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How to Elevate your B2B Marketing Performance with Videos: Top Video Platforms

How to Elevate your B2B Marketing Performance with Videos: Top Video Platforms

B2B businesses have a golden opportunity to embrace video as a powerful tool for elevating their marketing performance!

Videos represent a strategic opportunity to communicate complex ideas, build trust with decision-makers, and drive measurable results. By integrating video into all stages of the buyer’s journey, personalizing content, utilizing advanced analytics, and experimenting with new formats, B2B marketers can elevate their strategies and position themselves as innovative leaders in their industries.

Let’s take a look at how marketers can adapt their strategies to take full advantage of video, then check-out the Top Video Platforms!

  • Integrate Video Across the Buyer Journey

B2B buying decisions often involve multiple stakeholders and longer sales cycles. To effectively engage at each stage, video content needs to be tailored for specific touchpoints. From awareness to conversion, video can provide concise, compelling narratives that engage and inform.

According to Wyzowl’s 2023 Video Marketing Statistics report, 91% of businesses use video as a marketing tool, with 87% of marketers reporting a positive ROI. Creating targeted videos for each stage of the funnel — such as explainer videos during the awareness stage and product demos for decision-making — keeps prospects engaged and guides them through the journey.

Example: HubSpot successfully uses short, educational videos on social media to drive awareness while deploying in-depth video case studies to nurture leads during the consideration phase.

  • Harness the Power of Personalized Video

Personalization is key in today’s marketing world, and video is an excellent medium for creating highly tailored content. By incorporating specific pain points or industry challenges in videos, marketers can craft messages that resonate more deeply with individual buyers.

Example: A B2B tech company could create a series of personalized onboarding videos for different industries, allowing clients to see how the software directly applies to their unique needs, boosting adoption and satisfaction.

  • Utilize Video Analytics for Deeper Insights

One of the most significant advantages of video in B2B marketing is the rich data it provides. Marketers can measure engagement rates, drop-off points, and viewer behavior to understand how their content performs and adjust strategies in real time.

Analytics platforms like Wistia and Vidyard provide detailed insights into viewer engagement, allowing marketers to optimize content based on performance data. For example, if a product demo video has a high drop-off rate at a particular timestamp, marketers can re-edit the content to hold viewers’ attention longer.

Example: Cisco Systems uses in-depth video analytics to assess which content resonates most with IT decision-makers, refining their campaigns to increase engagement and conversion rates.

  • Expand Reach with Social Video

B2B brands are increasingly recognizing the power of video on social media platforms, particularly LinkedIn, where decision-makers actively engage. Short-form videos, live streams, and interviews can build thought leadership and expand a company’s visibility beyond traditional marketing channels.

LinkedIn’s own data shows that video content is 5x more likely to start a conversation than other types of content. To maximize reach, B2B marketers can use social video ads, organic posts, and even user-generated content to engage their audience and boost brand awareness.

Example: IBM’s LinkedIn campaigns feature thought leadership videos from their executives, industry influencers, and clients, positioning the brand as a trusted voice in the tech space while driving engagement from targeted audiences.

  • Experiment with CTA Videos

As video continues to evolve, interactive elements and shoppable videos are making waves in B2B marketing. Marketers can use clickable call-to-action buttons, embedded forms, and product links to create an interactive experience that leads to higher engagement and conversions.

Interactive video can increase viewer engagement by 47%, according to Demand Gen Report. B2B marketers can embed forms within videos to capture leads, add product demos, or enable viewers to click through to pricing pages for immediate action.

Example: A B2B SaaS company could incorporate clickable CTAs in their video demos that allow viewers to schedule a free trial or download a whitepaper directly from the video interface, shortening the path to conversion.

Top Video Platforms for B2B Marketing Success

Each video platform offers unique strengths, making it essential to choose one that aligns with your business goals and marketing strategy:

Adobe Express

Adobe Express is an all-in-one AI content creation app for making stunning social posts, images, videos, flyers, and more. The new mobile app is now available.

Key Features:

  • Make Reels and TikTok videos
  • You can use Adobe Express on the web or your mobile device.
  • You can also install Adobe Express as a progressive web app on your desktop.

