When most people think of video marketing, they think of B2C/DTC—viral ads, product demos, and influencer endorsements. But in 2024, video is just as critical for B2B lead generation.
As attention spans shrink and information overload becomes the norm, video offers a way to capture attention, communicate complex ideas, and drive engagement faster than text-heavy content ever could. And it’s not just hype—73% of B2B businesses that use video in their marketing report positive ROI, according to TrustMary. Video content has proven to be highly effective for B2B marketers, offering a powerful way to educate, inform, and build trust with prospects.
And now, with artificial intelligence (AI) becoming more deeply integrated into content strategies, the potential for video content is expanding like never before. So, how can B2B companies use AI-powered video to generate more leads, engage prospects, and nurture relationships in 2024?
Let’s break it down.
Table of Contents
1. AI-Enhanced B2B Explainer Videos
Explainer videos are crucial for B2B brands because they help simplify complex products and services, often involving multiple decision-makers and intricate value propositions. In a space where understanding is half the battle, explainer videos make it easy for potential customers to grasp key benefits quickly and effectively.
Explainer videos can improve brand understanding by 54% for B2B companies
According to a Wistia report, explainer videos can improve brand understanding by 54% for B2B companies. Now, with AI, creating these videos is more efficient and impactful. AI-driven tools help ensure that explainer videos are not only produced faster but are also customized to address the specific needs of different audience segments, making each video more relevant and engaging.
Here are a few of my favorite B2B explainer video examples:
AI tools can enhance explainer video production by analyzing vast data sets to understand the key pain points of your audience, generating personalized video scripts, and even helping with initial editing. AI’s ability to streamline this creative process means brands can produce more videos faster, while still focusing on making them relevant and targeted.
HubSpot’s report highlights that 84% of marketers say AI has enhanced efficiency in content creation, making it easier to consistently produce high-quality explainer videos. In a B2B environment where understanding is half the battle, using AI to streamline content production makes explainer videos a true game-changer.
2. Webinars and Live Video: Building Authority with AI Assistance
In B2B, trust and authority are everything. Prospects need to know that you’re the expert in your field before they’re willing to make a purchase. Webinars and live video are ideal tools for demonstrating that expertise. The B2B sales cycle is inherently long, complex, and often non-linear, making educational, interactive experiences essential for nurturing leads at every stage. Webinars are perfect for fostering relationships and addressing customer pain points, making them key to establishing authority and trust.
AI can enhance every stage of the webinar process. Before the webinar, AI-driven analytics can help identify the most relevant topics based on audience interests and search trends. Tools like FunnelGPT allow marketers to quickly map out a webinar funnel strategy, optimizing touchpoints and ensuring a smooth journey from awareness to conversion. This level of planning ensures that webinars target the specific issues that matter most to your prospects.
Funnel GPT
Trained on over 30+ B2B lead gen funnel types, FunnelGPT will analyze your KPIs and recommends the perfect funnel to align with your sales and marketing goals. It provides you the strategy, content, and step-by-step implementation plan, so you can focus on driving results. Get access to the tool, or watch our webinar that reveals how to elevate website success through an innovative blend of AI technologies, aligned with proven funnel marketing principles.
During the webinar, AI-powered real-time analysis enables presenters to respond more effectively by highlighting key audience questions and adjusting the content on the fly based on engagement metrics. This creates a more interactive and valuable experience, helping B2B brands stand out in a crowded space. After the webinar, AI-driven tools can create detailed summaries, generate short clips, and help personalize follow-up messages to continue nurturing leads long after the event ends.
82% of marketers said AI increased their capabilities for content production
With 82% of marketers stating that AI has improved their content production capabilities (according to the HubSpot 2024 report), integrating AI into webinars is a must for maximizing reach and impact. By leveraging AI, B2B brands can transform webinars and live videos into multi-channel assets that build authority, nurture leads, and keep prospects engaged throughout their often unpredictable journey.
3. Streamline Customer Testimonials: Boosting Social Proof
Nothing builds trust faster than hearing directly from satisfied customers, which is why customer testimonial videos are one of the most powerful ways to demonstrate the effectiveness of your solution. In 2024, leveraging AI to streamline the creation of these testimonials is key to boosting social proof and scaling your B2B marketing efforts.
According to TrustMary, 79% of people say that video testimonials have convinced them to buy a product or service. This statistic underscores just how impactful testimonials can be in converting prospects. The challenge, however, has always been the time and cost involved in producing polished testimonial videos.
This is where AI tools can make a significant difference. AI can help automate much of the process—generating suggested scripts, handling video editing, and even adding subtitles—all of which help make testimonial production faster and more efficient. AI allows you to repurpose testimonial content across different platforms, ensuring each story reaches the right audience.
