Video Has Changed and So Should Your B2B Marketing Strategy
B2B marketing isn’t what it used to be… and that’s a good thing. For brands working in complex industries like emerging tech, automotive or enterprise systems, the challenge has always been about making ideas land. Big ideas. Technical ideas. Sometimes abstract ones.
Enter video. What used to be a “nice-to-have” asset is now one of the most versatile, effective and scalable tools in the modern B2B playbook.
Video isn’t just a creative format; it’s a business solution. It helps simplify the complex, create emotional connection and build credibility faster than static content ever could. We’ve seen how video gives our clients the power to communicate clearly, connect authentically and move audiences to action.
From Explainer to Experience: The Evolution of B2B Video
There was a time when B2B video meant product demos or corporate talking heads and not much else. That time is over.
Today, video is flexible enough to meet prospects where they are and smart enough to grow with your brand. We’re producing dynamic motion graphics for various platforms, testimonial-driven narratives for OEMs and short-form content built for social, sales enablement and web-based applications.
More importantly, video is no longer limited to one part of the journey. It can support every stage, from awareness and education to conversion and retention.
It might be:
- A 90-second animated explainer that helps a buyer understand your platform
- A day-in-the-life story that gives depth to your value proposition
- A looped micro-video that adds motion and attention to your website
- Or even a product teaser built for LinkedIn that prompts DM-level engagement
When creative production is matched with the right strategy, video becomes more than content… it becomes a competitive advantage.
Launching a New Global Parts Brand
This project had one task: To fully develop the brand identity for a new, global automotive parts brand being produced by international automotive manufacturing behemoth Stellantis. The JRT team jumped at the opportunity and continues to guide the further development and global rollout of the parts brand bproauto®.
Telling Complex Stories with Clarity and Confidence
Not every product can be shown in a photo. Not every process can be summed up in a tagline. That’s where video excels.
For B2B brands offering software, infrastructure or technical services, the key is showing how it works and why it matters — fast. With video, you can layer in visual metaphors, simplify workflows and show outcomes instead of specs. The result? Less cognitive load. More emotional connection. And often, better conversions.
Our JRT and Steady Mobb teams work with brands to uncover the story behind the service. Sometimes that means scripting a brand anthem that connects business outcomes to customer values. Perhaps it means animating an invisible feature, set in a way that makes sense to a non-engineer. It’s not just about making something look cool, it’s about making it click.
Built to Scale and Built to Perform
One of video’s biggest strengths in B2B marketing is its ability to scale.
A single, well-produced video can live across your homepage, email campaigns, sales decks, event screens, social platforms and investor communications. And with data-backed optimization, it can evolve just as your strategy does.
Creative content for B2B shouldn’t be disposable. It should work hard across channels, teams and use cases. With the JRT agency’s approach to creative and data integration, we ensure that video doesn’t just look right; it performs right.
Humanizing the Brand Behind the Tech
No matter how technical your business is, your audience still wants to hear from real people. That’s why video is so powerful for humanizing B2B brands.
We’ve produced leadership messaging series, employee brand stories and customer interviews that build trust in ways that decks and data points can’t communicate alone. Whether it’s culture-forward content or behind-the-scenes storytelling, this kind of video creates transparency, trust and a sense of partnership before a single contract is signed.
It’s also one of the most effective ways to support influencer and experiential marketing efforts in the B2B space (something we’re building more into integrated programs for our clients across industries).
Enhancing a B2B Brand Across Multiple Business Units
To counter competitors, Dana’s Light Vehicle business unit responded swiftly with a video featuring a time-travel through a Dana Diamond portal. This creative approach seamlessly fused Dana’s heritage with future-focused technologies, featuring the 4-in-1 e-Beam axle in light vehicle electrification.
The Right Video Strategy Starts with the Right Creative Partner
Video doesn’t have to be complicated. But it does need to be intentional.
With the right strategy, storytelling and execution, B2B video becomes a long-term asset. Not a one-off production. Our JRT and Steady Mobb teams bring together creative production, marketing strategy and data-driven insights to craft video that resonates and drives results.
If your brand has a story to tell — and a product or service that deserves more than a static asset — we’re here to help you bring it to life.
Looking to unlock the full potential of video for your B2B brand? Let’s make it happen.
