Video Sales Guide - Tips & Tactics to Help You Close B2B Deals with Videos
Video is one of the most powerful tools in modern B2B sales...
...but only when it’s used with intention 😜
Creating high-quality sales videos takes time, budget, and real effort.
The question most teams struggle with isn’t whether video works, but how to use it across the sales cycle to actually close deals faster.
This guide breaks down how B2B teams can use video marketing to attract the right buyers, generate qualified leads, and support sales conversations... from first touch to final decision.
Whether you’re building awareness, nurturing interest, maintaining trust, or pushing deals over the line, video can do the heavy lifting.
That is, if you deploy the right formats at the right moments.
Why Video Works in the B2B Sales Process
What's the actual benefit of using video content in the B2B sales cycle? Well, if we had to point out a media format that dominates B2B marketing and is a resounding success story, it would have to be video. It's everywhere; everyone uses it, and is used to it, but only when applied skillfully, they are interested in it.
Video Drives Measurable Revenue Impact
A stunning 96% of businesses agree....55% of audiences watch at least one video segment every single day, while 78% at least once a week.
87% of B2B marketers are certain that video is key to positive ROI, and companies that make good use of video formats achieve 49% faster revenue growth.
Companies that use video effectively see faster revenue growth, stronger conversion rates, and better performance across channels.
Impact: higher ROI, faster growth
Video Accelerates Trust in Complex Sales
B2B buying decisions are risky, emotional, and often slow. Video helps reduce that friction by making products, people, and ideas more tangible. Seeing real humans explain value builds confidence far faster than text or slides.
Impact: shorter sales cycles, higher deal confidence
Buyers Actively Prefer Video Content
Video isn’t just popular, it’s expected.
The majority of B2B buyers consume video daily and rely on it heavily when evaluating solutions, especially Millennials and Gen Z, who now dominate B2B purchasing teams.
Impact: higher engagement, better-informed buyers
Video Creates Emotional Differentiation
Features and specs rarely close deals. Stories do.
Video allows you to connect emotionally, demonstrate empathy for real pain points, and position your solution as the safer, smarter choice—without hard selling.
Impact: differentiation, memorability, preference
Wondering where video would have the biggest impact in your sales funnel?
That’s usually the first question we help teams answer... before production ever starts 😎.
Creating engaging video content for B2B sales
To capture and retain your desired audience's attention and engagement, stop thinking like a salesman and seek within for your internal storyteller.
Your company name, brand identity and clear messaging have to be present, but they do not have to be bluntly spelled out.
They can just as well be merely implied and yet still clearly come across through the video's presentation and narrative.
B2B marketing is not much different from B2C (in a way)
One of the best ways to close a deal in B2B is humanizing the interaction.
Show that you understand them on an emotional level.
The key is knowing the customers' real friction and pain points. What threats are they afraid of in the context of what you're trying to sell? What results do they hope for?
Show clearly that you are able to protect them from those threats and bring about changes that solve their problems.
Decide on what story you want to tell
First and foremost, do not overcomplicate it.
The most captivating video in marketing is the one that gets the point across in a simple, elegant way. The formula should be simple and the messaging easy to understand, but not "dumbed down."
Your audience will immediately pick up on it and resent being treated this way.
Instead of trying to overexplain the message, focus on a single feature you're selling or a single well-identified friction point you can resolve for your customer.
This approach may take several short-form videos instead of one, however, this will also play to your advantage. The average attention spans of those watching videos drop off sharply beyond 2 minutes in.
We prefer they watch smaller segments in their entirety and ingest the complete messaging as intended. This segmentation will also come in handy during video dissemination on various important social media platforms.
Focus on your audience
That was the easy part, you see.
Now, you have to ensure your story itself is compelling enough. One surefire way to achieve that is to remember that your audience is not companies but people.
Talk much more about them instead of yourself.
Humanize the story as much as possible, play up the emotions, and convince the audience of your team's empathy for their pain points.
Make them feel seen and understood, and convey care for the problems they struggle against.
How to build your story?
Your story has to have a definite beginning, a developing middle, and a summarising end.
They need to flow well into one another, connected through BUT or THEREFORE logic, never a simple AND.
Creative flair is a must as well, as B2B purchase decision makers overwhelmingly (over 80%!) consider usual B2B marketing boring and wish for it to have the creativity normally associated with B2C marketing.
They also openly state that they'd make better decisions if B2B advertising was more engaging to them.
Stand out from the banality of the B2B crowd and create a dopamine-shot video for your audience.
Decide on your platforms
While it might seem a good idea for your B2B video to show up on the social media platforms most associated with video content - YouTube, Instagram, TikTok - real-world data is quite counterintuitive.
To maximize visibility among key decision makers in B2B, you should prioritize at least two various platforms, like Facebook and LinkedIn.
Why share videos on Facebook?
It's pure statistics.
Among over 4 billion daily video views from 1.25 billion monthly viewers on the platform, native videos receive an overall 478% more shares than YouTube.
Video ads on Facebook also lead all other platforms with the highest average click-through rate.
Engagement rates are through the roof as well, 110% higher than other platforms and 5 times more gaze than static content.
Why use LinkedIn in Your video marketing strategy?
