Video content isn’t just for cat videos and TikTok dances anymore—it’s become the MVP of B2B marketing. If you’ve been thinking, “Video? That’s more of a B2C thing,” it’s time to rethink your strategy. Today’s professional clients don’t just want to know what you do—they want to feel why it matters. That’s where video comes in.
At RB Consulting Agency, we know that EQ + Strategy = Sales, and video is the perfect medium to bring emotional intelligence and strategic storytelling to life. Let’s explore why video is the future of B2B marketing, share some under-the-radar best practices, and (for the psychology buffs out there) connect it all to Dr. Robert Cialdini’s principles of influence and persuasion.
Let’s start with some data to make the case:
But why is video so effective? Simple: it’s personal, memorable, and emotional. It blends storytelling, visuals, and tone of voice to build trust and connect with your audience on a human level—something PowerPoint decks and long-form emails can’t quite deliver.
For those unfamiliar, Dr. Robert Cialdini is a psychologist and the author of Influence: The Psychology of Persuasion, which outlines principles that drive human behavior. Here’s how video can tap into these principles to create maximum impact:
1️⃣ Reciprocity: Provide valuable content (like how-to guides or insider tips) to create a sense of obligation. When you give first, your audience is more likely to engage.
2️⃣ Commitment and Consistency: Use video to reinforce your brand’s message and values consistently, building trust over time.
3️⃣ Social Proof: Feature client testimonials or case studies in video form. Seeing others’ success makes your audience believe they can achieve the same.
4️⃣ Authority: Establish credibility by showcasing thought leadership through expert interviews or behind-the-scenes looks at your process.
5️⃣ Liking: Be authentic. Show the faces and personalities behind your brand. People buy from people they like.
6️⃣ Scarcity: Use video to create urgency for limited-time offers or exclusive insights. FOMO is real—even in B2B.
Here’s the fun part: making videos that resonate with professional clients without feeling like another boring webinar.
Remember: People buy with emotion and justify with logic. Start your video with a compelling story or a relatable problem, then back it up with hard-hitting stats to seal the deal.
Example: Instead of launching into a product demo, share how your solution helped a client overcome a major challenge, then show the numbers to prove it.
The sweet spot for B2B videos? 60-90 seconds. Busy professionals don’t have time for fluff, so get to the point quickly while keeping it engaging.
Pro Tip: For longer content like webinars, create bite-sized highlights to share on social media and in e-news.
Up to 85% of videos on LinkedIn are watched without sound. Use captions, bold headlines, and strong visuals to make your message clear even on mute.
Videos that feature real people—whether it’s your team or happy clients—build trust faster. Authenticity is key, so ditch the stock footage and keep it real.
Example: A “day in the life” of your team or a behind-the-scenes look at your process can make your brand more relatable.
One-size-fits-all doesn’t cut it anymore. Use tools like Vidyard or Loom to create personalized videos for high-value prospects. Mention their name, reference their business, and address their specific needs—it’s a game-changer.
Every video needs a purpose. Whether it’s scheduling a demo, downloading a guide, or attending an event, make your CTA clear, actionable, and easy to follow.
Pro Tip: Use on-screen graphics or clickable links to make the next step effortless.
Your job doesn’t end after hitting “publish.” Track metrics like watch time, engagement rates, and click-throughs to see what’s resonating and refine your strategy.
Here’s where the magic happens: Video marketing combines emotional intelligence with strategy. It lets you:
Ready to harness the power of video in your B2B marketing? Start small:
1️⃣ Create a 60-second video introducing your team or sharing a client success story.
2️⃣ Use captions and visuals to make your content engaging, even without sound.
3️⃣ Track the performance of your video to see what resonates—and keep improving.
Video isn’t just the future of B2B marketing—it’s the now. At RB Consulting Agency, we’re here to help you create business development and content strategies that not only capture attention but also drive results.
Let’s talk about how we can bring your story to life, one video at a time.
What’s your favorite use of video in B2B marketing? Share your thoughts —we’d love to hear them! 🎥
If you’re ready to create personalized, human-centered connections that build trust, foster loyalty, and drive growth, we’re here to help.
