Did you know 70% of B2B buyers and researchers interact with videos during their purchasing journey? Today, the majority of B2B marketers integrate video into their marketing strategies since it’s an essential tool for driving engagement, educating buyers, building trust and accelerating the sales cycle. In a world where decision-makers are busier than ever and information overload is the norm, well-crafted videos cut through the noise to deliver your message quickly and memorably.

Engaging videos add value at each step.

Choosing the right type of video content for your audience and goals can make the difference between a one-off view and a sales-ready lead. Align the right video type with your key objectives, depending on which stage of the buyer’s journey you’re targeting.

Here we break down key video formats every B2B marketer should leverage—backed by best practices and actionable use cases—so you can add more impact and ROI to your next campaign.

Top Video Formats for B2B Marketing

• Explainers
• Product Demos
• Customer Testimonials
• Webinars
• Thought Leadership
• Company Culture & Recruiting
• Events & Conferences
• Personalized Sales Videos

Explainer Videos

Simplify complex ideas, products, services or processes. Explainer videos are ideal for condensing dense concepts into a few minutes of easy-to-understand, visual storytelling. With attention spans shorter than ever, a great explainer video can be the difference between a prospect who bounces and one who’s excited to learn more.

Best Practices  

• Start with the problem: Begin by relating to common pain points your audience faces. Then quickly show how your solution addresses those issues, all in a succinct, friendly tone.
• Use animation or live action wisely: Animation is perfect for abstract ideas (like software workflows or supply chains), while live-action works well for demonstrating hardware or showing real people—the industry experts—behind your brand.
• Strong visuals and narration: Illustrate your points using clear graphics, icons, and smooth transitions. Voiceovers should be concise and well-paced.
• Keep it short and sweet: Aim for 60–120 seconds. The goal is to spark curiosity and give just enough information to move the viewer to the next step—contacting your sales rep.
• End with a clear CTA: Finish with a direct invitation to take the next step—whether that’s booking a demo, downloading a guide, or requesting more information.

How to Use

• Place on website and landing pages, especially where your offering is introduced
• Send nurturing emails and drip campaigns for prospects in the Consideration stage
• Add to sales collateral, helping reps engage new leads or follow up
• As social media posts, digital ads and trade show display screens

Consider testing different video versions for each key persona or industry vertical you serve. A tailored message can boost relevance—and conversion rates—across segmented audiences.

Example

Johnson Level turned to MZ to help create a product launch video for its new MACH-1 Smart Mark Rafter Square. The video explains how the unique features of the MACH-1 help professional tradesmen work faster and with greater accuracy. 

Product Demos

B2B buyers often face complex purchasing decisions with multiple stakeholders and technical requirements. A well-executed product demo video helps your prospects understand not just what your solution does, but how it solves their unique challenges. Product demos are especially valuable in SaaS, tech, and manufacturing environments, where intricate features or processes are best shown—not just described.

Best Practices

• Keep it focused: Limit each video to a single feature or workflow to avoid overwhelming viewers.
• Highlight benefits, not just functions: Connect each step or feature to a specific business pain point or use case your audience cares about.
• Consider live-action or screencast formats: Show real people (such as product managers) or use screen recordings with narration for clarity.
• Use callouts and annotations: Guide attention visually to key functionalities or differentiators.

How to Use

• During sales outreach to illustrate capabilities
• On landing pages to help prospects “see it in action”
• In onboarding to speed up new customer adoption

Follow up your product demo with a call-to-action (CTA), such as “Request a custom walkthrough” or “Contact sales for pricing.” This encourages deeper engagement and moves prospects closer to conversion.

Customer Testimonials & Case Studies

Trust is everything. Provide real-world proof that your solutions deliver measurable results. Unlike written reviews, video testimonials bring authentic voices and stories to life—building credibility with decision-makers who want assurance before committing to a significant purchase.

Best Practices

• Showcase real people: Feature genuine customers or partners from companies that resonate with your target audience. Authenticity has far more impact than scripted praise.
• Tell the story: Everyone loves a good story. Start with their challenge, walk through the solution, and end with measurable outcomes. Bring in data or metrics when possible (e.g. “reduced processing time by 40%”). 
• Leverage multiple formats: Depending on available resources and each situation, testimonials can be direct interview-style, customer-submitted selfie videos, or even animated case study stories with voice-overs.
• Keep it concise: Aim for 2-3 minutes. Enough time to tell the story, but short enough to hold attention.
• Pair it with a download: Provide a downloadable case study PDF for deeper technical or business details. This “one-two punch” can give champions the internal ammo they need to win stakeholder buy-in.

