Using Video for B2B Marketing in 2023: Strategies and Best Practices

How can you use video as part of your 2023 marketing efforts?

10/13/23  •  1,502 Views

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The digital landscape is ever-evolving, and as we dive further into 2023, video content has solidified itself as an indispensable tool in the B2B marketing arsenal. With shorter attention spans, the need for engaging content, and the proliferation of high-speed internet worldwide, the time is ripe to leverage video. Here's a guide to using video for B2B marketing in this digital era.

1. Understand the Power of Video In today's fast-paced digital age, video content can convey complex information in a digestible manner. It's engaging, memorable, and can showcase your business's personality. Moreover, with platforms like YouTube, Vimeo, and embedded videos on websites, it's easier than ever to reach your target audience.

2. Tailor Content for Different Stages of the Buyer's Journey

  • Awareness: Create explainer videos, brand stories, or industry insights.
  • Consideration: Offer product demos, testimonials, or webinars.
  • Decision: Showcase case studies, detailed product features, or behind-the-scenes content.

3. Embrace Live Streaming Live streaming platforms such as LinkedIn Live or Facebook Live have grown in popularity. These platforms can be used for product launches, Q&A sessions, or even behind-the-scenes peeks, establishing real-time engagement.

4. Personalized Video Outreach Instead of sending generic emails, consider sending personalized video messages to potential clients. Tools like Loom or Vidyard can help you craft personalized pitches or provide unique product demonstrations.

5. Use Video Analytics Platforms like Wistia or YouTube provide analytics that can give insights into viewer behavior. Track metrics like watch time, drop-off rates, and click-through rates to refine your strategy.

6. Optimize for Mobile With a significant portion of users accessing content via mobile devices, ensure your videos are mobile-friendly. This means attention to video length, subtitles, and ensuring your video hosting platform is mobile-responsive.

7. Integrate Video with Other Marketing Tactics Video shouldn't exist in isolation. Combine it with your blog posts, infographics, podcasts, or any other form of content marketing. This multi-channel approach increases the chances of your content being seen.

8. Consider Virtual Reality (VR) and Augmented Reality (AR) The growth of VR and AR offers new avenues for immersive experiences. Especially for product demonstrations or virtual tours, these technologies can set you apart from competitors.

9. Encourage Sharing After producing a video, ensure it's shareable. Add share buttons, encourage viewers to share, and make sure your video resonates with the audience so they'd naturally want to pass it on.

10. Collaborate and Co-Create Consider collaborating with influencers or other businesses in your industry. Joint webinars, interviews, or panel discussions can tap into new audiences and offer fresh perspectives.


Video, without a doubt, has carved its niche in the B2B marketing realm. As 2023 progresses, businesses that effectively harness the power of video, keeping in line with technological advancements and audience preferences, will stand out. With the right strategy, creativity, and analytics, video can be a game-changer for your B2B marketing campaigns.

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