unearth the problems you help your prospects solve. We then leverage that information to craft a compelling narrative that serves as the throughline of every video and piece of written content we create.

This strategy and content-led approach results in videos that differentiate you from your competition and convert prospects into customers.