B2B Video Strategy & Thinking
Written by a studio that makes B2B video every single week.
Black Camel is part ad agency, part production studio. We make brand films, LinkedIn ads, explainers, customer stories and training video for B2B tech companies — at economics that make full-funnel coverage actually possible. This blog is where we share what we’ve learned doing it.
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B2B Brand Marketing 6 minWhat is the 95:5 Rule in B2B Marketing?
At any given time, only 5% of your market is actively looking to buy. This article explains what the 95:5 rule is, where it comes from, and what it means for how B2B companies should split their marketing budget.
B2B Brand Marketing 10 minA CMO’s Guide to B2B Brand Marketing
A practical guide to B2B brand marketing — what it is, why it matters for revenue, and how to build a strategy that works both short-term and long-term.
Video Ads 9 minTop 6 Corporate Video Production Agencies
A comparison of corporate video production agencies written by someone who works in the industry — what each one specialises in and what to ask before you hire.
B2B Brand Marketing 8 min7 Best B2B Ad Agencies: A Guide for CMOs
A review of seven B2B advertising agencies — what they specialise in, the types of clients they work with, and how to evaluate which one is right for your brief.
Video Ads 7 min5 Best Fintech Video Ads: Examples and Analysis
Five fintech video ads that stand out in a crowded category — broken down by what the creative brief likely was, the decisions made, and why they work.
Video Ads 7 minTop 6 Cybersecurity Video Ads: Examples for CMOs
Six cybersecurity video ads that do something different, with a breakdown of what works in cybersecurity advertising and why most campaigns in this category look the same.
Video Ads 12 min12 LinkedIn Video Ad Examples Reviewed
Twelve LinkedIn B2B video ads reviewed against a consistent set of criteria: hook, format, relevance, and clarity. Includes examples that work and examples that don’t.
B2B Brand Marketing 8 minEmotional Advertising in B2B
B2B buyers are people. This article looks at why emotional advertising works in B2B, what the research says about how business buyers actually make decisions, and how to apply it to your video creative.
Questions we get asked regularly. Straightforward answers.
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 typically involve multiple stakeholders and take months or years, so video needs to work at two levels: brand-building content that reaches buyers before they are in-market, and performance-focused ads that convert buyers when they are actively evaluating options.
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 with 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 developed by 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.
B2B video production costs vary significantly depending on the agency and format. Industry averages based on Clutch project data and published agency rates: animated explainers typically run $8,000–$20,000 (Wyzowl average across 116 studios: $8,457; Demo Duck: $20,000+; Epipheo: $15,000+). Brand campaign videos average around $50,000 at mid-tier agencies (Studio Lewis: $29,900; Umault: $50,000+), with larger production companies charging $200,000 or more. Black Camel Agency charges from $3,000 for an animated explainer and $10,000 for a brand campaign — one-off projects start from $1,500 and always-on retainers from $6,000 per month. Full pricing is on our B2B video production pricing page.
Black Camel Agency works primarily with B2B technology companies — including SaaS, fintech, cybersecurity, and enterprise software businesses — typically based in the US, UK, or Europe.