Additionally, B2B brands who incorporate testimonial videos on their landing pages and sales pages have seen conversion rates increase up to 80%. Incorporating AI not only simplifies production but also allows you to create a greater number of authentic, persuasive videos that help boost your bottom line. This helps build credibility at scale, allowing your prospects to see genuine accounts of how your product or service delivers results.
4. AI-Powered Short-Form Video: Reaching Decision-Makers Where They Are
B2B marketers often underestimate the power of short-form video. With platforms like LinkedIn, Instagram, and even TikTok growing in popularity for professional audiences, short-form video is an effective way to grab attention and deliver your message quickly. AI tools can make creating these short-form videos more efficient and personalized.
One such tool is OpusClip. OpusClip uses generative AI to convert a long-form video into 10+ viral short clips optimized for social media. Imagine taking a 45-minute webinar and, within minutes, transforming it into multiple engaging clips tailored for LinkedIn or TikTok. This level of scalability allows you to quickly repurpose long-form content into snappy, digestible clips, saving time while maximizing impact.
This approach helps B2B marketers reach decision-makers where they spend their time online. Whether it’s a 30-second product demo, a quick tip, or a behind-the-scenes look at your company, short-form videos are a powerful way to connect.
According to HubSpot’s 2024 State of Marketing Report, 56% of marketers plan to increase their investment in short-form video on platforms like TikTok and Instagram this year. Tools like OpusClip make it easier than ever to meet this demand, using AI to ensure that each clip is highly relevant and engaging.
For B2B audiences, short-form content created with AI’s precision can help deliver highly targeted, impactful messages at just the right moment, amplifying reach and improving lead generation.
5. Create Personalized Sales Videos with AI
Want to really stand out? Personalized video content is one of the most effective ways to create a one-on-one connection with your prospects—one that’s hard to ignore. With AI, creating these personalized sales videos has never been easier or more impactful.
Personalized videos can grab attention and drive engagement like no other medium. In fact, Vidyard reports that personalized videos can increase email open rates by 70% and response rates by 50%. This level of effectiveness is precisely why personalized sales videos are becoming an essential tool in the B2B marketing playbook.
Some benefits of personalized videos:
- Stand out creatively
- Cut through the clutter and noise
- Higher email open rates
- Higher click-through rates
- Better prospect engagement
- Building relationships that drive deals forward
But why does personalization have that type of impact? The great Dale Carnegie said it best “A person’s name is to him or her the sweetest and most important sound in any language.”
A person’s name is to him or her the sweetest and most important sound in any language.
In my experience, the most challenging part of executing personalized sales outreach at scale is the time needed to complete it. Prospecting, scripting, filming, editing, posting, linking, and embedding can be daunting tasks that often end up at the bottom of a salesperson’s priority list.
But AI is taking personalization to the next level, particularly through innovations like AI Avatars. Tools like Vidyard’s AI Avatars can generate professional-looking sales videos at scale without the need for continuous filming. You can create a personalized video for each prospect, complete with their name, company, and unique selling points—all delivered by an AI-generated avatar that looks and speaks just like a real person.
The use of AI avatars allows you to automate the personalization process, ensuring that each video feels custom-made, while significantly reducing the time and cost traditionally involved in video production. This combination of personalized messaging and advanced AI technology enables B2B marketers to deliver highly targeted, impactful content that resonates with prospects and helps move them further down the sales funnel.
AI’s ability to quickly gather insights and tailor these sales videos to each individual means that your outreach is always on target—delivering a personalized touch that leaves a lasting impression.
Conclusion: Embrace AI-Enhanced Video as a B2B Powerhouse
The days of video being just a B2C tool are long gone. In 2024, AI-enhanced video will be a critical driver of B2B lead generation. From AI-powered explainer videos that simplify complex products, to streamlined customer testimonials that build trust, to webinars that establish authority, AI is helping B2B marketers make the most of video at every stage of the customer journey.
With artificial intelligence assisting in streamlining production, personalizing outreach, and analyzing what truly resonates with your audience, video marketing is now more efficient and effective than ever before. AI gives marketers the power to produce more content at scale, tailor messaging to individual prospects, and ensure each piece of content delivers maximum impact—all without sacrificing the quality that drives real human connections.
If you’re not using AI-powered video as part of your B2B strategy, it’s time to start. The power of video, supercharged by AI, is undeniable, and in today’s fast-paced digital world, it’s the perfect way to stand out from the competition, engage your audience meaningfully, and generate high-quality leads that drive business growth.
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