How to optimize your B2B video marketing efforts for every stage of the funnel

Video marketing has evolved from being a “nice-to-have” to an absolute necessity for B2B companies. Gone are the days when a short clip slapped onto social media was enough to engage prospects. Today, video plays a pivotal role in driving awareness, fostering trust, communicating value, and converting leads into loyal customers.

But let’s be honest: Creating effective video content can feel overwhelming. Between brainstorming, production, and distribution, it’s easy to fall into the trap of overcomplicating the process. The truth is, successful video marketing doesn’t come from dazzling special effects or viral TikToks. It comes from knowing your audience, addressing their pain points, and using video strategically throughout the buyer’s journey.

In our recent Called to Action episode, we dive deep into the best practices for creating impactful B2B video content, explore key industry trends, and share actionable tips to make video work for your brand—without sending your budget into a tailspin.

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Why video marketing matters more than ever

The data doesn’t lie: Video is no longer just a tool for awareness—it’s a revenue driver. According to Wistia’s 2024 State of Video Report, 38% of marketers say their top goal for video is to generate leads and drive sales. Compare that to a paltry 8% focused on social media engagement, and the priorities are clear: buyers want substance, not just fluff.

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Think about it. When was the last time you made a significant business decision after reading a generic marketing email or browsing a static product page? Now compare that to the impact of seeing a product demo in action or attending a webinar where real experts addressed your specific challenges. That’s the kind of value video delivers in today’s B2B landscape—it’s dynamic, informative, and tailored to what decision-makers truly need.

Companies are increasingly investing in video formats like:

• Product videos that demonstrate features and benefits in real time.
• Educational videos that position brands as trusted resources.
• Webinars that nurture leads and drive meaningful engagement.

The shift toward these formats reflects a more strategic approach to video. Buyers are no longer just scrolling for entertainment—they’re actively researching solutions. If your content isn’t providing concrete value or directly addressing their needs, you’re leaving opportunities on the table.

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Webinars: The underrated powerhouse of your video strategy

Webinars often get a bad rap as outdated or ineffective, but recent data tells a different story. According to the On24 Digital Engagement Report, the average webinar attendee stays engaged for 53 minutes. That’s practically an eternity in the digital age.

Why are webinars so effective? They combine education, trust-building, and lead generation into one interactive package. Imagine a prospective customer dedicating nearly an hour to learning about your product. That’s not just engagement—it’s intent.

Here’s a real-world example: Aimtal supported the production and execution of a webinar for a client looking to showcase  its cloud contact center solutions. A prospective buyer attended, stayed for the entire session, and the very next day, initiated a deal worth hundreds of thousands of dollars. While results like this aren’t guaranteed every time, they highlight how webinars - and the takeaways from said webinars - can directly influence purchase decisions.

Webinars also shine because of their versatility. They’re not just a one-and-done effort. A single webinar can be repurposed into:

• On-demand content for leads who couldn’t attend live.
• Blog posts breaking down key takeaways.
• Social media clips that tease the full session.
• Email campaigns that nurture leads with valuable insights.

Think of webinars as the anchor for your content strategy. They’re a goldmine for creating long-form content that can be repackaged into various formats, saving time while maximizing impact.

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Build trust through thought leadership content

In B2B marketing, trust isn’t just a buzzword—it’s the currency of success. A study by Edelman and LinkedIn found that 64% of buyers use thought leadership content to assess a company’s trustworthiness and expertise.

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What does this mean for your video strategy? It’s simple: Put your people front and center. Videos featuring real people—whether it’s a product manager explaining a new feature or a customer sharing their success story—are far more engaging than overly branded graphics or generic animations.

Storytelling is key here. Imagine you’re a buyer evaluating a cybersecurity solution. What’s more convincing: a two-minute animation about data protection, or a video where a CIO directly addresses the audience to explain how a product helped their company prevent a major security breach? The latter not only provides context but also builds an emotional connection with the viewer.

Thought leadership isn’t just about showcasing expertise; it’s about showing you understand your audience’s challenges. Use video to address pain points, share industry insights, and offer actionable advice. This approach not only positions your brand as a trusted resource but also keeps your audience coming back for more.

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Maximizing ROI: The impact of repurposing your video content

At Aimtal, we developed a video series for our client Prisma Cloud by Palo Alto Networks that serves as a perfect example of how to repurpose video content effectively. This thought leadership series featured interviews with cybersecurity and DevOps industry experts, addressing key challenges and providing actionable insights tailored to their audience.

Each 30-60 minute episode became a treasure trove of content that was repurposed in multiple ways:

• Bite-Sized Social Media Clips: Highlights from the interviews were shared as snackable videos on LinkedIn, designed to engage their DevSecOps audience and drive traffic to the full series.
• Blog Posts: Key takeaways from the episodes were turned into detailed blog posts, boosting SEO and creating additional touchpoints for prospects.
• Email Campaigns: Newsletters featuring quotes and insights from the series kept their audience informed and engaged.
• Paid Ads: Short teasers were used as ads to attract new viewers and generate leads.

Landing Pages: Full episodes were housed on gated landing pages, capturing leads while offering valuable, in-depth content.

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This “hub-and-spoke” approach amplified the reach and impact of each video, ensuring every piece of content served multiple purposes across channels. Beyond that, the series became a foundational resource for other campaigns. For example, Prisma Cloud curated specific episodes to focus on topics related to broader marketing initiatives, addressing pain points tied to compliance, security, and automation.

The result? A cohesive, evergreen strategy that drove engagement, built trust with their audience, and maximized ROI—all from one core piece of content. It’s proof that a single video can be the centerpiece of a well-rounded, multi-channel marketing strategy when approached with creativity and intention.

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Start small, think big, and take action in your video programs this year

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Video marketing doesn’t have to be overwhelming or reserved for brands with blockbuster budgets. The secret lies in delivering value through thoughtful, strategic content that resonates with your audience. Whether it’s an insightful webinar, a product demo that answers key questions, or a thought-provoking interview with industry experts, video has the power to drive real results.

The best way to get started? Keep it simple. Pick one high-impact video project and build from there. Then, repurpose that content to extend its reach across multiple channels, ensuring your message stays consistent and impactful.

Ready to up your marketing game? Don’t just stop here—subscribe to Aimtal’s YouTube channel to catch more episodes of Called to Action. Each month, you’ll get expert advice, real-world examples, and actionable tips to fuel your marketing strategy. Let’s keep the momentum going!

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