Video production

Online video can be an incredibly powerful tool to influence potential buyers and clients. In general, videos are more engaging, persuasive and influential than written text, and have the ability to reach a large audience.

Progressing Buyers Along Their Journey

As with all of our tactics, videos can be used to progress buyers from one stage of their journey to another. The difference, however, is that videos are suitable at all stages of the buyer’s journey, and are not restricted to either the top of the funnel or the bottom. For example, you can produce a video aimed at positioning yourself as a thought leader in your industry (top), or a video testimonial to convince a buyer that you offer the right solution (bottom).

Setting Goals

Before developing a video, decide where you will use it in the buyer’s journey and what progression you are trying to achieve (your goal). In addition, it’s important to consider your target market. All these decisions will influence the type of video content you need to develop, as well as the promotional channels. Although we recommend setting one overarching goal for your video, video has the ability to achieve multiple goals at once due to its diversity. A video aimed at troubling the buyer can at the same time position your company.

Video for B2B Marketing

By integrating and sharing your B2B marketing video, a number of different outcomes can be achieved. Online marketing videos can be used to educate your customers or clients through webinars or 'how to' videos, position your brand, create awareness, provide testimonials, and communicate and sell your product or service.

Videos can be shared on many different networks such as Facebook, Google +, LinkedIn and twitter, which can broaden your reach. Videos can also be sent and promoted via email and mobile devices. They are easily accessible and quick, easy to digest, and often more engaging than words.

B2B marketing videos can be used to:

  • Boost awareness, visibility and reach;
  • Provide customer education with product/service demos;
  • Build trust with customer testimonials/case studies;
  • Boost engagement with the brand;
  • Create lead generation: drive interest and boost leads;
  • Change management: leverage video to persuade and motivate;
  • Call to action: engage emotion -> demonstrate value -> create interest -> drive action; and
  • Branding: craft a consistent message for a 24/7 global audience.

Examples of Successful B2B Marketing Through Videos

The following are examples of succesful B2B marketing videos:

1. "You Oughta Know Inbound Marketing" by Hubspot


  • Increase awareness of the concept of inbound marketing


  • The campaign increased company web traffic through the search term "inbound marketing" by 100%
  • The video received 40,000 views within 7 days, and 1 year later it's at 65,800 views
  • The video was the #1 result on YouTube for the search term "marketing"
  • The blog post on which the video was embedded received 7,798 page views
  • 43 different blogs posted articles about the video, of which 19 articles included “inbound marketing” in their titles

2. "Thank an Engineer" by Texas Instruments

Coinciding with the launch of the video, Texas Instruments held a video idea contest in which people submitted ideas for the next videos to the TI community site. A panel of judges rated the top 10 ideas and the winners got flip video cameras.


  • Show design engineers that TI “gets” them, and that they appreciate engineers for bringing today’s innovations to all of us.
  • Build brand loyalty


  • View multiple “Thank an engineer” videos
  • Forward video link to a peer or friend
  • View System block diagrams or other portal pages
  • Share stories regarding engineering innovations on the TI community forum


  • After 5 months, the video campaign had 151,000 views and 25,000 “further actions” people took from the landing page to portal pages.
  • Viewers spend an average of 4.21 minutes on the page, indicating they are engaged and watching more than one video.
  • 90 submissions were received for the video contest with very little promotion of the contest.

Making a series of videos that were focused on their audience, and involving their customer community in their creation, were the main factors in Texas Instruments’ success.

For more info about YouTube videos see "YouTube"

Measuring Progression Through Videos

As a B2B marketer we use our tactics to move buyers from one stage of the buyer's journey to the next. So, what types of progression can be achieved through videos?

  • Viewers are 85% more likely to purchase a product after watching a product video.
  • Explainer videos (a short story that explains a product, service, or idea using animated video) can increase conversion rates by 20%.
  • Inclusion of the word ‘video’ in the subject line of an email will boost click-through rates from 7-11%, and emails that contained an embedded video achieved a 21% higher conversion rate.
  • Companies utilising multiple screens – online video, mobile, and connected TV – had a 9x increase in brand recall.
  • It’s been shown that videos can increase the number of business profile clicks by more than 30%, business calls by 18%, website visits by 55%, and incidence of purchase by 24%.
  • The average social video ad campaign generates a 30% increase in additional value above the media spend by being shared.
  • Online video ads are 38% more memorable than ads on TV.
  • There are 1.5 million business-oriented search queries in YouTube every week.
  • Videos in universal search results have a 41% higher click-through rate than plain-text results.
  • In a Forbes study, it was found that: three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.
  • 65% of senior executives have visited a vendor’s website after watching a video.

