So you've been tasked with creating a new corporate video for your B2B company—maybe it's a brand introduction, a product explainer, or a recap of a major annual meeting. But where do you begin? Can you handle it in-house, or do you need professional help?
Doing B2B video well requires a good understanding of the stories you want to tell, the information you need to share, and a realistic assessment of your team’s capabilities. Whether you have an internal team with production experience or need external support, aligning your video strategy with your business goals is key to success.
This short guide will walk you through the essential steps of kickstarting your corporate video production journey, from defining your objectives to sharing it once it's complete. And make sure to download our free Media Project Discovery Questionnaire to help guide your planning efforts.
Laying the Groundwork: Defining Your Goals
Before diving into cameras and scripts, the most crucial step is defining your video's purpose. A beautifully shot B2B video won’t deliver ROI if it doesn’t align with your company’s objectives.
Start by answering these key questions:
- What’s your overarching goal? Are you looking to increase brand awareness, drive leads, showcase company culture, or recruit top talent? A great video should be laser-focused on a specific goal for your company.
- Who is your audience? Identify your target audience and consider their pain points, interests, and where they are in the sales funnel. Don't try to reach too many audiences at once, this can dilute your message and make your video less effective.
- What message are you communicating? Are you addressing a common challenge your audience faces, demonstrating a unique solution, or showcasing your brand’s expertise? Again, keep it focused and resist the urge of
- What type of video is best? Options include brand storytelling, product demos, case studies, testimonials, or educational content.
Keeping these answers in mind throughout production ensures your video remains targeted and effective. Check out our Media Project Discovery Questionnaire if you need help organizing this stage of the process.
A great example of targeting specific audiences with a specific message can be seen in an informational video our team recently produced for ITC, the largest independent electricity transmission company in the United States. The video was created to engage and educate policymakers, regulators, and legislators on the topic of Right of First Refusal ahead of new legislation in the state of Iowa, and features impactful storytelling and action-oriented messaging specifically created to reach these audiences:
Things You Will Need to Produce Your Video
- ✅ A Concept – Every great video starts with a strong idea. Your concept should align with your business goals and provide clear value to your audience. Whether it’s a case study, product demo, or brand message, the concept sets the tone for your video.
- ✅ A Location or Set – Your setting plays a crucial role in how professional and engaging your video appears. Consider whether you need a controlled studio environment, an office setting, or an outdoor backdrop that reinforces your message.
- ✅ A Script or Storyboard – A well-planned script ensures your message is clear and concise, while a storyboard helps visualize the flow of the video. This step is essential to keeping the production organized and on track.
- ✅ Talent – Whether using employees, customers, or hired actors, your on-screen presence should be natural and authentic. Ensure your talent is comfortable on camera and represents your brand well.
- ✅ Equipment (Video/Audio/Lighting) – High-quality visuals and sound are critical for professional video production. This includes cameras, microphones, tripods, and lighting setups to enhance clarity and eliminate distractions.
- ✅ Video Editing Software – The post-production phase is where everything comes together. Tools like Adobe Premiere Pro, Final Cut Pro, or DaVinci Resolve allow you to refine footage, add graphics, and ensure the final product is polished and engaging.
In-House Video Production vs. Hiring an Agency
One of the biggest decisions you’ll make is whether to produce your video in-house or hire a professional agency. Both approaches have advantages and drawbacks:
✅ In-House Production
Cost-effective: Modern video equipment is more accessible than ever, with award-winning films even shot on iPhones.
Full creative control: You can fine-tune messaging and branding without external influences.
Familiarity with brand voice: Your internal team understands company culture best.
❌ Challenges of In-House Production
Time-consuming: Producing a high-quality video requires expertise, scripting, filming, and editing.
Steep learning curve: Without professional skills, you risk producing a subpar video that weakens your brand.
Hidden costs: Editing software, music licensing, and talent fees can add up quickly.
✅ Hiring a Video Production Agency
Expertise and quality: Professionals ensure your video meets high production standards.
Efficiency: Agencies handle everything from scripting to post-production, freeing up your internal team.
Strategic guidance: A marketing-focused agency will align video content with broader business goals.
❌ Challenges When Hiring an Agency
Higher cost: While an upfront investment, a well-produced video delivers long-term value.
Less direct control: It’s crucial to clearly communicate your vision and expectations to ensure alignment.
Choosing between in-house production and outsourcing to a video production agency depends on your budget, timeline, and desired quality level. If your team has the skills and resources, producing in-house can provide greater control and cost savings. However, if you’re looking for polished storytelling, high production value, and strategic guidance, an agency can help you achieve a more professional and impactful final product.
