What Is a Good B2B Video Strategy?
- Dane Frederiksen
- May 4
- 2 min read
A good B2B video strategy answers the questions buyers are asking AI search engines, uses real subject matter experts, and matches production quality to the platform. Most B2B companies aren't equipped to figure that out alone.
Quick Answer
Start with the questions your buyers are typing into AI search engines, not a generic content calendar.
Get real subject matter experts on camera. If they won't, partner with B2B creators or batch short audio answers with captions.
Match production quality to the channel. LinkedIn shorts don't need a film crew. A polished hero video does.
Why most B2B companies struggle to build a video strategy
Most B2B decision makers aren't video experts, and that's the core problem. They're being asked to make tradeoffs they don't have the experience to weigh. How polished does this need to be? Live action with people on camera, or animated explainer? At what point does production quality stop adding value?
"All these people in decision making roles that are not video experts, I don't know how they're gonna be able to do that." — Dane Frederiksen
A working B2B video strategy answers four questions clearly:
What questions do our buyers ask AI search engines? Run an AEO or GEO audit. Find the questions where you have a credible answer and competitors are weak. Build the video plan around those gaps.
Who's on camera? Internal subject matter experts first, ideally a VP of product or a senior developer. If they won't go on camera, partner with established B2B creators in your space, or batch one-question, one-answer audio clips with captions on screen.
How polished? Match the channel. A LinkedIn short can be a webcam recording. A homepage hero video deserves real production. Don't over-invest in formats that move fast and disappear.
How sustainable is the production? Plan for 6 to 9 months of consistent output, not a one-time campaign. AI search visibility compounds over time, but only if the content keeps coming.
The brands winning right now aren't the ones with the biggest production budget. They're the ones publishing real expert voices answering specific buyer questions, repeatedly, over months. That's the strategy.
Frequently Asked Questions
What should a B2B video strategy include?
Start with an audit of the questions your buyers ask AI search engines. Build the content plan around those gaps. Use real subject matter experts on camera, partner with B2B creators when employees won't, and match production quality to each channel.
How polished does a B2B video need to be?
It depends on the channel. A LinkedIn short can be a webcam recording. A homepage hero video deserves higher production quality. Don't over-invest in formats designed to move fast.
What if our subject matter experts won't go on camera?
Two workarounds. Partner with established B2B creators in your space. Or batch short one-question, one-answer audio clips where the expert reads the question and answer, with captions on screen. Both let you publish authoritative content without forcing a camera workflow.
Watch the full interview
Watch Kaleigh Moore and Dane Frederiksen go deeper on B2B video strategy, AI search visibility, and how to get subject matter experts publishing without disrupting their schedule: the full interview.
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