Best Practice for a Successful B2B Marketing Video

Online video is proving to be a highly effective method for delivering a B2B marketing message, or offer, to existing and prospective clients, with over 75% of Fortune 500 executives viewing online video at work. Guidelines for best practice videos are as follows:

Video Marketing Strategy

  • The video's message should encapsulate the company’s core value to customers.
  • Be specific. B2B videos centered around your solution to a specific customer problem are more effective at driving conversions.
  • Segment the target audience. This is a critical step in creating the ideal product positioning and specific messaging. Delivering a targeted video message or offer to a defined audience will always yield a superior marketing result than using a general message to all your potential customers.
  • Establish the overall goals and specific success metrics for the campaign in advance. Knowing the ROI and conversion goals for the project will help you determine success, and help set performance baselines for future A/B testing.

Video Marketing Tactics

Campaign offer - Determine what type of high value “offer” to extend to your target audience in return for them completing the call to action.

Core messaging - Develop a condensed version of the campaign’s core messaging, including the product positioning, campaign offer and call to action. 60 seconds is the ideal video length which equals a 150 word written script.

Video production - Professional video production can combine your company’s existing marketing assets with high quality graphic design, and eliminate the need for a costly on-site video shoot. This production, combined with core messaging and an attention grabbing call to action, can improve conversion rates dramatically. For more information on video storyboarding, please visit the Video Storyboarding wiki

Video streaming - Use an online platform that can stream the video to the landing page, mobile devices and social media, and captures viewer analytics. I.e. YouTube.

Landing page design - Design a video landing page, and direct all campaign traffic to this unique URL. Landing pages, as opposed to home pages, offer the visitor only two options – watch the video and complete the lead capture form. The landing page should feature the embedded video player, lead capture form and include copy that reinforces the campaign’s core messaging and call to action. It’s also important that the campaign landing page is optimized for viewing on mobile devices.

Campaign delivery - Using a multi-channel approach that includes email, display / pay-per-click advertising and social media is ideal to reach the target audience, and help drive traffic back to the landing page. Mentioning “video” in the messaging and call to action may lead to higher click through rates.

Program Implementation

Lead Capture/Lead Routing - The goal of most B2B marketing campaigns is to capture the contact information of potential customers. The video campaign landing page should include a lead capture form that can pass the contact information collected directly to your company’s CRM system, and automatically routes to the appropriate person in the sales organisation.

Company Analytics/Conversion tracking - It’s important to track the analytics of your B2B video marketing campaign such as click through rates, page views and video views. However, the most important metric to track is conversions (buys) that happen as a direct result of the campaign.

Sales Organisation Briefing - Including the sales organisation in the campaign planning process is ideal. At a minimum, it’s important to brief the sales team on the campaign details and launch dates. Scheduling follow up phone calls from the sales team after the campaign launches can greatly improve conversions.

Scheduling a Campaign Debrief Meeting - Schedule a meeting 90 days from the launch of the B2B video marketing campaign with representatives from sales, marketing and sales operations to review the campaign results. This meeting is a good time to determine if the goals and metrics for the campaign have been achieved, and identify ways to improve future campaigns through A/B testing.

Producing Your Video

The starting point of a good video is preparation. Before you go into building a script or a storyboard, determine:

  • Type of video:
    • Voiceover, music or both
    • Static images, animated images or video footage
  • Theme for visual:
    • Simple or extensive
  • Designer (if using images) or video production company (if using footage)
  • Voice talent (for voiceover)

Then, develop a good script that describes every audio element, as well as the length. The length of your script, and video, will be dependable on the type of video you are producing; for example, a recorded webinar will be longer than a testimonial. Whilst there is no right or wrong length, your video needs to be clear, concise and compelling. The tone of the script depends on the goal you are trying to achieve, but generally, an informal tone is preferred.

If your video is comprised of voiceover and images, it is best to get the voiceover recorded before you produce the final video. Then, build a storyboard and describe an image for each part of the script. Make sure you go into as much detail as you want the video to have. Some sentences in the script may require multiple images, so make sure you note in which part of the sentence should an image move to the next.

When getting images commissioned from a designer, make sure there is a concept design, or if you already know the kind of images you're looking for, try to find a completed image for the designer to work towards. Additionally, the designer should be made aware of the dimensions you will be producing your video in - whether it is 16 : 9 (HD) or 3 : 4.

After you get the images completed, combine the voiceover and the images using a video production tool. For a more professional feel, you can add an audio soundtrack, which you can purchase at minimal cost from the many royalty free music websites available. To learn how to edit your video, visit our video editing wiki.

For every video that you produce it is essential to keep your target audience in mind, and the type of progression you are trying to achieve. Don’t get distracted by adding too many special effects and animations. Instead, keep your eye on the prize (the progression), and ensure that your video communicates the key message.

A brief and well -explained process of creating video in GoAnimate which is a cloud based animation website can be found here

Hosting and Promoting Your Video

Once you’ve finalised your video you need to decide where to host and how to promote your video. There is a wide variety of hosting services available, including Youtube, Vimeo and Yahoo. A platform that we recommend using is VisibleGains which allows you to host and build videos while at the same time track and measure their effectiveness.

