60-Second Summary
B2B buyers want fast, clear, and shareable content—video delivers all three and helps secure internal buy-in across multi-person buying committees. Below are concise takeaways and tactics to turn video from noise into pipeline-driving motion.
Key takeaway: Video is a must-have for B2B—when matched to funnel stage it shortens buy-in, increases engagement, and drives conversions across distributed decision-makers.
Standout strategies and tactics: Use short, attention-earning clips for mid-funnel, longer explainers or case studies for engaged prospects, repurpose long-form content into videos, and focus on outcomes over features.
Real-world lessons: Learn from examples—Hootsuite used creative self-deprecation to remove objections, Salesforce highlighted a client story to prove impact, and Leadfeeder turned a 2,000+ word guide into a 1–2 minute explainer to increase reach.
Practical framework: Map video length and format to funnel stage, measure views and conversion impact, choose platforms that fit buyer personas (e.g., Vidyard, Leadfeeder), and iterate using short tests.
*This summary was created with AI assistance, using our original content.
B2B buyers are no different. They do not want to read long blocks of text just to understand your product or explain your solution internally. They want content that is fast, clear, and easy to share with other decision-makers. Video delivers on all of that.
So the question is not whether video matters in B2B. It clearly does. The real question is whether you are using it in a way that drives the pipeline or just adding more noise.
If you are not sure how to build a video strategy that actually works, this is where it gets practical. We will break down real examples and show you exactly how to apply those strategies to create a B2B video approach that delivers results.
Note: Sign up for a free 14-day trial of Leadfeeder to see how you can incorporate video into your sales strategy.
Selling with Video in 2021: The Ultimate Guide
Learn how to use video to connect with more prospects, accelerate pipeline, and close more deals.
Download1. Use video to soar over buy-in barriers
The vast majority of B2B buyers said there are "between one and six people involved in the purchase process.”
That's a lot of people, with a lot of barriers to overcome. Video can help users overcome those barriers by allowing you to break each one down in a short period of time.
Here's a fantastic example of this in practice from Hootsuite, which plays off of Jimmy Kimmel's Mean Tweets, where celebrities read and react to, well, mean tweets about them.
When Hootsuite was ready to announce its new dashboard, it knew it had a lot of hate to overcome.
So, they did their own version of mean tweets where Hootsuite staff read terrible tweets about their dashboard design.
At the end of the video, they announced the new dashboard and showcased a few key features that helped Hootsuite achieve 35 percent year-over-year revenue growth.
Why it works:
First, it plays off a popular trend — that approach will usually land well. The self-deprecation allows Hootsuite to acknowledge where they went wrong — and share how they fix it. It is funny and incredibly informative.
2. Keep it short and sweet
When it comes to written content, longer pieces tend to perform better for traffic and conversions. For video, the instinct is to go short — but the real rule is to match the length to the moment. As Rishabh Bhandari, Founder and CEO of Content Beta, puts it, "At the top, in educational content, you're okay to have longer duration. But in the middle, it has to be real short duration... Coming towards the base, you are still okay because now your prospect has invested his time, mind share — and you're okay to use longer format."
A 2018 study found that 75 percent of videos produced by B2Bs are less than two minutes, compared with just 56 percent in 2017.
Here's a short video we did for Leadfeeder, designed to introduce customers to our lead generation software.
At just over a minute long, it still manages to cover all the main benefits of our product.
The point is simple: middle-of-funnel content needs to earn attention fast, while educational explainers can breathe a little more. Save the longer formats for the stages where depth builds trust or an engaged prospect is ready for a more detailed walkthrough.
3. The video has been viewed more than 100,000 times, which is solid stats for a top-of-the-funnel video.
Why it works:
The video is short but still hits on all the major benefits of Leadfeeder in an engaging way.
Above all, it focuses on how Leadfeeder can help customers complete a specific task—getting real sales leads.
Note that longer videos can work well in some cases, such as case studies or in-depth how-to videos. However, in general, shorter videos are more effective.
Save longer videos for further down the funnel content when prospects are already engaged with you.
