Bijgewerkt: 12 sep 2018
What makes an unforgettable B2B video?
Before we get into it, let me lay out the components of an outstanding B2b video marketing piece.
The 6 videos that follow check off most of these criteria. You don’t always have to get every single one perfect to produce a memorable and effective video, but the best B2B videos should get most of these right.
1. Your message engages with your target audience on a core level. Your video has to grab your audience’s attention right from the start – and then hold on to them throughout.
You do this by first being clear about your messaging and how your product or service really helps your users on a deeper level.
2. You tell a story – or at least communicate in a logical, easy-to-follow sequence.
Effective B2B videos need structure for your message to carry across well.
You can use an emotional element like a story, or simply a linear list of points for your users to follow.
Think of it like holding your user’s hand and leading them through an unfamiliar environment.
Where should they step next? What do they need to watch out for?
Thinking through these helps to make your message more digestible.
3. You teach your viewers something – or make them feel something. How will your target audience think or feel differently after watching your video?
Use your B2B marketing video to elicit an emotion or share a piece of information that will enlighten them – even better if you can accomplish both.
4. Your video feels smart and polished.
We’re told to never judge a book by its cover, but most viewers do naturally tend to steer clear of poorly filmed videos or bad audio.
Particularly since you’re marketing to companies, your video needs to look professionally filmed and edited.
5. Your message spurs your viewers to action.
At the end of the day, you want your users to take an action after the video, whether it’s to visit your website, try out your product, or perhaps download an e-book.
Make sure you have a strong Call to Action at the end of the video!
6. You build trust by displaying sincerity and authenticity.
Building strong B2B relationships – heck, any relationship – requires trust.
Your video should reinforce this by displaying a human side to your company, product, or service.
7. Your video is consistent with your business’s brand identity. Like every piece of marketing collateral, your video is an extension of your brand – and should therefore be consistent with the overall vibe you want your users to feel whenever they think about your company.
This is done through thinking about the tone of voice you want in the video, visuals, props, and even the values undergirding the message.
Here are a few examples of B2B video marketing for the Awareness and Acquisition phase in your sales funnel – and of course, reasons why they work.
1. B2B Brand Film Example - Elan Languages
Type Of Video: Top Of Funnel B2B Brand Film
Company: Elan Languages, Translation Software
Core Message: "If You Want To Mess Up Use Elan Translation"
Creative Approach: Making Translation Mistakes Visual
If you’re promoting technical and not-so-sexy products and services, you’ll appreciate this B2B video marketing example.
This video shows you that a good translation now saves you from problems later.
To make it visually understandable, they’ve tried translating different recipes with the help of Google Translate and Elan Translation.
The dramatically different results and the reactions of the people who test out the recipes perfectly capture how customers can react when you share an important but badly-translated document with them.
How It Makes You Feel: Translation is fun
Of course, it helps that this video is hilarious, and people love watching experiments.
This way, Elan Translations manages to sidestep the stereotypically “boring” impression of a translation app and make it entertaining for their users.
I’m left feeling like Elan Translations really understands the core purpose of their service, which goes a long way in building my trust and confidence in the brand.
B2B Leadership Video Example - L2 "Winners & Losers"
Type Of Video: Top Of Funnel B2B Leadership Video
Company: L2, Business Intelligence Firm
Core Message: "Marketing Insights For Savvy Digital Marketers."
Creative Approach: Telling The Truth With Bold Statements And A Lot Of Humor.
Leadership videos are designed to give insights to new leads in the Awareness phase of the buyer’s journey. But the key is to give real insights instead of old or generic tips.
This B2B leadership video example shows that even a simple “talking head” video can add real value to the user in their quest to understand important aspects of an industry.
How It Makes You Feel: At the end of the video, you’re cracking up and you feel smarter.
The video is fast-paced and triggers a desire to learn more. Plus, they don’t take themselves too seriously!
In a way, it feels like you’re watching the news. The insights are short and to the point, and afterwards you’re treated to something you never expect, at which point they don’t mind being creative.
B2B Social Media Video Example - HootSuite
Type Of Video: Top Of Funnel B2B Social Media Video
Company: Hootsuite, Social Media Dashboard Software
Core Message: "We Listen To Our Customers."