Your own website and YouTube are the most common ways to display your videos. If you are using YouTube, we recommend you create your own channel that only contains material from your company. Additionally creating closed captions on your YouTube channel will be extremely beneficial in improving SEO. For information on setting up closed captions click the following link.

Once your video is live you will need promotional channels to generate traffic. If you’re hosting a blog we recommend promoting your video there. In support of your blog, use Twitter and LinkedIn to drive traffic to your video. Other options include promoting your videos via your eDM campaigns, and optimising them for search. Optimising your video for search increases your chances of high rankings in search engines (i.e. Google). Consult our SEO wiki to learn more about Search Engine Optimisation.

Tracking and Measuring

Measuring the effectiveness of your videos is very important, and provides you with valuable insights for improvement. Important metrics to track are:

  • The channels through which people landed on your video
  • The number of unique viewers
  • The number of times your video has been embedded in other sites
  • Location data of your viewers (ie. where are they based?)
  • Submission of a lead generation form
  • Video views
  • White paper downloads
  • Engagement with click-to-chat features
  • Sales results

Least important metrics are:

  • Total visits – with B2B traffic, it is often found that it's mostly people searching from work. But visitors have so many distractions – emails, running off to meetings – that they'll start their research but never really finish. "Time-out" occurs fairly regularly. This can make it look like the site or video has a lot more visits than it actually does. Looking at visitors' behaviour, rather than visits is therefore more beneficial.In order to track the results of your video you will need to install a marketing automation tool. However, if this is too costly there are also some free tools available. Google Webmaster tools offer free video analytics for all videos hosted on YouTube.


‘The Short Life of Online Sales Leads’ from The Harvard Business Review (2011)

Despite the increased amount of spending put into generating leads from online advertising, research shows that companies are not responding fast enough to potential clients’ hits on their websites.

Research from over 2000 companies showed that “37% responded to their lead within an hour, and 16% responded within one to 24 hours”. However, 24% didn’t respond at all within the day, and surprisingly, 23% didn’t follow up the lead at all.

Businesses not responding quickly enough to leads are losing out on potential business by not utilising the new leads in an efficient and effective way, demonstrated with the surprisingly quick time in which the online leads go cold. The study shows that businesses responding to customers within the hour of the query being made were 7 times more likely to successfully qualify the lead those those leaving it after an hour or longer. Furthermore, leaving 24 hours would mean the business is 60 times less likely to qualify the lead.

It would seem that if companies are willing to spend on more online advertising, they should be prepared to respond to such leads at an ‘internet speed’, i.e. within the hour when the clients’ interest is still at peak. Possible reasons that the leads are allowed to go dry are that leads are retrieved daily rather than hourly or better, continuously; sales forces prioritising their own leads rather than those coming up from the website; and employees over-compensating in giving out leads fairly to their sales force.

Harvard Business Review

Basic Tips

  • Consider alternative types of video:
    • Filmed
    • Images (with or without voice over)
    • Screen capture using Camtasia or similar
    • Animated (expensive but cool)
  • 3 mins is a good video
  • If interviewing, have 2-3 talking points agreed with your subject
  • Go for Sound bites (10 - 15 seconds) that can be selectively reassembled later
  • Story board using post it notes
  • Both to wear solid colour clothes (not white or pattern)
  • Limit panning (be a tripod if don't have)
  • Shoot extra footage


  • for the set consider backdrop, noise, mood, placement, lighting (in front or both sides - use reflector)


  • Camera, tripod, remote mic(s)
  • When you can afford it, add lighting
  • Teleprompter (also known as auto-cue) to allow the presenter to look straight at the camera but still have ‘notes’ to follow. A teleprompter app can be download as software available here or hardware available here. Here is a teleprompter solution for under $200 that allows your table to be the prompter and your phone to be the camera.
  • See also Video production tools

Specific Cameras

For the Casual Shooter

  • Panasonic PV-IQ505 VHS-C Palmcorder
  • RCA's CC422 full-size VHS camcorder
  • Sony's 8mm CCD-TR65

For the Serious Amateur

  • JVC GR-AX75 VHS-C camcorder
  • 8mm Nikon VN-870 camcorder with a built-in color monitor

For the Small Budget Professional

In the S-VHS or S-VHS-C format you may choose:

  • Panasonic AG-456U
  • Panasonic AG-3 camcorder

In the Hi8 format you may choose:

  • Hitachi VM-H71A
  • Sony's CCD-VX3

For the Corporate/Production Video Professional

  • Panasonic's S-VHS format AG-DP800
  • JVC KY-27U camera with dockable BR-S422U S-VHS recorder
  • Sony DXC-325 camera with the EVW-9000 Hi8 dockable recorder

Extra teleprompter softwares




Presentation Prompter

Teleprompter software


  • iMovie or windows movie maker
  • Camtasia


  • Free:
    • YouTube (public or private). Read here to see why YouTube may not be the ideal tool for B2B lead generation
    • flikr
    • vimeo (not supposed to use for commercial purposes)
  • Fee:
    • Visible Gains (our favourite)