Selling with Video in 2021: The Ultimate Guide
Learn how to use video to connect with more prospects, accelerate pipeline, and close more deals.
Download4. Pay attention to where they are in the funnel
Video content is not just about raising awareness — it can also drive direct conversions.
Here's an example from Salesforce.
Here's the thing — the video isn't actually about Salesforce — it's about Barclays, a banking company, and one of its customers.
The video is aimed at mid-funnel prospective clientsthat are mid-funnel —they've heard of Salesforce and have an idea of what it does, but aren't quite convinced.
The video has more than 40K views, which is pretty good for a marketing video that doesn't even feature cute cats.
Why it works:
The video focuses on one of Salesforce's clients, not Salesforce itself. Instead of talking about specific Salesforce features, it focuses on specific ways Salesforce helped Barclays grow. It feels more natural and less like marketing.
5. Use video to boost your written content
One of the simplest ways to start your video marketing strategy is to repurpose existing content into an awesome slideshow or live-action video. At Leadfeeder, we wrote this long-form guide that breaks down exactly how our website tracker works.
Here's the issue, though — it's long — over 2,000 words, in fact. Not everyone has the attention span or the time to sift through in-depth content. So, we created a video that covers similar content in a much easier-to-digest format.
As of writing this, our video has been viewed over 4,000 times.
Why it works:
Smart Insights found that 72 percent of people prefer to watch videos to learn about a new product or service. Videos on similar topics you've written about allow prospects to consume content in their preferred format.
Selling with Video in 2021: The Ultimate Guide
Learn how to use video to connect with more prospects, accelerate pipeline, and close more deals.
DownloadDoes video marketing matter for B2B?
Yes, yes, it does. Video marketing is fast becoming the top marketing strategy for B2B companies. A study by Heinz Marketing found that 68 percent of organizations plan to increase their investment in video marketing in 2020.
What is holding you back? Maybe you are worried that you don't have the time to create videos, or it will be too expensive. Or you think video is only good for top-of-the-funnel marketing.
In reality, video content works really well for B2B customers, who tend to do more research and need to secure buy-in from 7 to 8 other team members.
But, if everyone else is doing it, does video marketing really matter anymore? It does — and here's why. Video marketing is incredibly effective.
Online videos are 600 percent more effective than print and direct mail advertising combined. Plus, 62 percent of B2B marketers rate video as the most important format they will use for content this year, far more than email, infographics, or case studies.
If you are looking for an effective and affordable marketing strategy, video can't be beaten. We use video marketing here at Leadfeeder to explain what our product does and to share detailed walkthroughs, such as how to add the Leadfeeder tracker to your website.
It's been highly effective at driving traffic, nurturing prospects, and providing the detailed knowledge our customers need.
As a B2B brand, video content can help your brand:
Improve customer engagement
Enhance the audience retention rate
Support SEO, blogging, social media, and other marketing efforts
Reach clients at different points in the B2B sales cycle
Create effective remarketing campaigns
It comes down to this — for B2B, video marketing is the most powerful differentiator and prospect nurturing tool at your disposal.
Final thoughts
Video content is no longer a "nice-to-have ". It's a must-have in the B2B marketing world. Here's the thing—you don't need actors, a professional studio, or a huge marketing budget to make it happen. At Leadfeeder, we use Vidyard.
Last but not least — choosing the right platform on which to share your video content can make or break your B2B video marketing strategy. Revisit your buyer personas and goals before deciding where to post your videos.
Note: Sign up for a free 14-day trial of Leadfeeder to see how you can incorporate video into your sales strategy.
CMO
Jillian Als is Chief Marketing Officer at Leadfeeder and a B2B SaaS marketing executive with nearly two decades of experience leading global go-to-market teams. She specializes in revenue-driven marketing strategy, demand generation, and aligning marketing and sales organizations.
Throughout her career, Jillian has helped SaaS companies scale marketing-sourced revenue and build high-performing marketing teams across international markets. Her leadership experience shapes her perspective on marketing strategy, attribution, and the systems modern revenue teams use to drive sustainable growth.
