“People would rather watch the internet than read it.” Mic drop. That’s Chris Kraft, a video marketing veteran who knows a thing or two about what makes business audiences tick. In 2025, video content isn’t just having a moment; it’s owning the stage in B2B marketing, offering a perfect blend of storytelling, education, and sales enablement. To stay competitive, building a robust 2025 B2B video strategy will be essential for capturing attention and driving engagement in increasingly digital-first marketplaces.
Today’s buyers aren’t interested in drab, text-heavy PowerPoint presentations or sales calls they didn’t ask for. They want videos that grab their eyeballs, educate their brains, and build trust in the process.
Enter the full-funnel video strategy: the marketing playbook designed to take potential customers from “Hmm, interesting” to “Take my money!”
Here is your practical guide to mapping video across the entire buyer’s journey. Grab some popcorn; you’ll thank me later.
What is the best B2B video strategy in 2025?
The best B2B video strategy in 2025 is a full-funnel approach that aligns video content with every stage of the buyer’s journey—from awareness to advocacy. Winning strategies pair high-production storytelling for brand awareness, educational mid-funnel content, and personalized, bottom-of-the-funnel trust-builders. For maximum ROI, marketers should repurpose long-form pieces (think webinars and podcasts) into short, platform-optimized clips, leveraging both organic distribution and paid initiatives on channels like LinkedIn, YouTube, and Connected TV (CTV).
Why B2B Videos Matter More than Ever
If 2025 is the year of anything, it’s bite-sized video snippets. Buyers are consuming video content like it’s free Wi-Fi at Starbucks. Take this stat for starters: Using video can boost conversion rates by upwards of 80%. Oh, and people spend 82%-88% more time on pages that feature video. Mic officially dropped again.
But wait, there’s more. Gartner tells us that B2B buyers are now 80% through the buyer’s journey before they even pick up the phone to say “Hi” to your sales team. What bridges the gap between a buyer’s curiosity and your neglected sales rep? Video. Think of it as your around-the-clock salesperson, a sleek tool that works whether your team is hustling or hitting happy hour.
Building Your Video Strategy Across the Funnel
Not all videos are created equal (or at least they shouldn’t be). A truly effective B2B video strategy maps specific content types to each stage in the video content funnel. Here’s how you do it like a pro.
1. Top of Funnel (ToFu): Capture Attention & Build Awareness
Goals: Stop the scroll! Build that click-happy brand recognition.
Best Video Types:
- Snappy brand videos
- Authentic founder introductions
- Short (but punchy) thought leadership clips, 60–90 seconds
Where to Shine:
Distribution is everything. Use LinkedIn, YouTube, and even CTV ads to reach eyeballs where they’re already chilling. Just don’t forget to turn heads with visuals that pop. You’re competing with more than your competitors; you’re up against TikTok memes and baby goat reels. Aim for impact. For more tips on creating engaging social content, check out our B2B Social Media Content: Engage, Convert, Succeed.
2. Middle of Funnel (MoFU): Educate & Build Trust
Goals: Become their trusted guide. Answer questions before they ask.
Best Video Types:
- Explainers that deconstruct complicated solutions
- Webinars (like “jam sessions,” if you’re Vendy Digital!)
- Case study clips that whisper, “See? We won’t mess this up.”
Where to Shine:
Now’s your chance to shine on your website’s resource hub and in nurturing campaigns. Add retargeting ads to gently remind your prospects, “Hey, remember us? We’re still awesome.”
Pro Tip: Serial content works wonders here. Consistency builds trust, and trust turns window-shoppers into shoppers.
3. Bottom of Funnel (BoFU): Convert & Close the Deal
Goals: Be the reason they say, “Yes, you’re the one!”
Best Video Types:
- Demo walkthroughs that make your product’s value undeniably clear
- Personalized proposal videos (Loom it, baby!)
- Video case studies dripping in tangible results that scream, “#TrustUs”
Where to Shine:
This is prime “sales touchpoint” territory. Embed videos in contact pages, sales emails, and Account-Based Marketing (ABM) programs. And don’t sleep on LinkedIn DMs armed with personalized video outreach. The results could surprise you.
4. Post-Sale (Advocacy): Expand & Activate
Goals: Wow them. Keep them. Get them to tell everyone.
Best Video Types:
- Customer spotlights that double as subtle testimonials
- Onboarding tutorials to cut down on questions
- User-generated testimonials (PSA: use a tool like Riverside to simplify this)
Where to Shine:
Success emails, customer portals, and organic LinkedIn mentions are your go-to lanes. These post-sale efforts can nurture relationships, spark referrals, and upsell without “selling.”
When to Use High vs. Lo-Fi Production
High Production? Think brand-defining moments. Examples include launch campaigns, heartfelt customer testimonials, and moving brand stories.
Lo-Fi Videos? Perfect for authentic interactions like social snippets, sales walkthroughs, or quick founder insights. (Did someone say “time to put that smartphone to work”?)
Pro Tip: Maximize ROI on your production days. Stock up on raw clips during shoots so your team can create fresh content for months. Whether it’s drone shots or product close-ups, aim to bank video resources that work overtime. Chris Kraft calls this the “video buffet” model, and honestly, we’re hungry for more of it.
How to Get Started with Your 2025 B2B Video Strategy
Starting with video can feel like staring at a LEGO set with no instruction manual. Fear not—we’ve got the key things to prioritize.
- Content Pillars: First, ask yourself what your brand wants to be known for. Got it? Good. Now map your content pillars into video categories.
- Funnel Weak Points: If you’re losing leads mid-funnel, start there. For some, it’s a killer product explainer; for others, maybe it’s post-contact follow-ups.
- Pilot, Test, Repeat: Track performance like it’s the last season of your favorite Netflix series. Use “How did you hear about us?” forms or analytics from platforms like YouTube Studio or LinkedIn Ads.
- The Right Tools: Tools like Loom, Riverside, and Navu (for AI-enabled websites) are a game-changer. Explore them now, thank us later.
Build Your 2025 B2B Video Strategy with these Key Takeaways
When done right, a full-funnel video strategy is the ultimate secret weapon for turning curious buyers into brand-loyal advocates. Here are your cheat-sheets for success.
Summary Highlights
- Video isn’t optional anymore; it’s how buyers prefer consuming and learning.
- Craft distinct formats for awareness, education, and conversion while focusing on storytelling.
- Buyers don’t want to be “hard-sold”; use videos to close the trust gap instead.
Actionable Takeaways
- Strategically map video to each funnel stage, from branding to advocacy.
- Invest where ROI is hottest. Start with high-impact areas like education or conversion.
- Build a content asset library during shoots. Bank those beautiful drone shots, stat!
- Mix high-production polish (brand-definers) with lo-fi authenticity (day-to-day snippets).
- Leverage both paid (LinkedIn, CTV) and organic (YouTube, email) distribution.
- Track attribution to know what’s working. Real data > gut feelings.
Level Up Your Video Game in 2025
Look, here’s the truth bomb of 2025. Without video, your marketing funnel is like spaghetti without sauce. Video isn’t a “nice-to-have” anymore; it’s your best tool to educate, engage, and convert.
Audit your funnel. Find those glaring video gaps. And if you need help connecting the dots, give us a shout. We can help you build a B2B video strategy 2025 that speaks volumes (pun intended). Plus, don’t miss out on our B2B Video Marketing Tip Sheet for 2025—it’s packed with actionable insights to level up your video game.
