How smart B2B teams use video to win deals before they start – martech.org

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MarTech » Video marketing » How smart B2B teams use video to win deals before they start
There’s a dangerous misconception in B2B marketing that video is just a brand awareness play. We tend to bucket video into two extremes:
This binary thinking is breaking your pipeline.
In my role at LinkedIn, I have access to a unique view of the B2B buying ecosystem. The data shows that the most successful companies don’t treat video as a tactic for a single stage of the funnel. They treat it as a multiplier.
When you integrate video strategy across the entire buying journey – connecting brand to demand – effectiveness multiplies, driving as many as 1.4x more leads. Here’s the strategic framework for building that system, backed by new data on how B2B buyers actually make decisions.
The window to influence a deal closes much earlier than most marketers realize.
LinkedIn’s B2B Institute calls this the first impression rose. Like the reality TV show “The Bachelor,” if you don’t get a rose in the first ceremony, you’re unlikely to make it to the finale.
Research from LinkedIn and Bain & Company found 86% of buyers already have their choices predetermined on “Day 1” of a buying cycle. Even more critically, 81% ultimately purchase from a vendor on that Day 1 list.
If your video strategy waits until the buyer is in-market or ready to buy to show up, you’re fighting over the remaining 19% of the market. To win, you need to be on the shortlist before the RFP is even written.
Dig deeper: LinkedIn wants to be the TikTok of business — will it work?
That requires a three-play strategy.
Most video strategies target the champion, the person who uses the tool or service. But in B2B, the champion rarely holds the checkbook.
Consider this scenario. You’ve spent months courting the VP of marketing. They love your solution. They’re ready to sign.  But when they bring the contract to the procurement meeting, the CFO looks up and asks: “Who are they? Why haven’t I heard of them?”
In that moment, the deal stalls. You’re suddenly competing on price because you have zero brand equity with the person controlling the budget.
Our data shows you’re more than 20 times more likely to be bought when the entire buying group – not just the user – knows you on Day 1.
To reach that broader group, you can’t just be present. You have to be memorable. You need both reach and recall. LinkedIn data reveals exactly what cut-through creative looks like in the feed:
Dig deeper: GenAI taking over digital video buyers’ creatives
This is where most B2B content fails. We focus on selling capability (features, specs, speeds, feeds) and rarely focus on buyability (how safe it is to buy us). When a B2B buyer is shortlisting vendors, they’re navigating career risk. 
Our research with Bain & Company found the top five emotional jobs a buyer needs to fulfill. Only two were about product capability.
The No. 1 emotional job (at 34%) was, “I felt I could defend the decision if it went wrong.”
To drive consideration, your video content shouldn’t be a feature dump. It should be a safety net. What does that actually look like?
Momentum is safety (the buzz effect): Buyers want to bet on a winner. Our data shows brands generate 10% more leads when they build momentum through “buzz.” You can manufacture this buzz through cultural coding. When brands reference pop culture, engagement increases by 41%.  When they leverage memes (yes, even in B2B), engagement can jump by 111%. It signals you’re relevant, human and part of the current conversation.
Authority builds trust (the expert effect): If momentum catches their eye, expertise wins their trust. But how you present that expertise matters. Video ads featuring executive experts see 53% higher engagement. When those experts are filmed on a conference stage, engagement lifts by 70%. Why? The setting implies authority. It signals, “This person is smart enough that other people paid to listen to them.”
Consistency is credibility: You can’t “burst” your way to trust. Brands that maintain an always-on presence see 10% more conversions than those that go on and off. Trust is a cumulative metric.
By this stage, the buyer knows you (Play 1) and trusts you (Play 2). Don’t use your bottom-funnel video to hard sell. Use it to remove the friction of the next step.
Buyers at this stage feel three specific types of risk:
That’s why recommendations, relationships and being relatable help close deals.
Your creative should directly answer those anxieties.
Scale social proof – kill execution risk: 90% of buyers say social proof is influential information. But don’t just post a logo.  Use video to show the peer. When a buyer sees someone with their exact job title succeeding, decision risk evaporates.
Activate your employees – kill decision risk: People trust people more than logos. Startups that activate their employees see massive returns because it humanizes the brand. The stat that surprises most leaders. Just 3% of employees who post regularly can drive 20% more leads, according to LinkedIn data.  Show the humans who’ll answer the phone when things break.
The conversion combo – kill effort risk: Don’t leave them hanging with a generic Learn More button. We see 3x higher lead-gen open rates when video ads are combined directly with lead-gen forms. 
The video explains the value, the form captures the intent instantly.
Dig deeper: What can marketers learn from the Savannah Bananas?
If this strategy is so effective, why isn’t everyone doing it? The problem isn’t usually budget or talent. It’s structure. In most organizations, brand teams and demand teams operate in silos. 
They fight over budget and rarely coordinate creative. This fragmentation kills the multiplier effect. When you break down those silos and run these plays as a single system, the data changes.
Our modeling shows that an integrated strategy drives 1.4x more leads than running brand and demand in isolation. It creates a flywheel:
The brands that balance the funnel – investing in memory and action – are the ones that make the “Day 1” list. And the ones on that list are the ones that win the revenue.
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Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. MarTech is owned by Semrush. Contributor was not asked to make any direct or indirect mentions of Semrush. The opinions they express are their own.
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