It doesn’t get more business-y than ‘business to business’, who wants dull old B2B over sparkly popular kid B2C? B2B is where creative goes to die, battered to death by data, insight, CI and process. Nowhere else is it clearer that ‘Nobody ever built a statue to a committee.’
But B2B video doesn’t need to be boring.
The first thing to remember is your business audience is still made up of humans. Actual genuine people with emotions, aesthetics, and potentially even a sense of humour. That impenetrable business decision making unit seemingly populated by cyborgs bathes babies, gets tattoos and watches Netflix just like everyone else.
So think of it as business to human rather than business to business.
How this influences your video marketing strategy depends on how well you know understand your customer and how willing you are to be brave. Dare to ditch the tired formats (those endless explainers), jettison the jargon and B2H nirvana awaits.