The Impact of Video in B2B Sales

Why Video is Winning in B2B

The numbers speak for themselves:

• 95% of B2B buyers say video plays a role in moving forward with a purchase (Brightcove).

• 70% of B2B buyers watch videos during their buyer journey (Google).

• 88% of marketers report positive ROI from video marketing (Wyzowl, 2024).

• Including video in emails can increase click-through rates by up to 300%(Campaign Monitor).

For B2B audiences, who often face complex buying decisions involving multiple stakeholders, video helps clarify value quickly and builds trust at scale. Here’s why it’s so effective:

1. Video Simplifies Complexity

In B2B, your products or services are rarely simple. Whether it’s a software platform, food-service solution, or industrial product, video helps visually explain how something works—fast.

2. It Accelerates the Sales Process

Video allows sales reps to answer FAQs, demonstrate products, and share customer proof points without needing a live meeting. It also helps warm up leads before your reps even get on a call.

3. It Scales Personalization

AI and automation tools, as well as personalized video messaging, can now be created at scale. Imagine sending a prospect a tailored product demo or training video branded with their logo and relevant use cases.

4. It Works Across the Entire Funnel

From awareness to decision, video performs. Whether it’s a top-of-funnel brand story or a bottom-of-funnel case study, B2B buyers consume video at every stage. The critical caveat: great videos don’t guarantee great results —one must distribute them correctly.

The Distribution Problem Most Teams Overlook

Many B2B organizations fall into the same trap: they produce a video and upload it to YouTube or Dropbox, believing the effort is complete. Or worse, they bury it in an internal server that sales reps can’t find. 

The results include: Low visibility. Minimal engagement. Wasted opportunity. Distribution is what determines whether your video content reaches the right people at the right time—be it internal reps, brokers, distributors, or end customers.

To compete in today’s omnichannel world, that reach must extend across email, social, websites, CRM tools, partner portals, and more. Distribution is what determines whether your video content reaches the right people at the right time—be it internal reps, brokers, distributors, or end customers.

And in today’s omnichannel world, that reach must extend across email, social, websites, CRM tools, partner portals, and more.

Smart Video Distribution Solutions for B2B Organizations

If you’re serious about using video to drive sales, here are three top-tier distribution approaches to consider—each suited for different parts of your go-to-market strategy:

Video Hosting & Marketing Platforms (e.g., Wistia, Vidyard)

These platforms enable you to host videos while offering rich analytics and marketing automation features.

Best for:

• Embedding videos on websites or landing pages

• Capturing leads through gated content

• Tracking viewer behavior across campaigns

Key Features:

• CRM integrations (e.g., HubSpot, Salesforce)

• Video heatmaps and engagement stats

• Custom branding and lead forms

Stat to know:Marketers using advanced video hosting platforms report a 34% increase in lead conversion rates (Vidyard).

Limitation:These tools are excellent for owned digital channels but not built for external partners or complex channel sales.

Video Marketing Center (VMC)

The Video Marketing Center is purpose-built for companies that sell through channel partners, brokers, or distributors. It allows manufacturers and B2B brands to distribute video campaigns that partners can co-brand and send directly to their customers.

Best for:

• Scaling product education across reseller or distributor networks

• Equipping external reps with campaign-ready content

• Driving adoption of new SKUs or product bundles

Key Features:

• Co-branding tools for distributors and reps

• Built-in email, landing page, and training distribution

• Lead capture and training quiz modules included

Stat to know:Organizations using VMC-style video distribution report 50% faster partner onboarding and 3X higher campaign adoption across their channel.

Differentiator:VMC enables true partner-driven marketing at scale—something traditional platforms are not able to handle.

Strategy Over Serendipity

Video is no longer a trend. It’s the new standard in B2B sales and marketing. But as video becomes more widely adopted, distribution will become your competitive edge.

The right strategy ensures your content is not only produced—but also seen, shared, and acted upon. And for organizations with complex go-to-market models, the ability to co-brand, track, and optimize campaigns across internal and external teams isn’t optional—it’s mission-critical.

Conclusion: The Impact of Video in B2B Sales—and Why Distribution Strategy is the New Differentiator

If you’re producing high-quality video content but struggling with visibility, adoption, or engagement, it’s time to rethink your distribution strategy. Explore platforms like Wistia and Highspot. However, if you sell through channels, take a close look at how the Video Marketing Center can help you scale smarter.