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Why Every B2B Marketing Strategy Needs an Explainer Video

Vector illustration of a b2b explainer video play button in a puzzle

In the B2B world, where every second counts, catching and holding the attention of your peers is crucial for your business to thrive. This article delves into explainer videos, a must-have in your communication toolkit. These brief yet impactful videos are perfect for busy professionals, quickly highlighting your product's or service's benefits without wasting a moment. We'll look at how explainer videos can convey complex information in an easy-to-digest format and the way they motivate potential partners to take action. If you're looking to sharpen your B2B marketing strategy and make your message resonate, explainer videos might just be the solution you need. Let's break down their role in driving your business forward.

What is an explainer video?

An explainer video is a short, engaging video that tells a story about a company's product or service in a simple and clear way. Imagine you have a product you want to sell. You know it's great, but you need to explain to others why they should think it's great, too. That's what an explainer video does.

These videos usually start by pointing out a common problem that viewers might face, then they show how the company's product or service can solve that problem. They're like a quick, fun lesson that teaches you what the product does and why it's important without using a lot of technical jargon or long, boring descriptions. You can think of an explainer video as a friendly guide that introduces you to a new product in just a couple of minutes, leaving you with a clear understanding of what it is and how it can help you.

Why is video important in B2B marketing?

Video is important in B2B marketing because it's a fast and effective way to share a business's message. When companies sell products or services to other businesses, those buyers need to understand exactly what they're purchasing and how it will help them. Videos can show this quickly and memorably.

Think of a video as a super-efficient team member who can give the perfect pitch, day or night, to anyone, anywhere in the world. Unlike a document or a live presentation, a video can combine words, images, and sounds to make a complex idea simple and stick in the viewer's mind. This is especially useful when the people making buying decisions are very busy and need to understand a product’s value fast. Plus, videos are easy to share and can reach a lot of potential customers by being on websites, social media, and emails, making them a powerful tool for businesses to spread their message far and wide.

How can explainer videos enhance my digital marketing?

Explainer videos are a powerful tool in your digital marketing arsenal, and the statistics underscore their effectiveness. By incorporating explainer videos into your emails, you tap into the proven potential to boost the retention of your message. According to VidYard, recipients of video emails are 13% more likely to remember the details presented. This means that by using video, you're not only capturing attention but also enhancing memory retention, which is crucial for decision-making.

The benefits extend beyond emails. A comprehensive study highlighted by Wyzowl reveals that 91% of marketers credit video marketing with a significant uptick in website traffic. This is a testament to how compelling video content can draw more visitors to your digital platforms, exposing your products or services to a wider audience. Furthermore, the same study indicates that 90% of marketers have successfully used video to generate leads. This is about more than just views; it's about creating genuine interest and potential sales conversations. By leveraging explainer videos, you're not just telling your audience about your offerings; you're showing them, creating a more dynamic and effective user experience that can lead to increased engagement and conversion.

Do B2B explainer videos increase engagement in sales meetings?

Explainer videos are not only effective during sales meetings; they can be a game-changer when sent in advance of the meeting as well. By providing a prospective client with an explainer video beforehand, you set the stage for what’s to come. It's like giving them a preview or a teaser that piques their interest. When they enter the meeting, they're already informed about the basics, which means you can skip the initial step of introducing the product or service from scratch. This allows for deeper, more meaningful conversations right from the start.

Sending an explainer video ahead of time also shows that you value the client's time. It offers them the flexibility to engage with the core content at their convenience, which can lead to better preparedness and more targeted questions. It can increase the perceived professionalism and sophistication of your approach, making a strong impression even before the first handshake, virtual or otherwise. This pre-meeting engagement can significantly increase the chances of a successful outcome, as it helps foster a stronger connection between the potential client and the product or service you're offering.

Do explainer videos help with SEO?

Explainer videos indeed have a positive impact on SEO (Search Engine Optimization), which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. One of the most compelling reasons explainer videos boost SEO is their ability to significantly increase your chances of ranking on the first page of search engines. According to Wagento, websites that include video content have 50 times higher chances of landing on the first page of search results.

