In this media-saturated world, mastering video marketing is a must for your B2B company. As interest in video content continues to rise, more and more businesses are recognizing its potential and leveraging it to reach their customers. 

Brands are creating videos that show off their products, demonstrate how they work, and engage customers throughout the sales process. This allows them to stay ahead of their competitors and build stronger relationships with their target audiences.

However, video marketing is more than just video production. Proper video marketing intertwines professional video production techniques with sound and research-backed marketing practices. Here are four best practices to make the most of your B2B video marketing efforts.

1. Identify Your Target Audience

Before creating any video content, you must know your target audience and their needs. This will help you create videos that speak to each market segment and ensure that your videos are tailored to their interests and needs.

Understanding where your customers are in your sales funnel is also helpful. By understanding where your customers are in the sales funnel, you can tailor your marketing and sales strategies to engage better and convert them. This will help you drive more sales and grow your business.

For example, educational videos that provide an overview of your industry are great for people still in the awareness stage because they are designed to reach a wider audience. Your videos will help raise awareness and make your buyers find you easily. You can also create videos for people farther along by making more detailed videos with more in-depth content. These videos establish you as an authority in the field and build trust.

2. Choose the Right Platforms

Selecting the right video platform is critical to leveraging video for your B2B marketing efforts. There are a variety of video platforms out there, each with unique features and capabilities. 

Most people will start with Youtube. It is the largest video platform in the world, and it’s an excellent choice for B2B video marketing. It’s easy to use, and it’s free. Plus, it offers a variety of features, such as analytics, that can help you track the performance of your videos. However, other platforms, such as Vimeo, Wistia, and Kaltura, are also available.

3. Focus on Quality

Quality content is vital for successful video marketing. Invest in high-quality video production, editing, professional audio equipment, and sound design. This will ensure that your videos look and sound professional and that your message is clear. 

Because the upfront cost of acquiring professional video gear can be out of reach for many businesses, it’s worth hiring video marketing companies. Besides being experts in video production, reputable video marketing companies will also be experienced in storytelling bespoke to B2B audiences.

4. Measure Your Results

Once you’ve created and published your videos, it’s essential to understand how they’re performing. Use analytics tools to track the performance of each video, and use this data to inform your future video marketing strategies. 


You can make the most of your B2B video marketing efforts by following these four best practices. With a well-crafted strategy and the right tools, you can create high-quality videos that will engage your target audience and help you reach your business goals.

Lavender Digital is a video marketing agency in Georgia ready to identify, understand, and solve the trickiest problems for your brand’s marketing. We are a video-first agency, but we go beyond content creation – we help you place your content in places that matter. Contact us today to learn more.