< back to all articles

Video Lead Generation Strategy for Tech Companies

Wojtek Jeżowski

September 27, 2023

Table of Content

Just as humans need oxygen to breathe, technology companies need a steady stream of qualified leads to thrive. Among the myriad strategies for high quality leads now available, video content stands out as a game changer in the lead generation game. The power of visual storytelling, coupled with the growing significance of videos in online engagement, makes integrating video content into your lead generation strategy a compelling choice.

A recent survey showed 78% of professionals have found videos to be effective for lead generation. Moreover, another survey deduced over 88% of marketers have experienced that videos get them positive Return on Investment (ROI). This blog will give you an in-depth look at various strategies and uncover how to get quality leads with videos for tech companies. See if B2B video marketing can be a game changer for your business.

Does Your Company Have a Video Marketing Strategy?

Before delving into the how-tos of lead generation through videos, let's establish the foundation: a robust video marketing strategy.

Over, 92% marketers consider that videos are an integral part of the marketing strategy, however only a handful of them actually give due consideration to making a video marketing strategy.

Video marketing is not just an isolated effort; it's a crucial component of your overall marketing strategy, and it needs to be planned. If you don't have a video marketing strategy, make one!

The statistics speak for themselves: businesses using video content grow revenue 49% faster than those that don't.

Have You Tried Using Videos to Generate Leads?

You might have already embarked on the video marketing journey, or perhaps you're still considering its potential. If you've given it a shot and witnessed positive results, that's fantastic! You're already familiar with the tremendous impact videos can have on lead generation.

If you haven't tried or haven't witnessed positive results so far, let's explore some compelling statistics that shed light on why you should.

In 2023, 91% of businesses are harnessing the power of video for their marketing and lead generation efforts.

Moreover, the significance of video in marketing campaigns is on the rise, with a record 96% of marketers now regard it as an 'essential component' of their lead generation strategy. This overwhelming consensus among professionals underscores the pivotal role that videos play in driving successful lead generation campaigns.

What's more, in 2023, a substantial 70% of those who have not yet ventured into video marketing are gearing up to begin their journey. This surge in interest further emphasizes the effectiveness of videos in reaching and engaging audiences.

Why are videos so good, you ask? Because they are able to deliver your message briefly, evoke emotions, and establish profound connections with your audience. Their memorable, shareable, and inherently engaging nature makes them resonate for lead generation success.

So, let's explore how you can get videos working for your lead generation strategy.

Adapt Your Lead Generation Efforts to Your Target Audience

In the tech industry, a one-size-fits-all approach no longer applies. Understanding your target audience is paramount. Tailoring your video content to their preferences and needs is a strategic move. This goes beyond demographics; delve into user behavior, pain points, and aspirations.

Understanding Your Audience

Effective engagement requires more than demographics:

Behavior Analysis: Analyze how your audience interacts with online content (e.g., video tutorials, webinars, video ads or brand videos) to shape your video strategy.

Addressing Pain Points: Identify and directly tackle their challenges, positioning your tech company as the solution. (Quick tip: go to Google Image Search and search for the pinpoint + "joke" or "meme". You'll see what problems tech professionals are passionate about.)

Remember, it's not just about demographics; it's about connecting with your audience on a personal and relevant level.

You don't need expensive tracking software or complicated research. Sometimes, the best way is the simple way. Just talk to your favorite customers and ask them questions.

As we move forward, we'll explore how to harness video content to match these dynamic audience needs for maximum lead generation impact.

Navigating the Changing Buyer's Journey

Today's next generation buyers, primarily millennials, follow a different path, emphasizing research and autonomy:

Research-Centric: Prospects actively seek solutions online, so align your video content with their informational needs. That means go and create video content that gives away information. Such an educational content marketing campaign helps the buyer make informed decisions and continue on their research journey.

Autonomous Decisions: Buyers prefer exploring options independently engaging with brands that provide valuable content. They don't like to interact with sales until the very end. So, give them what they want. Make videos that help them move along their autonomous buyers' journey with ease.

Enhancing Engagement and Conversion

Videos Improve Social Engagement

Social media is the modern marketplace, and videos are its currency. They inherently draw attention and encourage higher engagement rates. A heartfelt story or an empathetic message can create a profound impact.

Just a few statistics: social media posts with video have 48% more views, and 92% of mobile video consumers share videos with others - resulting in 12 times more shares than text/images.

Leading tech companies have harnessed the power of video content on social media to their advantage. They've learned that it's not just about showcasing products; it's about creating an emotional connection that resonates with their audience.

See the following cases:


Trend Micro

Trend Micro - Black Rabbit B2B Video Storytelling Agency

Using Video on a Landing Page

Your website's landing page is the gateway to your brand. Placing a well-crafted video on this page can make a world of difference. Research indicates that videos on landing pages can increase conversion rates by up to 80%. When visitors are greeted with engaging video content, they're more likely to stay longer and take the desired actions.

