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B2B Video Strategy Guide for Marketing Managers (UK)
Plan, produce and distribute video that supports pipeline, recruitment and brand authority
Most B2B video content fails for one simple reason. It is produced without a clear commercial objective.
The result is a collection of one-off films that look good but do not support marketing goals, internal buy-in or measurable outcomes.
This guide outlines a practical, UK-focused framework for planning and delivering video content that aligns with business priorities, works on LinkedIn and can be executed efficiently across the year.
It is based on how we deliver video for professional services, housing associations and corporate teams across Cambridge, Suffolk and the wider UK.
Key outcomes this framework supports
Stronger LinkedIn presence for senior leadership
Consistent employer branding content
Case studies that support business development
Efficient batch filming across the year
Clear reporting back to internal stakeholders
1.
Objectives and commercial alignment
Before any discussion about cameras or formats, define what success looks like.
Typical B2B video objectives include supporting pipeline and lead generation, attracting talent, demonstrating sector expertise, humanising leadership teams and explaining complex services clearly.
Each objective requires a different type of film, distribution plan and cadence. Without this step, video becomes a cost rather than an investment.
2.
Audience and platform strategy
For most UK B2B organisations, LinkedIn is the primary channel for video.
Not all videos serve the same purpose. LinkedIn thought leadership builds visibility and trust. Website films support conversion. Case studies support sales conversations. Culture films support recruitment.
Planning content by audience and platform ensures each film has a defined role.
3.
Format selection
High-performing B2B video programmes typically include a mix of talking head thought leadership, client case studies, service explainers, culture and employer branding films and occasional flagship brand pieces.
The goal is not volume. It is a small number of well-planned films that can be used repeatedly across channels.
4.
Production planning and batching
One of the most effective ways to control budget and internal time is batch filming.
Rather than monthly ad-hoc shoots, many organisations move to quarterly production days, capturing multiple films in a single session with pre-planned messaging and shot lists.
This reduces disruption, improves consistency, lowers cost per film and creates a forward content pipeline.
5.
On-camera performance and messaging
This is where most B2B video fails.
Common challenges include overly scripted delivery, lack of clarity on key messages and low confidence on camera.
Effective preparation includes clear talking points rather than scripts, media coaching for contributors and aligning tone with brand positioning.
Strong messaging will outperform high production value without it.
6.
Distribution and internal amplification
Publishing the video is only the starting point.
High-performing teams activate senior leaders on LinkedIn, encourage employee engagement early, repurpose films into short clips and use video within sales and recruitment workflows.
This significantly increases reach and return without additional production cost.
7.
Measurement and reporting
Marketing managers are typically reporting on reach within target sectors, engagement quality rather than vanity metrics, use of video in recruitment or sales processes and consistency of brand presence.
Defining these metrics in advance allows video to be evaluated alongside other marketing activity.
Example annual structure
A typical programme might include two thought leadership filming days, one case study production day, one culture or employer branding film and ongoing short-form content extracted from these shoots.
This provides a consistent presence without requiring monthly filming.
Common challenges
Internal stakeholders expecting immediate ROI
Contributors lacking confidence on camera
Producing too many low-impact films
No clear distribution plan
These are addressed through upfront strategy, structured production and clear messaging.
Next steps
If you are planning video for the next financial year, the most effective starting point is a short strategy session to define objectives and priority formats, plan batch filming opportunities, map distribution across LinkedIn and web and establish realistic measurement criteria.
This typically results in a 12-month video roadmap aligned with budget and internal capacity.
Contact us now
Louis James-Parker is a UK-based filmmaker and video strategist working with professional services, housing associations and corporate teams across Cambridge, Suffolk and the wider UK. His work focuses on structured, strategy-led video programmes designed for LinkedIn, recruitment and brand authority.