Why Video is Taking Over B2B Marketing, and How to Make Yours Stand Out

B2C social media has changed the game—even in B2B.

Platforms like Instagram, TikTok, and YouTube have shaped how people expect to consume content. That influence now extends to professional spaces, pushing B2B marketers to adapt.

As demand for video content grows, B2B marketers are prioritizing video across LinkedIn and other platforms. And it’s paying off.

Video continues to be one of the most powerful tools in modern marketing—driving higher engagement, improving information retention, and building trust faster than text-based content alone.

The numbers say it all:

98% of people have watched videos to learn more about a product or service.

87% of people say they’ve been convinced to purchase a product or service by watching a brand’s video.

But more than that, it aligns with how your audience prefers to consume content today: on-demand and on-the-go. B2B audiences don’t want to just read about your product, they want to see it in action and hear from the people behind the brand.

At Leadarati, we’ve seen firsthand how hard it can be for B2B teams to turn expert insights, webinars, or interviews into usable, engaging content. That’s why we created ThoughtCAST—a smarter way to repurpose long-form videos into short-form, high-impact clips designed for how B2B buyers actually consume content.

And what makes it most effective isn’t just the format, but how you use it. That’s where our original framework comes in.

The 4Es of High-Impact B2B Video

1. Engage

As industries become more competitive, earning customer attention in the first few seconds with eye-catching content is essential—and so is maintaining it. This gives you a chance to convey your brand’s message and personality, highlight product benefits, and build the foundation for long-term connections.

2. Educate

Wherever your audience is in their journey, video helps guide them—whether it’s onboarding, feature walkthroughs, or answering common questions. It’s a chance to show how your product solves real problems, while reinforcing your expertise and leadership in the space.

3. Earn Trust

Skepticism is common among B2B customers—but video can break through it more effectively than any other format. Use real case studies, show authenticity, and actively demonstrate the benefits your service delivers to build credibility and confidence.

4. Empower

Video helps streamline support by building a resource library your buyers can turn to anytime. Once they understand how your solution solves their problems and supports their goals, you can empower them with a clear next step or actionable takeaway—guiding them confidently toward a decision.

How ThoughtCAST can put your 4Es into Action

Most B2B marketers already have strong video material—webinars, virtual panels, internal Q&As—but few have the time to turn it into polished video content. That’s where ThoughtCAST comes in.

We help you:

• Pinpoint the most compelling moments in your long-form videos

• Transform them into shorter, high-impact videos ideal for social, email, or landing pages

• Enhance them with branded visuals, formatting, and captions for accessibility and engagement

Final Thoughts

B2B video is evolving—borrowing B2C’s fast-paced, audience-first style while staying focused on complex buyer journeys. The most effective brands blend clarity, trust, and education in formats built for how people consume content today.

Open any company website and you’ll likely see a video within seconds. Video isn’t just a trend—it’s a proven performer. It consistently delivers excellent ROI—in fact, 93% of marketers say it has directly boosted their returns.

If you haven’t invested in B2B video marketing yet, now is the time. To position your brand as a true category leader, impactful, visual content is no longer optional—it’s essential. Contact us to get started with ThoughtCAST and turn your existing content into video that connects.