LinkedIn might be one of the last social media platforms you'd think of as far as video content, right? Underestimating it would be a grave mistake, though.
Just think about it: most - if not all - of your target buyers are already there, and there's much less non-business-related traffic.
LinkedIn is also a video powerhouse, as video boasts 3x the engagement of the text posts on the platform and 5x the likelihood of starting a conversation among members.
If you’re mapping video to your sales funnel right now
A short strategy session can help you decide which formats actually move deals... and which ones waste budget.
Schedule a B2B video strategy call today!
Tips & Tactics to help you close deals fast with Video Marketing
Do we need to create videos for every stage of the sales cycle?
In short, yes.
You should create a variety of video content because different stages of the buyer's journey will require different tools.
Some of the factors to consider here are the needs of your target audience, video length and level of detail.
Awareness stage
Right now, you're simply trying to grab attention of potential clients and make them aware of the existence of your company, product or service.
This is where the shortest video form rules and, as such, should be displayed on all platforms available.
Those self-contained stories should be brief, exciting and emotional, giving your audience a compelling reason to become interested customers.
Videos you create for this stage of the sales cycle have to be legible without sound, as this is a preference of mobile users.
The thumbnail image also has to be a deliberate design choice, as it is the sole reason for the user to click on the video.
Interest stage
At this point in the sales funnel, you're free to diversify into longer content.
Your customers are knowledge-seeking now so it's time to build relationships.
Provide them with educational videos where they will find out more about your company, your success stories, and case studies.
It's a good idea to also provide explainer videos and product demos showing how your company's products or services work and what the customer's experience with your company would be like.
Decision-making stage
Here, you need content which will be the customer's tipping point so it's a great time to utilize how-to videos and testimonials of various lengths.
Those can be from a loyal customer, or an assortment of relevant, successful industry professionals who have used your product or service.
If your budget permits, this is also where influencers fit right in.
Ensure SEO serves the customers with your videos at the right time through easily accessible platforms. You need them to see all the good arguments for making the right choice - your business.
Using video in your email marketing
Video content can substantially boost the effectiveness of your email marketing.
Let's be honest: the average email click rate is an abysmal 2.69% and anything that stands to improve that number is a good idea.
Be sure to use the word "video" in the email's title to nudge their curiosity about possible interesting content and ensure they actually click through to what you've prepared.
Never embed the video directly into the email itself though. Most email apps do not work well with embeds, and they often trigger spam filters.
Instead, use a clickable thumbnail or animated GIF snippet that leads to an external webpage where the video can be viewed.
It's also a good idea to place a strong call to action somewhere in the middle or toward the end of that video piece.
Making B2B video content to scale
What if you need... a LOT of videos?
Well, it takes great effort to produce B2B video content at scale, the main challenge being to maintain a high level of quality and message consistency.
To scale your production without compromising on quality, we advise partnering with a video production agency (like us!) that can handle bulk orders or specific types of content.
Those partners will be able to fully understand your brand and maintain consistency throughout the entire campaign.
Repurposing content is one of the ways to create scale and bulk while keeping the same tone.
A single webinar or a Q&A session can be turned into several short videos or tutorials. Likewise, videos from conferences or events might be edited into several smaller pieces, focusing on different topics.
Measuring the success of your marketing videos
Aside from return on investment, which should be your ultimate goal, there are several metrics that we can use to measure the success of a video marketing campaign.
Three core metrics of success
The most basic metrics are impressions and reach.
Those, respectively, mean how many times your ad or organic content is displayed or viewed and by how many unique users. Those metrics focus on less material value that the video content created, like brand awareness, users' exposure to your content, and potential for audience engagement.
Another critical metric is click-through rate (CTR).
The number of clicks your videos are getting from their impression, expressed as a percentage of those. Detailed information can show us which ad or piece of content is performing well.
How eagerly do the customers engage with the content is another thing.
One of the metrics there is the conversion rate - the percentage of users who take action after viewing the video content.
Engagement is one of the most important metrics, as it shows us how motivated the audience is to react to our videos and the effectivenes of our call to action.
Growing importance of views
A recent revelation from Meta shows that views, not click-throughs, actually drive purchase decisions, especially among younger audiences, where 90% of purchases occur without clicking anything.
The ratio of post-view purchases to post-click purchases is an astounding 6:1 for Gen-Z, 3-4:1 for Millennials, and only 0.5 to 0.8:1 for ages 55-65+.
Some of the customer interactions are unmeasurable
This is what's understood under the ominous name of "dark social."
Those are the paths users take that escape tracking tools. They send each other links to content over messaging apps, emails, or text messages.
They also completely skip the digital reference paths and use classic word-of-mouth, recommending products and brands to each other.
That's why large platforms such as TikTok or Meta have stopped relying solely on CTR, as a lot of the traffic was untrackable or underestimated.
Summary
We hope the above has convinced you that video is an indispensable communication tool to support your B2B marketing efforts.
Video isn’t just a marketing asset... it’s a sales tool.
We help B2B teams design video systems that support every stage of the buyer journey, from awareness to decision.
If you’re ready to turn video into a real revenue driver, start a project with Black Rabbit.
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