B2B Video Marketing: How to Build a Strategy That Drives Full-Funnel Growth

Let’s be real for a second.

Most B2B video marketing is… well, kind of painful. 

It’s either a three-minute corporate monologue nobody watches, a product demo that feels like a hostage situation, or a webinar that eats up an hour and produces exactly zero pipeline.

And yet, video is supposed to be the most powerful format in modern marketing. Buyers want it. Algorithms boost it. Sales teams beg for it.

So why do so many companies get it wrong?

Because they confuse views with value. They treat video as “content for content’s sake,” instead of a measurable growth channel.

Here’s the truth: B2B video marketing can absolutely drive revenue, if you build a strategy that’s tied to your funnel, and if you measure it properly. 

And that’s where AllFactors comes in. With AllFactors, you can auto-measure every video event, unify the data with your CRM, and finally see which videos turn attention into pipeline.

This is your no-fluff, tell-it-like-it-is playbook for B2B and SaaS video marketing. Let’s dive in.

Why Video Is the Secret Weapon in B2B

Think about how you buy software.

Do you want to slog through a 20-page whitepaper? Or would you rather watch a 90-second product explainer that shows you the value instantly?

Video works because it’s fast, human, and memorable.

• 95% of B2B buyers say video plays a role in their purchasing decision.
  
• Landing pages with video convert up to 80% higher than those without.
  
• Video consumption on LinkedIn has grown by over 50% year over year, especially in B2B audiences.

It’s simple: B2B buyers are still humans. They want to feel connected to your story, your product, and your people. 

A well-executed video can communicate what a 2,000-word blog post can’t, it shows your expertise, credibility, and authenticity in seconds.

But here’s the kicker: while marketers love making videos, most don’t measure them beyond “views.” That’s a dangerous trap. 

Views don’t tell you if that prospect became an opportunity, or if that webinar replay influenced pipeline.

This is where AllFactors changes the game. With AllFactors, you can measure:

• Video playthrough rates -how much people actually watched
  
• Content engagement – scroll depth, time on page, readership %
  
• Conversions influenced by videos – form fills, demo requests, signups
  
• Multi-touch attribution across the funnel—did the video contribute to pipeline or revenue?

So, the question is not “Should we do B2B video marketing?”—the real question is “How do we do it smartly and measurably?”

That’s why this guide is split into two halves: How to make videos that matter, and how to measure them with AllFactors.

How To Make Videos That Matter

Most B2B videos die in the first 10 seconds, not because the idea was bad, but because they weren’t built with the buyer in mind.

To make videos that matter, start with the problem your audience actually cares about, keep it short enough to hold attention, and deliver one clear takeaway instead of cramming in everything at once.

The magic formula is simple: relevance + clarity + story. If you can nail those three, your videos won’t just get watched, they’ll get remembered, shared, and tied to real pipeline.

But knowing how to make a great video is only half the battle. You also need to know what kinds of videos to create at each stage of the funnel, otherwise you’ll end up with random content that doesn’t move buyers forward.

That’s why the next section breaks down the 4 Core Types of B2B Video Content You Should Create, so every video you make has a clear role in driving results.

The 4 Core Types of B2B Video Content You Should Create

The best B2B video marketing strategy isn’t about random uploads. 

It’s about matching video types to funnel stages. Here’s the breakdown:

1. Awareness Videos

• Brand storytelling: Show who you are, why you exist, and the problem you solve
  
• Thought leadership clips: Short insights from your CEO or subject-matter experts
  
• Social-first content: 30-60 second snackable videos designed for LinkedIn, X, or YouTube Shorts

👉 How AllFactors helps: Awareness is often hard to measure. With AllFactors, you can see traffic sound to each video, CTR, and even which awareness videos led to first-touch conversions later in the funnel.

2. Consideration Videos

• Explainer videos: Break down how your B2B product solves pain points
  
• Customer testimonials: Nothing is more powerful than a customer sharing real results
  
• Feature walkthroughs: 2-3 minute breakdowns of product capabilities and use-cases

👉 How AllFactors helps: These aren’t just “views.” AllFactors automatically tracks how long people actually watched, how many pages they explored afterward, and which videos they watched the most before converting

3. Decision-Stage Videos

• Case study deep-dives: 5–10 min videos showing ROI stories.
  
• Sales enablement clips: 1:1 personalized videos from your AEs
  
• Competitor comparisons: Position yourself better against competitors

👉 How AllFactors helps: This is where attribution matters. AllFactors connects the dots, did that case study video touch a $50k ARR opportunity before it closed? Now you’ll know.

4. Retention & Expansion Videos

• Onboarding tutorials: Help customers adopt features faster
  
• Product update videos: Showcase what’s new to drive engagement with new features
  
• Community content: Collaborate with community members to create videos

👉 How AllFactors helps: Retention is marketing, too. AllFactors shows whether customers who engage with onboarding videos renew at higher rates, or even expand into upsells.

Building a B2B Video Marketing Strategy That Doesn’t Flop

A strategy is what separates binge-worthy videos from expensive flops. 