Why It Works for B2B: Empowers any team in your organization to create on-brand content such as images, videos, PDFs, social media posts, presentations, and more with ease.

Vidyard

Vidyard is a leading video platform designed specifically for B2B marketing and sales teams. It provides tools for creating personalized videos, hosting content, and tracking engagement through robust analytics. Vidyard allows businesses to embed videos on websites, emails, and landing pages, and even offers tools for creating interactive content with clickable calls to action.

Key Features:

  • Personalization capabilities for customized video messages.
  • Integration with CRM systems like HubSpot, Salesforce, and Marketo for better lead tracking.
  • Advanced video analytics, including viewer engagement and interaction data.
  • Easy video sharing via email and social media.
  • Video SEO features for better search visibility.

Why It Works for B2B: Vidyard’s personalized video capabilities help B2B marketers tailor content to specific prospects, which improves engagement. Its deep CRM integrations also allow for better tracking of leads throughout the buyer journey.

Wistia

Wistia is a video hosting platform focused on creating professional, high-quality video experiences tailored for businesses. It offers advanced branding options, allowing marketers to customize the player and ensure the content reflects their company’s identity. Wistia also provides in-depth analytics and tools to turn video viewers into leads through features like lead capture forms.

Key Features:

  • Customizable video player with branded designs.
  • Video heatmaps and engagement tracking.
  • Integration with marketing automation platforms like HubSpot and Mailchimp.
  • Lead capture forms embedded within videos (Turnstile).
  • Easy-to-use interface and analytics for measuring success.

Why It Works for B2B: Wistia’s focus on providing branded, professional video experiences, along with its built-in lead generation tools, makes it a favorite for B2B marketers looking to convert viewers into customers.

Microsoft Designer (New)

Microsoft Designer is a new AI-powered graphic design app that helps you create stunning social posts, invitations, graphics, and more – all in a flash. Provides suggestions and creates one-of-a-kind designs for you—in seconds—with graphics, text, and imagery to match your needs.

Key Features:

  • No design experience required.
  • Customizable template library
  • Use your words to describe any idea and AI generates custom images for you to choose from.
  • Pairs with Copilot Pro, a subscription that offers accelerated performance and faster AI image creation.

Why It Works for B2B: Designer features are integrated across Microsoft apps.

YouTube

YouTube is the world’s largest video-sharing platform, and is a must-use tool for B2B marketers looking to expand their reach and improve their video SEO. While not as specialized as platforms like Vidyard or Wistia, YouTube offers unparalleled reach and visibility, making it ideal for top-of-funnel content like brand awareness videos, educational content, and thought leadership.

Key Features:

  • The largest video audience platform, with over 2 billion monthly users.
  • Free video hosting with the option to monetize through ads.
  • A powerful search engine for improving video discoverability.
  • Options for live streaming and creating video playlists.
  • Integration with Google Ads for targeted video advertising.

Why It Works for B2B: YouTube’s massive reach and SEO potential make it ideal for B2B companies looking to build brand awareness, educate potential buyers, and showcase thought leadership to a broad audience.

Vimeo

Vimeo is another popular video hosting platform that focuses on high-quality video experiences. While Vimeo is widely known for creative content, its Vimeo Enterprise solution offers robust video marketing tools for businesses, including customizable video players, advanced analytics, and integrations with other business platforms.

Key Features:

  • Ad-free, high-quality video hosting.
  • Customizable video player with branding options.
  • Integration with CRM and email marketing tools.
  • Live streaming and on-demand hosting capabilities.
  • Analytics dashboard for tracking video performance.

Why It Works for B2B: Vimeo’s focus on quality and customization, coupled with its easy integration with business tools, makes it ideal for B2B companies that want to maintain control over their branding and offer a professional video experience.

For B2B marketers, video represents a strategic opportunity to communicate complex ideas, build trust with decision-makers, and drive measurable results. As video continues to rise in importance, those who adopt and innovate with this medium will stand out in a crowded marketplace.

Contact us if you need help creating and growing your B2B connections using video with your social media network.

Stacy Layman, Director, Web Design & Creative Services
Stacy Layman
Director, Marketing and Creative Services
Jacksonville, Florida

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