The four essentials of any good B2B marketing story; why video is on the rise as the content asset of choice; and the top use cases for video storytelling.The medium you choose to convey a B2B marketing story can greatly affect its impact. Animation, motion graphics, video, movie…whatever you name it, content that tells a story via moving images can generate leads, enhance a brand, and deliver information in ways that truly engage B2B audiences. In this paper, we explore the essentials of a good B2B story, why video is becoming more popular as a B2B content asset, the best use cases for video storytelling, and when it makes sense to call in the professionals vs firing up the smartphone camera. Key detailsEvery effective B2B story includes action, conflict & resolution, character, and specificsVideo is the medium of choice for capturing complete audience attention fastVideo content typically keeps website visitors engaged longer than text does—and ultimately nudges search results in your favour so more people can find you onlineYou can atomise your video content into other outlets, such as presentations and blog postsThe best use cases for video storytelling include educational demos and tutorials, brand stories, thought leadership pieces, and direct response campaigns