Process of Building Video Marketing for B2B Step-by-Step

About 55% of Internet users are said to watch videos every day. Many are already looking for the answers to their questions not on Google, but on YouTube. Video marketing for b2b is something you need to dwell on, for sure.

Process of Building Video Marketing for B2B Step-by-Step 20
Illustration from Dribbble

Why video marketing for b2b is important?

If your brand is not using video marketing today, then you are more likely to be left behind.

95% of video marketers plan to increase or save costs , and all due to video marketing.


This means more brands are turning to video explainers to share the value of their solutions and grow. And there is a good chance that your competitors are doing the same.

Why? – There are at least three significant reasons why video is a powerful marketing tool for your business:

  • It is more convenient. 

Many people perceive information better in a video than in text.

  • It saves time. 

The video may be included in the background and cater knowledge while going focusing on your business.

  • It is more specific. 

The Internet is too littered with texts. Sometimes articles have no usefulness at all. In comparison, the video is much more concise and valuable.

What is video marketing?

Video marketing is a set of marketing activities targeted at client acquisition with the help of videos as a prevalent communication channel.

People are consuming it through social media and video-on-demand platforms, and the numbers seem to indicate more and more interest in it.

What’s more, a Verizon study found that 69% of people watch videos on the go, proving that videos aren’t just watched from the comfort of their home or office.

Beyond statistics and evidence, the real value of building a video marketing funnel lies in understanding what it is and how it should work to drive your sales.

It promotes your business with video content. The standard tasks to solve may be:

  • draw attention to the brand;
  • increase loyalty;
  • give free utility to the client;
  • introduce paid products or services;
  • bring the user to sale, etc.

It all depends on at what specific stage you use the video and the goal of your marketing campaign.

Why Your Business Needs Video Marketing

The companies using video for b2b marketing win more often than those that don’t. Here’s why:

  • Higher ROI.

Return on investment is one of the main metrics in any business. Now only a few entrepreneurs are successfully developing video marketing. Moreover, today a good smartphone is enough to shoot an incredible video. Production costs – $ 0.

  • More views. 

Everyone likes watching videos. Let’s compare. How many people you know read books? And how many of them watch TV series/movies / TV shows, etc.? 

  • Increased conversion. 

Video convinces better. The audience sees you or hears your voice, which’s more credible. People buy from people they trust. Therefore, loyalty is the most crucial factor.

Process of Building Video Marketing for B2B Step-by-Step 21
Made by Fireart Studio

How to Build a Video Marketing Conversion Funnel

So, how to promote and share videos for b2b? With a good understanding of each stage of the marketing funnel, it’s easier to promote your business via videos. Here’s a step-by-step process for creating an effective video marketing funnel:

Step 1. Research

Like any audit, the goal is to understand how effective your videos have been in the past. Or how they will drive sales as per the chosen metrics in the future. If it’s your first time, decide how you will measure your success.

If this is your first time working with video, this will help you gain a deeper understanding of what makes a video funnel effective:

1. How many videos have you posted and how successful they were (according to the critical metrics for each stage of the funnel)?

2. What is your main problem/goal now?

The good news is that the funnel works in stages and sequentially. Each previous step should deliberately bridge the user to the next level, etc.

 Questions to ask include:

  • Are you generating enough video views?
  • Are your educational videos getting enough viewing time?
  • Are you collecting more leads or generating more sales?
  • Do you have enough views and time to watch tutorials and training videos (retention)?

All of the above can be answered affirmative, and if this is your situation, start at the top of the funnel, which means you need to decide on goals first, and then think over those steps through the whole funnel.

In order to attract more customers, you must start with one big task. Tasks should follow the funnel sequence. For example, if you are selling a course on hosting and creating live streams, you cannot increase sales without attracting more viewers and educating them first. So, much depends on your business goals.

Get a very clear idea of ​​who your audience is, their tasks, needs, and concerns, what is most important to them in their path, and what values ​​are dear to them. Your strategy is ultimately influenced by how well you understand your audience.

Also, find out about your competitors and what works for them. See how they interact on social media and YouTube, and see what works with your audience for ideas on what you can create.

Step 2. Generate content

Once you’ve identified your core problem, generate content ideas relevant to your audience. Use imagery to create beautiful scripts, and shoot acknowledgeable videos.

With a good understanding of who you’re creating content for, it’s time to figure out what kind of content you need to make. To find out how to write online video scripts for b2b & produce incredible videos, feel free to hire professionals.

Step 3. Plan your videos

If you find that your audience is small or not getting as many views as you need, you must plan your videos. You need to create more content to reach a wider audience. Once you’ve made enough video content for the top of the funnel, move on to creating more content for the other goals you may have on the next funnel stage. Schedule your content regularly published to grow the traffic gradually.

Step 4. Distribute

Coming up with great ideas for your videos isn’t always the most straightforward task, but the process may be simplified. It’s all about creating a clear picture of what your audience will get from watching your videos shared through the chosen platforms. By leveraging knowledge about your customers and what they want the most, apply more effective creative ideas and better arrange the distribution and measure success in the end.

Step 5. Measure success

Remember you’ve chosen metrics during the research stage? Now it’s high time to apply them to measure your video marketing success. Think about the before and after states of your marketing campaigns, it’s quite natural. Use professionally designed video explainers as a simple and universal solution for creating effective marketing messages.

Process of Building Video Marketing for B2B Step-by-Step 22
Source: Dribbble


This is the best time to invest in your own video marketing funnel. Video will only grow in popularity and your brand cannot risk being crowded out by competitors using effective video marketing.

While the idea of ​​taking a video might seem overwhelming, all it takes is a little planning and creativity. When creating your video marketing funnel, remember that video is just like any other content in your funnel. It should be designed with a purpose and tracked with appropriate metrics. If you need help – contact us immediately. Good luck!

What are you waiting for? Just leave us a note, we’ll respond faster than Flash would do!

Contact Us