This improved ranking is due in part to the way search engines like Google prioritize content that engages users. Videos tend to keep visitors on your site longer, which search engines interpret as a sign of quality and relevance to the user's search query. Moreover, videos are often shared across the web, generating backlinks to your site, another factor that search engines consider when ranking pages. By strategically using explainer videos, you're not just explaining your product or service, but also enhancing your website's visibility and attractiveness to search algorithms, leading to better search rankings and more potential business.

What are the key elements of a successful B2B explainer video?

Creating a successful B2B explainer video is all about blending information with engagement. The goal is to communicate your message clearly and compellingly, making sure it resonates with your business audience. Here are five top tips for crafting an explainer video that hits the mark:

  1. Keep It Short: Attention spans are limited, so aim for a video that's around a minute or less. This timeframe is enough to convey your key message without losing the viewer's interest. A concise video ensures that every second counts and that your audience stays engaged from start to finish.

  2. Stay On Brand: Your video should be a reflection of your company's brand identity. Use your brand's colors, logos, and ethos throughout the video to create a consistent and recognizable image that aligns with your other marketing materials.

  3. Focus on Benefits, Not Features: While it's tempting to list all the features of your product or service, what your B2B audience really wants to know is how it benefits them. Highlight the problems you solve and the value you add to their businesses.

  4. Use a Strong Call to Action: End your video with a clear call to action. Tell your viewers exactly what you want them to do next, whether it's to sign up, learn more, or get in touch. This direction can guide them to the next step in the sales process.

  5. Make it Visually Compelling: Use high-quality graphics and animation to create a video that's visually interesting. Complex ideas can be made easier to understand with the help of engaging visuals, and this can also help in making the video more memorable.

What are some of the best b2b explainer videos?

The best B2B explainer videos are those that combine clear communication with high-quality visuals and storytelling that resonates with their target audience. They effectively simplify complex products or services, making them understandable and appealing to other businesses. Among standout examples are the explainer videos we created for Alpine IQ and Terpli.

For Alpine IQ, we crafted a video that seamlessly explains their loyalty and digital marketing solutions tailored for retailers in a highly regulated industry. It's not just informative but also establishes Alpine IQ's role as an innovator in their field.

Terpli's explainer video is another testament to clarity and brand messaging, showcasing their AI-driven platform that guides shoppers to faster, more confident purchases. The video articulates Terpli's value proposition through crisp visuals and a focused narrative.

These videos stand out because they don't just tell but show how these companies can solve specific industry challenges, making them excellent examples of B2B explainer videos done right.

Who is the best explainer video company?

As a company at the forefront of explainer video production, Purely Imagined prides itself on being the best in the business. We specialize in creating explainer videos that not only captivate and inform but also seamlessly convey the core messages of your brand. Our approach combines luxury, versatility, and a friendly, fun ethos to help businesses articulate the value of their products and services through animation.

At Purely Imagined, we understand that the digital landscape is always changing, and so are your company's needs. That's why we don't just deliver a video; we forge a partnership. We're with you for the long haul, ready to update and adapt your explainer video content as your business grows and evolves. Plus, our expertise isn't limited to explainer videos alone. We offer a broad spectrum of services, including 3D renders and software product demos, ensuring that no matter the complexity of your product or the platform you're targeting, we have the tools and the talent to showcase it in the best light. With Purely Imagined, you're not just getting a video; you're enhancing your marketing strategy with a team that leads with innovation and a commitment to quality. Contact us today to learn more!


In the fast-paced B2B marketplace, clarity and engagement are key to standing out. Explainer videos, whether in 2D or 3D animation, serve as powerful tools to cut through the complexity of your product or service and present it in an easily digestible format. They not only inform but also engage, educate, and encourage viewers to take action. By integrating explainer videos into your marketing strategy, you're investing in a resource that enhances your digital presence, enriches customer interactions, and ultimately drives your business growth.

So, as we wrap up this discussion, remember that an explainer video is more than just a visual aid; it's a strategic asset that can help you communicate your unique value proposition effectively and memorably. Whether you're looking to increase SEO rankings, boost email marketing engagement, or make a lasting impression in sales meetings, explainer videos are the versatile solution that can help you achieve those goals. Embrace the power of visual storytelling, and let explainer videos carry your message forward in the B2B arena.

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