Building positive memories and strong associations with your brand is crucial in B2B marketing. But how do you actually achieve that? According to research, video is one of the most powerful tools marketers have to create lasting connections.
Why is this important? Because we’ve all seen the data from The B2B Institute – only about 5% of your target market is actively looking to buy at any given moment. That means the other 95% aren’t ready to buy yet, but they’re still critical to your success. Ignoring them today could cost you valuable opportunities tomorrow.
At Full Circle (our conference for B2B Marketers), Lindsay McGuire from Goldcast showed us how video marketing is the best way to capture the attention of that crucial 95%. She shared exactly how video can position your brand to win mindshare, build stronger relationships, and become the obvious choice when prospects eventually enter buying mode.
In this article, you’ll learn how to practically implement an effective video-first distribution strategy, even with a small team. Ready to stop leaving future customers on the table? Let’s dive in.
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Why Capturing Mindshare is Crucial for B2B Marketers
Most marketers focus all their effort on the buyers who are ready to purchase right now. But the truth is, that’s only a tiny fraction of your total market. “Only 5 percent of your addressable market is actually in market to buy your tool or service,” Lindsay explains (00:02:10). The other 95%? They aren’t looking today—but they will be in the future (00:02:50). And if they don’t remember you when that time comes, you’ve lost the sale before it even started.
This is where capturing mindshare becomes critical. Buyers don’t just wake up one day and decide to purchase. They build a shortlist of brands they already know and trust—and you need to be on that list. “If you take up mindshare in your audience from the get-go, you’re more likely to get into that consideration set when they turn into that 5 percent that’s buying” (00:03:00). If your brand is nowhere to be found, they’ll go straight to your competitors who’ve been building that relationship from the start.
One of the best ways to stay top-of-mind? Video. “Video is the way that you’re going to be able to capture mindshare in that 95 percent of the market that isn’t ready to buy” (00:02:51). People remember video content far better than text (00:09:40), and it allows you to show up consistently without expecting an immediate sale. It’s why brands that invest in video marketing see stronger relationships, more trust, and ultimately, better sales results when buyers enter the market.
Lindsay shares that consistently delivering valuable video content makes your brand more familiar and relatable, which builds trust over time. “The more that you can use video, the more authentic your brand is going to feel, and the better relationships you’re going to build” (00:09:10). And in B2B, trust is everything.
Winning in B2B marketing isn’t just about capturing demand today—it’s about creating demand for tomorrow. If you’re not working to stay in front of your future buyers now, someone else will.
Why Video Content is a Game-Changer in B2B Marketing
Capturing mindshare is one thing—but staying memorable is what actually gets you into the consideration set. And if you want people to remember your brand, video is your best bet.
Lindsay explains that video is far more effective at creating lasting impressions than text alone. “Research shows that after reading text, you can maybe remember about 10 percent of it. But if you watch a video, you can remember upwards of 90 percent of the content” (00:09:40). That’s a massive difference. While your competitors are relying on long blog posts and static PDFs, you could be making a lasting impact with short, engaging videos that stick in buyers’ minds.
Beyond just recall, video builds trust faster than any other format. In B2B, people buy from people—and video lets you put real faces in front of your audience. “People buy from people, regardless if you’re B2C or B2B. Aligning real people to your brand brings a new level of authenticity to your marketing” (00:08:56). Whether it’s your founder sharing insights, your sales team answering FAQs, or your customers telling their success stories, video humanizes your brand in a way that written content never can.
Then there’s the distribution advantage. Social platforms—especially LinkedIn—are prioritizing video more than ever. “LinkedIn users spend three times longer watching videos compared to reading static content” (00:10:06). More watch time means higher engagement and better organic reach, which is why brands using video get in front of more people, more often.
And video isn’t just about getting attention—it’s about driving decisions. “95 percent of B2B buyers say video plays a critical role in their buying process” (00:10:30). Instead of forcing prospects to sift through long reports or gated whitepapers, video allows them to grasp key insights in seconds.
Lindsay sums it up perfectly: “The 1,200 words you can get across in a written piece of content, you can communicate in under 60 seconds of video” (00:05:09). That’s why video is the most efficient, engaging, and impactful way to move your buyers from awareness to action.
What Is a Video First Distribution Strategy?
At this point, it’s clear that video is an essential tool for capturing attention. But how do you actually make video a core part of your marketing strategy without it feeling overwhelming? That’s where video-first distribution comes in.
A video-first strategy doesn’t mean every campaign has to be 100% video-based. It simply means that video should be a critical part of how you promote and distribute your content. “When I talk about a video-first distribution strategy, it’s really talking about the idea that every campaign you run should have a video asset or a video component that you’re using as a promotional tactic, as a messaging tactic, as a reach tactic” (00:00:00).