The Production Process
The corporate video production process is a structured yet creative journey that transforms an idea into a compelling final product. For C-level executives and marketing directors, understanding this process ensures smoother execution, better alignment with business goals, and a higher return on investment.
Here’s what to expect, and where different team members may be contributing.
- Pre-Production: Planning for Success
This stage lays the foundation for your video. It includes goal setting, concept development, scripting, storyboarding, talent selection, and logistics planning. At this point, executives and marketing leads should ensure the video aligns with brand messaging and business objectives, while also approving budgets and timelines. - Production: Bringing Your Vision to Life
This is where filming happens. Whether on location or in a professional studio, production teams capture the footage needed to create your corporate video. Marketing directors should be involved to oversee brand consistency and messaging, while executives may be featured as subject matter experts or leaders. - Post-Production: Refining the Final Product
Once filming is complete, the video is edited, polished, and optimized for distribution. This phase includes cutting footage, adding graphics, sound mixing, color correction, and incorporating branding elements. At this stage, marketing leaders should review drafts, provide feedback, and ensure the video meets strategic goals before final approval. - Distribution: Maximizing Reach and Impact
A great video needs an equally great distribution strategy. Executives should collaborate with marketing teams to decide where and how the video will be promoted—on LinkedIn, YouTube, email campaigns, or paid advertising. This ensures maximum visibility and ROI.
By understanding the video production process at a high level, business leaders can streamline workflows, set clear expectations, and ultimately, create high-impact videos that drive results.
Read more: 5 online video tips that can amplify your business.
What B2B Buyers Want in Video Content
B2B and B2C audiences engage with video differently, and understanding what resonates with B2B buyers can help you create content that drives real business results. While consumer videos often lean on entertainment and emotion, B2B video content needs to build trust, demonstrate value, and establish expertise.
- ✅ Authenticity – Today’s business decision-makers value transparency and credibility. A behind-the-scenes look at your company, customer success stories, or leadership insights can build stronger connections than overly polished, sales-driven content.
- ✅ Value-Driven Content – Your buyers aren’t just looking for a product; they’re searching for a solution. Videos that address pain points, answer key questions, or provide industry insights position your brand as a valuable resource. Thanks to recent studies, we know 70% of B2B buyers find video more effective than other content formats for creating awareness of business challenges.
- ✅ Expertise & Thought Leadership – Your buyers want to work with knowledgeable partners. Webinars, explainer videos, and Q&A sessions allow your subject matter experts to provide real value while reinforcing your authority in the industry.
- ✅ Professionalism & Brand Consistency – Your video should reflect the credibility of your company. Clean visuals, clear sound, and on-brand messaging are critical.
Getting Your Video Seen
Creating a video is only half the battle. To maximize its impact, you need a strategic distribution plan that ensures it reaches the right audience at the right time (like all of your marketing).
A well-placed video can generate leads, drive engagement, and increase brand awareness. The key is to leverage multiple platforms effectively while repurposing content to extend its reach.
- ✅ YouTube – As the second-largest search engine after Google, YouTube is a powerhouse for video hosting. Posting your video here can improve search rankings and provide a long-term home for your content. Check out our blog on 5 steps to a great YouTube ad for more on this topic.
- ✅ LinkedIn – This is the go-to platform for B2B companies. Sharing your video on LinkedIn can help establish thought leadership, engage industry professionals, and attract new business connections.
- ✅ Your Website – Embedding videos on key website pages, such as your homepage, product pages, or blog posts, can increase time on site and conversion rates.
- ✅ Social Media – Platforms like Facebook, X (formerly Twitter), Instagram, and Threads allow for targeted distribution based on audience demographics. Video is a natural part of these channels, and a great way to engage your audience.
- ✅ Email Campaigns – Including video in your email marketing can boost click-through rates and engagement. While putting an actual video in an email has performance and compatibility challenges, you can always use GIFs and link out to your videos.
- ✅ Paid Advertising – Running video ads on platforms like LinkedIn, YouTube, and Facebook ensures your video gets in front of decision-makers most likely to convert.
Your Video Marketing Strategy Starts Now
Corporate video production is no longer optional for B2B brands—it’s a powerful tool for building credibility, engaging audiences, and driving conversions.
The experts at Informatics can help bring your vision to life with strategic, impactful video production, whether it's onsite or in our broadcast-quality studio. Let's get started today!
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