Video in B2B: What Works, What Doesn’t, and Where to Start
B2B Marketing with Dave Gerhardt
Intro
This chapter addresses the productivity challenges marketers face due to communication overload and the advantages of using AI to streamline tasks. It also delves into cost-effective strategies for B2B video marketing, emphasizing effective content utilization without excessive resource strain.
#240: Video Strategy | In this episode, Danielle sits down with Connor Lewis, founder of Studio Lewis, to talk all things B2B video - what works, what doesn’t, and how to actually get started. Connor spent years building in-house video from the ground up before going solo. Now, he works with B2B brands on high-performing video ads and he’s here to break down what he’s learned.
Danielle and Connor cover:
- Why production value doesn’t matter as much as you think
- How to turn existing blog posts and webinars into watchable video
- What’s working on LinkedIn video in 2025
- How to get started with video without hiring an agency or a full-time team
- Simple formats that make video approachable
Timestamps
- (00:00) - – Intro to Connor
- (04:33) - – Learning video by doing: from intern to strategist
- (06:33) - – What’s working in B2B video on LinkedIn in 2025
- (08:00) - – Three types of videos that perform best
- (09:21) - – Why video ads aren’t the best place to start
- (10:14) - – How to turn top blog posts into YouTube videos that rank
- (12:07) - – Using video to refresh blog content and boost SEO
- (12:47) - – How to use video effectively for virtual and in-person events
- (13:41) - – Repurposing Q&A sections from webinars into high-performing short clips
- (15:36) - – Creating shorts from top audience questions
- (16:49) - – The only parts of video that really matter
- (17:36) - – Why “how I” beats “how to” every time
- (19:24) - – The “reverse Rambo” hook format and how to use it
- (21:23) - – How setting and authenticity improve engagement
- (22:52) - – Why stiff, overproduced videos are killing your reach
- (25:30) - – How to get started with video if you don’t have a team or budget
- (27:36) - – Why marketers need to get comfortable on camera
- (27:58) - – Podcasts as a powerful entry point into video
- (28:55) - – How to test video with a simple 4-part limited series
- (30:31) - – Low-budget options that still convert
- (30:59) - – Why product marketers often make the best video collaborators
- (31:43) - – Final advice: don’t wait until it’s perfect, just start!
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Today’s episode is brought to you by Grammarly.
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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
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Remember Everything You Learn from Podcasts
