There’s no denying the benefits of video marketing for businesses of all shapes and sizes. Video gives your company a competitive edge, boosts brand awareness and helps you build meaningful relationships with prospects and customers. Yet, for B2B marketers, video can be a new and uncharted territory.

Yes, it’s true that B2B video marketing can be tricky, but it’s all about finding the right approach. With a little creativity, even technical and complex messaging can be transformed into clear, compelling video content.

If you’re struggling to make headway with your videos, or you’re just getting started, take a look at these 3 shining examples of B2B video marketing.

1. Slack

Slack is quickly becoming the go-to app for workplace communication. Slack makes it easy to plan projects, share updates with your team, and send cat gifs to your coworkers because cats…

When it comes to B2B video marketing, Slack knows what they’re doing. Their video “So Yeah, We Tried Slack…” offers the perfect balance of humor and seriousness. It shows how Slack helps businesses improve workplace communication — all while generating a chuckle or two.

By delivering a healthy dose of humor, the video adds personality to their marketing campaign and helps build connections with potential customers.

Key takeaway: Humor is one the most effective ways to engage with your B2B target audience. If you can present your content in a fun, exciting way, you have a better chance of capturing your viewers’ attention!

2. Sprint Business

There’s one thing all effective B2B marketing videos have in common — they speak to a specific pain the audience is experiencing. Take Sprint Business for example: they created a video promoting their Workplace-as-a-Service solution.

In the video, Sprint tells a story many business owners can relate to. A fictional company is opening another office, and they want to avoid the hassle of setting up IT and technology at the new location.

After watching the video, viewers know exactly why they should choose Sprint’s Workplace-as-a-Service solution. It educates the viewer and helps them avoid significant growing pains and tech headaches.

Key takeaway: The best B2B marketing videos address customers’ pain points. Think about how your product or service solves the challenges your audience is facing, and take it from there.

3. FreshBooks

Another great example of B2B video marketing comes from FreshBooks, a provider of invoice and accounting software for small businesses. In their customer testimonial video, FreshBooks takes a step back and lets one of their customers do all the talking.

Rather than pushing a sale or reading off a list of product features, the video shares how Sarah, an interior designer, used FreshBooks to help her business.

What makes this video stand out is its authenticity. It’s simple, yet powerful. It speaks directly to their prospects’ pains and delivers their branding message in an engaging way. It helps satisfy their customers’ deeper needs all while marketing their brand.

Key takeaway: Video testimonials build trust and confidence in your company. They may be just the push you need to convince “on the fence” buyers.

These are only a few examples of how to excel at B2B video marketing. Use these to inspire your marketing efforts and create memorable and useful video content. If you focus on telling a relatable, engaging story, you’ll have a better chance of grabbing your audience’s attention — and keeping it.

All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all tactics, the programs become more effective and cost efficient. An Integrated marketing communication plan helps you meet real business objectives – generate leads, grow revenues, gain market share, and become the leading brand.

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Courtney Feairheller is a Digital Content Specialist at Schubert b2b. She graduated from Lafayette College with a B.A. in English. When she's not working, you can find her re-reading Harry Potter or taking way too many photos of her 4 cats and 3 dogs.

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