“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.
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).
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.
Goals: Stop the scroll! Build that click-happy brand recognition.
Best Video Types:
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.
Goals: Become their trusted guide. Answer questions before they ask.
Best Video Types:
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.
Goals: Be the reason they say, “Yes, you’re the one!”
Best Video Types:
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.
Goals: Wow them. Keep them. Get them to tell everyone.
Best Video Types:
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.”
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.
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.
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.
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.