Creative Approach: Transforming Negative Customer Feedback Into Something Positive
This B2B social media video brings out people’s empathy for the brand, Hootsuite. When they read mean tweets of product users out loud, it really makes you think.
This shows you another side of Hootsuite – demonstrating that it’s not a faceless brand, but made up of real people who are responsible for why certain customers aren’t completely satisfied.
The way they mixed recognizable “customer feedback” with people creates tension, but in an entertaining way. This is a perfect example of a social media video that brings multiple brand values across with storytelling techniques.
How It Makes You Feel: Empathy
Everybody who works B2B knows how painful it is when customers aren’t 100% satisfied with your products or services.
By showcasing these real vulnerabilities, it generates sympathy from your leads.
B2B Corporate Culture Video Example - Basecamp
Type Of Video: Top Of Funnel B2B Corporate Culture Video
Company: Basecamp, Project Management Software
Core Message: "How Basecamp Employees React To Coffee"
Creative Approach: Showing Culture With A Recognizable Office Habit
This B2B corporate culture video example shows you that this company experiments to figure out what people like most and how they react to different options.
It’s a fresh take on traditional corporate culture videos, where you typically see all the benefits of a corporate.
Instead, this one shows you how people share an opinion about an immediately-recognizable office habit.
In my opinion, it’s a fun way to create culture videos – which makes it entertaining for viewers to watch as well.
It shows that they like experimenting and that they enjoy challenging the status quo to continually make things better.
How It Makes You Feel: Connected
You see a lot of different employees and how they react. As a viewer, you can easily identify with their reactions and therefore make a connection with them.
The video also shows you that this company will carve out time for people to join a coffee tasting experiment – again, unusual compared to most corporations!
B2B Recruitment Video Example - Dropbox
Type Of Video: Top Of Funnel B2B Recruitment Video
Company: Dropbox, Online Data Storage
Core Message: "How Working At Dropbox Can Be"
Creative Approach: Puppets Are Telling A Story
Creating a compelling recruitment video can be difficult. You need to find out what your employees perceive as their company culture.
Dropbox tells the same story as other exponential-growth startups, but uses puppets with the voices of their employees.
The choice of puppets and the perfectly-pitched humor paints a story for future employees – one that stands out from their competitors’.
How It Makes You Feel: Sesame Street For Adults
Some people may say this video feels a bit childish, but this format actually sticks pretty well. Watching this video gives you a warm, fuzzy feeling and reminds you of your childhood.
Basically, the video taps on nostalgia to effectively create a connection with its viewers.
B2b How To Video Example - Growth Tribe
Type Of Video: Top Of Funnel B2B How-to Video
Company: Growth Tribe, Growth Hacking Academy
Core Message: "Use Hacks To Get Shit Done."
Creative Approach: Explains And Adds Value.
A good how-to video should give you insights to help you resolve something or make business processes easier.
The point is to create valuable content that not only delivers real value to your users, but also give them something to act on immediately after watching the video.
Although the speaker shares information at a fast pace, the content and the style of the video convinces you to want to learn more.
How It Makes You Feel: I Can Do This Too
The examples in the video give you context as to how to generate formats and fresh ideas for videos.
After watching it, you feel like you’ve learned a lifehack and that you’re empowered to do the same thing.
How to get started?
Just to wrap things up, creating entertaining and yet persuasive videos isn’t solely the realm of B2C companies.
B2B companies can easily tweak the tactics for their own lead generation strategies.
All these videos were my personal favorites for B2B video marketing, so I hope they gave you a good idea of what this powerful medium can achieve when you think outside of the corporate box.
Now that you have all these great examples in the back of your mind, start thinking about how you could create valuable content for your target market.
If you haven’t already, create a buyer persona and use it to craft your video marketing strategy.
What challenges do your buyer personas typically have?
What kind of questions do they usually ask?
Are there any product-related questions you often need to answer?
Can you demo how your product works in a video?
Use tools like Google Trends and Google Correlate to figure out the keywords your users are searching for, and then think about the content you can create to answer these questions.
Now it’s all up to you. To get the ball rolling, try out our Video Strategy Canvas!
What about your favorite B2B videos? Share some of the best ones you’ve seen in the comments below!
Download Video Strategy Canvas below