B2B Video Marketing
The reason a single video rarely moves a B2B deal is arithmetic. A business purchase is made by a group, not a person: Gartner puts a typical buying committee at six to ten people, and Forrester puts the average on the largest deals near thirteen. Each of them is weighing a different risk, so a film built to impress everyone usually persuades no one. This guide is part of the complete guide to B2B video marketing.
The titles change by company, but the roles are consistent. There is an economic buyer who owns the budget and wants the business case. There are end users who will live with the product and want to see it work. There is a technical or security evaluator whose job is to find the risk. There is a champion, often the person who found you, selling your case internally when you are not in the room. And there is a sceptic looking for a reason to stop. Video earns its place when each of them can find the one thing they need.
| Committee role | What they need to see | Best-fit video |
|---|---|---|
| Economic buyer | The business case and the return | Customer story with a named outcome |
| End user | That it works in their world | Product demo or how-to |
| Technical or security evaluator | Proof it will not break or expose them | Technical explainer, security overview |
| Champion | Something short they can forward | A 60 to 90 second internal-ready clip |
| Sceptic | Evidence from someone like them | Peer testimonial, results-led case study |
Most of the buying journey happens without you. Gartner finds buyers spend only about 17% of their time with any vendor, so the champion carries your case through the other 83%. The most valuable asset you can give them is not your longest film; it is a short, specific, forwardable clip that answers the exact objection their committee is stuck on. Multi-threading matters here too: deals that engage five or more stakeholders are reported to close far more often than single-threaded ones, and video is the most forwardable way to reach the people you never meet.
Reaching a committee is a set of connected assets, not one hero video, which is why it works best as a programme rather than a one-off. The formats that cover a committee are the same ones covered in the formats every marketing team should have, sequenced across the decision as set out in mapping video to the funnel.
Gartner, B2B Buying Survey 2024 (buying-group size, time with vendors); Forrester, State of Business Buying 2024; multi-threading benchmarks 2025. Figures are directional and vary by deal size.
Gartner puts a typical buying group at six to ten people, and Forrester puts the average on the largest deals near thirteen. Each member weighs a different risk, so a single video aimed at everyone tends to persuade no one.
Usually an economic buyer who owns the budget, one or more end users who will live with the product, a technical or security evaluator, a champion selling internally on your behalf, and a sceptic looking for reasons to say no. Video can answer each of their questions directly.
Map one asset to each role and each stage: a brand or thought-leadership piece for early awareness, a demo for the end user, a security or proof piece for the evaluator, a customer story for the sceptic, and a short internal-ready clip your champion can forward.
Most clients start with a single project, then let the library compound. Tell us what you are building.