See the following example:

Black Rabbit

Tell better stories with B2B Storytelling Agency

Clear Call to Action in Video Marketing Content

A video without a clear call to action (CTA) is like a ship without a rudder – it drifts aimlessly. CTAs guide your viewers toward the desired outcome, whether it's signing up for a newsletter, requesting a demo, or making a purchase. Studies show that videos incorporating a CTA can drive 380% more clicks than those without.

Creating effective CTAs requires strategic placement, compelling wording, and a sense of urgency. It's your opportunity to guide your audience toward the next step in their journey.

Here are some simple examples of Clear Call to Action classified in the stages of the customer journey:

Top of the Funnel (TOFU) - Awareness Stage:

Subscribe: Encourage viewers to subscribe to your channel for more valuable content.

Follow Us: Guide them to your social media profiles for ongoing engagement.

Share: Foster organic growth by urging viewers to share your video within their networks.

Leave a Comment: Encourage audience interaction and feedback, boosting engagement.

Join the Community: If you have a thriving online community, invite them to become part of it.

Middle of the Funnel (MOFU) - Interest and Evaluation Stages:

Sign Up: Invite them to register for newsletters, webinars, or exclusive updates.

Request a Demo: If you offer a product or service, prompt them to explore it through a demo.

Learn More: Provide a pathway to deeper insights, perhaps through an in-depth article or e-book.

Get Started: Ideal for software or apps, lead viewers to begin their journey with your solution.

Bottom of the Funnel (BOFU) - Decision and Sale Stages:

Contact Us: For personalized inquiries or consultations, this CTA opens the door to direct communication.

Buy Now: The ultimate CTA for e-commerce, encouraging immediate buying decisions.

Limited-Time Offers: Create urgency with offers like "Shop Now for a 20% Discount - Today Only!"

Download: Offer valuable resources, such as whitepapers or guides, for download.

Creating Compelling and Relevant Content

Use Videos to Explain Complex Topics

In the tech business, complexity is the norm. Yet, explaining intricate concepts in a concise and understandable manner is an art. Videos can be your canvas for simplifying complexity.

Whether it's a new technology, a software solution, or a scientific breakthrough, a well-crafted video can demystify the subject.

See the following case:


Common Types of Video Marketing for Business

There's a multitude of video types that can be strategically aligned with different stages of the sales funnel. Based on Black Rabbit's years of experience, the following is a classification of popular video types into three phases of the sales funnel (customer journey):

Top of the Funnel (Awareness Stage):

  • Brand videos: Introduce your brand, be memorable and invite your audience to learn more.
  • Explainer Videos (animated or live-action): Introduce your product or service.
  • Vlogs and Video Blogs: Although it may seem they fit lower in the funnel, it's video podcasts and vlogs that are most frequently the first touchpoint.
  • Teasers and Trailers: Short versions of the above, which you can leverage in paid ads or organic social media.

Middle of the Funnel (Consideration Stage):

  • Product Demonstrations: Showcase your offering in action.
  • How-To and Tutorials: Empower users with knowledge.
  • Interactive Videos: Engage viewers actively and educate them through entertainment.
  • Behind-the-Scenes \ Employer Branding videos: Humanize your brand, show off your culture and key employees.
  • Interviews: Feature industry and internal experts, as well as the leadership team.
  • Event Coverage: Share event highlights.
  • Longform Videos: Deep dive into a topic for over 10 minutes.

Bottom of the Funnel (Decision Stage):

  • Customer Testimonials: Build trust with real stories told by your customers.
  • Case Studies: Highlight successful implementations.
  • Webinars and Live Streams: Share expertise in real-time.
  • FAQ Videos: Address common queries.

Special Emphasis on Video Testimonials

Real customer testimonials are gold in the world of demand generation. Highlighting success stories through video testimonials adds a personal touch, building trust and credibility for more leads.

Picture this: A brief video featuring a satisfied customer enthusiastically sharing how your product revolutionized their workflow or solved a critical problem. They speak with authenticity, their passion evident. The viewer sees their facial expressions, hears the sincerity in their voice, and witnesses the product in action, making it tangible and relatable. This emotional connection is where video testimonials shine.

Keys to Crafting Effective Video Testimonials

Choose the Right Customers: Opt for satisfied clients who are comfortable on camera.

Script (or Outline): Outline critical points or questions to ensure the testimonial covers essential aspects. (But make sure they are in line with the experience of the customer!)

Quality Matters: Ensure decent video and audio quality. On the flip side, you can ask the customer to record their own statements on their phone if you are short on cash. Just make sure you leverage the "home video" vibe.

Edit Wisely: Trim unnecessary parts while keeping genuine enthusiasm.

Strategic Placement: Position video testimonials near relevant product or service descriptions.


