Guest Blog: Why B2B Businesses Need to Get Serious About Video… And Stop Treating It Like an Afterthought

By: James Ibbitson

Founder | Visual Punch

Let’s talk about video marketing in B2B.

For too long, it’s been treated as a nice-to-have, an afterthought, something to throw in when there’s leftover budget.

Meanwhile, B2C brands are using video-first strategies to dominate their industries, connect with customers, and win business.

But here’s the thing: B2B buyers are watching video more than ever.

The mistake many companies make? They’re trying to remove the human element from the buying and selling process.

And yet, people buy from people. They don’t just want to know you can do the job. They want to know they can trust you to do the job well. They want to know if you’re the kind of person they’d call when things go sideways.

This is why video is such an untapped opportunity for B2B businesses.

It lets potential buyers see who you are, hear your voice, and understand your approach before they ever hop on a call.

But most brands? They’re not leveraging it properly. 

B2B Brands Are Missing the Point of Video Marketing

Most companies assume video is for consumers, not corporate decision-makers. They think B2B buyers only care about logic, data, and ROI.

But B2B purchases are just as emotionally driven as B2C. Buyers want to feel confident in their decision, know they’re working with the right people, and reduce risk.

The problem?

B2B brands are still stuck in an outdated playbook.

Instead of creating engaging, people-first content, they’re relying on:

• Cold outreach emails (that never get read).
• Overcomplicated whitepapers (that sit unopened in inboxes).
• Jargon-filled sales decks (that bore prospects to tears).

Meanwhile, video is outperforming every other form of content:

• 81% of B2B buyers watch videos before making a purchase decision.
• 59% of senior execs prefer watching a video over reading text.
• Video posts on LinkedIn get 3x more engagement than text alone.

Bottom line? B2B buyers aren’t just consuming video they expect it.

If your business isn’t using video effectively, you’re already behind.

How to Make Video Work for Your Business Without Overcomplicating It.

What is the biggest mistake when it comes to video content? Only using video at the top of the funnel.

Most companies dip their toes in with a generic brand awareness video, post it once, and call it a day.

And they get that initial spike of attention and then it drops off again. Then they blame the video for not working properly.

But if you want video to actually drive revenue, you need to use it throughout the entire buyer journey.

Here’s how:

Awareness Stage – Getting Noticed

• Short, snappy industry insights tailored to each of teh social media platforms LinkedIn, TikTok, YouTube Shorts.
• Explainer videos breaking down common industry challenges.
• Behind-the-scenes content that builds familiarity and trust.

A simple example would be a 60-second video explaining a major challenge in your industry and how your company is solving it.

Consideration Stage – Building Trust

• Customer case study videos showing real-world results.
• Problem/solution videos that make complex issues easy to understand.
• Thought leadership content positioning your brand as the go-to expert.

An example would be a 3-minute case study video that walks through the before-and-after of a customer’s journey with your product/service.

Decision Stage – Closing the Deal

• Product demos & walkthroughs to eliminate objections.
• FAQ-style videos answering buyer concerns before they even ask.
• Personalised video proposals because who actually wants another boring PDF?

A great use of video content would be instead of sending a standard email proposal, send a quick, tailored video that addresses their specific needs.

Why B2B Companies Avoid Video And Why They’re Wrong.

When B2B companies hesitate to invest in video, the same excuses come up again and again:

“We don’t have time.”

 “We don’t have the budget.”

 “We don’t know what kind of videos we should be making.”

Let’s break those down together:

No Time? Start small. One high-impact video a month is better than nothing.

No Budget? You don’t need a Hollywood production team. Authenticity beats overproduction.

No Direction? Start with your buyer journey framework and focus on video content that moves the needle.

If your competitors are already using video, they’re taking market share.

If they’re not?

This is your chance to get ahead.

How to Build a Video First B2B Marketing Strategy

If you’re serious about using video to grow your business, here’s where to start.

Step 1: Prioritize High-Impact Video Content

Not all video content is created equal. Instead of spreading yourself thin, focus on the types of content that actually drive conversions:

• Thought leadership videos – Build credibility and trust.
• Case study videos – Show real-world impact.
• Short-form social videos – Capture attention fast.
• Product explainers & demos – Reduce friction and convert leads.

Quick win?

Look at your best-performing blog posts or FAQs and turn them into simple, engaging videos.

Step 2: Align Video With Sales & Demand Gen

Video isn’t just for marketing. It should be a core tool for sales, customer success, and demand generation.

Here’s how to use it across the business:

Sales Enablement – Use video to answer common objections before sales calls.

Demand Generation – Create retargeting videos for engaged prospects.

Customer Success – Use onboarding videos to reduce churn and improve retention.

A simple implementation?

Instead of sending another long sales email, send a personalised video message. It’s more engaging, more memorable, and more effective. Plus when a potential customer receives it, they feel like you’ve gone that extra mile and its only taken you a few minutes to record it.

Step 3: Repurpose Video Content So It Works Harder for You

One video can fuel multiple platforms.

Here’s how you can repurpose a single webinar:

1. Post the full recording on YouTube.
2. Cut 3-minute clips for LinkedIn.
3. Create 60-second takeaways for TikTok & Instagram Reels.
4. Turn key points into a blog post.
5. Use clips in an email campaign.
6. Create 30-second clips to promote the webinar

One video = multiple assets. This means you can break that content creation cycle but working smarter, not harder.

This approach saves time, maximises ROI, and keeps your brand visible across multiple channels.

Video isn’t optional anymore.

It’s how people consume content, build trust, and make buying decisions.

So if your B2B marketing strategy doesn’t have video built-in, you’re missing out on a massive opportunity.

Here’s what I’d recommend:

• If you’re hesitant about video – Start with a single, high-impact video that solves a problem for your audience.
• If you’re inconsistent with video – Build a repeatable content plan.
• If you’ve been treating video as an afterthought – Make it a core part of your strategy moving forward.

What should you do next? Pick ONE video idea from this article and start creating it.

Remember the goal here is to create content that can be created and shared with your audiences quickly and easily.

By taking this approach you can then stop treating your video content as an afterthought and implement a video-first strategy that will get you noticed and remembered by your audience.

By: James Ibbitson – Visual Punch