B2B audiences are unique in that (1) the revenue per transaction is much higher than in B2C sales, (2) there are usually multiple people involved in the decision making process and (3) the sales cycle is typically longer. What is NOT unique about B2B audiences is the desire to connect and to look through authentic windows into the personality of a company. In this way, the core objectives and strategy of B2B video production mirror those designed for consumer audiences.
Video continues to rise in value as a powerful tool for B2B marketers. For starters, most executives would prefer to watch a video rather than read text. Also, while some members of the purchasing team will want to see product or service statistics and details, the majority will prefer to get a high-level view of your company and whether your values align with the way they do business. The majority will base their decision, not simply on a list of features and pricing but on emotional feel. Video is the perfect medium for that.
Video allows you to peel back the curtain and visually explain your brand and your approach to delivering a solution. It allows your audience to see and hear directly from your executives and key stakeholders. It allows them to see your facilities, your product, your people and even other successful clients.
Considerations For a B2B Video
Go beyond the interview
Traditionally, B2B videos feature a handful of executive interviews and b-roll. While those might still be key ingredients, it is vital that the video is creative and modern and does not put your audience to sleep. That means finding creative ways to tell your story. In the initial creative planning we can suggest ways to do that for your video. It might mean finding a story to tell or a narrative to reenact or reproduce. Or it might mean finding a visually interesting way to stage an interview.
In one recent project, we were filming a B2B company video for a financial services company that had very little in the way of interesting activity. Even though their platform handled billions of dollars every day, the office we were in was just a couple hundred people in a fairly basic office. So we decided to take the CEO out for a walk on the streets of New York City and shot in slow motion. We combined that with him telling the story of how the company first started. As he tells the story, the midday sun passes through skyscrapers as he hurries past yellow taxi cabs and busy streets. It was fairly simple, but it allowed us to get out of the stale office and use the city backdrop as a metaphor for the hectic business world they operate in. Sure, we also mixed in shots of the office and traditional interviews but simply having a creative way to open the video vastly increased the engagement.
Leverage the video investment by having one shoot with many videos
Instead of thinking of it as a single video that needs to be produced, think of it more along the lines of a campaign. While considering the creative, scripts and storyboards for a video we can assist you in designing it so that you can get as many assets as possible. The idea is to have one video shoot, but produce multiple edits, each tailored to different roles of the purchasing team, different points of the sales funnel and/or different aspects of your solution.
Another important way to tailor your videos is to consider where they will be watched. A version can be created for each trade show and the audience there. Or separate versions can be created for different social media platforms depending on the audience and the way they are viewed.
Think deeply about the process of video production
When B2B marketing managers think of producing a video, often it conjures images of the shoot day with camera and crew and the conference room decked out in lighting gear. However, we have learned that the most important part of video production is not the camera and lights. It is the process. It is critical that, as a marketing manager, you understand the entire process so that you can ensure that when it does come time to turn the camera on, the right video is being created.
This begins with recognizing that usually multiple stakeholders will be involved in providing feedback and controlling the final edit. Too often these stakeholders are not actively involved from the beginning. They might sign-off on the overall concept, but not the details. Since video is a very abstract medium until an actual edit is delivered, assumptions are often made. What one executive is picturing in their minds can be very different from what another is picturing. And so, in many cases, there is ultimately an internal debate in the later stages of production about messaging, style, who is featured, etc.
That is why we have a very structured process for developing the creative and throughout pre-production. It is critical that the marketing manager understands who in their organization will want to share feedback once an edit is delivered. It is then important to involve them in the initial conversations about the video. We can then consider the input of the entire team and create a script that will meet everyone’s wishlist.
Types of Video For B2B Audiences:
Client Success Stories/
The majority of videos we make are client success stories and case studies. That is because more and more brands are realizing the power of telling authentic client stories as a way to drive home their marketing claims.Learn More
Customers want to know more than just what you offer. They want to know what makes you tick and what makes you unique. Company overview videos highlight the values and aspirations you share with your audience.Learn More
Events are a major investment for brands. Leverage that investment by doing more than offering a stale montage event video. That means finding storylines surrounding your event that will take your audience on a journey, with your event as the backdrop.Learn More
Related Services We Offer
Story Research & Development
Script Writing &