When creating a video for B2B marketing, it’s tempting to overstuff it with ideas. After all, it’s natural to want to showcase all of the amazing things that your brand has to offer. However, a video must also have a simple purpose. If you can’t define the purpose of your video in a single sentence, then it’s probably too complex. The purpose of your video could be something as simple as:

  • Raising awareness for your brand
  • Making a sale
  • Educating others about your industry
  • Positioning yourself as an industry leader
  • And much more!

Whatever your purpose, defining it up front will make it easier to develop video ideas and fulfill the purpose. It also keeps the content focused, thereby making it much more effective for the viewer since they’re being hit with the same message multiple times throughout the video.


There are endless possibilities when it comes to video format. From animation to voiceover to something formal to something completely creative, there are countless ways to get your message across. Because you already have a single purpose for the video, it’ll be easier to pick the video format that best fits that purpose. For instance, if your purpose is to position yourself as a thought leader in your industry, then you might want to stick to something more corporate or serious feeling instead of creative. Again, there is no right or wrong when it comes to video format, but some will feel more natural to use depending on the overarching goal of the video campaign.


Developing your voice or the voice of your brand isn’t as difficult as it sounds. Simply be yourself! The problem is that too many brands look at their competitors for ideas or inspiration and end up sounding too much like the source material. Instead, look for inspiration and then figure out ways to make your content unique and completely different. This will help your video marketing efforts truly stand out from the others. The last thing you want happening is to invest in video marketing only for the video to look like every other video that’s already been created.


If you send the video directly to perspective B2B clients, then be sure to follow up in a few days and kindly ask if they’ve had a chance to watch the video. In other words, use the video to begin the conversation, and then be pro-active about helping nurture the prospective client into a sale.

On the other hand, if you upload the video onto YouTube and are just letting people find it on their own accord, then be sure to include contact information in the description of the video. This ensures that people who want to learn more about you and your brand have the opportunity to do so!