Maximizing Reach and Visibility

Videos Improve SEO and Page Rank

Search engine optimization is the backbone of online visibility. Videos, when optimized properly, can significantly enhance your SEO efforts. Websites with videos are 53 times more likely to rank on Google's first page. Incorporating relevant keywords, meta descriptions, and transcriptions can give your videos a boost.

Using YouTube for Lead Generation

YouTube isn't just a platform for viral videos; it's a treasure trove for tech companies. Hosting and promoting tech-related videos on YouTube can widen your reach. Remember, it's not just about views; it's about providing valuable content that resonates with your target customers.

Leverage Social Media Videos

Social media platforms are dynamic arenas for video distribution. However, each platform has its own language and audience. Tailoring your marketing videos to suit the platform is essential. Instagram, Facebook, Twitter, LinkedIn – they all have unique characteristics that can be harnessed to amplify your message.

Feeding the Dark Social

Beyond the realm of trackable platforms lies the realm of dark social – private sharing through messaging apps and email. Encouraging this form of sharing can foster authentic conversations. When your video content sparks discussions in private spaces, you've tapped into a powerful demand generation channel.

YouTube and Tik-Tok are HUUUUUUGE search engines

Whatever you may think of Youtube and Tik Tok, there are some of the top search engines right after Google. Don't miss out on any opportunities because of B2B bias. Discover how you can leverage Tik Tok in your B2B tech marketing campaigns.

Implementing Advanced Lead Generation Strategies

Gated Video Content (Pre-Watch)

Imagine capturing viewer information before they even watch your video. Gated video content involves requiring viewers to provide their information before accessing the video. When executed thoughtfully, this strategy can provide you with valuable new leads that have expressed genuine interest.


If your video content is, let's put it mildly.... crap, you run the risk of alienating your entire audience. Gated content is tricky as a lead generation tool as it's currently frowned upon in the more progressive marketing community.

If you are not sure that you are providing absolutely the top and unique insights, please reconsider.

You can never go wrong with giving away information for free and educating your audience.

In-Video Forms and Retargeting

In-video forms take lead collection a step further. By integrating forms within the video itself, you make it seamless for viewers to share their information. Retargeting those who've engaged with your video on social media platforms can be a potent strategy for lead conversion. New leads galore!

Host Webinars and Product Demos

Webinars and virtual product demonstrations allow you to showcase your expertise and interact with potential customers and leads directly. These interactive sessions can provide in-depth insights, address queries, and build trust, all essential components of effective lead generation.


In the ever-evolving landscape of B2B, marketing videos have emerged as a beacon of opportunity for technology companies. Their power to engage, educate, and emotionally connect with your audience has become practical to generate leads or, at the very least... interest.

From tailoring content to match your audience's preferences to creating captivating videos and strategically distributing them, the journey to effective lead generation is an exciting one. Embrace the video marketing strategies discussed here, and witness firsthand how videos transform your lead generation efforts.

Key Takeaways: Tips for Generating Leads in Tech Companies with Video Content

1. Know Your Audience: Tailor videos to match the needs and preferences of your prospective customers and potential leads. Don't forget to understand your current customers carefully.

2. Tell Compelling Stories: Craft narratives that resonate emotionally.

3. Use Clear CTAs: Guide viewers to the desired action, such as offering free trials of a product or service, free tools, connecting through contact details, etc.

4. Optimize for SEO: Enhance visibility with optimizing techniques for search engines, such as adding video to landing pages.

5. Utilize Social Media Channels: Tailor video marketing campaigns and videos for different platforms.

6. Leverage YouTube: Host and promote content on YouTube, such as explainer videos and testimonials.

7. Engage in Dark Social: Foster private sharing for authentic conversations for different stages of the sales and marketing funnel, such as in the demand generation process, to create brand awareness etc.

8. Experiment with Advanced Strategies: Explore gated content, in-video forms, and communication via multiple channels, using AI tools for understanding stand user behavior through internet traffic and webinars.

Elevate Lead Generation with Expert Video Solutions

As you navigate a great lead generation strategy armed with insights from this guide, remember in the technology sector, success thrives on strategic choices. To unleash the video's potential and seamlessly integrate it, consider partnering with pros.

Unleash Video Power with Our Expertise

Ready to soar in lead generation? Our agency crafts compelling, tailored tech videos. Industry-savvy, we convert viewers into vital leads. Your Path to Success, partnering with us would ensure that you get the full benefit of lead generation with our:

1. Expertise: Years of video production and marketing insight.

2. Customization: Rejecting one-size-fits-all, we align with your brand and goals.

3. Creativity: We're storytellers who thrive on making unique and engaging content.

4. Results-Driven Approach: Our engaging videos fuel measurable lead generation.

Amplify your strategy; engage, convert, excel. Partner with us to maximize your video lead generation potential.