Think about all the marketing campaigns you already run—maybe you’re launching a new ebook, guide, or gated quiz. “The idea of video-first distribution is that whatever it is that you are trying to get people to consume, you are creating videos to capture that attention” (00:11:40). Instead of just pushing a landing page link on LinkedIn, you could create a short, engaging video teaser that highlights the biggest insights from your content and drives people to check it out.
And it works. Video isn’t just engaging—it’s an attention magnet. “We know that people are far more likely to engage with a video post than just a plain text post. So, if you’re trying to get people to register for an event, download a whitepaper, or read a blog, adding video gives you a better shot at actually getting engagement” (00:12:10). If you’re not using video to amplify your best content, you’re leaving visibility on the table.
One of the easiest ways to implement video-first distribution is by repurposing webinars into bite-sized clips. “Webinars are a goldmine of content because you can slice them up into smaller clips and redistribute them across LinkedIn, email nurtures, and even blog posts” (00:13:22). Instead of treating a webinar as a one-time event, a single recording can fuel weeks of engaging video content across multiple platforms.
A video-first strategy isn’t about replacing what you’re already doing—it’s about enhancing it. If you’re launching a new campaign, video should be at the center of how you distribute and promote it.
Practical Ways to Implement a Video-First Distribution Strategy
Adopting a video-first strategy doesn’t mean reinventing the wheel—it means working smarter with the content you already have. Too many marketers get stuck thinking they need to start from scratch, but Lindsay makes it clear: “Think about it… you likely have video content from webinars, customer interviews, or podcasts that you can repurpose and reuse in any campaign you’re running” (00:18:10). Instead of creating new videos every time, start by repurposing existing content and get more mileage out of the assets you’ve already built.
One of the best ways to do this? Turn your webinars into multiple short-form videos. “Every single webinar we host gets turned into at least four to five short videos we distribute across LinkedIn, emails, and our website” (00:17:40). A one-hour webinar can fuel weeks of content, giving you a steady flow of engaging video clips without extra production work.
And if you think you need a professional video team—you don’t. Some of the best-performing videos come from simply putting real employees in front of the camera. “Your employees are your best content creators. Find the people in your company who are comfortable on camera—maybe they’re already active on TikTok or Instagram Reels. These are the folks who can make authentic videos quickly” (00:21:21). People connect with people, not corporate brands, so featuring familiar faces makes your content feel more human.
Worried about the technical side? You don’t need expensive equipment or advanced editing skills. “A lot of our best-performing videos are just simple screen recordings or casual selfie videos. You don’t need fancy production to make an impact” (00:37:18). Tools like QuickTime, Loom, or even your phone’s camera are more than enough to create engaging video content.
And if you’re short on time? AI can help. Lindsay highlights how AI-powered tools make it easier than ever to generate quick promotional videos. “You can quickly create event promo videos using ChatGPT and other AI tools… it’s straightforward and cost-effective” (00:22:50). Whether it’s writing scripts, generating captions, or repurposing longer clips, AI speeds up the process and reduces the effort needed to create quality content.
The bottom line? Video-first doesn’t mean video-exclusive—it means making video a natural part of your content distribution. Whether you’re repurposing webinars, getting your team on camera, or using simple tools to create quick clips, there are plenty of practical, low-effort ways to start implementing video in your strategy today.
How To Make Your Videos Stand Out and Get More Reach
Most marketers think just posting a video is enough. But with shrinking attention spans and endless scrolling, if your video doesn’t hook people instantly, it gets ignored. Lindsay makes it clear: formatting, optimization, and platform-specific tweaks make all the difference in whether your video gets seen or buried.
First, captions are a must. “92% of LinkedIn users keep videos on mute,” Lindsay points out (00:28:20). If your video relies on spoken words without captions, most people won’t engage. And don’t just rely on LinkedIn’s default captions—they look plain and don’t stand out. Instead, add bold, branded captions that match your company’s style, making your content instantly recognizable (00:29:12).
Then, keep video length in check. Attention spans are shorter than ever, especially on mobile. Lindsay notes that people “are consuming more video on mobile, which means videos need to be short and punchy” (00:07:20). If you’re posting to LinkedIn, keep it under 60 seconds. For TikTok, Reels, and Shorts, aim for under 30 seconds (00:29:30).
But length alone won’t save a boring video. Your hook matters. “Your watch length on LinkedIn impacts your reach. If you don’t hook people early, they’ll scroll past” (00:29:30). So what makes a good hook? Lindsay recommends starting with something surprising, controversial, or highly relatable to stop the scroll (00:30:10). Think about what will make someone pause and watch instead of scrolling past.