How to Use

• Mid- and bottom-of-funnel content when prospects are evaluating options
• On website home page, solution or industry pages
• In sales presentations and follow-up emails
• Across social media and in targeted ad campaigns

To get customers involved, make participation easy. Offer to handle the filming or edit customer-recorded clips. Highlight the benefit to them (e.g. brand exposure), provide questions in advance and create a comfortable interview setting.

Example

Black Knight turned to MZ to capture client testimonials at a conference. The result was many testimonial videos and interview content that could be repurposed in different formats for various marketing and advertising needs. Later, we rebranded the videos when the Empower^® LOS was sold and established as Dark Matter Technologies.

Webinars

Unlike many other video formats, webinars foster engagement through two-way communication, Q&A sessions, polls, and live chat. They’re an ideal way to nurture leads, address common objections, and establish your brand as an industry authority. Their value extends far beyond the broadcast as well. Repurpose webinar content by editing key insights into short highlight reels, blog posts, or FAQ videos, maximizing the long-term value of each session.

Best Practices

• Define a clear purpose: Focus each webinar on a specific topic, challenge, or opportunity relevant to your target buyers.
• Structure for engagement: Include interactive segments like live polls, Q&A, and moderated chat to keep attendees involved throughout.
• Feature Subject Matter Experts: Invite your internal specialists or industry partners to share insights and build credibility.
• Promote before and after: Use email, social, and partner channels to drive registrations, and follow up with on-demand playback to capture those who missed the live event.
• Keep it professional but relatable: Audio quality is critical. And appearances matter. Invest in good AV equipment and a clean setting, while allowing speakers to show personality and respond authentically.

How to Use

• Launching new products or features
• Deep dives into industry trends or emerging challenges
• Partner spotlights and customer success stories
• Training sessions for clients or prospects

Thought Leadership & Educational Content

Build trust by providing value first. Buyers often look for partners—not just vendors—who understand their challenges and can guide them with insight and vision. Thought leadership and educational videos establish credibility, build trust, and nurture prospects long before they enter a sales conversation.

Best Practices

• Share original insights: Offer perspectives on market trends, industry shifts, or regulatory changes that impact your audience. Provide actionable takeaways, not just high-level commentary.
• Educate, don’t pitch: The goal is to gain trust by helping viewers solve challenges, improve processes, or learn something new. Sales-heavy messaging can have the opposite effect. Let your expertise do the selling.
• Feature internal experts and partners: Bring forward your company’s subject matter experts, engineers, executives, or even satisfied customers. Short interviews, roundtable discussions, or panels showcase real expertise.
• Address FAQs: Create quick “how-to” or FAQ videos that respond to common queries from prospects and clients. This positions your brand as a resource and helps alleviate sales objections early.

How to Use

• On your company LinkedIn page and employee profiles
• In targeted email nurture sequences
• At virtual and in-person industry events
• Embedded in resource centers or blog posts to drive SEO

Encourage executives and subject matter experts to repost thought leadership videos from your company’s page to their personal profiles. This amplifies reach, boosts engagement, and humanizes your brand.

Example

We worked with Optimal Blue to create an educational eBook, 5 Steps for Improving Secondary Marketing Profitability. We captured client, partner and employee videos at an industry conference, integrating clips into relevant marketing collateral.

Company Culture & Recruitment Videos

Humanize your brand. B2B purchases are often high-stakes and relationship-driven. Buyers want to partner with companies they trust—not just for their products, but for their people and values. Give a glimpse into your organization’s personality, mission, and what it’s like to work with or for you. These videos not only reassure potential clients that your company is professional, authentic, and invested in long-term success, but also help attract high-quality talent.

Best Practices

• Showcase real employees and stories: Put your people at the center—feature employees in their day-to-day work, team events, or share what they love most about your company.
• Highlight your values and mission: Share your company’s vision, workplace culture, sustainability initiatives, or community involvement. Authenticity resonates, especially when it aligns with your clients’ values.
• Provide a behind-the-scenes look: Office tours, staff interviews, or even remote-work snapshots can make your company feel accessible and relatable. 
• Include leadership: Feature short introductions or messages from your executives, emphasizing openness and a commitment to employee growth and client service.