A B2B video marketing strategy isn’t about making random videos. It’s about aligning each video to your funnel, personas, and distribution channels. 

Here’s the framework:

Step 1: Set Clear Objectives

What do you actually want from the video? More demo requests or trial signups? Shorter deal cycles? Stronger customer retention?

Example: A SaaS company might want to use “sales battle cards” Q&A explainer videos to shorten sales cycles.

Step 2: Map Videos to Funnel Stages

Don’t make “random acts of content.” Tie each video to awareness, consideration, decision, or retention.

• Awareness → Thought leadership + problem awareness
  
• Consideration → Use case explainers + customer stories
  
• Decision → Case studies + comparison videos
  
• Retention → Tutorials + product updates

Step 3: Choose Distribution Channels

• LinkedIn Ads for targeting B2B personas
  
• YouTube for evergreen discovery
  
• Email campaigns for nurturing
  
• Website for embedding on landing pages

Step 4: Measure, Learn, and Iterate

This is the step where most marketers fail. 

If you only track vanity metrics (views, likes), you’ll never know what actually drives revenue.

Here’s the fix: AllFactors automatically measures video events, ties them to conversions, and shows attribution across the funnel. You’ll see whether your awareness video just sat there, or whether it sparked a journey that ended in revenue.

• You don’t need to add custom tracking scripts. It auto-measures every video event on your site.
  
• You’ll see full journey analytics “did someone watch 75% of a product video, then sign up for a demo three days later?”
  
• Multi-touch attribution reveals if video was the first-touch, assist-touch, or last-touch in your pipeline.

SaaS Video Marketing: Why It’s Different

If you’re in SaaS, your product isn’t physical—it’s abstract. That makes SaaS video marketing especially powerful, because it helps buyers see your product in action.

Here’s how SaaS brands are using video:

• 90-second product explainers that show the “aha” moment fast
  
• Demo snippets instead of a 45-minute demo, create short videos breaking down features use cases
  
• ROI case studies that prove results with numbers
  
• Webinar highlights repurposed into short, evergreen clips

The SaaS twist? Sales cycles are long and multi-touch. 

Video helps you stay top of mind throughout that journey, but you need a way to track its influence.

Buyers might see your ad on LinkedIn, visit your site a week later, watch a demo video, then finally book a call or signup for a trial.

Without AllFactors, you’d never connect those dots. With it, you get a stitched-together journey view showing how your videos accelerate your B2b pipeline.

 It shows you:

• Which SaaS videos correlate with pipeline velocity (shorter deal cycles).
  
• Which features get the most interest via video views.
  
• How SaaS buyers interact across multiple sessions, video, blog, ads, and email touchpoints all stitched together.

Let’s dive into breaking down measurement:

How To Measure Videos With AllFactors

Here’s the uncomfortable truth: most marketers stop at “views” when they talk about video success. But let’s be real, views don’t pay the bills. Your CEO doesn’t care that your explainer video got 10,000 impressions if zero pipeline came out of it.

That’s why you need to measure videos the right way. And with AllFactors, you don’t just track vanity stats, you get the full picture of how video drives revenue across the funnel.

Here’s what to look at (and how AllFactors does the heavy lifting for you):

1. Awareness Metrics (Top of Funnel)

• CTR, impressions, and traffic from video campaigns.
  
• AllFactors automatically ties every click back to a website session, so you can see which videos are actually pulling people in instead of just floating in the feed.

2. Engagement Metrics (Middle of Funnel)

• Play rate, completion rate, time on page, scroll depth.
  
• Translation: are people actually watching, or bouncing after 3 seconds?
  
• AllFactors captures this automatically, so you know which videos keep buyers hooked and which ones flop.

3. Conversion Metrics (Bottom of Funnel)

• Landing page conversion rate, demo requests, form fills.
  
• AllFactors doesn’t just show you that someone watched — it unifies form fills and CRM data, so you know which videos are pulling prospects over the line.

4. Revenue Metrics (The Only Ones That Really Matter)

• Pipeline influenced. Closed-won deals influenced.
  
• AllFactors connects the dots: did that case study video touch a $50k ARR opportunity before it closed? Now you’ll know, and you can double down on what works.

Final Thoughts: The Future of B2B Video Marketing

The days of boring PDFs and endless slide decks are over. Your buyers don’t have the patience, or the time, for that. They’re scrolling, they’re watching, and they’re deciding faster than ever.

Video is no longer a “nice to have.” It’s your shot at breaking through.

But here’s the kicker: anyone can make a video. Not everyone can prove that their video moved the needle.

That’s where AllFactors comes in. Instead of crossing your fingers after upload, you’ll know:

• Which videos pulled people into your funnel.
  
• Which ones kept them engaged.
  
• Which ones actually helped close deals.

And once you know that, scaling becomes simple, double down on the videos that work, cut the ones that don’t, and watch your pipeline grow.

No more flying blind. No more burning budget on “brand videos” that nobody remembers. With AllFactors, every view is tied to revenue.

Every video is accountable.Because in the end, B2B buyers don’t want more content, they want clarity. And the marketers who deliver that clarity? They’re the ones who win.