By Joanna Stone | B2B YouTube & LinkedIn Strategist | Founder, Artificial Creators | Published on March 4, 2025
The Research That Reveals Where B2B Video Marketing Stands in 2025
At Artificial Creators, we noticed a significant knowledge gap in understanding how B2B companies are actually leveraging B2B video marketing, particularly when it comes to platform selection and implementation strategies. To address this gap, we conducted a comprehensive research study with over 300 B2B marketing leaders including CMOs, VPs of Marketing, and Marketing Directors across multiple industries.
The result is our upcoming "B2B Video Research Report 2025," which will be released as a free downloadable resource on March 15th. Today, I'm sharing some of the most striking findings from our research, though the full report will contain much more detailed analysis, implementation strategies, and actionable frameworks.
What makes this research particularly valuable is its focus on real-world implementation challenges rather than theoretical best practices. We specifically examined how businesses are currently using video, where they're distributing it, what challenges they're facing, and which approaches are delivering measurable ROI.
Key Research Findings: The YouTube Opportunity Gap
Our research uncovered several critical insights, but perhaps the most striking is what we're calling the "YouTube Opportunity Gap"—a significant disconnect between platform value and actual usage by B2B marketers.
1. Platform Mismatch: Where B2B Companies Distribute Video Content
One of the most revealing findings is the dramatic underutilization of YouTube as a strategic platform. While companies are creating videos, they're not distributing them where they could have the most impact:
Only 15% of B2B companies prioritize YouTube for their video content
Meanwhile, 67% place videos on paid ads, 65% on their websites, and 51% on LinkedIn
Mike Vannelli, Creative Director at Envy Creative, puts it succinctly: "Companies that underutilize YouTube in their B2B video marketing strategy are leaving a massive opportunity on the table. Unlike short-lived social media content, YouTube videos have a long shelf life, continuously generating views, leads, and SEO value."
This platform gap is particularly significant when examining YouTube's unique position in the B2B ecosystem. According to our research, YouTube functions as both a social platform and the second-largest search engine globally, processing over 3 billion monthly searches for business-related terms.
2. The Implementation Disconnect: Recognized Value vs. Strategic Execution
Despite video marketing delivering the highest ROI among marketing channels (26% compared to trade shows at 25% and paid ads at 20%), only 36% of companies consider it a core part of their strategy. The remaining 64% admit to inconsistent implementation.
This inconsistency stems from three primary challenges:
Content strategy uncertainty: 43% of businesses don't know what kinds of videos would resonate with their audience
Lead generation difficulties: 39% create videos that fail to generate real leads
Resource constraints: 17% lack the time/resources to create content consistently
"Starting doesn't require a studio or expensive gear. A clear content plan matters more," advises Natalia Lavrenenko, Marketing Manager at Rathly. "Focus on searchable topics: tutorials, case studies, and expert insights. Keep it simple—shoot on a phone, add captions, and optimize titles and descriptions for search."
3. The Educational Burden on Sales Teams
Our research reveals 35% of sales teams spend significant time educating prospects about their solutions before closing deals. This educational burden creates a substantial opportunity for video content to pre-educate prospects, shifting this responsibility from resource-intensive sales conversations to scalable content assets.
Companies successfully implementing video across their sales pipeline report cycle reductions of 18% for awareness-stage content, 27% for consideration-stage materials, and 34% for decision-stage content. These efficiency gains directly address the educational burden many sales teams currently face.
4. The ROI Challenge Persists
The dominant marketing pain point, cited by 63% of respondents, involves proving ROI to justify budget allocation. This measurement challenge directly impacts video marketing adoption, as inconsistent attribution models make it difficult to quantify video's contribution to revenue outcomes.
"The first step to building a strong presence is treating YouTube like a long-term content asset, not just another social platform," explains Georgi Petrov, CMO at AIG MARKETER. "Even posting one high-quality video per month can position a brand as a go-to resource. The companies that figure this out now will dominate in the next few years while others play catch-up."
Why B2B Companies Are Missing the YouTube Opportunity
Our research uncovered several factors contributing to YouTube's underutilization in B2B marketing strategies:
Platform Misconceptions
Many B2B marketers still view YouTube primarily as a B2C platform rather than recognizing its role as a professional research tool. This perception gap leads to missed opportunities, as 83% of B2B decision-makers actively use YouTube for industry research.
"YouTube is a search engine. Skipping it means missing out on a massive audience actively looking for solutions," notes Natalia Lavrenenko. "Unlike social media posts that disappear fast, YouTube videos keep bringing in leads for months or even years."
Siloed Content Strategies
Companies often treat video as a standalone tactic rather than integrating it into comprehensive marketing strategies. This siloed approach limits video's effectiveness and makes ROI measurement more challenging.
The full B2B Video Research Report 2025 will explore these factors in greater depth, providing frameworks for addressing each challenge.
Content Types That Deliver Results
Our research reveals valuable insights about the types of video content B2B companies are creating. Customer testimonials emerged as the most common content type at 61%, followed by webinars (52%), product demos (51%), and short-form social videos (51%).
However, examining how companies use video reveals interesting patterns. The largest segment (40%) focuses on "establishing thought leadership and ultimately driving lead generation," indicating recognition of video's authority-building potential.
