Close Deals Faster With B2B Videos

​The days of relying solely on pitch decks and long email threads are over. Traditional B2B content often felt dry and uninspiring, but now, video offers a more engaging and creative approach. B2B sales have evolved, and b2b video marketing is leading the charge. Whether you’re trying to explain a complex solution, build trust with a prospect, or speed up your sales cycle, the right video can do the heavy lifting for you.

In the B2B video marketing space, when used strategically throughout your sales process, engaging video content doesn’t just make things clearer - it helps you connect on a human level and, ultimately, close more deals.

Why Videos Help Close Deals by Increasing Engagement

Think of video as your secret sales weapon. Done right, it checks all the boxes: share information, address objections before they come up, and most importantly, connect with people.

Here’s why it works so well in B2B:

• Builds credibility and trust - A polished video with your team or real customers shows that you’re the real deal. It’s not just you saying you’re great, it’s proof.
• Makes the complex feel simple - Got a product or service that’s tough to explain? Video breaks it down visually, making it easier for decision-makers to “get it.” Video is especially effective at breaking down complex ideas for B2B audiences.
• Keeps attention where it matters - People are busy, and long emails get skimmed (if they’re even opened). A 60-second video with a killer hook? That gets watched. In fact, HubSpot reports that video content is the most engaging format across platforms.

At the end of the day, even in B2B, you’re still talking to people. People who want to understand, feel confident, and make smart decisions. Understanding your target audience is crucial to crafting videos that resonate and address their specific pain points effectively.

Where To Use Videos As A B2B Company

You don’t need to reinvent your sales process- just layer in a marketing video strategy where it can add clarity, personality, and momentum. By aligning your video content with each stage of the marketing funnel- awareness, consideration, and decision- you can maximize engagement and guide prospects smoothly toward conversion. Here are some smart (and often underused) spots to drop in B2B videos:

On Your “Thank You” Pages

Someone just downloaded a white paper or booked a demo? Perfect time to show a friendly face.

• Give a warm, authentic “thanks” from a team member
• Suggest next steps: maybe a related case study or a 2-minute product overview
• Leave a memorable impression – it’s a moment for giving viewers a chance to see your team’s personality or real-life success stories, reinforcing trust

In Sales And Follow-Up Emails

The inbox is crowded. Video helps you stand out.

• Use a short video thumbnail in your email - people are more likely to click
• Explain your offer in a clear, visual way that supports your message
• Personalize it! Even a 30-second “Hey [FirstName], I made this for you” goes a long way

👉 This benchmark report by Campaign Monitor shows video can boost email click-through rates by up to 300%.

In Your Email Signature

Yes, even your signature is a chance to build connection.

• A quick “Meet [Your Name]” video adds a human touch to every email and lets your personality or brand shine through with a video signature
• Bonus points if it links to other useful content like FAQs or a short demo
• This is subtle, but it builds familiarity over time, and familiarity drives trust

On Product Or Service Pages

Let’s not make people scroll through walls of text.

• Drop an explainer video at the top of your product pages, using engaging shots to highlight key features
• Handle objections before they even bring them up
• Keep them on the page longer and move them closer to a decision

In Sales Pitches Or Proposals

Swap out another static slide for a video that explains your approach, tells a customer success story, or walks through your process visually. A creative approach adds punch and polish.

• A short explainer or intro video helps get your message across clearly, confidently, and shares your prop faster.
• Drop in a client testimonial clip to back up your claims with a real voice (and face) to build trust instantly.
• Most pitches rely on words and slides. A smart, well-placed, strong video makes your proposal more engaging, memorable, and impactful. You’ll stand out from your competitors.

On LinkedIn (Yes, Really)

Social proof meets strategy. Share B2B videos like:

• A product walkthrough tailored to a vertical
• A success story with real results
• A short thought leadership clip on a trend you’re solving

Sharing your B2B videos across various social media channels (not just LinkedIn) helps maximize reach and engagement by connecting with your target audience where they spend their time.

👉 LinkedIn’s own research shows that video gets 5x more engagement than other types of content on the platform.