How to Use

• Feature on “Who We Are”, “Meet the Team”, and “Careers” website pages
• Post across social media channels, especially LinkedIn and Instagram
• Use in onboarding materials for new hires
• Play during virtual or in-person recruiting events 

Invite your clients or partners to participate in select culture videos—such as celebrating shared milestones or community projects. This not only strengthens relationships but also demonstrates real-world examples of your company values in action.

Example

Hentzen Coatings was awarded the Milwaukee Journal's Top Workplace award. Using footage we had captured for various marketing content, we helped create a Reel that showcased their team and why employees love to work at the company.

Event & Conference Videos

Extend the impact of your events. Industry events, trade shows, and conferences are critical touchpoints, but their influence shouldn’t stop once the last session ends. Event and conference videos enable you to capture the energy, insights, and connections made during these gatherings—and extend their value to a wider audience online.

Best Practices

• Mix recaps with real-time content: Create highlight reels or daily wrap-ups that showcase memorable moments, key sessions, and attendee reactions. Share real-time video snippets on social media to engage those following remotely.
• Feature speakers and thought leaders: Record speaker presentations, panel discussions, or one-on-one interviews with industry experts. These become evergreen assets for your resource library.
• Spotlight community: Show interactions between attendees, behind-the-scenes footage, and on-the-floor interviews. This humanizes your brand and demonstrates your active role in the industry.
• Capture customer and partner testimonials: Use the event as an opportunity to record satisfied clients and partners sharing their stories—adding to your library of authentic social proof.

How to Use

• Post live or recorded sessions on your blog, YouTube channel, or resource center
• Share highlights or quotable moments on LinkedIn, X and event hashtags
• Include in follow-up emails to attendees or nurture campaigns for registrants who couldn’t attend
• Use as promotional material for future events to boost registrations

Segment your footage to create a variety of content: short social clips to build excitement, full-length session replays for deep dives, and event reels to showcase your brand in action—all helping maintain momentum and top-of-mind awareness long after the event.

Example

MZ filmed product demos, tutorials, fireside chats, sales presentations and more for the Broan National Sales Meeting. These videos provided valuable resources and reusable footage long after the conference. Here's a compilation of clips from different videos.

Personalized Video Messages

B2B buyers are inundated with generic emails and templated outreach. Personalized video messages stand out as a creative, human-centered way to connect with prospects, clients, or partners. Address recipients by name and speak directly to their unique challenges or interests. These videos can dramatically increase response rates and move relationships forward.

Best Practices

• Get to the point: Aim for 30–90 seconds. Address the recipient by name, reference their company or pain point, and clearly state how you can help. 
• Keep it authentic: You don’t need a studio—webcam recordings or mobile phone videos are effective, especially when the message feels authentic and unscripted. 
• Add visual personalization: Share your screen to walk through a proposal, answer a specific question, or demonstrate a relevant solution. Visuals make your message more memorable. 
• Include a clear call to action: End with a suggestion for the next step, such as scheduling a call, replying with feedback, or reviewing a proposal link. 
• Leverage automation tools: Integrate personalized videos into your email sequences, sales cadences, or account-based marketing efforts for greater scale and tracking analytics.

How to Use

• Initial outreach to high-value prospects 
• Follow-ups after meetings, demos, or webinars 
• Onboarding new clients or welcoming new users 
• Addressing support questions with a visual walkthrough 
• Re-engaging inactive accounts with a personalized touch

Track engagement (opens, watch time, responses) to optimize your approach and understand what resonates most with your audience. Don’t be afraid to have a little fun or show personality—authenticity goes a long way in building trust while standing out.

Ready to get started? 

Leverage a variety of video formats to engage prospects at every stage of their journey and build lasting trust. By focusing on delivering genuine value, authentic stories, and clear solutions to real-world problems, you’ll set your brand apart and drive business growth. Whether you’re creating your first explainer or looking to scale your social media videos, now’s the time to put video at the heart of your marketing strategy. For more tips, strategies, and examples, reach out to see how we can help get you started!