Rethinking B2B Video: Why Your Strategy is Backward (And How to Fix It)

When most B2B companies think about video, they go straight to high-budget, commercial-style productions. You know the ones—large production crews, crazy equipment lists, and a budget that makes your CFO break into a cold sweat.

And while those videos can have a place in your strategy, here’s the problem:

Most companies blow their entire budget on one or two of these polished productions a year… and then wonder why they can't produce enough video content to move the needle.

The truth? If you want to create a scalable, effective video strategy, you need to focus less on big-budget production and more on two other types of video content: Candid and Conversational.

Let’s break it down.

The Three Levels of B2B Video (And Where You’re Getting It Wrong)

1. Candid Video: The Raw, In-the-Moment Content

Think about it—how many great moments happen in business when a professional video crew isn’t around?

A CEO shares an insightful comment at a conference. A customer raves about your product over coffee. A sales rep has an “aha!” moment after a great client call.

These moments are gold for your brand. But if you’re only thinking about video as a big-budget production, you’ll never capture them.

That’s why B2B companies need to get comfortable with candid video. We all carry high-quality cameras in our pockets—so why aren’t we using them?

Encourage your team to pull out their phones and record quick, authentic moments:

• A product manager breaking down an industry trend
• A behind-the-scenes look at a company event
• A customer sharing a success story on the spot

This kind of content builds trust. It shows you’re real. And it keeps your video content pipeline full without blowing your budget.

It is a major miss for the companies that are sleeping on this.

2. Conversational Video: The Meat of Your Strategy

If Candid Video is the appetizer, Conversational Video is the main course. This is the core content that educates, nurtures, and converts your audience.

Think about:

• Executive interviews – Your leadership team has insights. Share them.
• Video podcasts – Give your audience real, unfiltered discussions about industry challenges.
• Product demos – Show, don’t tell. A simple walkthrough can be more powerful than any sales pitch.
• Customer case studies – Let your best clients do the talking for you.
• Company culture videos – People want to do business with people, not faceless brands.

This kind of content is what actually changes minds, and moves deals forward. It answers key questions, builds credibility, and helps prospects see why you’re the right choice.

Yet most B2B companies skip this entirely in favor of commercial content that looks great but, in most cases, isn't capable of going beyond a transactional sales pitch. 

3. Commercial Video: The Special Occasion Play

Now, don’t get us wrong—there is a place for high-end, professionally produced videos.

If you’re launching a new product, announcing a merger, or rolling out a major brand campaign, you can certainly go big. A well-executed commercial video can make a splash and position your company as a leader.

The problem is when companies treat this as the default video strategy.

The result? They spend big on one or two videos a year… and then have no budget left for consistent, scalable video content.

The Fix: Flip Your B2B Video Strategy

If you want to make video work for your business, it’s time to rethink your priorities:

1. Start with Conversational Video – Build a strong foundation with interviews, case studies, demos, and educational content.
2. Empower Your Team to Create Candid Video – Encourage (and train) employees to capture authentic, in-the-moment content with their phones.
3. Use Commercial Video Sparingly – Reserve high-budget productions for major moments, not everyday marketing.

This shift isn’t just more cost-effective—it’s more effective, period. It allows you to create more content, engage your audience consistently, and actually drive results.

The B2B world is changing. If your video strategy is stuck in “commercial-first” mode, you’re doing it wrong.

It’s time to flip the script.