And finally, lean into LinkedIn’s video algorithm. Vertical videos are getting the most reach right now. “LinkedIn is heavily favoring vertical videos now. They’re getting the most impressions and engagement,” Lindsay shares (00:28:54). So if you’re still posting standard horizontal videos, you’re missing out. The best format? Short, vertical, branded, and with captions.
At the end of the day, video isn’t just about creating great content—it’s about making sure people actually watch it. Nail the format, keep it short, hook people fast, and play to the platform’s strengths. That’s how you stand out.
Turning Video Views into Actionable Leads
Getting thousands of video views is great. But if those views aren’t turning into leads, what’s the point? The real power of video isn’t just in engagement—it’s in moving people down the funnel and converting attention into action.
Lindsay makes it clear: video isn’t just a brand-building tool; it actively influences buying decisions. “95% of B2B buyers say video plays a critical role in their buying process” (00:10:30). But for that to happen, your videos need to lead somewhere—and that’s where CTAs come in.
Too many marketers post videos without a clear next step. “You need to have a CTA in every video. Even if it’s just ‘comment below’—you need to tell people what to do next” (00:32:10). That could mean directing viewers to sign up for an event, download a resource, or even just reply with their thoughts in the comments. Small actions add up.
One of the most effective plays Lindsay shared was using short video snippets to drive event registrations. “We ran a LinkedIn video play using snippets from our previous event to drive sign-ups for the next one. That play alone converted at 35%!” (00:27:51). Instead of starting from scratch, they used past content to generate momentum—an easy, repeatable tactic for any B2B team.
But the real magic happens in the comments section. If someone interacts with your video, don’t just leave them hanging. “When people comment on your video, that’s an opportunity to start a conversation. Respond quickly and invite them to your event, newsletter, or download” (00:33:10). Engaging with comments not only boosts visibility (thanks to LinkedIn’s algorithm), but it also creates one-on-one interactions that can turn a casual viewer into a qualified lead.
The bottom line? Video shouldn’t just be a content piece—it should be a lead generation engine. Give people a reason to act, engage with them when they do, and reuse your best-performing content to keep momentum going.
Measuring the Success of Your Video-First Strategy
A lot of marketers get caught up chasing vanity metrics like views and impressions. But if those views aren’t leading to actual engagement, conversions, or pipeline impact, they don’t mean much. Lindsay makes this clear: “Views and impressions are great, but what you really need to track is engagement, conversions, and pipeline impact” (00:34:05). If no one is interacting with your content, it’s just noise.
One of the biggest success indicators is watch time. A high view count means nothing if people drop off after three seconds. “If people only watch for 3 seconds and scroll past, it doesn’t matter how many views you get” (00:29:30). LinkedIn’s algorithm even boosts videos that keep people watching longer, so retention is key (00:28:50).
Beyond watch time, comments and shares are a huge signal that your video is resonating. Lindsay explains that “the best videos are the ones that get people to comment, ask questions, or share their own thoughts—it means they’re actually engaged” (00:33:10). If your video sparks discussion, it’s doing its job.
And, of course, the real test of success is whether your videos drive action. “We’ve seen videos work incredibly well when paired with a clear next step—like signing up for a webinar or downloading a report” (00:32:10). If your audience is moving from watching to taking action, you know you’re on the right track.
Finally, the best way to improve is to learn from your top-performing content. Lindsay shares that her team actively reviews which videos get the most comments, watch time, and conversions—then they refine and double down on what works (00:35:50). The more you analyze and tweak, the more effective your video-first strategy will become.
It’s not about chasing big numbers. It’s about creating high-impact videos that keep people engaged and move them closer to becoming customers.
Make Video Work for You
If there’s one thing that should be crystal clear by now, it’s that a video-first distribution strategy isn’t just a nice-to-have—it’s a must-have. Video is the most powerful way to capture mindshare, build relationships with future buyers, and turn attention into action.
We started by breaking down why most of your market isn’t ready to buy yet, and why video is the best way to make sure they think of you when they are. Then we covered exactly how to implement a video-first approach, from repurposing existing content to creating videos that actually stand out and drive engagement. And, most importantly, we looked at how to track what’s working so you’re not just creating content for the sake of it—you’re generating real business impact.
So where do you go from here?
- Start with what you already have – Dig into your webinars, customer interviews, or podcast recordings. There’s already gold sitting in your archives.
- Make video part of every campaign – You don’t need to go all-in on expensive production. Simple, well-placed videos can do the heavy lifting.
- Focus on engagement over vanity metrics – Watch time, comments, and conversions matter more than just views.
- Test, learn, and optimize – Look at what’s working, refine your approach, and double down on what drives results.
B2B marketers who get serious about video now will be the ones who win in the long run. The choice is simple—either you start using video to stay top-of-mind, or your competitors will.
So, are you ready to rethink how you use video? Now’s the time to put these strategies into action.
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