The New B2B Video Playbook: Practical Applications Across Your Organization
By founder David Delaney Mayer
Last week, I found myself in a conversation with the CEO looking to expand their content as they go-to-market. "We know we need more video," he told me, "but honestly, we're not sure where to start." His company had invested in a few high-production case studies but was struggling to extend video beyond these occasional marketing pieces.
It's a conversation I'm having with increasing frequency. The why of video in B2B is largely settled — better engagement, higher conversion rates, more effective communication. The question that remains is the how: how to implement video systematically across an organization in ways that drive real business outcomes.
After launching Elemmir Scale and having worked over the years with nearly a hundred B2B SaaS ventures to implement high-volume video strategies, I've observed clear patterns in how the most successful organizations are deploying video. I wanted to share these observations, as they might provide a useful framework for thinking about your own video strategy.
A Department-by-Department Video Playbook
What's become clear to me is that effective video implementation isn't just a marketing initiative — it's an organizational one. The companies seeing the most impact are those deploying video across multiple departments, each with their own specific use cases and cadences.
Here's what this looks like in practice:
Content Teams: Building Engagement Through Consistency
The content teams getting the most from video are treating it as a regular, ongoing component of their strategy rather than a special occasion. This looks like:
8-10 short clips monthly for social media. These aren't high-production pieces, but rather authentic, timely content that keeps your audience engaged. Voices from customers, partners, investors, etc. alternates between quick product tips, thought leadership, and team introductions to maintain variety while building a consistent presence.
4 video monthly to include in newsletters. Research shows that including video thumbnails in newsletters increases click-through rates. These videos aren't afterthoughts but are planned alongside the written content to create a cohesive story.
Marketing Teams: Boosting Conversion at Critical Points
While content teams focus on regular engagement, marketing teams are using video more strategically at high-leverage moments:
1 landing page or key funnel asset video monthly. These aren't scattered randomly across the website but are strategically placed at critical conversion points. A healthcare SaaS client of ours rotates which product landing page gets a new video each month, focusing on pages with high traffic but low conversion rates.
The results speak for themselves. After implementing this strategy, they saw conversion increases of 25-80% on these pages, with the highest jumps coming from complex products where video could explain value more effectively than text alone.
Product Teams: Demystifying Features and Driving Adoption
Product teams often struggle the most with communication — explaining complex functionality in ways users can easily grasp. Video is changing this dynamic:
1 feature/product highlight video monthly. These videos showcase specific features within the software, explaining not just how they work but why they matter. They're embedded within the product itself, sent in targeted emails to relevant user segments, and added to knowledge bases.
One product manager I spoke with recently shared something that stuck with me: "These videos aren't just marketing — they're reducing the support burden." By clearly explaining features upfront, product teams see fewer confused users reaching out to support.
Customer Success: Enhancing Onboarding and Engagement
CS teams are finding video particularly valuable for maintaining engagement and reducing churn:
1-3 FAQs/monthly tutorial/product information videos. These range from basic how-tos to more sophisticated use cases showing customers how to extract maximum value from the product.
What makes these effective isn't their production value but their timing and relevance. This targeted approach improves retention rates by making customers feel both supported and understood.
HR Teams: Building Culture and Clarity
Perhaps surprisingly, some of the most interesting video applications I've seen recently are coming from HR departments:
1-3 monthly videos for new hires and team culture. Customer videos are incredibly useful in motivating people around the mission of a company.
A lead marketer recently shared with me how videos have transformed their all-hands meetings: "People teared up when they watched them!" In a world of remote and hybrid work, this connection is invaluable.
The Thread That Connects It All
Looking across these different applications, a common theme emerges: the most successful video strategies are systematic rather than sporadic. They're planned, consistent, and integrated into regular workflows rather than treated as special projects.
This is precisely why we built Elemmir Scale. The traditional production model — with its high costs, long timelines, and project-based approach — simply doesn't support this kind of systematic implementation. Organizations need a partner who can deliver consistent quality at the pace of modern business.
Starting Your Own Video Strategy
If you're looking to implement a more comprehensive video approach in your organization, here's my advice:
Start with one department. Don't try to transform every team's communication strategy at once. Begin where you're likely to see the most immediate impact (usually marketing or content).
Commit to a regular cadence. Even if it's just two videos per month, consistency matters more than volume at first.
Build systems, not one-offs. Think about your video strategy as an ongoing program rather than a series of individual projects.
Measure what matters. For content teams, this might be engagement metrics; for marketing, conversion rates; for CS, retention figures. Tie your video efforts to concrete business outcomes.
Iterate based on data. Pay attention to which videos perform best and double down on those formats and topics.
By helping teams communicate more effectively through video, we're ultimately helping businesses build stronger connections with their customers and each other. There's something deeply satisfying about that.
As always, I'd love to hear how you're using video in your organization. The landscape is evolving rapidly, and I learn as much from our customers as they do from us.
Stay in touch,
David Delaney Mayer
Founder & CEO, Elemmir