Best B2B Videos To Build Trust and Close Deals

There’s no one-size-fits-all. Your video strategy should reflect your goals, your offer, and your buyer journey. Choosing the right type and form of video content is essential to effectively engage your B2B audience and achieve your objectives. Here is a list of tried-and-true types and forms of video we love for B2B companies:

Explainer Videos

B2B explainer videos are the go-to marketing video for simplifying the complicated, and turning “what is it” into “I need it!”

• Break down your product, service, or process visually—even when you need to explain a complex idea
• Perfect for landing pages, email outreach, or sales decks
• Great for industries like SaaS, healthcare, or manufacturing where clarity = confidence, and for addressing industry challenges through clear, engaging explanations

Product Demo Videos

Let your product speak for itself. Product videos help buyers visualize features and benefits by showcasing the interface, key features, and real-world use cases.

• Show the interface, key features, and real-world use cases
• Help buyers visualize how it works and why it’s valuable
• Answer common objections upfront

Customer Testimonial Videos

Let your happiest clients do the selling.

• Highlight a real problem + real solution, and showcase the value your solution provides = instant credibility
• Bonus points if the client is in the same industry or role as your target audience
• Keep it natural - unscripted always wins here

Employee Introduction Videos

Especially helpful for sales, support, or onboarding teams.

• Humanizes your company by featuring real employees, not just the typical 'guy' you see in generic corporate footage
• Builds trust before a call even happens
• Shows your culture and professionalism in an approachable way

Case Study Videos

Go deeper than a testimonial. Walk through the full journey in a way that makes viewers feel more involved in the story.

• What was the problem?
• What did you do?
• What was the result?

Turn that into a 2-minute story that sells for you over and over again.

FAQ Or Objection-Handling Videos

Proactive and powerful.

• Answer the questions that typically hold deals back by addressing the specific needs of your prospects
• “How long does implementation take?” or “What makes you different from X?”
• You can even embed these directly in your proposals

Livestreams & Webinars

These build real-time engagement and authority, making livestreams and webinars highly effective for increasing engagement.

• Host product launch events
• Run panel discussions with your team and clients
• Offer Q&A sessions on hot industry topics

Thought Leadership Clips

Show off your expertise with clever storytelling to capture attention in thought leadership clips.

• CEO commentary on an industry trend
• Short “tip of the week” videos from your team

• Authentic storytelling: Brands are focusing on genuine, relatable content that connects emotionally with viewers, bridging the credibility gap.
• Short-form videos: Snackable clips on platforms like LinkedIn, YouTube Shorts, and Instagram Reels deliver high engagement by fitting into busy professionals' limited attention spans.
• Customer-centric videos: Showcasing real customers and their success stories builds trust and provides powerful social proof.
• AI-powered video creation: Leveraging generative AI tools to speed up production and personalize videos at scale, while maintaining brand trust.
• Educational videos: Offering actionable insights and how-to content that helps potential customers understand complex products and industry challenges.

Embracing these trends can make your B2B video marketing strategy more dynamic, relevant, and impactful.

Frequently Asked Questions About B2B Video Marketing

What types of B2B videos drive the most engagement?

Explainer videos, product demos, and customer testimonials are proven to increase engagement by simplifying complex ideas and building trust. For examples, visit our B2B Video Services page.

How can B2B videos improve lead generation?

Videos help capture attention quickly and guide prospects through the sales funnel, boosting conversions. Learn more about integrating videos into your Content Strategy.

What is the best way to use videos in B2B email campaigns?

Embedding short, personalized videos in emails increases click-through rates and builds rapport. See our tips on effective Video Marketing Strategy.

Are short-form videos effective for B2B marketing?

Yes, short-form videos like YouTube Shorts and social videos engage busy professionals by delivering concise, impactful messages.

How do I measure the ROI of B2B video marketing?

Track metrics such as views, watch time, click-through rates, and sales conversions to evaluate video performance and optimize campaigns.

Partner With Levitate Media To Create Standout B2B Videos

If you’re ready to make video a bigger part of your strategy, that’s where we come in.

At Levitate Media, we specialize in B2B videos that actually move the needle. No bloated agency overhead. No confusing processes. Just a seasoned team that knows how to turn your goals into smart, effective video content using high-quality footage to enhance your storytelling.

We’ve helped businesses in SaaS, healthcare, finance, manufacturing - you name it - create videos that drive engagement, build trust, and close deals faster.

Let’s make something awesome together. We’ll help you build a B2B video plan that delivers.

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