7 Types of B2B Marketing Videos—and When to Use Them

John Cook Director of Demand Gen | Consensus
John Cook

What are the seven primary types of B2B marketing videos?

  1. Webinar
  2. Instructional/Demonstrational
  3. Testimonial
  4. Interview and Q&A
  5. Story Telling
  6. Video Showcase
  7. Vlog

The vast majority of B2B marketers realize that video is a crucial part of their sales process. In fact, a recent study showed that 90% of companies believed video content was important, while 93% reported that they possessed at least a basic ability to create video in-house. Video is now one of the most in-demand sales enablement tools out there!

By 2020, videos will account for 80% of internet traffic — after all, the majority of senior executives prefer to watch video over reading text. The downside of that, of course, is that everyone else is also making videos, making it hard to stand out from the crowd. The best way to cut through all the noise is to understand the right type of video to reach your target audience and then to place it in front of prospects at precisely the right point in the funnel.

Having the B2B sales tools and knowledge to create and use B2B videos is just the beginning — execution is the area that can make or break it. There are seven forms of B2B video content. Each of them is best suited to a different situation. We break down the main forms of sales videos and when to use them below:


While this term can refer to several formats, a webinar is usually a live-recorded, often interactive workshop-type session where viewers can chime in and contribute to the conversation. Webinars tend to be very engaging because they are natural, in-the-moment videos that make viewers feel like they are participating in the discussion.

Webinars are best used when you are covering a topic that requires audience participation. However, since webinars oftentimes demand that people set aside a determined chunk of their time, webinars should be reserved for those topics that are truly compelling, with a value proposition attractive enough to draw a significant audience.

Instructional or Demonstrational

Instructional or Demonstrational

How-to videos are popular, and there is no arguing that when you need to communicate how to do something complicated, seeing it done step by step makes the most sense. Generally, in B2B sales, these are most valuable for existing customers or highly interested prospects who want to learn the specifics of using your product.

This type of video can also contribute to customer loyalty because it shows that your business is more than willing to teach your customers all they need to know about their products and service!


A customer success story makes for powerful sales video content. Seeing and hearing other professionals in their industry raving about your product lends veracity and authenticity to the process. Testimonials are best used when you have completely devoted and committed customers who can provide glowing reviews about your product and are enthusiastic about sharing their genuine delight with others. Ideally, the problem that your product solves for them will be a prevalent one that is common to others in the industry; one that others can relate to.

Interview and Q&A

Interview and Q&A

If you have a fascinating topic worth discussing and willing participants who want to talk about it, you can use a B2B interview, generally involving one well-known industry expert. This type of video, with its back-and-forth format and its every-man style of discussion, can make for a very engaging session. You’ll earn bonus points if you are able to nab an influencer with a substantial following; this type of authority is perfect for leveraging social media traction.


Narratives can be formidable tools because they tend to strike us and tap into our emotions. Stories can delight us and move us, and they are often memorable, leaving a lasting impression. Importantly, they humanize your sales message because they are relatable and add dimension. Great storytelling can lead to a large following, especially if you choose to follow through with creating a narrative between different videos. It brings about information and entertainment to your prospects as it aims to be an enjoyable experience for them.

Video Showcase

If you have a company event or outing coming up, documenting and editing it together to showcase your corporate culture can make for a rich, expressive video. Showcasing a product or service can be useful as well, but only if you can give it a creative vibe or some other compelling point of difference.



This type of video is quite inexpensive to produce while having the advantage of being very relatable and conversational rather than looking like an advertisement. A vlog is ideal when a simple, talking-head explanation is best for communicating the message, but the vlogger must be natural, engaging and well-spoken.

Key Takeaway

When you use video as a sales enablement tool, you widen the possibilities that your efforts can amount to. Whichever video format you prefer, Consensus will help you deliver it effectively and efficiently to the entire buying group. We do this by tracking analytics and buyer activities via our Demolytics dashboard. Today, B2B sales tools are widely overshadowed by the potential that B2B videos provide. So no matter what video format you decide to use, we can personalize it to each buyer so that every video is highly relevant to them, which means the stakeholder automatically feels relevant – and enabled to buy.