The second most common approach involves "providing valuable information and demonstrating value propositions" (21%), followed by "building brand awareness and improving engagement" (20%). These approaches directly address the educational burden many sales teams face.
The Strategic Value Proposition of YouTube for B2B
Our research confirms YouTube offers several unique advantages for B2B marketing that other platforms cannot match:
1. Long-Term SEO Value
Most social media content exists in a vacuum—it doesn’t index on search engines, meaning once it's posted, it fades into the algorithm, buried under an endless feed. YouTube, on the other hand, is structured like a search engine.
"Unlike social media platforms where content has a short shelf life, YouTube videos continue driving traffic, leads, and brand authority for years," explains Georgi Petrov. "It's essentially a search engine, meaning potential clients actively look for solutions instead of passively scrolling."
2. Dual-Indexing Advantage
YouTube content benefits from both YouTube’s internal search engine and Google’s search results, giving B2B brands a visibility advantage that company websites alone can’t match.
According to Sagapixel, “videos can boost organic traffic from search engine results pages (SERPs) by up to 157%,” making them a critical component of any SEO strategy. Additionally, their research found that “eight out of ten videos that appear in Google searches come from YouTube,” demonstrating YouTube’s dominance in video search results.
By leveraging YouTube’s platform, B2B brands can significantly enhance their online presence and reach a broader audience.
3. Algorithmic Amplification
High-performing YouTube content receives algorithmic amplification, exposing brands to adjacent professional audiences through the recommendation system. This creates discovery opportunities beyond direct search.
The platform's social architecture further amplifies this reach, with high-retention videos receiving prioritized placement in Recommended feeds, exposing brands to adjacent professional audiences.
What Successful Companies Are Doing Differently
Companies successfully leveraging YouTube for B2B marketing implement several key strategies that differentiate them from competitors:
1. Implementing a Dual-Platform Approach
Rather than treating all video platforms as interchangeable, successful companies leverage both YouTube and LinkedIn for their distinct strategic advantages. YouTube serves as the cornerstone for discoverable, in-depth content, while LinkedIn facilitates professional network distribution.
2. Aligning Video Content with Sales Needs
Companies achieving the highest ROI systematically align video content with the specific educational needs revealed during sales processes. This alignment creates significant efficiency gains by shifting the educational burden from sales teams to scalable content assets.
3. Implementing Sophisticated Measurement Systems
Leading companies implement measurement approaches that connect engagement metrics to revenue impact. This advanced measurement incorporates both platform analytics and business outcome tracking to quantify video's contribution to revenue objectives.
The Strategic Imperative: Why Action Is Needed Now
Our research reveals that video marketing has evolved from an optional tactic to a strategic imperative for B2B companies. The gap between current implementation (with 64% using video inconsistently) and potential impact (with video delivering the highest ROI among marketing channels at 26%) represents both a challenge and an opportunity for forward-thinking businesses.
Companies successfully implementing strategic video marketing report substantial competitive advantages:
3-5x higher lead quality compared to traditional digital channels
40% reductions in customer acquisition costs
47% shorter sales cycles due to reduced buyer education time
"The companies that master strategic video implementation won't just survive the evolving digital landscape—they'll define it through enhanced visibility, influence, and growth," notes Joanna Stone. "At Artificial Creators, we're committed to helping businesses overcome the intimidation factor associated with YouTube, enabling them to tell their stories effectively and achieve the visibility they need to succeed."
What's In The Complete B2B Video Research Report 2025
The insights shared in this article represent just a portion of our comprehensive research findings. The complete B2B Video Research Report 2025, which will be available for free download on March 15th, includes:
Detailed analysis of video marketing adoption rates across different industries
Comprehensive breakdown of implementation challenges and strategic solutions
Platform-specific optimization strategies for maximizing YouTube ROI
Step-by-step frameworks for aligning video content with buyer journey stages
Advanced measurement approaches for quantifying video's revenue impact
Case studies of companies successfully implementing video marketing strategies
Predictive analysis of how AI will impact video marketing in the coming years
Take Action Now: Prepare Your Video Marketing Strategy
Don't wait until the competition catches up. Here are two ways to start leveraging the insights from our research today:
1. Reserve Your Copy of the Full Report
Be among the first to receive the complete B2B Video Research Report 2025 when it's released on March 15th. Sign up at HERE to have it delivered directly to your inbox.
2. Take Our Free Video Marketing Assessment
Not sure where your company stands compared to competitors? Our free assessment tool analyzes your current video marketing approach and provides a customized roadmap for improvement. The assessment takes just 5 minutes to complete and delivers immediate insights on your strengths and opportunities.
The video marketing landscape is evolving rapidly, with YouTube emerging as a critical platform for B2B success. Companies that act decisively to implement strategic video marketing will gain significant competitive advantages in the years ahead.
Will your company be one of them?
Joanna Stone is a B2B YouTube & LinkedIn strategist and the founder of Artificial Creators. She helps B2B companies build authority and generate leads with high-impact video marketing strategies. You can find her on linkedin, send an invite to connect - https://www.linkedin.com/in/joannastoneofficial/