Video Marketing for B2B Companies: What You Need to Know

Video Marketing for B2B Companies: What You Need to Know

Video Marketing for B2B Companies: What You Need to Know 2396 1794 DRAWS STUDIO

Video animations have emerged as powerful and dynamic tools for engaging audiences, driving brand awareness, and generating leads. With its ability to convey complex information in a visually compelling and easily digestible format, video has become an integral part of the modern marketing landscape.


Understanding the benefits of video marketing, exploring different video types, and considering key factors for creating impactful content will set you on the path to making the most out of video marketing.

What Makes a Great
B2B Marketing Video?

Creating effective and efficient video marketing materials can be a daunting task for any marketer. However, ensuring that each piece of content captures attention from the beginning and hooks viewers with a compelling opening can give you a head start.

To be effective, your B2B marketing video must demonstrate a deep understanding of their struggles, the specific pain points, and the challenges faced by your target audience. It should offer a clear and concise solution that directly addresses their needs. In doing so, the video animation establishes a connection with the viewers and makes them feel understood

Consistency in branding is crucial for a great B2B marketing video. Consider reflecting your brand identity by using consistent colours, logos, and messaging. This helps reinforce brand recognition and ensures that viewers associate the video with your brand. 

Your video animation should clearly communicate your unique value proposition offering and instil a desire in viewers to take action. By creating a memorable experience and delivering a strong message, your animated video increases the chances of converting viewers into leads or customers.

How to Create a B2B Video Marketing Strategy

When creating a video marketing strategy, it’s important to consider these key points to ensure success and maximize the impact of your campaigns.

Set clear campaign goals

Determine what you want to achieve with your video marketing efforts, whether it’s increasing brand awareness, generating leads, driving conversions, or educating your target audience. Clear goals will help guide your strategy and shape the content and messaging of your videos.

Define your target audience

Understand your audience’s pain points, needs, and preferences. This will enable you to create videos that resonate with them and address their specific challenges. Tailoring your content to your audience ensures better engagement and higher chances of success.

Decide on what story
you want to tell

Craft a compelling narrative that aligns with your brand and resonates with your audience. Consider showcasing a success story, explaining a complex concept, or sharing thought leadership insights. In any video marketing format, your story should be authentic, engaging, and valuable to your viewers.

Decide on your platforms

Each platform has its own dynamics and audience behaviour, so tailor your videos accordingly to optimize the impact of every animated video on your chosen channels. Consider the platforms that your target audience frequents, such as social media, industry-specific websites, or email campaigns.

Keep creative requirements
in mind

Consider factors such as video length, format, tone, and style. These elements should align with your brand identity and cater to the preferences of your target audience. Engaging visuals, clear audio, and well-crafted scripts are essential for creating impactful video marketing efforts.

Take your budget
and timeline seriously

Determine the resources you have available for video production, including budget, team members, and time constraints. Balancing your resources effectively reduces your chances of running into unexpected production challenges and ensures that you can create high-quality videos within your capabilities.

Polish and perfect

Consider paying more attention to technical details such as editing, sound quality, graphics, and subtitles. A well-produced video demonstrates your company’s professionalism and enhances your viewer experience, which can positively impact your brand perception and engagement levels.

Test, measure, and analyse

After releasing your videos, track metrics such as views, engagement, conversions, and ROI. Analyze the data to gain insights into what worked well and what can be improved. Use this feedback to refine your strategy and optimize future video campaigns.

5 B2B Marketing Video Types 

Video marketing offers a diverse range of formats that can effectively engage audiences and deliver key messages. Here are five popular video marketing types you can leverage for your business:

1. Explainer Videos

Explainer videos provide concise and engaging overviews of products, services, or complex concepts. These videos simplify information and focus on highlighting the value proposition and benefits of your B2B offering. These often incorporate animations, visuals, and clear storytelling techniques to educate viewers and generate interest in the product or service.

2. Case Study Videos

Video marketing efforts focused on case studies showcase real-life success stories of customers who have benefited from a particular product or service. These provide tangible evidence of the positive impact that the offering can have on businesses. Case study videos often feature interviews, testimonials, and data to demonstrate how your product generated positive results.

3. Social Direct Response

Social direct response videos are designed to drive immediate action from the audience. These video animations often employ persuasive messaging, compelling visuals, and strong calls-to-action (CTAs). Typically shorter in length and optimized for platforms like social media, these videos are effective for lead generation, driving conversions, or promoting time-sensitive offers.

4. Culture Videos

Videos that focus on your company’s culture showcase your internal values, mission, and personality. These videos provide a glimpse into the company’s work environment, team dynamics, and corporate culture. Culture videos help connect you to partners or clients who resonate with your company’s values.

5. Content Marketing

Content marketing videos aim to educate, entertain, or inspire viewers while indirectly promoting a brand or its expertise. These animated videos provide valuable and relevant information to your target audience to position your company as a thought leader in your industry. These videos can take the form of tutorials, expert interviews, industry insights, or trend analyses.

Producing B2B Marketing Videos to Scale

Producing B2B marketing videos at scale requires careful planning and execution to ensure consistent quality and effectiveness. Before embarking on video production, develop a comprehensive marketing strategy that aligns with your business objectives and outlines the role of videos in achieving your goals.

To scale your video marketing production, consider also growing your resources, such as budget, equipment, and personnel. Invest in high-quality video production equipment, software, and a dedicated team or agency with expertise in video production. Consider creating a library of reusable assets, such as animations, graphics, or music, to expedite the production process and maintain a cohesive brand identity across all your videos.

As you scale your video production, pay equal attention to distribution and promotion strategies. Develop a comprehensive plan to distribute your videos across relevant platforms and channels where your target audience is most active. Implement SEO strategies, optimize video titles and descriptions, and leverage social media advertising to increase visibility and reach.


Video marketing has become increasingly essential, and our services provide an excellent opportunity for businesses to engage and connect with potential customers and partners. Whether you’re looking to create graphic illustrations or mindmaps, Ortus Draws offer a unique platform to engage with your target audience, all tailored to meet your specific needs. 

By partnering with Ortus Draws for your video marketing needs, you can gain valuable insights into your target audience and position your brand as a trusted and valuable resource. Contact us today to learn more about how we can help you reach your business customers through the power of B2B video marketing.


Ortus Draws is a live sketchnoting company that specialises in bringing ideas to life with creative and informative mind maps, video animation, and graphic illustrations. Our sketchnotes capture the key points of virtual events, roundtables, webinars, discussions, conferences, presentations, pitches, interviews, and internal meetings. Are you looking for an illustrator for your event? Contact us now!