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HOW TO: Use B2C techniques in B2B video

B2B video has gained a bad reputation. But Charlotte De Maria, account manager at ITN Productions, urges marketers to adopt some B2C techniques to make engaging video

Recent research from ITN Productions and B2B Marketing highlighted that, although B2B marketers are eager to embrace using more video in the coming year, there remains a significant skills and knowledge gap in the industry. This is serving to limit B2B adoption of video, as well as reinforce the gulf that exists between the general quality of video in the consumer sphere and that in the B2B world. 

While the language and messaging is different in B2B and B2C campaigns, the audience is always the same: people. One of the best examples of a B2B marketing campaign from 2013 was undoubtedly the Volvo Trucks social media campaign featuring Jean-Claude Van Damme, which was shared significantly in B2C circles despite being 100 per cent B2B. Without suggesting B2B marketers should spend millions on glossy viral ads, here are a few pointers on how to apply B2C techniques in B2B video: