The rise of video in B2B marketing has become increasingly critical to the success of any company. As the world becomes more digital, businesses are turning to video as a way to connect with their target audience and establish themselves as thought leaders in their industry. One example of a B2B video campaign that has seen great success is Cisco's "The Network. Intuitive." campaign. This campaign, which highlights how Cisco's technology helps businesses to be more efficient and secure, not only educated viewers on the benefits of Cisco's products and services but also positioned the company as a thought leader in the industry. The campaign was effective in generating leads and building connections with clients by demonstrating the value that Cisco can bring to their businesses.
When creating video campaigns for B2B, it's important to lay the groundwork by defining specific goals and key performance indicators (KPIs) for each video. This will help determine which videos to create and how, and help you define your target audience. B2B brands have been using similar tactics as B2C for a long time and are now trying to differentiate their approach. Video is an effective tool for catching the attention of viewers on platforms like LinkedIn. As B2B brands invest in video, they are exploring different ways to use it on different platforms. For B2B campaigns, it's important to prioritize education and discovery, as prospects strive to learn more about an organization’s products or services. An upper-funnel brand awareness campaign might include video ads about a company’s history or testimonials from past clients. These videos may best be suited for a platform like LinkedIn to reach other professionals.
In another example, it might be most effective to distribute informational videos or tutorials through emails to customers. Another important aspect to consider when creating B2B video campaigns is the timing of the campaign, specifically in relation to budgeting cycles of the target audience. It is important to recognize when your customers are building their budgets, whether that is in Q4 or Q1, and ramp up spending before budgets wrap for the following year, to ensure maximum visibility for your product. When it comes to creating the content for these campaigns, there are several different approaches that can be taken. For example, B2B brands that offer intangible services, tools or apps can use explainer videos to describe customer problems and highlight their solutions. Additionally, case study videos can be used to establish credibility through first-hand testimonials from clients that represent the target demographics well. It's important to keep in mind that they require a unique approach and cannot always be replicated from consumer-facing campaigns. Setting specific goals and defining target audiences is crucial to create effective videos that resonate with prospects. Additionally, prioritizing education and discovery, considering seasonality, and using different types of videos such as explainer, case study, direct response and culture videos, depending on the stage of the funnel, can help B2B brands to make the most of video advertising. By following these best practices and understanding the unique challenges of the B2B space, you can effectively leverage video advertising to grow your business.