--- title: "Rethinking B2B Video: Why Your Strategy is Backward (And How to Fix It)" description: When most B2B companies think about video, they go straight to high-budget, cinematic, commercial-style productions. But, that's not usually the best choice for B2B. image: https://www.anthemcontent.com/hubfs/_NPY9553-1.jpg --- [Video](https://www.anthemcontent.com/blog/topic/video) # Rethinking B2B Video: Why Your Strategy is Backward (And How to Fix It) [![Nathan Yerian](https://www.anthemcontent.com/hs-fs/hubfs/Nathan%20Yerian.jpg?width=40&height=40&name=Nathan%20Yerian.jpg)](https://www.anthemcontent.com/blog/author/nathan-yerian) by [Nathan Yerian](https://www.anthemcontent.com/blog/author/nathan-yerian) 3 min read Feb 3, 2025 7:51:47 PM 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. Share this [Share on Twitter ](https://twitter.com/share?url=https://www.anthemcontent.com/blog/rethinking-b2b-video&text=Rethinking%20B2B%20Video:%20Why%20Your%20Strategy%20is%20Backward%20(And%20How%20to%20Fix%20It)) [Share on Facebook ](https://www.facebook.com/sharer/sharer.php?u=https://www.anthemcontent.com/blog/rethinking-b2b-video&t=Rethinking%20B2B%20Video:%20Why%20Your%20Strategy%20is%20Backward%20(And%20How%20to%20Fix%20It)) [Share on LinkedIn ](https://www.linkedin.com/shareArticle?mini=true&url=https://www.anthemcontent.com/blog/rethinking-b2b-video&t=Rethinking%20B2B%20Video:%20Why%20Your%20Strategy%20is%20Backward%20(And%20How%20to%20Fix%20It)) Previous story [← How to Fix Sh*tty Testimonial Videos](https://www.anthemcontent.com/blog/how-to-fix-shitty-testimonial-videos) Next story [Why Your B2B Company Should Start a Video Podcast (Even If No One Listens to It) →](https://www.anthemcontent.com/blog/why-your-b2b-company-should-start-a-video-podcast) ## You May Also Like These Related Stories [One-Off B2B Videos Are Killing Your Content's Potential](https://www.anthemcontent.com/blog/one-off-videos-are-killing-your-b2b-content-potential) ![One-Off Videos Are Killing Potential](https://www.anthemcontent.com/hubfs/One-Off%20Videos%20Are%20Killing%20Potential.jpg) ### One-Off B2B Videos Are Killing Your Content's Potential Jun 3, 2026 1:47:00 PM 4 min read [SEO Is No Longer the Magic Pill for B2B Marketing](https://www.anthemcontent.com/blog/seo-is-no-longer-the-magic-pill-for-b2b-marketing) ![B2B SEO](https://www.anthemcontent.com/hubfs/AI-Generated%20Media/Images/A%20futuristic%20B2B%20marketing%20landscape%20where%20SEO%20is%20depicted%20as%20an%20old%2c%20rusting%20road%20sign%20in%20a%20deserted%20landscape%2c%20while%20a%20vibrant%2c%20bustling%20digital%20cit.jpeg) [SEO](https://www.anthemcontent.com/blog/topic/seo) ### SEO Is No Longer the Magic Pill for B2B Marketing Mar 2, 2025 10:29:04 AM 2 min read [Joe Rogan Is Killing B2B Video Podcast](https://www.anthemcontent.com/blog/joe-rogan-is-killing-b2b-video-podcast) ![B2B Video Podcast](https://www.anthemcontent.com/hubfs/B2B%20video%20podcasts.png) ### Joe Rogan Is Killing B2B Video Podcast Jan 1, 2026 12:54:52 PM 3 min read ### Get Email Notifications ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Nathan Yerian", "url" : "https://www.anthemcontent.com/blog/author/nathan-yerian" }, "dateModified" : "2025-02-04T01:56:31.477Z", "datePublished" : "2025-02-04T01:51:47.000Z", "headline" : "Rethinking B2B Video: Why Your Strategy is Backward (And How to Fix It)", "image" : [ "https://www.anthemcontent.com/hubfs/_NPY9553-1.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.anthemcontent.com/blog/rethinking-b2b-video", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.anthemcontent.com/hubfs/Logo-Primary-sm.png" }, "name" : "Anthem Content" } } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.anthemcontent.com/#organization", "@type" : [ "LocalBusiness", "ProfessionalService" ], "additionalType" : "https://schema.org/VideoProductionCompany", "address" : { "@type" : "PostalAddress", "addressCountry" : "US", "addressLocality" : "Houston", "addressRegion" : "TX", "postalCode" : "77056", "streetAddress" : "4900 Woodway Drive, Suite 1050" }, "alternateName" : "Adhere Creative", "areaServed" : [ { "@type" : "City", "name" : "Houston", "sameAs" : "https://en.wikipedia.org/wiki/Houston" }, { "@type" : "State", "name" : "Texas" }, { "@type" : "Country", "name" : "United States" } ], "description" : "We're a Houston video production company built for modern B2B marketing. 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