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.