Launch & explainer video for complex tech.
The kind sales sends — and champions forward.
Plus the brand and demand-gen work that follows. We work on products where the value hides behind an interface, or there's no interface to film at all. Trusted by Thales, LexisNexis and Exclusive Networks. This blog breaks down what makes B2B video distinctive enough to actually get used.
Try: “LinkedIn video ads” · “95:5 rule” · “B2B brand marketing”
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It's the video sales sends and a champion forwards internally — the one that makes a product whose value hides behind an interface, or has no interface to film at all, clear enough to act on. Brand and demand-gen work follows from there.
B2B video marketing is the use of video to build brand awareness, generate leads, and move buyers through a business-to-business sales cycle. B2B buying decisions involve multiple stakeholders and take months or years, so video needs to work at two levels: brand-building content that reaches buyers before they're in-market, and performance-focused ads that convert them when they're actively evaluating.
Short videos — typically 15 to 30 seconds — with a clear hook in the first three seconds consistently outperform longer formats on LinkedIn. Videos that lead with a problem the viewer recognises, rather than the brand or product, tend to get better engagement. Generic corporate videos with stock footage and voiceover perform poorly.
The 95:5 rule is a framework from the B2B Institute stating that only around 5% of your potential market is actively looking to buy at any given time. The remaining 95% are not yet in-market. Investing in brand marketing reaches that 95% so that when they eventually enter the market, your brand is already known.
Costs vary by agency and format. Animated explainers typically run $8,000–$20,000; brand campaign videos average around $50,000 at mid-tier agencies, with larger production companies charging $200,000+. Black Camel charges from $3,000 for an animated explainer and $10,000 for a brand campaign — one-off projects from $1,500, always-on retainers from $6,000/month. Full pricing on our pricing page.
Black Camel works primarily with B2B technology companies — cybersecurity, RegTech, data infrastructure, industrial, SaaS and fintech — typically based in the US, UK or Europe.
See your next launchbefore you spend a dollar.
Book 15 minutes. Tell us about your product, your audience, and what's not working. We'll research your brand and deliver 5 campaign-ready video concepts — with a full script, storyboard and moodboard on the one you pick. No strings.
